The effects of social media on newspaper content distribution: a case study of the star newspaper

Author

Mercy Gakii Kiunga, Aga Khan University

Date of Award

2-2023

Document Type

Dissertation

Degree Name

Master of Arts in Digital Journalism (MADJ)

First Supervisor/Advisor

Peter Kimani

Second Supervisor/Advisor

Erneo Nyakundi

Department

Graduate School of Media and Communications

Abstract

The Star newspaper is arguably the epitome of bold experimentation in the newspaper industry in Kenya. Over time, Star has evolved from a social features newspaper to a political newspaper, growing from a weekly tabloid to a daily circulation newspaper. It is now at the forefront of distributing content on social media channels, print circulation, and digital platforms. This research explored the influence of social media channels on content distribution in Star newspaper. As people use social media platforms to consume news, an increasing number of newspaper channels are turning to social media to catch users' attention. The use of digital devices such as mobile gadgets to access social media websites such as Facebook, Twitter, WhatsApp and Instagram make these channels useful for audiences. It explored how Star publications is developing, packaging and disseminating content to reach various audiences. The study used the domestication of technology theory as the theoretical framework to understand how news production and dissemination has adopted social media technologies that were otherwise not meant for the industry but have made successful use of these technologies in disseminating news. The researcher adopted the qualitative research approach, and an exploratory research design, to focus on the packaging of newspaper content on social media. The study used interviews with journalists working at the Star and observation for data collection. The researcher used an interview guide to collect qualitative data by asking the digital journalists about their experiences in news dissemination on social media. The data was analyzed descriptively. The study found that although social media has enabled faster sharing of news, it has also come with challenges, such as publishing fake news and misinformation. The problem is aggravated by lack of qualified professional journalists who can verify and fact-check information. Media houses must invest in more robust fact-checking and verifying resources to keep their credibility intact.

Recommended Citation

Kiunga, M. G. (2023). The effects of social media on newspaper content distribution: a case study of the star newspaper (Unpublished master's dissertation). Aga Khan University, East Africa.