Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

George Nyabuga

Department

Graduate School of Media and Communications

Abstract

This study investigated the shift of journalists to corporate communications, motivated by economic instability, professional obstacles, and the changing dynamics of the media sector. The study sought to evaluate the present work conditions of journalists, investigate the challenges encountered during their move to corporate communications, and analyse the motivations behind this career change. Decreasing earnings, unstable job security, and escalating workloads in conventional journalism have driven numerous journalists to pursue stability, professional advancement, and improved work-life balance in corporate positions. This transition presented problems, such as adapting to new professional standards, inter-role conflicts, and substantial emotional and identity upheavals. The study employed critical theory and career transition theory (CTT) as analytical frameworks, utilising qualitative methods such as semi-structured interviews with 10 former journalists and 10 active journalists, alongside document analysis of 10 journalism and 10 corporate communications job advertisements. The findings indicated that reasons include financial stability, professional advancement, and skill diversification while emphasizing problems such as workload weariness, adjustment to hierarchical workflows, and acquiring new abilities. Recommendations highlighted establishing organized transition support networks, revising journalism curricula to incorporate corporate communication skills, and promoting partnerships between journalism and corporate communications to enhance public conversation and fortify the media business.

Download

Share

COinS