Date of Award
2025
Document Type
Thesis
Degree Name
Master of Arts in Digital Journalism (MADJ)
First Supervisor/Advisor
Nyakundi Nyamboga
Second Supervisor/Advisor
Hesbon Owila
Department
Graduate School of Media and Communications
Abstract
Podcasting has become a popular form of new media in Kenya, providing a platform for sharing diverse topics. However, the minimal regulatory oversight in podcasting and the involvement of individuals with limited journalistic training have raised ethical concerns. This study, guided by Social Responsibility Theory, explores ethical awareness among Kenyan podcasters, the relationship between ethical practices and audience engagement, and the prevalence of ethical breaches in podcast content. A quantitative research design, specifically descriptive design, was adopted. Data was collected using a structured questionnaire, and podcast episodes were examined online. Only podcasters who are journalists and have worked or currently work in a media house were included in the study. Additionally, their podcasts must be available on both Spotify and YouTube. The findings revealed that 69.2% of podcasters were aware of ethical and professional journalism standards, while 30.8% were moderately aware. Ethical awareness was strongly associated with audience engagement, explaining 43.7% of the audience engagement. The prevalence of ethical breaches in the surveyed podcasts was highest in bias or stereotype (59.0%), followed by respect and dignity (53.8%) and duty of care (51.3%). Nonetheless, hate speech and lack of rebuttal were present in only 7.9% of the episodes and 12.8%, respectively. The study concludes that most Kenyan podcasters are aware of ethical and professional journalism standards, though numerous podcasts still present ethical breaches. A conclusion was made that the awareness of ethical journalistic practices positively correlates with audience engagement. The study recommends periodic training and sensitisation on the importance of ethical and professional journalism standards in the podcasting industry.
Recommended Citation
Anthony Irungu Mwangi. (2025). ETHICS IN NEW MEDIA (Unpublished thesis). Nairobi: Aga Khan University - Graduate School of Media and Communications.
