Date of Award
2025
Document Type
Thesis
Degree Name
Master of Arts in Digital Journalism (MADJ)
First Supervisor/Advisor
George Nyabuga
Department
Graduate School of Media and Communications
Abstract
An outcome of the Internet is the widespread use of social media, which has been instrumental in creating a new breed of journalists who can bypass traditional gatekeepers and reach audiences directly. The era of social media has provided celebrity journalists with additional platforms to reach audiences besides traditional mainstream media outlets. Therefore, the study sought to examine the phenomenon of celebrity journalism in the digital era. The specific objectives were to assess celebrity journalism in the content of modern journalistic practices, examine how it manifests itself, and determine how celebrity journalism affects public interest remit of the media. A qualitative phenomenological approach was adopted for this study. Semi-structured interviews were conducted with 10 celebrity journalists in Kenya to collect data. Thematic analysis was used to analyze the collected data. Key findings include the dual role of journalists as both entertainers and advocates, using their platforms to promote social causes while maintaining professional duties. However, this shift raises ethical concerns, particularly regarding misinformation and sensationalism as the demand for engaging content can compromise accuracy. The study also highlights the competitive force of citizen journalism, which, while democratizing news production and distribution, challenges professional standards of verification. Additionally, digital platforms offer journalists opportunities to monetize their content, which aids financial sustainability but may commercialize journalism. The findings emphasize the need for stronger ethical guidelines and institutional accountability to balance personal branding with public trust and journalistic integrity. This study underscores celebrity journalism's complexities and opportunities in maintaining digital media's credibility.
Recommended Citation
Edwin Mutugi Kuria. (2025). An examination of the phenomenon of celebrity journalism in the digital era (Unpublished thesis). Nairobi: Aga Khan University - Graduate School of Media and Communications.
