Negotiating Integrity: Nakuru Journalists’ Perceptions of ‘Brown Envelopes’ and Freebies under Kenya’s Media Code of Conduct

Abstract

This study examined the perception of Kenyan journalists in Nakuru County towards ‘brown envelopes’ and freebies in relation to the Media Council of Kenya’s Code of Conduct governing the media profession. The study was conducted in Nakuru County, where a purposive sampling method was used to identify five bureau heads and 10 reporters. Respondent-driven sampling (RDS) method was employed to sample other respondents. The data collection tools were questionnaires, interviews and focus group discussions (FGDs). This study was hinged on the Social Responsibility theory as espoused by Robert Maynard Hutchins in 1947. It argues that the media has a responsibility to inform the public without bias. Quantitative research method was used here to obtain numerical data that was analysed using descriptive and inferential statistics, while the qualitative research method was used to obtain data on experts’ perceptions, reasons, and opinions and was analysed using the content analysis method. Quantitative and qualitative data were compared using a triangulation design. The findings from this study revealed a complex ethical landscape in the media industry in Kenya, where journalists know that accepting ‘brown envelopes’ and freebies is unethical. They are, however, candid about accepting it due to economic pressures. This calls on media house managers to improve pay for journalists to ensure financial security. This could reduce economic vulnerability and increase resistance to these unethical practices. It also calls on media scholars to reinforce capacity building through media ethics training in order to emphasise ethical conduct among journalists. It emphasises the need for ethical practice among journalists.