Politics. Campaigns. Threats. Promises. 2027. One term. Two terms. Coalitions. Opposition. Broad-based government. All keywords to the gospel of political programming in Kenya in the past few months; programming by competing sides of the political spectrum for the attention of Kenyans.
These words have conveniently replaced Gen Zs, protest, revolution, taxes and taxation, economic justice, youth, abductions, disappearances, among others that had captured headlines for the better part of last year into 2025. Competition among media commentators and headline writers for the catchiest phrase, for a sound bite that is not clichéd, is intense. Why? Because Kenyan media is stuck in some kind of political dance macabre.
Yet, that same media, the same politicians and commentators agree on one key subject: the economy. It is the economy that is our biggest challenge, ordinary citizens are told all the time by politicians, experts and journalists. If we grow the economy, there will be enough money to go around and reach everyone.
Alright. So, why doesn’t the media, politicians, experts and businesspeople just focus on the economy? Why don’t we all go to business class and study how to make the economy more productive? Why can’t the media give us free classes in doing and sustaining business? These are vain questions. But they are the kind of questions that should trouble every right thinking Kenyan. Why are Kenyans doing politics almost all year round? Why are politicians already redirecting the attention of Kenyans to the campaigns for the general elections in 2027? The media will sometimes argue that their audience feedback shows what Kenyans want to read, and politics ranks top on the menu. Granted. However, let the Fourth Estate not forget its responsibility to set the agenda; the ability of news organisations to influence which issues the public considers important. If the media fails to guard its agenda setting roles jealously, it risks becoming a conveyor belt of issues that go contrary to public interest
What are the likely slogans and sound bites for the current election campaigns to replace the hustler call? For all its propagandistic bent, the hustler call made deep economic sense. It offered hope to millions of Kenyans with its claim of leveling the socioeconomic ground. The wheelbarrow made some sense as a tool for progress, especially in a country that describes itself as an agriculture-based economy. After all, the wheelbarrow is a great carrier of manure, which is still the main crop fertiliser for small-scale farmers.
What new viable business or economic model or lessons can the media offer Kenyans? Micro, small and medium-sized enterprises (MSMEs have been identified as the springboard for economic progress in countries such as Kenya. There more than enough studies out there to back this argument. Indeed, whether in newspapers, on radio or TV, the media has been showcasing success stories in Kenya. The jua kali sector has been praised ad infinitum but it is unlikely to lead to industrialisation.
So, why can’t the media take the lead in preaching the gospel of business all week instead of carrying political news as lead stories every day, and hiding business news some 10 pages inside the newspaper or at the end of the news bulletin on radio and TV?
