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I recently had an uneasy conversation with a friend about the declining number of students pursuing journalism in universities.
The media industry, both locally (Kenya) and globally, is undergoing unprecedented changes. The traditional advertising and commercial models that have sustained it for decades are no longer effective. Newsrooms are shrinking, and printing presses are shutting down. This raises an important question: Is an undergraduate degree in journalism still worth pursuing? Must schools begin to rethink their offering?
In Kenya, the media landscape has been severely affected by downsizing in recent years. Nation Media Group, one of the largest media houses in the country, has conducted multiple rounds of layoffs across various departments. The Standard Group, Royal Media Services, Mediamax Network, and even The Star have also undergone restructuring due to dwindling advertising revenue and shifts in consumer habits.
Consequently, the drop in journalism student numbers across African universities is alarming. Schools are grappling with whether the instability in the journalism sector is driving this trend and what can be done to reverse it. The profession, particularly in print media, has long been associated with low wages and limited job prospects. It has become less appealing to young graduates who are seeking secure and lucrative careers.
Technological advancements—especially the rise of Facebook, YouTube, and X—have also reshaped how media is produced and consumed. The proliferation of digital platforms and social media has democratised information dissemination, allowing anyone with an internet connection to become a content creator. This shift has eroded the traditional dominance of professional journalists, making it more difficult for them to find employment and earn a stable income.
The restructuring of Kenyan media houses has reinforced the perception that journalism lacks job security. Despite the challenges facing traditional journalism, significant opportunities exist in fields like film production, social media, strategic communications, public relations, and strategic communications within organizations. Many organisations are seeking professionals who can craft narratives, manage crises, and build brand reputations in the digital age.
The social media platforms like Instagram and Tiktok have given rise to a new and great source of income for social media players. Influencer and communications roles often offer more stability and higher salaries than traditional journalism jobs.
As companies recognise the value of effective communication in a fast-paced, information-driven world, the demand for skilled professionals in these areas is rising. Graduates with expertise in public relations or corporate communications are better positioned to transition into roles that influence public perception and organisational strategy, making these fields a more attractive option than newsroom journalism for many young professionals.
News remains an integral part of our lives, but the way it is consumed and produced is constantly evolving due to technological advancements and changing audience preferences. As the media landscape diversifies with the rise of digital platforms, social media, podcasts, and citizen journalism, traditional approaches alone are no longer sufficient. It is up to educational institutions to not only impart foundational journalism skills but also to adapt their curricula to reflect these shifts.
They must prepare students to be agile, tech-savvy, and innovative, capable of thriving in this fast-paced environment. Producing well-rounded multimedia journalists who can seamlessly transition across various formats—whether it’s broadcast, digital, print, or social media—is essential for navigating the current and future media landscape. These institutions play a key role in ensuring that the next generation of journalists is not just ready for today’s challenges but also equipped to shape the future of journalism.
To further address these challenges and rejuvenate journalism in Africa, universities must also adopt a more entrepreneurial approach in their curricula. A focus on media entrepreneurship can equip students with the skills needed to navigate the changing media landscape and create sustainable careers.
Schools must begin to allocate more resources to areas like animation, film, broadcast, public relations, and strategic communications, many of which are currently offered as minor concentrations. These subjects should be expanded into major fields, with journalism relegated to the level of a minor or postgraduate study.
I propose that journalism degrees should be offered exclusively at the master’s level, while undergraduate programmes focus on other professional disciplines, perhaps with Journalism as a minor.
Media studies should encompass not only journalistic skills but also business acumen and technological proficiency—key tools for managing media ventures like online news platforms, digital content agencies, and social media marketing firms.
By introducing media entrepreneurship at the undergraduate level, universities can equip students with a wider range of opportunities and empower them to become independent professionals in today’s evolving media landscape.
Universities should also offer specialised courses in digital marketing, social media analytics, and content creation to provide students with practical skills necessary for launching and managing their own media ventures. Encouraging innovation through film production, startup competitions, and mentorship programmes can further help students gain real-world experience and build professional networks.
By shifting their focus, African universities can not only address the decline in journalism enrollments but also help develop a more vibrant and sustainable media ecosystem. Failing to do so risks leaving journalism as an outdated profession, ill-suited to the realities of the digital age.
The writer, Terryanne Chebet is a current student of Journalism and a climate communications consultant, having gone back to school after 17 years of working, and is immensely enjoying adult learning, with a mean GPA of 3.85 last semester (Source: African Maverick/www.linkedin.com)
Online Reporter