Business Journalism in Kenya: News Values, Agenda-Setting, and Practices in Print–Digital Outlets

This article examines the nature of business journalism in Kenya by analyzing the practices across leading newspapers (The Business Daily, Daily Nation, and The Standard) as well as digital outlets (Tuko, Business Today, and The Elephant). Guided by agenda-setting theory, it investigates how business news is selected, framed, and presented, and how news values shape story priorities. A mixed-methods design combining extended content analysis over multiple months and surveys with journalists and industry professionals was employed. The findings reveal distinct editorial patterns. The newspapers maintain consistency in covering institutional and macroeconomic issues, with heavy reliance on authoritative sources like the Kenya National Bureau of Statistics and the Central Bank of Kenya. In contrast, digital outlets highlight immediacy and audience-centered themes such as entrepreneurship, consumer markets, and startups, while relying more on press releases and social media data. Statistical tests confirmed significant differences in writing styles and sourcing across platforms. Resource limitations, advertiser influence, and gaps in subject-matter expertise are main challenges. Nevertheless, both print and digital outlets demonstrate a commitment to accessibility through simplified language, visual aids, and varied writing styles. The study concludes that business journalism in Kenya is characterized by a divided ecosystem, with print providing institutional grounding, while digital outlets offer immediacy and broader audience engagement. These findings contribute to business journalism academia and practice by highlighting the need for ongoing professional training in financial reporting and digital storytelling, investment in data literacy, and strategies to safeguard editorial independence in an era of commercial and technological pressures.