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A remark by Ex-Kameme TV journalist Wangechi wa Kariuki has reignited debate over the changing expectations for journalists seeking jobs in Kenya’s increasingly competitive media industry.
In a Facebook post that quickly gained traction online, Wangeci wrote:
“If you are a journalist and still looking for a job in mainstream media 🤔 with nothing to show on your socials, you are a serious joker.”
The comment has drawn mixed reactions from media professionals, highlighting the growing importance of digital visibility in journalism recruitment.
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The remarks come at a time when traditional media houses continue to downsize, freeze hiring, or shift toward digital-first operations. As a result, journalists are being required to demonstrate not only reporting skills but also the ability to create, package and distribute content across social media platforms.
Media recruiters say social media profiles now serve as informal portfolios, allowing employers to assess a journalist’s writing style, video skills, audience engagement and consistency. Platforms such as X, Facebook, Instagram, TikTok and LinkedIn have become key spaces where journalists publish breaking news, analysis and multimedia content.
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Supporters of Wangeci’s statement argue that journalists can no longer rely solely on academic qualifications or past attachments. They say a strong digital presence demonstrates relevance in a media environment where audiences increasingly consume news online.
However, others have cautioned against equating social media visibility with journalistic competence. Some journalists argue that quality reporting, ethics and newsroom experience should remain the primary measures of professionalism, noting that not all skilled reporters are active or popular on social platforms.
The debate reflects a broader shift in the industry, where journalists are increasingly expected to brand themselves, grow audiences and produce content beyond traditional newsroom structures.
As the media landscape continues to evolve, industry observers note that journalists who combine strong reporting skills with an active, professional digital footprint may have a competitive edge in the current job market.
