Cultivating the Democratic Commons: Media Responsibility, Social Cohesion, and the Sustainable Development of Kenya's Electoral Process

Abstract

Sustainable democratic development cannot be achieved without a peaceful and responsible media environment. While scholarly consensus acknowledges media's significant influence in conflict settings globally, substantial theoretical and empirical gaps persist regarding its precise role in either escalating tensions or fostering peace during electoral processes in Kenya. Existing literature reveals a critical disconnect between recognizing media's potential for peacebuilding and understanding the specific mechanisms through which media practices either reinforce ethnic polarization or cultivate social cohesion in volatile political contexts. This study investigates the complex interplay between media responsibility, social cohesion, and sustainable electoral development within Kenya's democratization process. Focusing specifically on Kisumu County as a critical case study of recurrent electoral challenges, the research analyzes how media practices during electioneering either undermine or enhance democratic consolidation through their impact on social cohesion. The study adopted a conceptual model which was guided by three main theories: Libertarian theory, Social Responsibility theory and Galtung’s theories of structural violence and structural peacebuilding (1969). Key government officials, media practitioners, security officials and journalists were key informants. The sampled respondents were a total of 420 household heads. The data were presented in tables, pie charts and interpreted into meaningful information.  The findings reveal that media responsibility, conceptualized through principles of conflict-sensitive reporting, equitable access, and democratic accountability, serves as the crucial linchpin between media freedom and sustainable electoral development. This study ultimately argues that cultivating the democratic commons requires media ecosystems that prioritize social cohesion alongside journalistic independence, thereby contributing to more resilient democratic institutions and sustainable development outcomes in Kenya's evolving political landscape. The study recommended that government and media council to develop a legal and ethical framework that mandates peace-sensitive reporting, especially during elections, as a direct strategy for mitigating conflict and advancing SDG 16 to ensure public access to information and protect fundamental freedoms.