Media’s big role in levelling the political playing field : ignore the big names, promote the new faces

When it comes to the  theatre that is  Kenyan politics, familiarity doesn’t  breed contempt, rather it establishes preference. On most election days, voters often feel trapped between a rock and a hard place, forced to choose between two candidates whose merits may be questionable. I submit that the issue is not a lack of credible alternatives;rather, it is the systematic underexposure of potential leaders who lack access to the lifeblood of political success—media attention.

Fame over competence

Take a closer look at the trajectory of past presidential contenders, and you’ll see that fame is often more potent than competence. Raila Odinga, the most recognizable political figure in Kenya today, owes much of his prominence to a sustained presence in media headlines since the early 2000s. William Ruto, too, has mastered the art of staying in the spotlight, courting both praise and scandal to remain firmly in the national consciousness. Even Uhuru Kenyatta’s ascent can be traced to the advantage of name recognition, riding the coattails of his father’s legacy.

Framing & priming

Media framing and priming, key principles in political communication, demonstrate the power of the press in shaping public discourse. Framing influences how issues are presented, shaping perceptions, while priming affects the criteria voters use to evaluate candidates. As Druckman et al. noted in their 2012 study "How Framing Affects Political Judgment," media coverage doesn’t merely inform—it shapes public priorities and alters voter behavior.The media may not dictate what you think, but it certainly shapes what you think about.

An illustrative example is the current Governor of Nairobi. The intense debate surrounding his academic qualifications triggered a wave of headlines,in the run up to the general election, as questions over the authenticity of his degree polarized public opinion. Instead of focusing on his competencies or policies, the discourse shifted to an emotional “us vs. them” battle. While one would assume this kind of scrutiny would harm his standing, it had the opposite effect—keeping him in the headlines for extended periods and bolstering his visibility.

This phenomenon is not unique to Kenya. Former U.S. President Donald Trump exemplifies how even negative publicity can fortify political clout. His controversial exploits generated enormous media coverage, most of it critical, yet it solidified his grip on the American electorate. Trump’s unrelenting presence in the news allowed him to dominate the national consciousness, leveraging the axiom that "there's no such thing as bad publicity."

Such cases highlight the symbiotic relationship between politicians and the media. Leaders who remain in the headlines, regardless of the reasons, acquire significant “mind share.” Voter decisions are often driven by familiarity rather than competence, meaning the candidate who commands the most media attention enjoys an inherent advantage.

Plato famously said , the price that smart and good  ones pay by not taking an interest in affairs of government is to be ruled by fools and evil people . The problem for Kenya though is not that the good smart ones don’t participate. It’s they are suffocated by those who know this game better ending in a perfect kikitocracy. 

Spotlight on emerging faces

For Kenya to break free from this cycle, the media must consciously spotlight credible alternatives like Okiya Omtatah, Fred Matiang’i, and David Maraga. These figures have demonstrated competence, yet they lack the sustained media exposure required to gain traction in the national psyche. While it is the responsibility of these individuals to create newsworthy narratives, journalists and editors play an instrumental role in determining who occupies center stage on the national storytelling circuit.

Ironically, by consistently covering the perceived failings and successes of figures like Ruto and Raila,and only recognising names like Kalonzo and Mudavadi when it comes to presidential matters, the media inadvertently sustains their dominance. The best punishment for underperforming leaders is not even to criticise them. It is  to ignore them altogether. Shifting focus to new candidates would allow fresh perspectives to take root and  merit-based narratives to flourish.

Media’s moral obligation

The media has a moral obligation to level the playing field, creating opportunities for transformative leaders to emerge. Imagine a Kenya where figures like Omtatah, Matiang’i, or Maraga dominate headlines—not for scandal but for their vision and achievements. Such coverage would not only expand voter choices but also reframe the political discourse to prioritize competence over notoriety.

To achieve true democracy, we must move beyond elevating the most familiar names.We should not  be keen to simply spotlight the confident leaders, but rather the competent ones. The media holds the key to reshaping Kenya’s political landscape, and with it, the future of the nation.

Sissey, the CEO 360 Group, is a communications professional. sissey@360group.co.ke