Towards a Conceptual Framework for the Ontology of Fake News Genres in Traditional Media in Kenya

Abstract

Rationale of Study – Fake news has become a catchphrase in public discourse worldwide. Media are awash with information deemed fake. Verification and counter-verification of information shared through legacy and social media have been witnessed, causing confusion among consumers. The essence of media is to give credible and truthful information for consumers to make informed choices in a democratic society. The ongoing debate over truths and fakes of news acts as a springboard for this paper informing on genres of fake news in Kenya. This paper explores the literature on fake news in relation to the theory of propaganda and Marshall McLuhan's technological determinism theory.Methodology – This study utilized a qualitative research approach, employing interviews as a data collection method. The units of analysis were purposefully picked from policymakers and media practitioners, both traditional media and social media – advertising and public relations.Findings – Findings show that fake news originates in individuals who derive pleasure primarily from misinformation and the thrill of having people consume misleading information. In most cases, the purpose of disseminating fake news is to develop and sustain an angle to an issue to suit the interests of those pursuing the course through self-indulgence, hiring people, or generally paying for the service. Respondents reported that the Internet had become the greatest purveyor of fake news due to its nature of accessibility and affordability.Implications – The findings of this study may be used to develop standards and policies to protect mass media audiences from sources of information who advertently and maliciously supply them with fake information for their publications or broadcasts.Originality – This paper investigated the genres of fake news, the spread of fake news in conventional media, and the mechanisms media use to counter the pilferage of fake news through their organizations.