Why journalists report the way they do

That the media act as if they were a kind of conspiracy attempting to keep the population "in a permanent state of self-righteous rage". I read this statement in a UK publication over a decade ago and, again, recently came across it during a discussion over the role of media in the modern age.

That the media are more powerful than ever is indisputable. This is the reason that the Press (now expanded to include all news media and not just newspapers) is often referred to as the Fourth Estate. The beginning of the year is a particularly befitting time to address the role of the media in the especially dynamic spaces that we currently inhabit.

This is also a defence of sorts. Lately, I have noticed that whenever I introduce myself as a columnist, people invariably start to refer to me as "you media people" or a slight variant of the same.

I understand the ire, after all wasn't the print media not too long ago described as being only good for wrapping meat? Facetiousness aside, in many forums, especially business related ones, the sentiment expressed is that the media coverage granted to non-political issues such as commerce is lacklustre at best.

The media have been accused of pandering to populism, circulation and ratings. Enter the age of sensational headlines, dumbed down content and salaciousness. And I agree, in fact I am one of the strongest proponents for content that actually helps as opposed to just exists because it fuels the grapevine or makes us unwitting and unwilling voyeurs into people's (well, celebrities' mostly) lives.

But after I spoke to a player in the industry about a year ago, I am now a bit slower to critique the race for ratings and circulation.

Like a lot of the people I speak to, I come from the school of thought that we spend too much time and energy on politics and less on the actual conversations that would improve our quality of life. Conversations around policy setting and citizen participation, commerce, sustainable livelihood and addressing the pain points in our daily lives.

During the experimental phase of launching a new daily publication, the focus was redirected from politics and towards the above conversations. Without the usual suspects (stories, not people) on the first couple of pages, circulation dropped prompting the initiative to be abandoned.

Apparently, we say that we want more impactful, value adding stories but when it comes down to it, we only buy papers that have sensational headlines and those that give priority to the politics we claim does not add value to our lives.

If you do not believe me, pick a day, any day and look at the trending topics on the online versions of the newspapers and television clips. Those at the top will invariably have something to do with poorly behaved politicians, grapevine and rumour-infused celebrity trysts and affairs gone sour or the latest trend of our local brand of socialites.

The stories that gain traction are smut masquerading as news, gossip light on truth but heavy on salaciousness and scandal. And every once in a while, a report on human suffering or an insightful story breaks through but this is the exception rather than the rule.

Not that it's any consolation, but this dynamic is not unique to Kenya, or Africa. Media all over the world are in crisis, seeking to be responsive to a population that is highly switched on, with shorter attention spans and a hankering for instant gratification.

So, when it comes down to it, the laws of demand and supply in play, the media give us exactly what we ask for. Given the commercial pressure of delivering on the bottom line, specifically profitability then ratings and circulation win the day. It is understandable that media house owners are caught in between advertising revenues and giving the people what they want, now.

However, I strongly believe that there is a place for sane and constructive conversations that outlast short attention spans and the clamour for the salacious. This is where the media gets to fulfill its role of shaping public conversations.

If democracy and civil society need informed citizens, then there must be concerted effort to step out of being responsive to what stirs the public in a superficial manner and instead start to encourage exchanges that stand the test of time.

In developing countries there are more than enough narratives to change and start driving, there is no lack of content, only a lack of creativity on how to make those conversations as appealing as the ones focusing on scandal and politics.

Securing our future as a continent is hinged on creating an informed population, building sustainable livelihoods and access to opportunities. The focus should start with the youth, the largest demographic that is in dire need of the tools that will allow them to make the right decisions.