Understanding Patterns of Homophily in Social Media Usage Among Journalists at the Nation Media Group, Kenya

This study investigates patterns of homophily in social media usage among journalists at the Nation Media Group (NMG) in Kenya. With the increasing integration of social media platforms into journalistic practices, understanding how journalists interact within their social networks on these platforms is crucial for comprehending information flow, diversity of perspectives, and implications for news production and audience engagement. The rationale for this study lies in the limited research on homophily patterns among journalists within the Kenyan media landscape, particularly within prominent media organisations like NMG. By examining the extent to which journalists’ social media networks reflect homophily and the implications for their professional practices, this research contributes to a deeper understanding of the dynamics of social media integration in journalism. Guided by the Hybridity Media Theory, this research employs a Pragmatic paradigm, explanatory sequential mixed method approach and survey design. With the aid of SPSS, quantitative data were analyzed statistically while with the aid of NVIVO - 12, qualitative data were analyzed thematically. From the population of 868 journalists, the investigation targeted 267 journalists using a published table for selecting sample sizes as put forth by Israel. Additionally, purposive sampling was used to select 5 management personnel from NMG's various platforms. Key findings indicate varying degrees of homophily among journalists’ social media networks, influenced by factors such as shared professional interests, ideological alignment, and personal affiliations. These patterns of homophily have implications for information diversity, news sourcing practices, and audience engagement strategies within NMG. Furthermore, this study sheds light on the intricate dynamics of social media usage among journalists at NMG, highlighting the presence of homophily and its implications for journalistic practices. By recognizing and addressing patterns of homophily, news organizations can strive for greater diversity of perspectives, enhance information sourcing strategies, and foster more inclusive audience engagement approaches.