Baraza Research – Baraza Media Lab

Baraza Research
Surfacing Insights to Strengthen the African Media & Creatives Ecosystem

About

Since 2020, Baraza Media Lab has served as a vital hub for Kenya’s media and creative communities. To deepen our impact and respond to growing demand for evidence in the creative sector, we established Baraza Media Research Lab—a strategic initiative to generate actionable insights and support better funding, regulation, and collaboration in Africa’s media and creatives ecosystem.

Our Themes

“Exploring the
ever-evolving media spaces that shape our communities”

Our Approach

“At Baraza, we take a collaborative and action-driven approach to research. Our work is deeply embedded within community programming and strengthened by close partnerships, ensuring that every insight we generate is practical, relevant, and ready to be used. Our interdisciplinary team brings together expertise in media studies, anthropology, international development, statistics, and communications. Research managers at Baraza lead our projects day-to-day, supported by technical advisors and community-based consultants. With strong roots in the creative sector and a commitment to applied research, we’re uniquely positioned to turn data into meaningful action.”

Sectoral Deep-Dives

Our research is organized around core segments of the ecosystem, which we monitor through ecosystem mapping, data tracking, and fieldwork:

News & Journalism

including print, broadcast, online, and freelance work

Audio-Visual Media

such as film, TV, documentaries, and podcasts

Digital Content & Social Platforms

creators, influencers, and platform-native storytelling

Cultural & Creative Arts

performing and visual arts, fashion, crafts, literature

Media Infrastructure & Distribution

broadband, streaming, aggregators, telecom

Policy, Governance & Oversight

regulators, legal advocates, licensing bodies

Research, Advocacy & Civil Society

think tanks, NGOs, training institutions

The Reports

Misinformation Sentiment & Trend Analysis

This analysis reveals how Kenya’s digital space in 2025 has been weaponised through coordinated disinformation campaigns, AI-driven propaganda, and fear-based messaging. It maps the tactics, trends, and impact of these efforts to shape narratives, suppress dissent, and deepen divisions.

Misinformation Sentiment & Trend Analysis

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The State of Influencer Marketing in East Africa

The report explores key trends in influencer marketing, such as the popularity of short-form videos, the demand for authentic storytelling, and rising monetization in emerging markets. While challenges like inconsistent pay and the absence of formal standards persist, the survey offers practical insights to help brands refine their strategies and adapt to the evolving digital landscape. Brands and creators alike can benefit from these findings to navigate opportunities and stay competitive in this fast-changing space.

The State of Influencer Marketing in East Africa

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The impact of the Covid-19 pandemic within creative industries in Kenya

In 2022, #BarazaResearch conducted a survey in four counties in Kenya: Kisumu, Malindi, Nyeri and Uasin Gishu as part of its exploration of the theoretical and applied aspects in the Creative Economy, following one of the most significant challenges in decades, the Covid-19 pandemic. In this first phase of the project, we engage creative entrepreneurs from the respective hubs on how we can strengthen the creative sector and its contribution towards sustainable and inclusive economic development.

The impact of the Covid-19 pandemic within creative industries in Kenya

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Media Law Handbook for Journalists in Kenya

Determined to support media professionals through various policies, we have initiated our work in legal policy with a compilation of Media and ICT case laws in Kenya.

The Media Law Handbook for Journalists in Kenya elaborates on the law as relates to media practice in Kenya, where we examine the constitutional right to free speech, Copyright Law, Data Protection, Cybersecurity, Right to privacy, other media regulations and statutory frameworks.

Media Law Handbook for Journalists in Kenya

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Baraza Media Creative Sector Research

The Creative Economy in Kenya has created diverse employment opportunities, income-generation avenues, and bolstered innovation while at the same time having an impact on the people’s well-being. In order to improve the state of this market, it is important that we highlight the challenges experienced in the sector, identify their root causes and propose recommendations that support the Creative industry. These reports offer insights into the survey carried out on Audiovisual, Performing Arts, Print & Publishing sub-sectors and their growing importance as crucial industries for sustainable development. Here are our two reports: Findings Report & Literature Review

Baraza Media Creative Sector Research

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Reporting on suicide through social media by Kenya’s broadcasting stations

In this study, we carry out content analysis evaluating how suicide is reported through Twitter by some of Kenya’s leading broadcast stations in adherence to the WHO reporting guidelines. We look into how media and online coverage of this public health crisis have been done over a period of time, the language used in reporting and the potential risk the aforementioned could have in our communities. By highlighting the best practices of responsible media reporting on suicide, our aim is to support the ongoing efforts in suicide prevention globally.

Reporting on suicide through social media by Kenya’s broadcasting stations

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Podcasting in Africa

Africa Podfest and Baraza Media Lab have partnered to launch a series of reports on podcasting in Africa. This collaborative project seeks to surface crucial information and insights to support investment in innovative business models within the podcasting industry, which is showing tremendous potential. Through this project our objective is to develop a baseline understanding of the trends in African podcasting from which to frame further programming; and to use reliable data to map the potential of and make a strong case for further investment in African podcasting

Discovery tour, Data Edition

The aim in this second phase of research was to better understand the growth and sustainability of African podcasting in three leading African podcasting markets – Kenya, Nigeria and South Africa. The research question being addressed is “What does growth and sustainability for African podcasting mean?” During the project, we have been able to uncover podcast themes, needs and perceptions of podcasters, audience engagement and motivations driving podcast growth in three of Africa’s largest podcast markets – Kenya, Nigeria and South Africa.

Discovery tour, Data Edition

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Is this Mic On?

In December 2021, Africa Podfest and Baraza Media Lab came together to launch a report on the state of African podcasting. For the first edition of the Podcasting in Africa report, we directly engaged with pioneer African podcasters, enablers & decision-makers in the African & global podcast and media ecosystem to uncover new findings, garner feedback from the stakeholders and build support for the research initiative. “Is This Mic On?” explores how podcasting is taking root in Africa, going into what are some of the broadcasters motivations, their needs, the relationship between podcasters and their audiences, as well as look into the sustainability in African podcasting.

Discovery tour, Data Edition

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How to Engage With Us

We invite collaboration across several touchpoints. Organizations can commission studies with us—bringing a research question we’ll shape into actionable insights. You can fund a fellowship to support an emerging researcher addressing a key topic. We also welcome partners to co-host learning events aimed at surfacing trends and intelligence from across the ecosystem. If you have relevant datasets, we’re building a collaborative knowledge pool open to contributions.

Baraza Research
Surfacing Insights to Strengthen the African Media & Creatives Ecosystem

About

Our Themes

“Exploring the
ever-evolving media spaces that shape our communities”

Our Approach