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This article examines self-regulation as a mechanism of media accountability in Kenya. It is based on a study that explored the role of the Media Council of Kenya in self-regulation and the challenges it faces in performing this role. Data came from indepth interviews, document reviews and direct observation. Through effective institutional mechanisms, self-regulation is the preferred system of promoting ethical standards in the media in Kenya. However, the system is currently beset by a myriad challenges, among them lack of commitment by the media industry and a crisis of confidence in its ability to rein in errant media.

Self-regulation as a tool for ensuring media accountability: The Kenyan experience