Rethinking traditional media in a digital-first era in Sub-Saharan Africa: The future of media practice, education and policy in Ghana and Kenya

The study analyzes strategies used by media organizations in Ghana and Kenya to remain relevant in a crowded online environment, based on interviews with 30 media professionals. Findings show that while many outlets are adopting multiplatform approaches that link traditional media with social media, they struggle to shift from legacy revenue models to effective digital monetization, often implementing cost-cutting measures. There is also a disconnect between journalism education and the needs of modern newsrooms, highlighting the urgent need for reforms, particularly in digital storytelling and multimedia skills. Furthermore, regulatory frameworks are lagging behind technological advancements, creating gaps in online content regulation and journalist safety. The research emphasizes that the future of traditional media in Africa relies on a hybrid model that merges trustworthy reporting with the interactivity of digital platforms and encourages supportive policy reforms for sustainable journalism.