Abstract

Media evolution, driven by technological advancements, has expanded communication channels and facilitated the rise of citizen journalism, particularly through social media. This study analysed ethical dilemmas associated with crowdfunding initiatives led by Kenyan citizen journalists on TikTok. The focus was on citizen journalists who lack formal training in professional journalism. The study used a qualitative research approach and conducted in-depth interviews to collect data from a total of 19 participants, including 17 active citizen journalists involved in crowdfunding on TikTok and two key experts in media ethics. In addition, a qualitative content analysis of 70 videos and photographs from citizen journalists' crowdfunding campaigns on TikTok was conducted. Thematic analysis was used to analyse interview data and the crowdfunding TikTok content. Some of the themes identified included privacy violations, misrepresentation, lack of transparency, and sensationalism. These themes highlighted the need for ethical guidelines to govern crowdfunding activities conducted by citizen journalists. Key findings indicated that Kenyan citizen journalists who crowdfund on TikTok often face challenges in maintaining accuracy, privacy, and accountability. Issues of bias, misrepresentation, and exploitation are common, largely due to insufficient formal journalistic training and a lack of regulatory oversight.

Key Words: Citizen Journalism, Crowdfunding, Ethics, Humanitarianism, Kenyan Citizen Journalists, TikTok,

About the Authors

*Sussy Gitari is of the School of Communication, Daystar University, Nairobi, Kenya

**Esther Muthoni King’ori, Ph.D., is of the Department of Communication, Strathmore University, Nairobi, Kenya

^JCMR Journal of Communication and Media Research, Vol. 18, No. 1, April 2026, pp. 116-131.

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Gitari, S. & King’ori, E. M. (2026). Humanitarianism on TikTok: Ethical issues arising from crowdfunding by Kenyan citizen journalists. Journal of Communication and Media Research, 18 (1): 116-131.

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