Print Media Framing of Definitions and Causes of, and Solutions to, Work-Life Balance Issues in Kenya

Abstract

Work-life balance (WLB) issues are taking centre stage in the work and family policies in Kenya. This is due to the diversity of the current workforce that includes high proportions of working women. This article reports on a study that sought to find out how the print media frames the definitions and causes of, and solutions to, WLB issues in Kenya. The study found that the media frames WLB as a middle-and upper-class families’ women’s issue. Thus, WLB is depicted as unattainable and women’s work is framed as their choice made for selfish ambition. This framing places working mothers at a disadvantage. Women are perceived as primary caregivers with roles that cannot be delegated. There is also less support from their spouses and employers and more reliance on domestic workers. The study found the following solutions to WLB challenges: (1) reframe women’s role to be inclusive of work; (2) include nurturing roles to expand the role of fathers and husbands; (3) improve women’s relationship with their domestic workers; (4) encourage women to pace life accordingly; and (5) advise women to plan and have better time management. Policy implications are also discussed in detail in the article.

Keywords:

• print media
• framing
• discourse
• work-life balance
• domestic workers
• Sub-Saharan Africa