International Journal of Academic Multidisciplinary Research (IJAMR)   Year: 2020 | Volume: 4 | Issue: 1 | Page No.: 13-23 Gender Responsiveness Initiative and Performance of Female Journalists in the Media Industry in Kenya Isaac Abuya, Joan Wangusi Abstract: Studies conducted in the past have established that gender mainstreaming is an important aspect of performance in the workplace. One important aspect of gender mainstreaming is gender responsiveness initiative in the workplace. This study sought to investigate the influence of gender responsiveness initiative on the performance of female journalists in Kenya. The cross-sectional study was conducted in four mainstream media organizations in Kenya. Krejcie and Morgan table was used to determine the sample size while stratified random sampling technique was used to select 320 male and female journalists working with the Standard Media Group, Nation Media Group, Kenya Broadcasting Corporation (KBC) and Media Max Limited. Self-administered 5-point likert scale questionnaires were used to collect data from the respondents. The study established that gender responsiveness initiative influences the performance to a statistically significant extent. Additionally, it was found that gender responsiveness initiative accounts for a 23.1% percent of the variations on the performance of female journalists.