Departing from the assumption that news should be understood as a socially-constructed and ideologically-driven product (news narrative with its verbal and visual dimensions) and process (journalistic routines and practices) embedded in the cultural, institutional, and socio-political context, the present chapter explores the dynamics shaping news discourse in East Africa. The study discusses the results of a survey conducted among 100 East African journalists with the purpose of shedding light on their practices and beliefs, and highlighting the ongoing struggle for authenticity and relevance in African newsrooms, where global and local influences intersect. The findings indicate that navigating between the competing forces of Western-originating values, which advocate for universality and objectivity, and local worldviews, embodied in the concept of Afriethics, emphasizing community and ethical considerations rooted in African traditions, journalists seem to exhibit mixed attitudes towards Western media and their representations. By situating East African journalism within its specific context, the chapter highlights the importance of a more nuanced understanding of news discourse, which acknowledges and integrates local cultural and ideological elements, thus advocating for a more inclusive and context-sensitive analysis of journalistic practices in Africa.