This study investigates the role the media play in conflict management and particularly focuses on identifying the approach adopted by the media when reporting electoral conflicts during 2007, 2013 and 2017 in presidential elections in Kenya. The study was hinged upon the Peace Journalism model first proposed by Johanne Galtung and progressed by Lynch and McGoldrick. This study recommends that future studies seek to find out how other factors such as demographics, government interference and socio-economic status of individuals moderate the influence of media on conflict escalation or de-escaltion.