Abstract: Media is considered to be the 4th pillar of the society after legislature, executive and judiciary. The influence of the media continues to grow with time. Because of the influence it has over society, the Media can play a significant role in peace building. In Kenya, media have been a key component during elections. The role of media has becoming so essential in building peace or bringing sustainable solution for the particular incidences or conflicts. The argument is that as it is possible to use the media for mass mobilization in the wartime, they shall also play their contribution for peace building during conflicts.