The article argues that through explorations of differing identity formation among journalist groups according to socio-cultural contexts, Peace Journalism has to test the applicability and acceptability of its normative frameworks in different settings. The article identifies lessons Peace Journalism can include from other academic sub-fields to understand the professional life-worlds of journalists in post-conflict societies. The study proffers a meso-level investigation framework of journalists’ awareness of and negotiation with the circulation of ‘flaks’, ‘frames’ and ‘myths’ through the ‘feedback loop(s)’ they work within and re-categorizes micro-level findings from a study conducted in Kenya with this meso-level framework as an illustration.