Open Access. Powered by Scholars. Published by Universities.®

Communication Technology and New Media Commons™

Open Access. Powered by Scholars. Published by Universities.®

Executive Masters in Media Leadership and Innovation

Articles 1 - 30 of 47

Full-Text Articles in Communication Technology and New Media

Media Viability In Resource-Constrained Newsrooms: The Case Of The Observer Newspaper In Uganda, Nakitimbo Amelia Martha Jan 2025

Media Viability In Resource-Constrained Newsrooms: The Case Of The Observer Newspaper In Uganda, Nakitimbo Amelia Martha

Executive Masters in Media Leadership and Innovation

The Observer newspaper in Uganda has built a solid reputation as an impartial, independent, and analytical publication that adheres to the ethical principles of good journalism. Founded and run by a small team of journalists, the newspaper has weathered many storms, including financial crises, political intimidation, newsroom equipment seizure, and the early death of the vision carrier, Kevin Aliro. This study analyzes and records the approaches used by The Observer's editorial staff to keep the newspaper afloat during two turbulent decades of financial, political, and economic difficulties. In contrast to other newsrooms that are frequently defined by strict hierarchies between …

Go to article

Evaluating The Viability Of Monetizing Media Content Archives: A Case Of Vision Group, Eva F. Nabagesera Kirunda Jan 2025

Evaluating The Viability Of Monetizing Media Content Archives: A Case Of Vision Group, Eva F. Nabagesera Kirunda

Executive Masters in Media Leadership and Innovation

This study examines the viability of a media content archive with a focus on Vision Group. Amid digital transformation, media organizations face mounting pressure to monetize archives of historical, cultural, and journalistic content. This is particularly relevant for legacy media like Vision Group, which confronts external and internal challenges that threaten sustainability. Externally, digital disruption has diminished traditional revenue streams like print advertising and subscriptions, as tech giants dominate digital ad spaces. Younger audiences prefer free, interactive content on social media and podcasts, while inflation and economic pressures shrink advertising budgets and consumer spending. Internally, reliance on outdated business models, …

Go to article

Employee Engagement In Rebranding, Violet Andoyo Otindo Jan 2025

Employee Engagement In Rebranding, Violet Andoyo Otindo

Executive Masters in Media Leadership and Innovation

Corporate rebranding involves redefining an organization’s mission, vision, and values beyond changes to logos or taglines. Its success depends on active employee engagement, as employees play a critical role as brand ambassadors. The rebranding of the National Syndemic Diseases Control Council (NSDCC), formerly the National AIDS Control Council (NACC), illustrates the complexities of a government organization undergoing a strategic shift. The NSDCC expanded its focus from HIV control to addressing multiple syndemic diseases and related health factors. This study investigates employee engagement during rebranding the National AIDS Control Council (NACC) to the National Syndemic Diseases Control Council (NSDCC). This transition …

Go to article

Embracing Digital Disruption In Tanzania: Insights From Mwananchi Communications Ltd's Print-To-Digital Multimedia Journey, Absalom Norman Kibanda Jan 2025

Embracing Digital Disruption In Tanzania: Insights From Mwananchi Communications Ltd's Print-To-Digital Multimedia Journey, Absalom Norman Kibanda

Executive Masters in Media Leadership and Innovation

This capstone study investigates the profound impact of digital transformation on print media, employing Mwananchi Communications Ltd (MCL) in Tanzania as a case study, elucidating the intricate fusion of cultural transformation and strategic shifts in response to this disruption. With an in-depth exploration of theoretical frameworks like Networked Communication Theory and Media Convergence Theory, this study underscores the evolution of MCL's culture and the paradigm shift in the mindset of its staff and readers since the company's strategic embrace of multimedia strategies. MCL's transformative journey, characterized by the adoption of innovative multimedia platforms, including a website, paywall approaches, subscription models, …

Go to article

Investigating The Role Of Data Analytics In News Production And Distribution: A Case Of Nation Media Group, Uganda, Clare Muhindo Jan 2025

Investigating The Role Of Data Analytics In News Production And Distribution: A Case Of Nation Media Group, Uganda, Clare Muhindo

Executive Masters in Media Leadership and Innovation

This study investigates the role of data analytics in news production and distribution in Uganda, using a case study of Nation Media Group, Uganda (NMG-U). The study is framed within the context of the gatekeeping theory, particularly the participatory gatekeeping model, which focuses on the creation of processes, or newsroom routines and norms, that are developed as a direct result of audience input interpreted through audience data. The research had three objectives: (1) to examine how data analytics are integrated into editorial workflows at NMG Uganda. (2) to explore how data analytics shape editorial priorities and (3) to identify strategies …

Go to article

What Do They Love? A Study Of Digital Media Consumption By Young University Audiences In Uganda, Allan Chekwech Jan 2025

What Do They Love? A Study Of Digital Media Consumption By Young University Audiences In Uganda, Allan Chekwech

Executive Masters in Media Leadership and Innovation

The proliferation of computers, smartphones, the Internet, social media, and streaming platforms has led to a surge in digital media consumption. Young audiences, especially those aged between 18 and 34, are increasingly turning to digital platforms for entertainment, information, and social interaction, much to the disadvantage of traditional media platforms such as the newspaper, radio and television. As a result, many media players are concerned about what young people consume, especially if they follow any news. Consequently, the desire to understand their news consumption habits on these digital platforms is paramount. Using a quantitative approach, this study got responses from …

Go to article

Journalists Perception Of The Effectiveness Of Wellness Programs At Vision Group, Edna Ruth Mubiru Jan 2025

Journalists Perception Of The Effectiveness Of Wellness Programs At Vision Group, Edna Ruth Mubiru

Executive Masters in Media Leadership and Innovation

Employee wellness is increasingly recognized as critical to organizational success. This study investigates employee perceptions of wellness programs at Vision Group, Uganda’s largest media house. With over 200 editorial staff, Vision Group operates in a high-pressure environment characterized by tight deadlines and financial constraints. Midst growing evidence linking wellness to productivity, this research evaluates the types, effectiveness and potential improvements for wellness initiatives at Vision Group. The study utilizes a cross-sectional design with mixed qualitative and quantitative approaches. Data collection includes a survey of editorial staff, an interview with the Human Resources personnel and analysis of secondary data such as …

Go to article

Strategy For Establishment Of A Swahili Creative Economy And Innovation Ecosystem: Kiwandeo Kreative District, Lamu, Kenya, Omar Swaleh Abubakar Jan 2025

Strategy For Establishment Of A Swahili Creative Economy And Innovation Ecosystem: Kiwandeo Kreative District, Lamu, Kenya, Omar Swaleh Abubakar

Executive Masters in Media Leadership and Innovation

This capstone explores the strategic establishment of the Kiwandeo Kreative District, a focal point of Swahili creative economy and innovation ecosystem in Lamu, Kenya. It examines how Lamu’s rich Swahili cultural heritage, coupled with global trends in creative economies, can drive economic transformation through the establishment of a creative district. A comprehensive literature review explores concepts such as creative districts, media leadership, partnerships, infrastructure and capacity development, highlighting best practices and identifying gaps addressed by this study. This study highlights key challenges, including lack of networking opportunities, weak policy frameworks, limited capacity development and infrastructure deficits while uncovering opportunities in …

Go to article

An Analysis Of Kenya Sign Language In Children’S Programming On Kenyan Tv: Towards Effective Strategies For Incorporating Ksl On Akili Tv Programs, Anne Junny Sato Jan 2025

An Analysis Of Kenya Sign Language In Children’S Programming On Kenyan Tv: Towards Effective Strategies For Incorporating Ksl On Akili Tv Programs, Anne Junny Sato

Executive Masters in Media Leadership and Innovation

In Kenya, the inclusion of Kenya Sign Language (KSL) in children's programs on television holds significant potential for fostering inclusivity and accessibility for the Deaf and Hard of Hearing (DHH) community. However, the effective integration of KSL into children's programming requires careful planning, consideration of linguistic and cultural nuances, and utilization of appropriate strategies. This capstone project aims to analyse the utilisation of KSL in children’s TV programming and propose effective strategies for incorporating KSL in children's programs on Akili TV, a prominent television channel in Kenya. Drawing from linguistic theories, such as Chomsky's Language Acquisition Device (LAD), and global …

Go to article

Ai Adoption In Content Management At Nation Media Group, Grace Kerongo Jan 2025

Ai Adoption In Content Management At Nation Media Group, Grace Kerongo

Executive Masters in Media Leadership and Innovation

This qualitative study focuses on the unique challenges faced by Kenyan newsrooms, particularly within the Nation Media Group (NMG), as they navigate the adoption of Artificial Intelligence (AI) technologies. Through in-depth interviews with personnel directly involved in digital content management under Nation. Africa, Business Daily and Taifa Leo the research investigates the influence of AI on various aspects of content management, including veracity, tagging, categorization, content generation and production. The findings reveal that while NMG is making strides in AI adoption, it grapples with significant barriers such as financial constraints, technical skill gaps among staff, and professional reservations regarding the …

Go to article

An Assessment Of Participation And Contribution Of Women Journalists In News Processes: A Case Of Vision Group, Uganda, Caroline Arinaitwe Jan 2025

An Assessment Of Participation And Contribution Of Women Journalists In News Processes: A Case Of Vision Group, Uganda, Caroline Arinaitwe

Executive Masters in Media Leadership and Innovation

This research assesses the participation and contribution of women in news processes at Vision Group, Uganda. Through a descriptive survey design, the study employs In-depth interviews and newsroom observations to achieve its objectives. These objectives include assessing women journalists' participation and contribution to news processes, Identifying if any gaps in the news production process would hinder the nurturing and promotion of gender-sensitive content and the viability and effectiveness of establishing a Gender desk to promote and nurture gender-sensitive content to stem the flagging audiences. The findings reveal that women's limited contribution and participation at the content-gathering level for news, politics, …

Go to article

An Analysis Of The User-Needs For Premium Content Subscribers: The Case Monitor Publications Limited, Emmanuel Mutaizibwa Jan 2025

An Analysis Of The User-Needs For Premium Content Subscribers: The Case Monitor Publications Limited, Emmanuel Mutaizibwa

Executive Masters in Media Leadership and Innovation

This capstone study investigated the user needs model at Monitor Publications Limited, the leading independent media house in Uganda under the Nation Media Group (NMG) stable. The study evaluated the role user needs’ in addressing audience preferences in the evolving media landscape. Using qualitative methods including document analysis, which interpreted thematic patterns in the textual data and interviews (KII) of editors and the digital analytics team, the study examined the importance of user needs as a framework that can identify peculiar preferences of audiences and the most relevant user needs dimensions that fit specific audience personas. The study probed the …

Go to article

Role Of The Public Editor In Enhancing Trust In Legacy Media: Case Study Of Daily Monitor Newspaper In Uganda., Eriasa Mukiibi Jan 2024

Role Of The Public Editor In Enhancing Trust In Legacy Media: Case Study Of Daily Monitor Newspaper In Uganda., Eriasa Mukiibi

Executive Masters in Media Leadership and Innovation

The study critically examines the pivotal role of the Public Editor (PE) at the Daily Monitor Newspaper in Uganda, focusing on comprehending reader trust levels, assessing petitioner satisfaction, and exploring Editorial Team perceptions. Against the backdrop of Uganda's evolving media landscape that is shaped by digital news, government influence, and media ownership, this research emphasizes the indispensable function of PEs in preserving public trust. Through a multifaceted analysis encompassing reader sentiments, petitioner satisfaction, and Editorial Team perspectives, the study unveils insights into trust, satisfaction, and editorial processes within the newspaper. Study Findings revealed a predominantly male readership (76%) within the …

Go to article

Hyperlocal Digital Content Profits: Strategizing Revenue Generation For New Vision Podcasts, Athman Raziah Jan 2024

Hyperlocal Digital Content Profits: Strategizing Revenue Generation For New Vision Podcasts, Athman Raziah

Executive Masters in Media Leadership and Innovation

This capstone project explores how traditional media houses can generate revenue from hyperlocal digital content, focusing specifically on podcasts. As consumer habits and advertising trends shift towards digital platforms; traditional media outlets face the challenge of reaching niche audiences and convincing advertisers to invest in digital advertising, particularly in the realm of podcasts. With the decline in physical newspaper readership, the digital wave has gained significant momentum, leading to a transition from traditional media to more accessible and fragmented platforms. This project aims to design a sustainable revenue-generating strategy for New Vision podcasts, addressing the unfamiliarity of producers, media executives, …

Go to article

Exploring The Challenges And Opportunities Of Digital Transformation In Media Organizations: A Case Of Nation Media Group, Uganda., Emmanuel Waiswa Jan 2024

Exploring The Challenges And Opportunities Of Digital Transformation In Media Organizations: A Case Of Nation Media Group, Uganda., Emmanuel Waiswa

Executive Masters in Media Leadership and Innovation

This study explores Nation Media Group Uganda’s digital transformation and revenue diversification efforts in response to challenges in the evolving media market. Employing a mixed methods approach, including in-depth interviews with 7 key stakeholders, an online questionnaire distributed to 43 respondents, and document analysis, the study offers nuanced insights into NMGU's digital landscape. The key focus areas of this study are first - organizational culture, technology, and digital competencies. NMGU faces resistance to innovation rooted in a focus on traditional revenue streams, creating bureaucratic hurdles and a generational gap. Addressing these challenges requires a proactive approach to technology integration and …

Go to article

Upskilling And Retooling Regional Correspondents In A Changing Media Landscape: A Case Study Of Royal Media Services Limited., Fayzah Wanjiru Jan 2024

Upskilling And Retooling Regional Correspondents In A Changing Media Landscape: A Case Study Of Royal Media Services Limited., Fayzah Wanjiru

Executive Masters in Media Leadership and Innovation

Regional correspondents play a major role in the media in Kenya by bringing into the national discourse local stories from rural, marginalized, and isolated communities, as well as from other towns away from the capital city or the head office of a media organization. Advancements in technology in the digital era have transformed the media landscape, forcing the media to adopt new business models as audience consumption habits change. Regional correspondents must equip themselves with relevant skills to adapt to the evolving media landscape. Industry players have found that regional correspondents lack competency skills. Ireri (2017) argued that journalists feel …

Go to article

Towards An Efficient Management Of Fake News In The Digital Media Era Newsrooms. A Case Study Of Citizen Digital, Royal Media Services., Francis Gachuri Jan 2024

Towards An Efficient Management Of Fake News In The Digital Media Era Newsrooms. A Case Study Of Citizen Digital, Royal Media Services., Francis Gachuri

Executive Masters in Media Leadership and Innovation

The challenge of fake news in the media is a persistent struggle and dents the credibility of journalism as a source of accurate and verifiable content. With the vast penetration of the internet and growth in social media, the legacy media (mainstream media) has to contend with the spread of fake content and safeguard itself from losing its face as the source of truth. Media houses have to rethink, re-strategize and invest in tools, skills, equipment and processes that will identify, isolate and debunk fake news, and stop its dissemination for consumption by the masses. The main objective of this …

Go to article

News Media Content Shifts And Declining Youth News Consumption In Uganda’S Legacy Media: A Case Study Of The New Vision., Alex Bagyenzire Atuhaire Jan 2024

News Media Content Shifts And Declining Youth News Consumption In Uganda’S Legacy Media: A Case Study Of The New Vision., Alex Bagyenzire Atuhaire

Executive Masters in Media Leadership and Innovation

The decline in the number of young people consuming news media is a phenomenon occasioned by the digital migration of the youthful population, media content disruptions, market competition and rapid technological innovations. These forces, together with the highly youthful population in Uganda that has either migrated to digital platforms or are digital natives have not only resulted in shifts in consumption habits but also a decline in legacy media consumption. Using The New Vision as a case, the project sought to analyse and explore media news content changes and youth news consumption levels in the Ugandan media focusing on key …

Go to article

Factors Affecting Retention Of Journalists At Etop Radio In Soroti City, Eastern Uganda., Joseph Akiiso Jan 2024

Factors Affecting Retention Of Journalists At Etop Radio In Soroti City, Eastern Uganda., Joseph Akiiso

Executive Masters in Media Leadership and Innovation

This research investigates the factors affecting journalist retention at ETOP Radio, located in Soroti City, Eastern Uganda. Through a descriptive survey design, the study employs questionnaires and interviews to achieve its objectives. These objectives include analyzing factors leading to the turnover of talented journalists, exploring contributors to staff retention, and assessing and recommending strategies to boost staff retention within the ETOP Radio Human Resource Department. The findings reveal that a majority of journalists at ETOP Radio plan to continue their tenure, indicating a moderate level of employee satisfaction. The study further identifies strengths such as effective two-way communication, fostering a …

Go to article

Exploring The Viability Of A Hybrid E-Commerce Portal As An Alternative Revenue Model For Nation Media Group, Uganda, Samuel Kanyaihe Barata Jan 2024

Exploring The Viability Of A Hybrid E-Commerce Portal As An Alternative Revenue Model For Nation Media Group, Uganda, Samuel Kanyaihe Barata

Executive Masters in Media Leadership and Innovation

The global media industry, shaped by technological advancements, is facing existential challenges and Nation Media Group Uganda, like its industry counterparts, continues to grapple with declining circulation, viewership, and advertising revenues. These hardships test NMGU's sustainability, pushing the exploration of new digital revenue streams. Paywalls, initially slow globally, prompting a quest for alternative models, notably a hybrid e-commerce portal, prompting this research. To evaluate NMGU's potential hybrid e-commerce venture, the researcher gauged public interest and vendor/service provider willingness using quantitative methods. Out of 102 distributed questionnaires, an 83% response rate yielded 85 valuable insights, forming the primary dataset for analysis. …

Go to article

The Gig Economy And Labour Resource Practices: A Case Study Of Africa Uncensored Limited, John Allan Namu Jan 2024

The Gig Economy And Labour Resource Practices: A Case Study Of Africa Uncensored Limited, John Allan Namu

Executive Masters in Media Leadership and Innovation

The following capstone paper discusses an emergent issue in labour relations within the media sector; contract or “gig” work. It draws on a context of nearly a decade of falling profits and failing business models within the news media sector, juxtaposed against the rising dominance of revenue models that are derivative of digital media businesses. The objectives of the capstone were to determine sustainable remuneration models that can be explored by Africa Uncensored Limited(AUC) staff in gig work and build a framework for engagement with individuals doing gig work. Employing a case- study approach, the researcher facilitated an understanding of …

Go to article

Revolutionizing Vernacular Radio To Embrace The Youth: A Case Of Muuga Fm., Muroria Grace Mukiri Jan 2024

Revolutionizing Vernacular Radio To Embrace The Youth: A Case Of Muuga Fm., Muroria Grace Mukiri

Executive Masters in Media Leadership and Innovation

Radio has been a powerful tool for mass communication and entertainment for over a century. In many developing countries, vernacular radio, which broadcasts in local languages, has been very popular and it serves as a platform for promoting local cultures, traditions and events. However, with the advent of modern technology, young people are increasingly turning away from radio as a source of entertainment and information. This trend threatens the future of vernacular radio stations, which must find new ways to engage and attract younger audiences. This project used a case of Muuga FM. Muuga FM is a vernacular radio station …

Go to article

Exploring Strategies Broadcast Media Can Use Togenerate Revenue From Social Media Platforms: A Case Study Of Galaxy Fm In Uganda., Esther Nalubega Wamala Jan 2024

Exploring Strategies Broadcast Media Can Use Togenerate Revenue From Social Media Platforms: A Case Study Of Galaxy Fm In Uganda., Esther Nalubega Wamala

Executive Masters in Media Leadership and Innovation

Globally, the manner in which people are communicating and interacting has changed mainly due to social media. This change has affectedtraditional media that is print and broadcast because part of the audiences have shifted to Social Media Platforms (SMPs) like Facebook (Meta), Twitter (X), WhatsApp, YouTube, TikTok, Instagram and others where they get all the information. This shift has negatively impacted the revenue base of the traditional media because advertisers have also turned to SMPs to advertise their goods and services. The goal of this study, therefore, was to explore strategies broadcast media houses can use to generate revenue from …

Go to article

Employability Of Graduate Journalists In Modern Media Houses: A Case Study Of Nation Media Group As An Employer., Caroline Wayeta Wafula Jan 2024

Employability Of Graduate Journalists In Modern Media Houses: A Case Study Of Nation Media Group As An Employer., Caroline Wayeta Wafula

Executive Masters in Media Leadership and Innovation

The study set out to establish the current status of the employability of graduate journalists in modern media houses in Kenya, with Nation Media Group (NMG) as the case study. Specifically, the study sought to identify essential skills that media houses in Kenya currently need from journalism graduates, assess the skills capacity of fresh journalism graduates and determine challenges currently faced by employers in accessing skills needed in modern media houses. The study employed a qualitative research approach, and the researcher conducted in-person interviews with respondents. The study established that the skilling demands on the journalism profession are changing because …

Go to article

Content Monetization: Non-Fungible Tokens As A New Revenue Stream For The Media Sector In Kenya., Geoffrey Macharia Wamugo Jan 2024

Content Monetization: Non-Fungible Tokens As A New Revenue Stream For The Media Sector In Kenya., Geoffrey Macharia Wamugo

Executive Masters in Media Leadership and Innovation

Non–Fungible Tokens, also known as NFTs, are a unique digital asset that is a representation of an object in the real world like a piece of art, photo, or video. The use of NFTs is on the rise and several companies as well as individuals are using them to make money. With the changes being experienced in the sector, Media houses like the US Time Magazine who already used its stockpile of historical images to create NFTs are tapping this digital territory to get more revenue. Recently, marathon legend Eliud Kipchoge earned $37,351 after auctioning two videos of his career …

Go to article

Journalism In The Digital Era: Making The Case For Media Research Department., Yvonne Okwara Jan 2024

Journalism In The Digital Era: Making The Case For Media Research Department., Yvonne Okwara

Executive Masters in Media Leadership and Innovation

In a world with social media outlets that are quick on the mark when it comes to breaking news, it is no longer the journalist’s job to be the first or the fastest to break news. That has been disrupted already. What audiences need now more than ever before is confirmation, understanding and analysis of what the news means to them, and how it will affect their lives. What they are looking for is an understanding of the genesis of an event, its progression up until the point the story broke, and why it should matter to them. The study …

Go to article

An Analysis Of Ethical Practices In Production Of Youtube Editorial Content In Rwanda., James Munyaneza Jan 2024

An Analysis Of Ethical Practices In Production Of Youtube Editorial Content In Rwanda., James Munyaneza

Executive Masters in Media Leadership and Innovation

Many scholars have investigated the impact of digital technologies on journalism ethics, citing falling ethical standards and urging the protection of the basic tenets of journalism. YouTube has emerged as a major conduit of information, thereby helping democratise content. But scholars like Ward have wondered if the old journalistic ideals of objectivity and editorial independence apply to citizen journalists as much. Indeed, Hulin attempted to draw a line between journalists and other online content producers, noting that journalists retain a major responsibility in the promotion of democracy. Democracy, he argues, still needs professional journalists. As such, media outlets need to …

Go to article

An Analysis Of The Contribution Of Industrial Attachment In Journalism Training In Kenya: Challenges And Opportunities For An Effective Framework, Yusuf Ali Lakicha Jan 2024

An Analysis Of The Contribution Of Industrial Attachment In Journalism Training In Kenya: Challenges And Opportunities For An Effective Framework, Yusuf Ali Lakicha

Executive Masters in Media Leadership and Innovation

In Journalism Schools, industrial attachment is an integral part of media education, offering students valuable opportunities to apply theoretical knowledge in real-world settings and gain practical skills necessary for successful careers in the media industry. It is an essential part of an academic programme where students augment the practical skills learnt in school in an actual work environment. This study examined the contribution of industrial attachment in journalism, with a focus on arguably Kenya’s leading media organization, Royal Media Services, which has three television stations and 12 radio stations. The objective of the study was to assess the structure of …

Go to article

Innovating For Efficiency: The Use Of Generative Ai In Kenyan Newsrooms., Anthony Irari Ngugi Jan 2024

Innovating For Efficiency: The Use Of Generative Ai In Kenyan Newsrooms., Anthony Irari Ngugi

Executive Masters in Media Leadership and Innovation

Generative AI has revolutionized media landscapes around the globe, including in Kenya. Widely known for mobile technology adoption and digital entrepreneurship, Kenya's journalism field is experiencing drastic transformation thanks to AI's powerful abilities. This study sought to understand how Generative AI (GenAI) is being adopted by Kenyan media houses, as well as its advantages, drawbacks, and challenges associated with journalistic innovation. Chapter 1 introduces the global impact of Generative AI while outlining specific implications for Kenyan newsrooms. Contextualizing AI's rise in media, this paper compares traditional and modern journalistic practices as well as big tech's impact in shaping news consumption …

Go to article

Integration Of User-Generated Content On News Reporting: A Case Study Of A Tanzanian Print Newspaper., David Lyoba Mbulumi Jan 2024

Integration Of User-Generated Content On News Reporting: A Case Study Of A Tanzanian Print Newspaper., David Lyoba Mbulumi

Executive Masters in Media Leadership and Innovation

This research investigated the integration of user-generated content (UGC) in Tanzanian print newspapers and its effect on news reporting in the digital era. UGC, comprising text, images, videos, and audio created by users, has gained prominence due to the rise of social media and citizen journalism. The research employed a mixedmethods approach, starting with content analysis of a selected Tanzanian print newspaper over six days to quantify the prevalence and characteristics of UGC. Qualitative interviews with key stakeholders, including a newspaper editor, a reporter, readers, and the Media Council of Tanzania (MCT), provide additional insights. The newspaper incorporates an average …

Go to article

Next Last