Evaluating The Viability Of Monetizing Media Content Archives: A Case Of Vision Group,
2025
Aga Khan University
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 Internally, reliance on outdated business models, …
Employee Engagement In Rebranding,
2025
Aga Khan University
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 …
Embracing Digital Disruption In Tanzania: Insights From Mwananchi Communications Ltd's Print-To-Digital Multimedia Journey,
2025
Aga Khan University
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, …
Investigating The Role Of Data Analytics In News Production And Distribution: A Case Of Nation Media Group, Uganda,
2025
Aga Khan University
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 …
What Do They Love? A Study Of Digital Media Consumption By Young University Audiences In Uganda,
2025
Aga Khan University
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 …
Evaluating The Effectiveness Of Digital Subscription Models In Kenyan Media: A Case Study Of Standard Group Plc,
2025
Aga Khan University
Evaluating The Effectiveness Of Digital Subscription Models In Kenyan Media: A Case Study Of Standard Group Plc, Rodgers Eshitemi
Master of Arts in Digital Journalism
The rapid evolution of technology and digital transformation has had a massive impact on legacy media as companies struggle for survival and sustainability. This has forced media outlets to deploy digital subscription as a new model of generating revenue, moving away from conventional advertising and circulation-based approaches. This proposed research intends to establish whether and how digital subscription models are effective in the Kenyan media landscape. It focused on Standard Group PLC, the oldest Kenyan media conglomerate which was established in 1902. The subscription models and strategies that Standard Group PLC has implemented include digital subscriptions, e-paper subscriptions, breaking news …
An Analysis Of Data Journalism In Kenyan Newsrooms During Kenya’S 2022 General Elections,
2025
Aga Khan University
An Analysis Of Data Journalism In Kenyan Newsrooms During Kenya’S 2022 General Elections, Poshia Syindu Musesya
Master of Arts in Digital Journalism
Data journalism allows journalists to present balanced, accurate, and relevant news, thereby greatly improving the quality and credibility of the news. Data in this context refers to facts, statistics, or pieces of information and journalism refers to the occupation of reporting, writing, editing, photographing, broadcasting news, or operating a news organization. This thesis uses a mixed-method approach to assess the use of data journalism in the 2022 Kenyan general election across three media houses, namely: the British Broadcasting Corporation (BBC), Nation Media Group (NMG), and Royal Media Services (RMS). The approach used combines qualitative and quantitative methods to address research …
The Adoption Of Ai In Zimbabwe’S Newsrooms: A Case Of Zimpapers And Alpha Media Holdings,
2025
Aga Khan University
The Adoption Of Ai In Zimbabwe’S Newsrooms: A Case Of Zimpapers And Alpha Media Holdings, Muchemwa Silence Mugadzaweta
Master of Arts in Digital Journalism
Artificial Intelligence (AI) has changed the face of journalism in many ways. Newsrooms across the world are deploying AI in various aspects of news gathering distribution and creation. Many newsrooms are also at different stages when it comes to AI adoption. The general objective of this study was to examine the adoption of AI in two media houses in Zimbabwe: Zimpapers and Alpha Media Holdings (AMH), from newsroom operations and insights from journalists and editors to understand their perception and views on the future of journalism in the wake of AI technologies as well as documenting the status thereof. This …
Analysing Government Communication Strategies In Combating Information Disorder On Social Media: A Study Of Uganda’S Tax Monitoring System,
2025
Aga Khan University
Analysing Government Communication Strategies In Combating Information Disorder On Social Media: A Study Of Uganda’S Tax Monitoring System, Simon Tumwine Mugisha
Master of Arts in Digital Journalism
This research provides an analysis of the communication strategies that government communicators are utilising in a bid to counter wrong narratives on the Ugandan social media space, using the Situational Crisis Communication Theory (SCCT). The study focuses on the nature of information disorder that revolved around the Electronic Fiscal Receipting and Invoicing Solution (EFRIS), introduced in January 2021 by Uganda Revenue Authority (URA) and how it was stemmed. Through extensive content analysis of social media posts on X (formerly Twitter) and Facebook, 2 Key Informant interviews (KIIs) with key URA officials and 2 two In-depth interviews (IDIs) with tax and …
An Analysis Of The Ugandan Media Coverage Of Climate Change Stories: A Case Of Daily Monitor Newspaper And Vision,
2025
Aga Khan University
An Analysis Of The Ugandan Media Coverage Of Climate Change Stories: A Case Of Daily Monitor Newspaper And Vision, Joseph Elunya
Master of Arts in Digital Journalism
The study analyzed how the Ugandan media covers climate change, focusing on the case of The New Vision and the Daily Monitor newspapers. Climate change remains one of the most global challenges of our time. Around the world, the environmental consequences of climate change are leading to more intense droughts in some regions while causing flooding in others. As mitigation efforts are being spearheaded at the international stage, the media is playing a very instrumental role in awareness creation. Despite the critical role of the mass media in shaping public opinion and driving policy, the Ugandan media suffers from the …
The Coverage, Framing And Audience Interaction With Climate Change Reporting: A Case Study Of Nation.Africa’S Stories,
2025
Aga Khan University
The Coverage, Framing And Audience Interaction With Climate Change Reporting: A Case Study Of Nation.Africa’S Stories, Lilys Wangari Njeru
Master of Arts in Digital Journalism
This study investigated the coverage, framing, and audience interaction with climate change stories published on Nation.Africa, a leading digital news platform in Kenya. The research was motivated by the increasing importance of climate change communication in driving public awareness and action, alongside the observed gaps in audience engagement with such content. The study aimed to analyse how Nation.Africa covered climate change stories, the framing styles used, and the nature of audience interactions with these stories during the period from August 2023 to January 2024. Guided by agenda-setting and framing theories, the study employed quantitative content analysis to evaluate 150 stories …
An Examination Of The Phenomenon Of Celebrity Journalism In The Digital Era,
2025
Aga Khan University
An Examination Of The Phenomenon Of Celebrity Journalism In The Digital Era, Edwin Mutugi Kuria
Master of Arts in Digital Journalism
An outcome of the Internet is the widespread use of social media, which has been instrumental in creating a new breed of journalists who can bypass traditional gatekeepers and reach audiences directly. The era of social media has provided celebrity journalists with additional platforms to reach audiences besides traditional mainstream media outlets. Therefore, the study sought to examine the phenomenon of celebrity journalism in the digital era. The specific objectives were to assess celebrity journalism in the content of modern journalistic practices, examine how it manifests itself, and determine how celebrity journalism affects public interest remit of the media. A …
Media Framing Of Climate Change In Kenyan Print Media,
2025
Aga Khan University
Media Framing Of Climate Change In Kenyan Print Media, Eddie Kiptanui Tallam
Master of Arts in Digital Journalism
This study investigated how Kenyan print media frames climate change, focusing on The Standard and The Nation newspapers, and examines the implications of these frames on public perception and engagement. Given the substantial climate threats facing Kenya, media plays a critical role in shaping public attitudes through its framing of climate-related issues. This research employed an explanatory mixed methods approach, with a content analysis of 224 (94 form The Standard and 131 from The Nation Media Group newspapers) articles from the two newspapers over a six-month period (between 1st June 2024 and 31st November 2024) to identify framing techniques, primary …
Media Coverage Of The Closure Of The Rwanda-Uganda Border In The Period 2019-2022.,
2025
Aga Khan University
Media Coverage Of The Closure Of The Rwanda-Uganda Border In The Period 2019-2022., Irigoga Charlotte
Master of Arts in Digital Journalism
The media plays an important role in shaping diplomatic relations and influencing state actions. However, there is limited understanding of media coverage of the closures of the Rwanda-Uganda border. This study sought to investigate media coverage of the closure of the Rwanda-Uganda border closure in the period 2019-2022. It applied Critical Discourse Analysis and Framing Theory as its theoretical framework. Through content analysis of the media coverage from this period and in-depth interviews with journalists from the Daily Monitor in Uganda and the New Times in Rwanda, the study investigated how each newspaper created narratives. The study found that while …
Growing Audiences Through The Free Subscription Model,
2025
Aga Khan University
Growing Audiences Through The Free Subscription Model, Charity Nyambura
Master of Arts in Digital Journalism
Media mainstreams play a significant role in the contemporary media landscape in the provision of free content to high number audiences. This study investigates how media organization grow audiences through the free subscription model while using the Kenya Report news website. The study is guided by three objectives 1). To examine the audience’s perception of digital content on the free subscription model in the Kenyan Report News Website. 2) To examine subscribers' experiences with the free subscription model for the Kenyan Report News Website. 3) To examine strategies employed by the Kenyan Report News Website to grow subscribers. The study …
Examining Ethics In New Media,
2025
Aga Khan University
Examining Ethics In New Media, Anthony Irungu Mwangi
Master of Arts in Digital Journalism
Podcasting has become a popular form of new media in Kenya, providing a platform for sharing diverse topics. However, the minimal regulatory oversight in podcasting and the involvement of individuals with limited journalistic training have raised ethical concerns. This study, guided by Social Responsibility Theory, explores ethical awareness among Kenyan podcasters, the relationship between ethical practices and audience engagement, and the prevalence of ethical breaches in podcast content. A quantitative research design, specifically descriptive design, was adopted. Data was collected using a structured questionnaire, and podcast episodes were examined online. Only podcasters who are journalists and have worked or currently …
Exploring News Consumption Habits Of Female Audiences And Impact On Media Sustainability.,
2025
Aga Khan University
Exploring News Consumption Habits Of Female Audiences And Impact On Media Sustainability., Anne Njeri Kanina
Master of Arts in Digital Journalism
This study sought to advance research in understanding audiences by exploring the news consumption and avoidance habits of male and female audiences and their impact on media sustainability in Kenya. The study used a mixed-method approach for data collection. The study collected primary data from 81 employees working at the University of Nairobi-Main Campus in the teaching, non-teaching, and support departments who completed an online survey questionnaire through the Google Docs platform. The Statistical Package for the Social Sciences (SPSS) software program and Microsoft Excel were used in the data analysis. The study also conducted in-depth interviews at the Nation …
The Role Of Drama Series In Attracting And Retaining Audiences For Bukedde Television.,
2025
Aga Khan University
The Role Of Drama Series In Attracting And Retaining Audiences For Bukedde Television., Akanyijuka Roggers
Master of Arts in Digital Journalism
This study investigates the role of drama series in attracting and retaining audiences for Bukedde Television. The research was guided by three specific objectives: (1) analysing why audiences prefer watching drama series on Bukedde TV, (2) determining preferences between local and non-local drama series, and (3) examining factors influencing the choice of drama series aired. Using a mixed research approach and a case study design, the study collected data through surveys and in-depth interviews from a sample of 255 audience members selected using probability sampling and three Bukedde TV executive committee staff chosen through purposive sampling. Findings reveal a strong …
Exploring The Link Between Digital Literacy And Safety Among Kenyan Children,
2025
Aga Khan University
Exploring The Link Between Digital Literacy And Safety Among Kenyan Children, Collins Orono Etyang
Master of Arts in Digital Journalism
Digital literacy is widely viewed as a key component in safeguarding online safety among children. For children to be safe online, they ought to be aware of the dangers and opportunities existing in the digital space. Therefore, they ought to possess the ability to make critical decisions about the kind of content that they encounter online. The objectives of this study were to examine the type and level of digital literacy among Kenyan children, to determine the link between digital literacy and digital safety among Kenyan children, and to identify barriers to effective digital literacy training among children in Kenya. …
An Analysis Of Factors Contributing To Women Leaving Newsrooms In Uganda,
2025
Aga Khan University
An Analysis Of Factors Contributing To Women Leaving Newsrooms In Uganda, Abalo Irene Otto
Master of Arts in Digital Journalism
This study analyses the factors contributing to women leaving newsrooms in Uganda from June 2019 to June 2024. The study adopted a phenomenological qualitative methodology to explore the lived experiences of fifteen women who exited the profession. In-depth interviews were conducted to analyse themes including systemic gender discrimination, work-life imbalances, and organisational cultures hostile to female employees in newsrooms. Chapter One contextualizes the study by framing the problem, objectives, and scope, showing the persistent underrepresentation of women in leadership roles within Ugandan media. Chapter Two delves into feminist theory and organisational culture models, placing the research within broader debates on …
