Shifting Roles of Media in Tanzania: From Development Communication to Watchdog Journalism

Abstract

This study examines the implementation and challenges associated with development communication in mainland Tanzania, focusing on news articles and programs from eight media organizations. Surveys, interviews, and focus group discussions were conducted to gather perspectives from journalists, editors, and news consumers. Prior to 1992, Tanzania's media landscape was oriented towards promoting the national development agenda. However, policy changes influenced by the World Bank and the International Monetary Fund's Structural Adjustment Program shifted the media's focus towards watchdog journalism, aimed at monitoring government performance. This shift impacted both private and state-owned media entities. Presently, the media landscape in mainland Tanzania is rapidly evolving into a profitable industry, serving as a tool for accountability, government communication, and revenue generation. It's crucial for Tanzanian consumers to actively engage with the diverse media options available, rather than passively consuming information primarily designed to attract advertisers.
 The transformation of Tanzania's media landscape from development-oriented to watchdog journalism has significant implications for both media organizations and consumers. While this shift promotes accountability and transparency, it also raises concerns about the role of media in advancing development goals. The findings indicate a need for media organizations to balance their roles as watchdogs and promoters of development. This requires a reevaluation of editorial priorities and a commitment to providing accurate and balanced information to the public. Furthermore, there is a pressing need to enhance media literacy among Tanzanian consumers to empower them to critically evaluate and navigate the diverse media landscape. This includes providing education on media literacy in schools and communities and promoting digital literacy skills to enable access to online information.