School of Journalism and Mass Communication

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The impact of migration on traditional: Musical performances of the wamakonde in Mtwara region
(University of Dar es Salaam, 2002) Ndomondo, Mathayo Bernard
This study examines the impact of the process of rural-urban and urban-rural migrations on the performer-audience relationship and on the context of performances of traditional music of the Wamakonde in the rural areas and in the urban areas of Tanzania during the time span 1960s - 1990s. Resulting from the observations done in the field, and thereafter in the analysis, the study will demonstrate on the one hand, that rural-urban and urban-rural migrations have brought about changes in the performer-audience relationship at performance and in the context of performances of Makonde traditional music in rural areas, that is to say, migrations have brought about the creation of a respectful distance between performers and audience with regard to the performances by urban-influenced organised formal musical groups; and change in the rural musical contest traditions with regard to the rise of new style as influenced by rural-urban and urban-rural migrations. It has also been discovered that the foreign influence on the music of the rural Makonde does not only result from the rural-urban migrations that occur within Tanzania: the interaction of the Wamakonde coming from Mozambique to Tanzania and vice versa has also been a contributing factor. On the other hand, this study will demonstrate that despite the changes explained above, there are other musical aspects which have proved to be resistant to change due to the migration of people.
The use of popular theatre for political conscientization of grassroots rural communities
(University of Dar es Salaam, 2004) Kahumuza, Wilfred Wilbard
This thesis is about the use of popular theatre for political conscientization of grassroots rural communities. The field part of the study was conducted in Mtwara rural district, from January to April 1999.The main areas which have been addressed are the evolutions of theatre and politics, as well as the role of theatre in different systems of political organization. The analysis of this evolution and relationship is presented in chapter one. Chapter two presents a review of the texts which were found valuable for the theory and practice of this study, while the third chapter is on the aspects of research methodology and procedures, which guided it.. The data interpretation in chapter four and the conclusions in chapter five highlight the major findings. The summary of the major findings of the study is that if adopted for education, popular theatre performances can be more beneficial media for civic education than the alternative of booklets and newsletters. This difference is expressed in the conclusion, whereby it is stated that out of the 50 people who were interviewed after the popular theatre performance in the experimental group, 25 said that they had attended and understood what was expressed. On the other hand, for the control village where the alternative of booklets and newsletters was tested, the results were rather disappointing. Only seven out of fifty respondents said that they had read parts of those texts, which each of them had been given. What is recommended for further research is found in chapter five. It is asserted that there ought to be a series of studies to test the effectiveness of individual genres and aspects of theatre. Such an approach may be utilized by communities which, due to certain limitations, are not able to afford the combinations which characterize the current form of popular theatre.
The emergence and use of African theatre in church choir performances: A Case Study of Tumaini Lutheran Choir in Dar es Salaam
(University of Dar es Salaam, 2005) Mkallyah, Kassomo
This study examines the emergence and use of traditional African theatre forms in church choir performances. In this case, it was felt that there is a need to find out changes and factors that led to the introduction and use of traditional African theatre forms in church choir performances by using Tumaini Msasani Lutheran Choir as a case study. The study shows that Tanzanian church choirs have changed from using hymns to traditional African theatre forms in their performances. The major reason is the need to bring church activities closer to African realities and culture. Moreover, the study reveals that traditional African theatre forms that are used in church choirs have changed their major functions from teaching values and traditions to being media for preaching. The study concludes that the use of traditional African theatre forms in church has also changed the negative attitude that was cemented in the peoples’ mind that those forms were satanic.
Drama as an effective tool of communication Among the youth: A Case of TUSEME Project
(University of Dar es Salaam, 2005) Lebejo, Godfrey
The prevailing situation of inadequacies in communication initiatives among the youth has been the source of motivation to deal with this study. Using TUSEME Project as a case study, this study examines the effectiveness of drama as a tool of communication in secondary schools and factors that affect the youths’ ability to utilize their experiences in identifying and talk publicly about issues that concern them. It illuminates the argument that drama is a powerful tool in communicating messages among the youths. Through library research, viewing of TUSEME videos and analyzing the content and form of TUSEME plays, the study managed to advance forth its argument. The study discusses the effectiveness of drama as a tool of communication among the youth and’ provides a method that is profitable and relevant to youths’ development. The study also discusses the historical background of TUSEME project, its activities especially annual festivals. The study focuses on TUSEME as an effectiveness tool of communication by analyzing TUSEME plays and discussing the emerging themes from these plays.
The impact of tax remission - (special relief under 3rd schedule of vat act 1997) to the general performance of VAT : the case of mining companies in Tanzania
(University of Dar es Salaam, 2005) Rishya, Aron Iduwaufoo
In an effort to improve the economy, the government of Tanzania has been taking several measures to create a favourable investment climate for both local and foreign investors. Among the measures taken was the provision of a large variety of incentives; some of them being different tax exemptions provided under different tax statutes. The unanswered question which this study sought to investigate on is the extent to which tax exemptions provided under 3rd schedule of VAT Act 1997 negatively affected VAT revenue collections in the country. Data were obtained from a sample of 83 respondents from Dar es Salaam city only. They included businesspersons, TRA staff, Tax consultant and auditors. The study was made at the Department of Large Taxpayers where large business is controlled and they constitute about 70% of the Total government domestic revenue. The questionnaires administration and interview methods were used for data collection. The responses indicate that there is a perception that the exemptions provided under the 3rd schedule of VAT Act negatively resulted to poor VAT performance. Additionally, majority of respondents felt that there were no sufficient controls instituted to make sure that the exemptions are properly allowed only to bodies and items listed in the 3rd schedule of the VAT Act. It was also felt that the great number exempted items provided under the schedule and tax exemptions given to various item is among the attractions to the investors in Tanzania. On the other hand, study results indicated that the respondents acknowledged that apart from revenue collection underperformance, companies enjoying special relief have made some positive contributions to the national economy
New trend in Tanzanian film making challenges and prospects
(University of Dar es Salaam, 2007) Kang’anga, Mwangaza Paul
A study on the new trend in Tanzanian filmmaking industry was undertaken in Dar es Salaam, with the objective of establishing the driving forces underlying developments in the industry. Thus, in examining operations in the industry, challenges facing development of the industry and future prospects were discerned, and subsequently some recommendations for the way forward offered. The subject of the study comprised video film producers, directors and practising professionals working in public and private institutions/enterprises. Field results amply demonstrated that the industry is indeed on the right track for developing to higher heights of success, which should be promoted with some enabling support from the stakeholders.
Challenges of cultural imperialism theory in Tanzania: a case study of Bongo Flava Music in Dar-es-Salaam
(University of Dar es Salaam, 2013) Benson, Alex
The effectiveness of government communication units in Tanzania: a case study of the ministry of water
(University of Dar es Salaam, 2013) Kaali, Bernard Nikodemo
This study was aimed at investigating the effectiveness of government communication units in facilitating communication with stakeholders in Tanzania. The study area included the ministry of water, Kinondoni and Bagamoyo districts. This study employed qualitative research methodology and specifically, in – depth interview. Three research questions guided data collection. The population sample was thirty five respondents. These included five members of government communication unit, ten staff of Water Sector Development Programme, and ten water users from Kinondoni and ten from Bagamoyo. Data collection method involved interviews, documentary review and observation. The collected data were qualitatively analysed. The findings showed the following. Firstly, the communication unit has done little in using suitable methods of communication in communicating with stakeholders. Secondly, the unit has done little to assist and advise the Ministry in matters of communication. Thirdly, the unit lacks capacity to maintain timely and consistent communication among stakeholders. Based on these findings, it is concluded that the Communication Unit fo the Ministry of Water is less effective in facilitating communication with stakeholders. To ensure effective communication with stakeholders, the study suggests the following: Firstly, a Government Communication Policy should be made available to communicators and stakeholders. Secondly, the Communication unit should have a Communication Strategy and use it. Thirdly, the Unit should be provided with sufficient resources to meet budget requirements. Fourthly, the unit should enhance its capacity to ensure effective use of new Media Technology by conducting awareness to both stakeholders. Fifthly, the Unit should conduct awareness campaign to all stakeholders on its functions. Sixthly; the unit should be given freedom of accessing and disseminating information. And finally, the unit should work in partnership with other organisations to fulfill its objectives.
ICTs and the changing fortunes of postal services: a case study of the Tanzania posts corporation, Dar es Salaam
(University of Dar es Salaam, 2013) Ngamba, Adam Salumu
This study was about ICTs and the Changing Fortunes of Postal Services: A Case Study of TPC Dar es Salaam. The study used mixed research design and it involved a sample of 160 respondents made up of men and women who were purposively and randomly selected. One fifty respondents participated fully in filling in questionnaires and other 10 were interviewed making a total of 160 respondents (43% were females and 57% were males). Data was collected through face to face interviews, questionnaires, observations methods and documentation. The findings show that 55% of respondents were aware of the TPC from 1980s and 44% knew it from 2000s, while only 1% knew it since 1940s. Furthermore, the introduction of ICTs in Tanzania brought about changes in the general practice of TPC. Some services such as mailing letters and money orders are highly affected while on the other hand, new postal services such as Expedited Mail Services, Fax, Postal-Cash and Postal- Giro and post City Urgent Mail (pCUM) have been introduced reacting to the introduction of ICTs. On the issue of ICTs to meet new communication demands, 63% of the respondents disagreed. The exception was in a few areas with good infrastructure, better networks and reliable power supply such as Dar es Salaam, Morogoro and other towns and cities. Challenges which the TPC encounters include the mushrooming of private mobile phone networking companies and loss of customers. Among the recommendations, the postal services are called upon to improve its services to suit the contemporary environments.
The role of new media technologies of communication in Tanzania’s parastatal organizations: a case study of the utilization of electronic mail at TANESCO Ilala Region
(University of Dar es Salaam, 2013) Theophil, Laurian
This study attempted to examine the role of new media technologies to solve organisational communication problems in Tanzania’s Parastatal Organisations. The study has used a case study of electronic mail usage at the TANESCO Ilala region to determine whether that technology can solve communication problems in the region. The main objective of the study is to examine how new media technologies are being utilized in Tanzanian organisations by exploring the extent to which TANESCO Ilala region has adopted new media technologies to solve communication problems. Ilala region has been decentralised into “TANESCO” districts to simplify communication but there is still communication breakdown especially between departments and customers. The core research questions addressed in this study were: What is the extent of adoption of new media technologies at TANESCO Ilala? What is the level of staff utilisation of new media technologies at TANESCO Ilala region? What is the level of customers’ awareness and interest in the use of new media technologies for communication at TANESCOs Ilala office? A total of forty workers and twenty customers at the TANESCO Ilala region were purposively sampled and interviewed for this study. The results indicated that new media technologies can be used to solve communication problems at TANESCO Ilala region and improve services to customers. The benefits of the new media technologies were also demonstrated for solving organisational communication problems at TANESCO Ilala region.
Ethical implications of brown envelope: perspectives of journalists and public relations officers in Tanzania
(University of Dar es Salaam, 2013) Mnyanyika, Vicent
This research shows perception of journalists and public relations officers towards the brown envelope phenomenon in Tanzania. The study also shows the brown envelope practices and its impact in the day to day journalism practice in Tanzania. This study was guided by three central questions: To what extent is the brown envelope phenomenon prevalent among journalists in Tanzania; (b) how do journalists and PROs perceive brown envelope phenomenon; (c) why do PROs feel compelled to give brown envelopes to journalists and why do journalists accept/solicit such brown envelopes? Information was collected using close-ended with a few open-ended questions for extracting more information on how both journalists and public relations officers perceive brown envelope phenomenon. The findings shows that although “brown envelope” is termed unethical and the Media Council of Tanzania code of conduct contains provisions against it, it is perceived to have neither influence in news nor effect on objectivity. The study concludes that journalists perceive brown envelope journalism as a good thing because it helps to facilitate their work in the environment where most of them are lowly paid. Furthermore, the study has established that the brown envelope phenomenon is a common practice among journalists who justify it as long as they do not demand for it. The researcher recommends that media houses should provide frequent training to journalists on the impact of brown envelope journalism to create an awareness of the possible impact in the editorial independence of the media. Media houses should also improve work conditions of their journalists.
The role of marketing communication in growth of small and medium enterprises in Tanzania: A case study of women’s small and medium enterprises in Dar es Salaam
(University of Dar es Salaam, 2013) Chiza, Zanelle
This general objective of the study was to examine the role of Marketing communication in the growth of small and medium enterprises in Tanzania specifically the study looked at the contribution of marketing communication to the business turnovers of women SME’s and the extent to which knowledge levels of women SME clients are attribute to the lecels of usage of Marketing communication . The findings from the study are expected to illustrate how marketing communication is as an important enabler if effectively used within the SME sector. The study was conducted in Dar e s salaam region. The sample of the study included a list of 30 women entrepreneurs drawn from a list of women entrepreneurs who are members of Tanzania women chambers of commerce (TWCC) based in Dar es salaam. Data for the study were collected through questionnaires and interviews. The questionnaires were distributed to the 30 respondents in small business enterprises, while interviews were administered to groups of managerial and clients. The data were analysed using both content analysis and Statistical Package for Social Sciences (SPSS). The findings sales and profit in the business as approximately 83 percent of the respondents indicated. The respondents also admitted that they understand marketing communication and its use to promote their business. The study showed that 40% of the
Celebrity endorsement and behaviour change: a case study of the “Malaria Haikubaliki” Campaign in Tanzania.
(University of Dar es Salaam, 2013) Dachi, Kahenga Hillary
The study sought to examine efficacy of celebrity endorsement approach to behavioural change. The specific objectives of this study included to examine the perceptions and attitudes of Tanzanians on the use of celebrities as behavioural influence models and explain its place in achieving the objectives of the “Malaria Haikubaliki” campaign. The study was done in Dar es Salaam City, specifically in its three administrative districts, namely Kinondoni, Ilala and Temeke. From each district, 67 respondents were selected thus making a total of 201. The main tool that was used for data collection was a 9-item questionnaire. The research design for this study was quantitative and the method of data analysis was descriptive and comparative in which the frequencies and correlation coefficient measures were calculated using Statistical Package for Social Sciences (SPSS). The study’s findings indicated that celebrity endorsement influences the target audiences behaviour by making them take personal responsibility in the fight against Malaria. The study also revealed that the demographic attributes of the respondents had no correlation with their perception of the use of celebrities to endorse the message of the “Malaria Haikubaliki “campaign. Majority of respondents expressed positive attitudes towards the celebrities used to endorse the campaign message. From the findings of this study it can be concluded that the celebrity endorsement approach is efficient as long as the targeted audience perceives it positively. Recommendations have been provided to two groups of stakeholders: Behavioural change campaign organizers and celebrities. The first group is advised to conduct prior assessment of the targeted population in terms of their perceptions about celebrity endorsement. The second group is advised to protect their personality from being tarnished in order to be positively perceived by the audience and thus aid in the achievement of campaign objectives.
The impact of newspaper reviews on newspaper readership: a survey of Newspaper readers in Dar es Salaam
(University of Dar es Salaam, 2013) Ishengoma, Dianus Josephat
The purpose of this study was to examine how the review of newspaper content on radio and television programmes impacts on newspaper readership. Specifically, the study examined the rationale for accessing newspaper reviews among the audiences and its effect on the newspaper readership. The study was conducted in three districts of Dar es Salaam region, namely Kinondoni, Ilala and Temeke. It employed a quantitative research approach and a survey design which was facilitated by questionnaires. A total of 300 research participants responded to the questionnaires. The study findings revealed that newspaper review programmes are accessed by people to get general information on the newspaper content. It is also revealed that newspaper reviews to a certain extent discourage newspaper readership among the newspaper readers in Dar es Salaam. However, the extents to which newspaper reviews discourage readership differ from an individual to another depending on the number of factors including gender, age and educational background. Women, young people and less educated are much less likely to read a newspaper after listening/viewing the review programs than men, adults and educated. It was suggested that the government should reduce tax on newspaper printing material to improve the public access on newspapers despite the review programmes. Journalists should use the appropriate style that does not discourage people from reading the newspaper such as reading only the stories’ headline on the newspaper.
Teasing out the influence of big advertisers on editorial content in Tanzania print media
(University of Dar es Salaam, 2014) Mohamed, Hassan
Striking right balance between media as a business and as a calling is tricky endeavor as media organisations report on and depend on big advertisers who overtly or covertly influence editorial direction. In attempting to tease out the influence of big advertisers on editorial content of the Tanzania print media, the present study focused on five widely read but philosophically diverse newspapers. In-depth interviews were conducted with media managers/editors from the five newspapers Mwananchi, Majira, Tanzania Daima, The African and The Guardian-to examine the attitude of these media managers towards reporting on big advertisers that were identified as Vodacom, Airtel, and Tigo. The study also involves content analyses of the July 2010 to June 2013 editions of these newspapers to determine how news stories on these big advertisers were framed. The study`s findings indicate that news stories on these big advertisers and negatives “editorial independence” due to the media`s dependence on big advertisers in spite of managers claims that their primary loyalty is to the public. Based on these findings, it is recommended that media professionals abide their codes of conduct in order to increase credibility of their media organisations attract audi lences and as a corollary advertising revenue. Further research on the framing of stories on big advertisers and worship is also recommended.
The role of radio in raising awareness on Kilimanjaro kwanza policy: a case Study of TBC Taifa`s Kilimo Kwanza programme on Kibaha farmers
(University of Dar es Salaam, 2014) Mawalla, Ephrasia
The general objective of the study was to examine the role of radio in raising awareness of Kilimanjaro Kwanza policy by focusing on TBC Taifa`s Kilimo Kwanza programme and how it raises awareness of small farmers in Kibaha district. Specifically, the study aimed to establish information disseminated by TBC Taifa`s Kilimo Kwanza programme, assess effectiveness of the programme in raising awareness on Kilimo Kwanza. This study was conducted in Mlandizi and Ruvu wards in Kibaha distrioct in Coast region. The sample of the study also included members of staff of TBC who are involved in the production of the programme. The methodology used to conduct this study was descriptive in nature and included the use of various data collection tools such as questionnaires and interviews guides. The researcher concludes that radio is the main source of information for farmers on fertilizers, farm equipment, crop disease, pesticides, farming techniques, market for agriculture products, warehouse documentation system and price of agricultural products. Also, radio is very effective means of disseminating agricultural information and it has a positive impact on awareness of farmers on Kilimo Kwanza policy. The researcher recommends that the government in cooperation with TBC should offer frequent training to products of Kilimo Kwanza so that will be more aware of Kilimo Kwanza policy and prepare programmes that time for Kilimo Kwanza programme. This will help listen. TBC should allocate more time for Kilimo Kwanza programme. This will help to raise the level of awareness of farmers on Kilimo Kwanza policy.
The impact of new media on journalism practices in Tanzania
(University of Dar es Salaam, 2014) Aziz, Bilal
The mass media in Tanzania are grappling with the problem of poor quality and quantity of local content: as a result, they have swamped with foreign news. New media offer a novel platform to improve significantly the local news content, if integrated effectively in the news gathering and processing routines. This study delved into local journalists’ new media use in Tanzania to ascertain their impact on journalism practice and determine emerging practices linked to their application. To achieve the study objectives, 66 local journalists, who were selected randomly from eleven major national media outlets in Tanzania, were recruited to participate in an online questionnaire survey and the content of their Facebook accounts were analysed to respond to the first and second research questions on emerging journalistic practices. Data were processed using an online digital research platform-SurveyMonkey.com. the study has established that 68 per cent of the local journalistic in Tanzania are experienced new media users and most of them (75%) often use social networking platforms, particularly Facebook and Twitter. However the vast majority (78%) do not use new media to source, share, or get feedback on the local news, and up to 74 per cent use new media for entertainment. The broad conclusion drawn based on these findings is that, local journalist in Tanzania have essentially been using new media for entertainment, not for professional engagement, particularly improving the local news content, whose quality and quantity the country’s ICT policy acknowledges is poor and needs to be improved. Therefore, the study recommends that concerted efforts be made through training and favorable media as well as ICT policies to shift from utopian predictions about new media and journalistic practices in Tanzania to ensure that local journalists embrace and use such media effectively to improve local news coverage.
Enhancing tourism promotion through internet communication: a case study of Tanzania tourist board
(University of Dar es Salaam, 2014) Nyoni, Musa
This study sought to examine the nature of the Tanzania tourist board (TTB)`s use of the internet in communicating destination information and promoting Tanzania`s tourist destinations with a view to identify inherent weaknesses and make recommendations. The study deployed a combination of both qualitative and quantitative methods to collect and analysed to get information of the use of the internet by the board to communicate destination information and promote Tanzania`s tourist destinations. Interviews were also used to get information on the effectiveness of TTB in using the internet for communicating destination information and promoting Tanzania as a tourist destination. The study found that the TTB does not optimally use the internet, particularly the website and blog, to communicate destination information and promote Tanzania`s tourist destinations, as up to 80 percent of the posts made over. The study concludes that the TTB does not utilize the internet effectively to communicate destination information and promotion issues. The study concludes that the TTB does not utilize the internet effectively to communicate destination information and promote Tanzania`s tourist destinations. It is, therefore, recommended that the TTB should start using the internet as a primary medium for communicating destination information and promoting Tanzania`s tourist destinations, instead of only using traditional means, such as TV, the radio, newspapers, and brochure’s, which are not only expensive but also limited in the scope of reaching potential tourist abroad.
The effects TV alcohol advertisements on young people in Tanzania: A case of Kibasila and Perfect Vision High Schools.
(University of Dar es Salaam, 2014) Mramba, Elizabeth
The TV audience-based research investigated the effects of TV alcohol advertisement on young people in Tanzania, focusing on Kibasila and Perfect Vision High Schools. It examined how the young people, as member of the TV audience are affected by alcohol adverts aired on TV using a variety of research methods such as questionnaire, Focus Group Discussions and interviews, the study established that TV alcohol advertisements play a significant role in influencing young people towards testing or drinking alcohol advertisements which use animation, celebrities, party settings, humour, music, good looking people, trendy, confident and successful model interest youths most and leave a long-lasting impression on them. Moreover, TV alcohol advertisements make youths believe that alcohol consumption has social benefits such as happiness, enjoyment, success and courage. The findings also revealed that TV alcohol advertisements in the media do not necessarily influence youths to drink or try drinking immediately but help to cultivate a desire to drink alcohol later in their lives or when an opportunity arises. The study found that not all alcohol advertising gimmicks that are particularly loved by young people. The study findings indicate that there is a need to restrict TV can influence youths to drink; the culprits are those which use advertising gimmicks that are particularly loved by youth people. The study findings indicate that there is a need to restrict TV alcohol advertisements which use devices that attract the attention of youths and make them consider taking alcohol. Also, there is a need for the Tanzania Communication Regulatory Authority (TCRA) to monitor more closely alcohol advertisements which are aired on TV and remove those directly or indirectly targeting to influence young people and those which do not adhere to the codes of TCRA TV advertising conduct. Parents and guardians should also make sure that their children are not exposed alcohol advertisements or places where alcohol is consumed.
The role of social media in improving customer relations: a case study of vodacom (t) and tigo (t) facebook wall pages
(University of Dar es Salaam, 2015) Mbuya, Abraham Lazaro
This study was conducted in Dar es Salaam and involved Tigo and Vodacom communication companies. The study focused on the role of social media in improving customer relation and the challenges consumers face when using Vodacom (T) and Tigo (T) Facebook Pages. The study used content analysis to analyse 258 customers’ posts on Vodacom (T) and Tigo (T) Facebook Wall pages. The posts cover the August - October 2013 period. Key informant interviews were conducted with purposively selected Tigo (T) and Vodacom Facebook social media platform administrators and ten customers to understand the extent to which social media helps to improve customer relations. Inter-coder agreement was used to calculate the level of agreement by the two independent coders on the customer posts. Key findings reveal that respondents use Tigo and Vodacom social media platforms to channel complaints, in addition to getting updates and information on new products and services offered by the two companies. Findings further reveal that customers often receive feedback from Vodacom and Tigo but the response time varies. For example, Tigo's response time is below thirty minutes and Vodacom's response time is more than one hour. This does not mean that companies listen or care about their customers or use the queries or criticisms to improve their services and products. Each of the companies has a policy that allows for deletion of customer posts considered objectionable or offensive. The study recommends that Tigo and Vodacom should allocate adequate resources to promote usage and sustainability of social media platforms. In addition, Vodacom should recruit adequate staff to improve efficiency and meet customers’ expectations. The study further recommends that the government should invest in internet infrastructure and should create a National Social Media policy aimed at fostering freedom of expression, freedom of access and human rights.

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