The status of newspaper readership in urban Tanzania: a case Study of Mwanza and Dar es Salaam Cities

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University of Dar es Salaam
The purpose of this study was to examine newspaper leadership and factor influencing readership patterns in urban Tanzania. Specifically the study sought to establish status of urban newspaper readership in Tanzania, readership patterns, newspaper readers views regarding newspapers credibility, influence of other media newspaper readership and problemssurrounding newspaper readership in urban Tanzania. Randomly selected participants participated in this study. Of these 68 were men and 52 were female. This survey was conducted in Mwanza and Dar es Salaam cities, Data was collected through structured standardized self administered questionnaire with both open and closed and closed questions. Focus group discussion was also applied. Key findings revealed that newspaper readership in urban Tanzania is generally high. Findings further reveled newspaper readership frequency in urban Tanzania has clearly defined patterns and that men, the middle-aged, educated are avid newspaper readers to compared to other groups who are mostly constrained by economic hardships or literacy levels. Kiswahili newspapers are more popular compared to English papers Findings also indicate that while news cover the is biased and moderately decent, it is clear and accurate. Television is the most preferred source of information compared to other media but this has not affected newspaper readership. Major problems confronting the newspaper industry include headlines problems, indecent stories and picture's, high price of newspapers, inaccuracy in reporting, inadequate research, story continuation in subsequent pages and lack of story follow In light of the study findings, it is recommended that Government should provide tax incentives on newsprint to influence newspapers price reduction so that more people can afford buying newspapers Library services should be marketed to create awareness on services they offer, including access to newspapers for those who cannot afford to buy newspapers' Furthermore, the Tanzania Media Council should be given more legal powers to monitor and control unethical practices in the media industry. The National] Councilfor Technical Education (NACTE) should only accredit schools of journalism, which meet NACTE accreditation criteria and should also standardize the curriculum and should centralize journalism examinations. Finally it is recommended that journalism and mass communication studies should be offered in universities at both undergraduate and graduate levels
Available in print form, East Wilbert Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF PN4784.E56)
Newspaper circulation, Dar es Salaam, Mwanza, Tanzania
Enock, G(2005)The status of newspaper readership in urban Tanzania: a case Study of Mwanza and Dar es Salaam Cities,Master dissertation, University of Dar es salaam, Dar es Salaam