Challenges facing strategic communication of child rights: a case of print mass media in Tanzania

The study was based on challenges facing strategic communication of Child Rights within the Print Mass Media in Tanzania. Specifically, the study intended to describe and explore the challenges of strategic communication in reporting child rights issues. Accordingly, improve the quality and consistency of reporting in this area. It further intended to clarify whether empowerment of child rights relate to strategic communication and examine the state of legal framework on child rights issues in relation to strategic communication. It assessed whether journalists’ knowledge on child rights contribute to strategic communication also studied the code of ethics on professional journalism in relation to strategic communication. The study samples were both respondents within the media and human rights organizations. The study deployed both the qualitative and quantitative research approaches. The data collection methods were personal interviews, structured questionnaires and documentary. The findings of the study revealed that strategic communication of child rights in print mass media somehow exists, but when it comes to the issue of implementation and how ethical it is, there are uncertainties. The media practitioners do not adhere to code of ethics and needs of professional journalism. Also, the findings revealed that media strategies for child right empowerments are very productive, if they will be well communicated. From the findings of the study, it is recommended that the media practitioners must be monitored to adhere to journalism code of ethics and there should be special training for media practitioners on the matter of child rights coverage. Also, the government should set sufficient funds to support strategic communication of child rights coverage. On the other hand media policy and legal framework should state clearly the issue of child rights coverage. Furthermore, it is recommended that, community members should give support, especially on child rights matters and the human rights organizations should create awareness to the public about the matter. Finally, It is recommended that the same study should be done in electronic media.