The role of print media in enhancing democratic elections in Tanzania: a case study of 2010 general elections in Dar es Salaam

The study examined the role of print media in enhancing democratic elections. The main objective was to determine the extent to which the print media played fair ground in covering all political parties and their candidates, voter education and information provided to electorates in order to equip them to base their voting decisions. The two newspapers; Daily News (public-owned media) and Mwananchi (private-owned media) were used as case studies. Following the economic and political reforms in the1990s, the media has found itself with new responsibilities which are to educate the masses on the civic and voter education so as to empower the electorate to enable them participate in the democratic process; to play the watchdog function and for the purpose of enabling the electorate to make informed and sound decisions. The methods used to gather data were purposive sampling technique, interview and questionnaires. Selected news items were analyzed in accordance with selected media practitioners, media stakeholders and political parties’ representatives were interviewed. The findings reveal that print media played a vital role in enhancing democratic elections in 2010. This was done through information and voter education provided. It was noted that only bigger political parties and popular candidates such as CCM, CHADEMA and CUF and their candidates received more attention but smaller political parties such as TLP, UPDP and APPT were hardly mentioned in the newspapers. Moreover, the study showed that Daily News had bias toward opposition political parties while Mwananchi appeared to be objective. However, there were challenges which hindered and possibly are still hindering the journalism profession. It was noted that print media is mainly in urban areas and it is expensive compared to the living standard of people. Most journalists are paid low salaries and are on temporary jobs. There are also laws which prohibit journalists from getting information which is taken to be confidential information. There is a need to regulate the media profession because it is currently compromised. Reporters and Editors should make sure that they adhere to their professional ethics. It was also recommended that there should be a set up minimum qualification benchmark for those intended to practice journalism. Media owners should consider reasonable salaries and remunerations to their staff and government should make sure that it permits the media to access information so that its reportage may be impartial and objectivity.