The key objective of this study was to investigate the role of communication in creating awareness on electoral opinion polls in Kenya. The study adopted descriptive survey design. It targeted the four main pollsters (that deal with electoral opinion polls) in Kenya. These are: Ipsos – Synovate, Strategic Africa, Consumer Insight and Infotrack Harris (Pollsters Kenya, 2013). The sample size was forty-eight. Eight participants for key informant interviews and forty for quantitative data. Sampling was done through purposive and systematic random sampling techniques. Data was collected using self-administered questionnaires and through Key Informant interviews. Quantitative data was analysed using descriptive statistics while qualitative data was analysed thematically. The study found out that communication plays a very significant role in electoral opinion polls in Kenya. The study recommends that the current legislation on electoral opinion polls should be evaluated to ensure objectivity and that the pollsters role of informing and educating citizens; and their rights to access information should not be compromised by law. It further recommends that the relevant bodies educate the public on the role and importance of polls.
This study assessed the role of journalism training institutions in the changing media dynamics of Tanzania. Journalism training institutions are accredited higher learning facilities that offer diploma and degree certifications to those who graduate respectively after a two-to-three-year course of professional training in journalism in Tanzania. Media dynamics refers to the prevalent environment surrounding the media performance in Tanzania. These range from the media laws, policies, the regulatory frameworks, ownership, media pluralism, media diversity, market preferences and communication technologies. This paper is derived from the findings of a research dissertation submitted for award of a Doctorate degree in Mass Communication at St Augustine University of Tanzania. The study employed a descriptive survey design. A mixed method approach was employed to collect data from four news editors from two prominent media houses (Tanzania Broadcasting Corporation and Mwananchi Communications), six working journalists, four journalism lecturers and 150 journalism students from St. Augustine University of Tanzania Malimbe Campus. Interview data was thematically analysed and presented in a narrative form while the survey data was analysed using descriptive statistics with the help of SPSS version 23 and presented in tables, charts, and diagrams. The findings showed that, owing to the fast-paced technological advancement in the media houses, graduating journalists could not adapt smoothly in the newsroom. Moreover, the constant changes in media policies engineered mostly by political pressures were not communicated to the training institutions. Although the training institutions are competent and sufficiently equipped still, they cannot invest in the constant technological shift like in the media. This study recommends that stakeholders employ an intense collaborative effort to bridge the training to industry, such that journalism students are more engaged in a practical media experience during their course of study. Media houses should facilitate field attachment training opportunities to students in order for them to stay abreast of the current technological changes in their profession.
The Media Council of Tanzania report (2019) posits that there is lack of sound journalism practice is prevalent in the Tanzanian media environment. This state of affairs informs the gap that this study sought to investigate, in particular, trying to establish the role of supervisory bodies responsible for ensuring the quality of the courses offered by the various universities and colleges training Journalism in Tanzania and those responsible for enhancing media professionalism in the country. Specifically, the study investigated the role of the regulatory frameworks governing journalism training (TCU and NACTE) and media practice (TCRA and MCT) in enhancing the profession. Guided by two theories, Kolb’s experiential learning theory, which insists on constant field training experience alongside classroom teaching, and Agenda setting theory which is concerned with the power that the media has over salience public opinion. The study adopted a mixed method approach using interviews with respective media trainers from St. Augustine University of Tanzania and a documentary review of the regulatory authorities responsible for media deployed to know their roles in enhancing media training and practice. An analysis of the roles was done and presented in narratives. The findings showed that there was a lack of a linked strategy between the training and practice regulatory frameworks that contributed to irresponsibility in governance. The study recommends that the policy that establishes the relevant authority should be reviewed to have a single regulator with departments that all collaborate to enhance the profession and consolidate the functions of all media-based entities from the training, research, media practice, and total quality assurance
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