Saturday, November 8, 2008

Media-Tanzania Context

INTRODUCTION

This assignment work, will talk on Media, specifically in the Africa continent, the aim or main objective is to see to it, how much the media coverage has fostered the field of Community Economic development. Media is ranked as the most effective tool in transferring, disseminating, communicating and delivering useful information, as well as harmful information.
The work will also cover the following:-
(i) Theoretical literature of the concept as well as definitions of varying terms related to the term media.
(ii) For more understanding of the concept, highlights will be provided on the types of media; modes on which knowledge is communicated; Groups of Media; and the aspects of media.
(iii) The current position of the Media coverage in some of the African Countries (Empirical literature)
(iv) The significant of media coverage in influencing, community economic development (CED) in Tanzania and other developing Countries.
(v) Review of Tanzania Media Policy and its effect to the society.
(vi) Conclusion will be derived basing on lesson learned and my own views and opinions.
















THEORETICAL LITRETURE

Media can be traced back since the ancient history. There were meant to record in formations and events, for the purpose of future use to develop knowledge or to communicate to people as to how certain issues had been handled in the past. Due to human knowledge, Media has been developed and transformed into varying types modes as well as groups.
For this case currently; “Media can be generally referred as a main way that a large number of people receive information and entertainment i.e Television, Radio, Newspapers, Magazines, Books, Journals, research papers etc”. it is any event attended by actor received widespread Media coverage. In instructing and defining the term Media, various terms and forms are employed; some among many terms and forms are as below:-

▪ Book:- A book is a collection of sheets of paper, parchment or other material with a piece of text written on them, bound to gather along one edge within covers. A book is also a literary work a main division of such work. A book produced in electronic format is known as an e-book. in library and information science, a book is called a monograph to distinguish it form serial publications such as magazines, journals of storing and transferring knowledge.

▪ Broadcasting:- Broadcasting is the distribution of audio and/or signals (programs) to a number of recipients (Listeners or viewers) that belong to a large group. This group may be the Public in general, or a relatively large audience within a public, thus, an internet channel may distribute text or music World wide while a public address system in (for example) a work place may broadcast very limited ad-hoc sound bites to a small population within its range.

▪ Communications:- The word “Communicate” comes from the Latin verb “Communicare” that means to make common. By virtue of its Latin Origin, it is also the source of the English word common. All share whatever is common. Newman W.H and summer C.F has provided communication. Is an exchange of facts, ideas, opinions or emotions by tow or more persons. Information is the key word in the first definition; communication consists in transmits information or communication transmits information not only about tangible facts and determinable ideas and opinions but also about emotions.

▪ Film:- A film is a term that encompasses motion pictures as well as the field in general. The origin of the name comes from the fact photographic film (also called film stock) has historically been the primary medium for recording and displaying motion pictures. Many other terms exist motion pictures (or just pictures or picture”) the silver screen, photo plays, the cinema, pictures shows flicks and commonly movies.

▪ Internet:- The internet (also commonly known as the “Net or the Web”) can be briefly understood as “a network of networks.” Specially, it is the World wide, publicly accessible network of interconnected computer networks that transmits data by packet switching using standard internet protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks, which together carry various information and services, such as electronic mail, online charts, file transfer, and the interlinked web pages and other documents of the World Wide Web.

▪ Journalism:- Journalism is a discipline of collecting, analyzing, verifying and presenting information regarding current events, trends, issues and people. Those who practice journalism are known as journalists.

▪ Magazine:- Magazine is a periodical publication containing a variety of articles, generally financed by advertising and / or purchase by readers. Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly, with the date on the cover that is in advance of the date it is actually published. They are bound with a soft cover.

▪ Mass communication:- Sudan A. S Kumar (2004) in management skills development define Mass communication median as the instrument of communication, which conveys identical messages to a large number of persons who may be physically separated. Is any means of communication that takes place using electronic means e.g Radio, Televisions, computers, and all others printed materials i.e Magazines, News papers, journals and books. http://en.wikipedia.org/wiki/massmedia defined mass communication as a term used to denote a section of the media specifically envisaged and designed to reach a very large audience such as the population of a nation state. It was coined in the 1920s with the advent of national wide radio networks, mass circulation newspapers and magazines, although mass communication was present Countries before the term becomes common. The term public media has a similar meaning, it is the sum of the public mass distributors of news and entertainment across mediums such as newspapers, televisions, radio, broadcasting.

▪ Mass Media:- Mass Media are source of information and news such as newspapers magazines, radio and television that reach and influence large number of people
.
▪ Mass Wire Media:- Mass wire Media is a new Frontier of news reporting in the high tech age. A few decades ago news reporting was through news papers and radio and television. The radio broadcasts that were made famous by Franklin D. Roosevelt during World war II changed the way radio was looked at
.
▪ News papers:- A newspaper is publication containing news and information and advertising, usually printed on low cost paper called newsprint. It may be general or special interests, most often published daily or weekly. The first printed newspaper was published in 1605, and the form has thrived even in the face of competition from technologies such as radio and television. Recent developments on the internet are posing major threats to its business model, however.

▪ Publishing:- Publishing is the Industry concerned with the production of literature or information the activity of making information available for public view. In some cases, authors may be their own publishers.

▪ Public Relations:- A public relation is the art and science of managing communication between an organizations and its key public to build, manage and sustain its positive image.

▪ Soft ware publishing:- A soft ware publisher is a publishing company in the soft ware industry between the developer and the distributor. In some companies, two or all of these roles may be combined.

▪ Video game:- A video game is a computer controlled game, where a video displays such as a monitor or television is the primary feedback device. The term “Computer games” text (and which can therefore theoretically be played on a teletype rewriter) or which use other methods, such as sound or vibration as their primary feedback device, but there are very few games in these categories.
TYPES OF MEDIA
The name chosen for CSS Media types reflect target devices for which the relevant properties make sense in the following list of CSS Media types the names of Media types are normative. Likewise, the “Media” field in the description of each property is informative. The following are commonly known types of media:-
▪ All:- Suitable for all devices
▪ Braille:- Intended for Braille tactile feedback devices.
▪ Embossed:- Intended for pages Braille printers.
▪ Handheld:- Intended for handheld devices (Typically small screens, limited bandwidth)
▪ Print:- Intended for paged material and for documents viewed on screen in print preview
code.
▪ Projection:- Intended for projected presentations, for example projectors.
▪ Screen:- Intended primarily for color computer screens.
▪ Speech:- Intended for speech synthesizers. Note: CSS2 had a similar media type called
‘aural’ for this purpose.
▪ TV:- Intended for Media using a fixed pitch character grid (such as teletypes, terminals, or
portable devices with limited display capabilities).
▪ TV:- Intended for television type devices (Low resolution, color, limited scroll ability
screens, sound available).

MODES IN WHICH KNOWLEDGE IS COMMUNICATED

Knowledge can be communicated using the following modes/means:-
▪ Audio:- Examples are radio stations in Tanzania, there is a mushrooming of radio stations; for example Radio Tanzania, TVT, ITV, channel 10, STAR TV, etc; mostly viewed in towns and cities, and some part of the rural setting.

▪ Visual:- This is a printing Media like magazine, journals, newspapers etc. in Tanzania most common in urban areas less in rural areas because of illiteracy.






MEDIA GROUP

Each CSS property definition specifies which Media type the property applies to. Since properties generally apply to several Media types, the “Applies to Media” section of each property definition lists media groups rather than individual media types. Each property applies than individual media types in the media groups listed in its definition.
Htt://WW.W3.org/TR/CSS21/Media.html#at media-rule in specifying Media dependent style sheets defines the following media groups:-

- Continuous or pages
- Visual, audio, speech, or tactile
- Grid (for charter grid devices), or bitmap.
- Interactive (for devices that allow user interaction), or static (for those that don’t)
- All (includes all media types)

MEDIA AS APPLIED IN OTHER DISPLINES;

According to Wiktionary, the free dictionary media is used to refer different meanings in varying disciplines: Examples are:-In communication it is used to denote:-

▪ Recording media, devices used to store information
▪ Print media communications delivered via paper or Canvas
▪ Electronic media communications delivered via electronic or electromechanical energy.
▪ Multimedia, communications that incorporate. Multimedia forms of in formations content
and Hypermedia, media with hyperlinks
▪ Digital Media, electronic Media made available to the public.
▪ Mass media, all means of mass communication
▪ Broadcast media, communications delivered over mass electronic communication networks
▪ News media, mass media focused on communicating news.
▪ Media Meshing, the act of combining multiple independent pieces of communication media
to enrich an information consumers experience.
▪ New media, media that can only be created or used with the aid of modern computer
processing power.
▪ Media for advertising, also media buying, or the choosing and buying of TV airtime, radio
airtime, newspapers etc, space for advertising.

In history:- Media refers to an empire founded in North Western Iran.

In Art:- Media refers to material and techniques used by an artist to produce work.

▪ In Biology:- Media refers to grow media, objects in which micro-organisms or cells can experience growth. It can also denote (Tunica media), the middle layer of the wall of a blood vessel.
▪ In Astronomy:- Kans media implies a star system in the constellation sagittarins.
▪ In Geography:- Implies medes, Media Pennsylvania, media Illinois.
▪ In Education:- Implies, media studies the study of media content, institutions and its role in society. Also refers to Multi-media learning, the study of learning given multimedia. It can also implies Media ecology, study of media environments.
▪ In popular culture:- Implies (Media album), the 1998 album by the faint.

EMPRIRICAL LITERATURE - FOCUS ON MEDIA COVERAGE STORIES, IN SOME OF AFRICAN STATES:
(i) Most current Media Coverage:- Kenya:
following the disputed elections which took place on the 27th of December 2007; Kenyans have endured a lot of pains and sufferings the past couple weeks. Many people have lost their life’s and …….sands has been displaced from their homes, and they are living in displacement camps. These conditions expose them to many risks and limit them access to health care as well as education, as many schools are forced to close to avoid harassment and killing to both students and teachers.
The police say that 510 people have died in the violence across the Country, which has also left over 250,000 displaced and property, worth billions located, torched or destroyed. (Sunday Nation, news paper; January 20th 2008). This situation of civil unrest, fighting’s, political instability will definitely put Kenya in a bleak economy for a foreseeable future if matters are not resolved not resolved immediately. Kenya economic in the last five years had been doing well, with social needs being improved, for example health care education infrastructure etc. the current situation will have a pull back in the improvement of community economic development of Kenya.
(ii) Uganda:- Recognition (news coverage CNN):-
Techno rating Tags: Africa, CNN, Journalists Richard Kavuma (August 01, 2007) reported Ugandan journalist Richard Kavuma of the weekly Observer has awarded CNN’s Multichoice African Journalism award for his coverage of how Uganda is working toward meeting the millennium development Goals. In outlining Kavuma’s accomplishment, he asks why the award is so little publicized in the African biogosphare. Probably because most of the sources African blogs link to are not African.

(iii) Zimbabwe: Coverage (unfair)
Africa Media watch (Friday, 5 May 2000, 17:45 GMT 18:45 UK) reported that; president Robert Mugabe singled out the BBC and CNN for giving “extensive coverage” to the deaths of white farmers rather than black war veterans. News organizations he said, were supporting white commercial farmers rather than the landless majority. However, an independent news paper journalist in Zimbabwe said reporters were being hindered in their attempts to present both sides the story in the land crisis. Brian Hungwe of the “Independent” said there was sympathetic to Mugabe. Hungwe said he was unable to visit farms invaded by war veterans because he was automatically viewed as “working for whites” and journalist faced victimization and death threats since the land crisis started in Zimbabwe, their had been political instability as well civil unrest. The result of this situation is a drawback in Zimbabwe economic growth.

(iv) Ghana:- “Sycophantic journalism.”
The government and Public officials in Ghana also view independent journalists with suspicion, according to the ‘Ghananian chronicle. Private journalists are sometimes refused invitations to public functions and public functions and public officials do not grant interviews because reporters do not write in favor of the government. “No wonder some journalists becomes sycophants, “The paper commented. “Treating critics of the government and society as a whole as criminals is not the best way to create a culture of respect for democratic values and basic liberties.”

(v) Ethiopia:- “Political Correctness”
in Ethiopia , the Monitor’ pointed out a bias in the media in its coverage of foreign stories and its disregard for domestic disasters. “It is mind-boggling as to why we are made to watch gory footage of developments in the outside World while our own tragedies are presented in perfunctory manner or even at times ignored.”

(vi) Kenya: “Pseudo journalism”
Kenya’s Daily Nations said journalism had come a long way, since the days when state controlled media had the last word on events. Now days there are more stories on issue such as the environment, international affairs gender and education than before. But 27th December 2007, the government prohibited the media from direct broadcasting, events of violence, killings, brought by suspicion that the votes had been rigged.

(vii) Zambia: “No money for media”
In Lusaka, the ‘Zambia post’ accused its government of denying access to information by barring in independent journalists from public offices and events. But it said another reason for the lack of vibrant private press was the economy people cannot afford to buy news papers with low incomes which have to be spent on meeting daily needs, the ‘post’ said.

AFRICANS PERCEPTIONS OVER INTERNATIONAL NEWS COVERAGE ON AFRICA’S AFFAIRS:-

According to technocratic Tags; Africa, international news, pew (July 26, 2007) in journalism; the pew global altitudes project report, “Half of all African Countries surveyed believe international news coverage of their Country is fair. This includes Senegal, South Africa, Kenya, Tanzania, Mali and to a lesser extent Uganda. Nigeria, Ghana, Ivory cost and Ethiopia don’t agree. In particular, Ethiopians (a whopping 71 percent) see this might account for the nasty send off BBC reporter Andrew Heavens of Meskel square got on his blog when he relocated from Addis to Khartoum.
The poll consisted of face-to-face interviews with more than 8,000 adults in 10 African Countries and summarized in the New York times, which interestingly, choose to illustrate the story with a photo of Nigerian poll workers in this spring disputed elections.
Eastern and southern Anglo Africans believes they are getting a fairer portrait than Western Anglo African Countries. Do International reporters spend more time in the East and South? Tend to be based in those regions and thus likely to develop more announced ideas about them leading to more favorable coverage?.



THE INFLUENCE OF MEDIA COVERAGE OF AFRICA IN THE FIELD OF COMMUNITY ECONOMIC DEVELOPMENT (CED) CASE STUDY TANZANIA

Just after independence; Tanzania adapted the socialism and self-reliance economic policy, in an attempt to bring, about social equality in the distribution of the National wealth, in a bid to avoid social segregation and eliminate or reduce the gap between the few rich and majority poor. This led to the introduction of the most renounced; the so called “Arusha declaration” just after the Arusha declaration, Tanzania introduced and disseminated several state owned magazines,, news papers educational radio programs e.g (kipindi cha mkulima bora) broadcasted through Radio Tanzania Dar-es-Salaam (RTD) mainly on agricultural issues, taking into consideration that the main stream of Tanzania’s economy is Agriculture by more than 80%. The information’s insisted on better agricultural practices, this includes proper tillage, early preparation of farm fields, quality seeds, soil preservations the use of organic manure (composed manure) new agricultural technologies, markets through cooperatives “Agricultural marketing cooperatives.” The Mkulima wa Kisasa books series by the directorate of agriculture development in the Ministry of agricultural and livestock development and radio broadcasting programmes by Radio Tanzania Dar-es-Salaam were very common in Tanzania. Short programmes on agriculture, livestock and mining, fishing entrepreneur and market development are being broadcasted through radio, magazines, brochures, journal, news paper, and TV’s. this programmes become so helpful to the community, where by people are implementing immediately for their development. In rural areas, problem of literacy is witnessed which leads to low reading skills.
According to this week on perspective program through TVT (Sunday, December 30th 2007), many of rural information are not covered. The panel argued that journalists are not reading to rural areas as a result of lack of financial capacity, poor infrastructures and energy / power. It is also argued that Tanzanians are lacking reading habits, so deliberate efforts are to be taken, to do mass education through Radio programs and Television shows. Makole Seif Seteo a resident of it so village from Chanwino district in Dodoma region complained that their information are not broadcasted as media personnel are not reaching the village.
Mwananchi newspapers (December ,19th 2007), under Morogoro News, page 9 reported that poverty and traditions are causes of gender discrimination. Most of Women in rural Tanzania are not informed and they Critically lack Civil education (human rights) as well as essential skills and knowledge on better agricultural techniques, and entrepreneurship. In this way their productivity is poor, and hence continue to be the poverty circle. Many people interviewed in rural settings admit that Media Coverage in terms of rural population being informed of development changes especially on technological advancement. In most cases political matters are more prevalent, carrying unqualified statements aimed at lobbing for individual gains. Due to the fact that many people in the rural areas are engaged in subsistence farming and livestock – keeping it is of high priority to provide them with up – date information on better agricultural technological techniques to enable them improve their productivity, which will get them out of the poverty circle.
From 1992, Tanzania witnessed a rapid rise of FM radio stations by local government, faith based organizations and individuals. Most of these stations are greatly helping in promoting production in various sectors of the economy move significantly in the agricultural and livestock sectors; positive improvement are noticeable leading to poverty alleviation and economic growth. Some example are Radio sauti ya Injili of Evangelical Lutheran Church of Tanzania, Northern Diocese has been promoting some of cash crops production. Illaramatak in Terat Simanjiro has a special programme on livestock development and illiteracy eradication in the Maasai community. The radio sensitize the Maasai community to change their attitudes of valuing livestock than anything in the world and advice them to sell their cows and send their children to school to get education for future well being of the Maasai communities.

All of these programmes and many others are aimed at improving the well being of the rural communities i.e Community economic Development.

TANZANIA MEDIA POLICY 2001 REVIEW
CONTENTS: - The policy notes numerous responsibilities of the media, media owners, newspapers and magazines, news agencies, radio and television films and videos and media association. Almost no one would disagree that all of these are land able goals for these various bodies and people. However, only a few of these responsibilities are legitimate topics for legal regulations although are dealt with through self – regulation in other countries. At several places the policy lists a series of responsibilities under one point as follows: -
Paragraph 3.6 list 10 “functions” of the media
Paragraph 5.5 list 8 principles which media owners are “required to abide by”
Paragraph 6.2 lists 3 tasks which news paper and magazines are “required to perform”
Paragraph 7.5 lists 6 tasks which news agencies “Shall perform”
Paragraph 9.3 lists 5 “obligations” of films, video and audio visual companies
Paragraph 11.2 and 11.3 lists 3 tasks that the media council “shall” undertake
Paragraph 12.2 lists 4 “major tasks” of media associations

Most of the responsibilities in all of these lists should not, under international and constitutional guarantees of freedom of expression be subjected to legal regulation. A few examples (one for each sector) are as follows:
3.6 (b) (function of the media) “Indicate relations of power in society”
5.5 (e) (principles of media owners) “provide adequate professional training for staff”
6.2 (a) (tasks of news papers) “Maintaining the highest standards of professionalism and ethical conduct”
7.5 (c) (tasks of new agencies) “reports on events that take place daily”
9.3 (a) (obligation of films and videos) “Collaborate with artists with a view to developing their skills and thus promote national culture”
11.3 (b) (task media council) “Maintaining and raise professional standards and ensure the well being of those in the media profession”
12.2 (C) (major tasks of the media associations) “Cooperate with other media association of similar nature for the benefit of their members.
Paragraph 8.7 specifically states that “Central and Local Government shall be broadcasting” this not only runs counter to the fundamental principle that public media should not be government controlled, but also appears to reflect a misunderstanding about the difference between public and community broadcasting. Community broadcasting is broadcasting which is for by and about the community whose ownership and management is representative of the community and which is non – profit. This has been responded positively and now many district and cities for example Hai, Same, Shinyanga, Newala, Maswa Kondoa to mention few established radio and TV Stations. The intention of establishment of these stations is to promote community entrepreneurship production.

THE IMPACT OF THE MEDIA TO THE COMMUNITY LIVES IN TANZANIA

Change of culture: - Beyond the influence of internet and television and the rapid usage of internet by accessing various web pages, a significant erosion of societal norms believes culture and tradition is the impact; especially among the young generation who tends to emulate and value Western or cross border lifestyles and disregard our ancestors heritage

Change in behavior attitudes: Media can influence much to our behavior. This can be adopted through watching different actions in various TV movies, pornographies and even listening to music on radios which are immoral in some of our culture \. At the moment such changes in individual behavior are prominent, for example increase big crimes people dressing half necked especially women loss of community spirit and love. Communication researches (1998) come u with the following statistics of the study 61% of television programs contain some violence only by 4% “violence” themes 44% of violent episodes on TVs involve characters with some qualities worthy of emulation.

Difficulties in social control: As the media is one of the main sources of information, for most people in urban virtually watch television read news papers and magazines and Browse in the internet they play an important part in making people conform. Every society needs order and predictability, his involves persuading people to behave in certain social and acceptable ways and punishing those who refuse to do so. However, the range of magazines, television programmes and newspapers stories do give different social activities which in one way or another mislead the young generation and make them react the way that parents find so difficult to change them. The uses of mobile phones read magazines browse in the internet and participate in all Media play an important role to change social behavior to our society.

Change of personal behavior:- The media has direct effect on individuals. People are said to respond to the “stimulus” message of the media. For example a child watching a television program containing violence is likely to be influenced into committing a similar violence. Another ones attitude towards women are strongly influenced by the way they are portrayed in the media. “Sexy” photographs in magazines and sexual images in film do not directly drive men into raping women but it does strengthen the way in which they see women, but it does strengthen the way in which they see women as sexual figures whose looks count move than their personalities.

Influence groups or individual opinions. Most people have one or a number of individuals whose opinion they respect and they are more likely to be swayed in their opinions by the views of these “opinion leaders” than directly by the media. People are only influenced by the media when the opinion leaders are in agreement.

The effect of mass media messages on audiences: - In the past this concern has focused on comic books motion pictures and television violence. Move recently, new areas of concern have been added hate messages and instructions for making bombs on the internet antisocial messages in rap music, suicide themes in heavy mental music and drug use and sexual content in television dramatic programs. Gerbueretal (1980) argued that television has become the central cultural arm of society. The television set has become a key number of the family the one wo tells most of the stories most of the time. There are average viewers and heavy viewers, television virtually monopolizes and subsumes other sources of information ideas and conscious. The effect of all this exposure to the same message produces what the researches call cultivation or the teaching of a common worldview, common roles and common values.

Media corrupt children mind: -
Television has shown to have a great influence on the development of school – age children. Television has changed the way we live and the way we carry on our family life. Heavy viewing of television programs has been consistently associated with aggression in both childen and adults (Lie bert & Sprafkin 1988). In general, heavy television viewing is associated with poor school achievement. Heavy viewing also is associated with poorer reading comprehension, poorer language usage and appears to inhibit the development of imagination Television also shapes what is called “world knowledge” this is good in so far as television reflects reality, but this exposure can cause problem for example, children who are heavy viewers of television, especially of realistic actions they shows such as police dramas tend to view the world as a mean and scary place and as more dangerous. Television instills certain paranoia in these children and many make them more fearful and less trusting of other people.

Media induce teen sexual behavior. According to the fact sheet, marketing sex to children, from the campaign for a commercial free childhood, children are bombarded with sexual content and messages. Sexual content regularly marketed to younger children, pre – teens; this affects younger people’s sexual activity and beliefs about sex. Some researchers findings (2003) show that: - In 2003 83% of the episodes of the top 20 shows among teens viewers continued some sexual content, including 20% with sexual intercourse 42% of the songs on CDs in 1999 content 19% included direct description of sexual intercourse. On average, music videos containing 93 sexual situation per hour, including eleven “hard core” scenes depending behavior such as intercourse and oral sex. Girls who watched more than 14 hours of rap music videos per week were more likely to have multiple sex partners and to be diagnosed with sexually transmitted diseases.

Media can influence aggression: By the time the average child complete elementary school, he or she will have watched 8,000 murders and more than 100,000 various other acts of violence. Aggression is highly motivated for people who are in nature aggressive. The males who were most aggressive at the age of 8 were still aggressive at the age of 19 and 30 many of them showing antisocial behavior ranging from traffic violation towards their spouses and children.

Media as cause of prejudice:- The mass media plays a role in the development of prejudice. Members of various racial and ethic minorities were shown to be infrequently in movies or on Television. In addition, when they did appear, they were often cast in low status or comic role.


CONCLUSION
For the Africa continent media industry is facing a lot of problems, regardless loud voices from the media owners, media professionals as well as beneficiaries. Many African government has consistently suppressed private media industries, only because of fear that private media, if given full freedom can reveal bad acts or inefficiencies of the ruling regime The media has, some negative impacts to the society but if the media is purposely designed and directed towards addressing specific community needs very positive impacts are always realized. For example, educational programs in the Radio or TV or special journal or magazines on better hygiene to avoid cholera, precaution against HIV infection, precaution against plants diseases, livestock disease eg Rift valley fever, bird flu etc. all these and many other useful skills and knowledge can be transmitted and disseminated using different types of media. The only most significant factor here is to make sure that the information, can be easily accessed and acquired by the targeted poor communities, the poor communities should be able to get the right information easily and at affordable cost, and language to which the information is written should be understandable to the vast majority.
Experience shows that just after independence, in many African states the media industry was dominated by the state machinery and there was no private media industry. Just after the attainment of independence the state used the media mainly to advocate political ideologies which the rulers acquired or adopted just after independence the aim was to justify the suitability of the selected ideology, for the people to support and implement, in order to bring about national economic development . In some stages some private media industries for example books writers (Ole Soyinka, Chinua Achebe) and many others emerged, but the ruling regimes suppressed, discouraged or burned completely due to fear that they will influence people to act

against the ruling regime. This to some extent slowed down the process of bringing about community economic development; due to lack of democracy transparency and the rule of law. Free and sovereign media industry enhanced public awareness in both social, cultural, economic and political understanding, this will make the community to effectively take part in all national development programs. In the other hand the freedom and sovereignty should have limits to safeguard the national interest the government; should enact media laws and regulations in a bid to institute control over some media which might be up to instigate national disintegration for aim of individual or group gains. The laws and regulations should also aim safeguarding national integrity, identity as well as promoting sustainable development through different types of media with the end results of alleviating poverty of the majority poor in the African continent

“GOD BLESS AFRICA – MUNGU IBARIKI AFRICA-MUNGU IBARIKI TANZANIA”






















REFERENCE

Sudan A. S & Kumar N. (2004) Management Skills Development; An Mol Publication PUT LTD New Delhi.
Trawler P. (1996) Investigating Mass Media; 2nd Edition, London Collins Education Inc.
Trawler P. (2006) Investigating Mass Media; Collins Education press, US.
ARTICLE 19 Global campaign for free Expression (2001); New Tanzania Media Policy; Comments on the Draft for Discussion by state holder
Wiktionary, special, search/ mass media.
Wiktionary; the free dictionary
http://www.interscience.wiley.com
http://www.w3.org/TR/CSS21/Media.htm#at–media–rule
http://www.terramedia.co.uk/chronomedia/years/1909.html
http://www.pewinternet.org/cgi-bin/abstract/12279/ABSTRACT?
http://technorati.com/taq/Richard+Kavuma.
http://news.bbc.co.uk/hi/english/world/Africa/default.stm.
http://edition.cnn.com/2007/WORLD/africa/07/22africajournalist
http://africamedia.typepad.commy_weblog/2007/07/half-07-all-afr.htm

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