TABLE OF CONTENT

ABSTRACT..........................................................................................................................................4

CHAPTER ONE...................................................................................................................................5

INTRODUCTION.................................................................................................................................5

OBJECTIVE OF THE STUDY.............................................................................................................7

CHAPTER TWO..................................................................................................................................8

LITERATURE REVIEW......................................................................................................................8

2.1 THEORITCAL FRAMEWORK ....................................................................................................8

2.2 EMPIRICAL STUDIES................................................................................................................10

2.3 CONCEPT OF BROADCASTING ..............................................................................................11

2.4 RESEARCH GAP.........................................................................................................................12

2.5 CONCEPTUAL FRAMEWORK..................................................................................................14

CHAPTER THREE.............................................................................................................................26

INTRODUCTION ..................................................................................................................................26

3.1DEMOGRAPHIC INFORMATION..............................................................................................26

3.2.1 QUALITATIVE METHODS ....................................................................................................26

3.2TABLE...........................................................................................................................................27

3.2.3 ANALYTICAL ASSAY............................................................................................................27

3.2.4 FINDINGS.................................................................................................................................30

3.2.5 EVALUATION.........................................................................................................................31

CHAPTER FOUR...............................................................................................................................32

RESULT.............................................................................................................................................32

CHAPTER FIVE.................................................................................................................................38

DISCUSSION, CONCLUSION, RECOMMENDATION..................................................................38

DISCUSSION.....................................................................................................................................38

CONCLUSION...................................................................................................................................40

RECOMMENDATION......................................................................................................................40

REFERENCE......................................................................................................................................41

APPENDIX A.....................................................................................................................................46
 THE IMPACT OF BROADCASTING MEDIA ON SOCIAL CHANGES.

A CASE STUDY (ZBC)

BY

SHARIF HAJI FAKI

REG NO: 212030479

A RESEARCH PROPOSAL SUBMITTED TO THE FACULTY OF ARTS AND SOCIAL

SCIENCES IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE BACHELOR
DEGREE IN MASS COMMUNICATION (BDMC) AT ZANZIBAR UNIVERSITY.

JULY 2024
 DECLARATION
SHARIF HAJI FAKI declare that this research report is my own original work and that it has
not been presented to any other Universities for similar or any other degree award.

Signature

…………………………….

Date

……………………………………
 CERTIFICATION
I, the undersigned certify that I have read and hereby recommend for Acceptance by Zanzibar
university a research report title the Impact Of broadcasting Media on social changes ”, in
partial fulfilment of the requirements for the award Bachelor Degree of Mass Communication.

..………………………………..

SIR.HAJI HAJI

SUPERVISOR
 COPY RIGHT

No part of this research report will be produced, stored on retrieval system or transmitted in any
form or by any means photocopy, recording or otherwise without permission from Dean of
faculty of Arts and Social Science in Mass Communication on behalf of both the owner and
Zanzibar University.

©Copyright, 2024

By SHARIF HAJI FAKI.

All rights reserved.

DEDICATION

This research work is dedicated to my beloved parents Mr. Haji Shaali and Fatma Juma, who
brought me up, encouraged and invested to my education .
 ACKNOWLEDGEMENT

I am indebted to the Almighty God for the satisfactorily complete my research as a part of my
under-graduate studies.

In a special way, I would like to express my gratitude to my parents, Mr.Haji Shaali and Mrs
Fatma Juma; my brother Khatib Faki and my young sister Awena Faki for their support, prayers,
encouragement and help during my studies.
Also my sincere gratitude goes to my supervisor Mr Haji Haji, for his valuable assistance,
concern, kindness, professional guidance, encouragement, suggestions and constructive
corrections which have contributed to the success of this research;he assisted me to accomplish
my research peacefully despite various challenges I faced during the time of doing this research.
Additionally, I wish to thank my lecturers who have taught me throughout the three years of
undertaking my first-degree studies at Zanzibar University.

Likewise, I wish to extend my gratitude to my beloved friends and others for material support
and assistance they provided to me in accomplishing this study. Special thanks to all my
classmates of Mass Communication in the year 2024 who in one way or another played a big
role to ensure that this work look as it is.
 LIST OF ABBREVIATION

BMC Bachelor of Mass Communication.

ZBC Zanzibar Broadcasting Media Corporation.

FASS Faculty Of Arts and Social Science.

AST Agenda Setting theory.

FT Framing theory.

BM Broadcasting Media.

OS Ownership Structure.
 ABSTRACT

This study assessing the impact of broadcasting Media on social changees.To find The general
objective of the study was to analyze the impact of broadcasting media on social changes by
examining its role in shaping cultural awareness.Specific objectives of the study were, to analyze
the impact of Asubuhi njema program on social change,to assess the impact of kapu la michezo
program on social change,to assess the impact of dira program on social change.

The study employed descriptive research design with qualitative and quantitative approaches.
This study used; purposive and simple random sampling techniques. Questionnaire, and
observation was the methods for data collection. The total population of the study was one
hundred and thirty five (135). The sample size of the study was fifty(50) respondents, which
involved ZBC media hich involved 35 respondent, ZBC 20 responders, 10 student from
Zanzibar University and 20 respondent is audience from the streets which includes Fuoni
audience and Kwarara of ZBC.The data from questionnaire were analyzed by using descriptive
statistics which involved frequencies and percentages generated through table.This study
established that, the Media to bring changes on social includes, educational changes, tourism,

This study concludes that; Media looks daily social changes to aware people in sports,
educational matters, tourism matters,even behavioral.The study recommends that; Media
management and audience should join their effort to bring social changes regarding the benefits
of media on public issues when used properly. Policies of using media for public issues should
be implemented.
 THE IMPACT OF BROADCASTING MEDIA ON SOCIAL CHANGES

A CASE STUDY OF ZANZIBAR BROADCASTING CORPORATION (ZBC)

CHAPTER ONE

INTRODUCTION

This chapter include background of the study, statement of the problem, objectives of the
study, ,the significance of the study, scope of the study,and definition of key term.

1.1 Background of the Study

Broadcasting media refers to electronically and simultaneously sending information containing

signals, print messages, audio, or video content to a vast group of recipients using television,
radio, newspapers, magazines, and digital media including the Internet, emails, and According to
Marshall McLuhan1960. McLuhan 1960 was a Canadian communication theorist and
philosopher known for his groundbreaking work in understanding media and its effects on
society.

In the history of broadcasting, the invention of broadcasting media is generally credited to

Guglielmo Marconi. Marconi made the first broadcasting in television from a temporary on the
Isle of Wight in 1895. His work built upon the pioneering efforts of other scholars such as
Alessandro Volta 1800.In the field of electromagnetism and wireless communication

According to Alessandro Volta 1800 television signal consists of various components, including
the picture and sound carriers. The picture signal is transmitted using vestigial side-band
transmission, a technique that eliminates one of the side bands and retains a vestige of it to
simplify receiver design. This method is universally employed in television broadcasting systems
worldwide.

According to George Ohm 1827 there are different types of broadcasting media which reaches a
significant number of people, making it an attractive option for advertisers;
Broadcast Television, television is the most advanced form of broadcasting media that provides
the public with colorful visualized content with audio and motion signals. Businesses use
television for promoting their network among middle-class families by representing their product
orally and giving a detailed explanation.

Advertising films are commercial films that come up with a unique concept of demonstrating
their product through video and audio content. It involves taglines and the overall description of
the product.

Online Streaming the rise of online streaming services has added another dimension to broadcast
media, allowing people to access content over the internet. This includes platforms like Netflix,
Hulu, and YouTube, which offer on-demand video content to viewers, according to James Clerk
Maxwell 1865.

According to N.Antonio in 2006 show how broadcasting media brings changes in Society

Broadcasting media, including radio and television, plays a crucial role in shaping and
influencing society in various ways.

Dissemination of Information and Education one of the primary functions of broadcasting media
is to inform and educate the public. According to Jacques deride (1960) discuss through news
programs, documentaries, educational shows, and other informative content, broadcasting media
helps disseminate knowledge on a wide range of topics. This can lead to increased awareness
among the population about important issues, current events, scientific advancements, cultural
developments, and more. By providing access to information that might not be readily available
through other sources, broadcasting media contributes to the intellectual growth and education of
individuals within society.

Influence on Public Opinion according to Max Hockeimer(1950) broadcasting media has the
power to shape public opinion and influence societal norms and values. Through news reporting,
talk shows, debates, and other forms of programming, media outlets can sway public perception
on various matters such as politics, social issues, environmental concerns, and more. The ability
of broadcasting media to reach a wide audience allows it to have a significant impact on how
people perceive certain topics or events, ultimately influencing their attitudes and behaviors.
Cultural Impact broadcasting media plays a crucial role in shaping cultural trends and promoting
diversity within society. Television shows, radio programs, music channels, and other forms of
broadcast media contribute to the dissemination of cultural content that reflects the values,
beliefs, and traditions of different communities. Tonny Bennet showcasing diverse perspectives
and narratives, broadcasting media helps foster understanding and appreciation for various
cultures, ultimately contributing to a more inclusive and tolerant society.

Zanzibar has seen significant developments in its broadcasting sector over the years, with
initiatives aimed at improving media coverage, introducing reforms, and focusing on serving the
public. The Zanzibar Broadcasting Corporation (ZBC) has been at the forefront of these changes,
transitioning from being perceived as a government mouthpiece to a platform that addresses
local concerns and issues affecting the population.

The Zanzibar Broadcasting Corporation was officially established in 2013 following legislative
approval. Initially, it served as a platform for providing news coverage, entertainment, and
educational content to the people of Zanzibar. Over the years, ZBC has evolved to adapt to
changing media landscapes and audience needs.

Recent initiatives have focused on reforming ZBC to better serve the public. Projects like “Jicho
la Habari,” a radio program launched in collaboration with DW Akademie, have aimed to
address local issues such as rising costs of living and human rights concerns. These programs
have provided a platform for community engagement and discussion on pressing matters
affecting Zanzibar residents.

1.2 Statement of the problem

The problem lies in understanding the complex relationship between broadcasting media, such as
Zanzibar Broadcasting Corporation (ZBC), and social changes within society. Broadcasting
media has the potential to influence public opinion, shape cultural norms, and drive social
movements. However, in many contexts, including Zanzibar, this influence can be both positive
and negative. The challenge is to identify how ZBC’s programming and content affect societal
attitudes, behaviors, and overall social dynamics.

The relationship between broadcasting media and social change is a complex and multifaceted
issue that has garnered significant attention from scholars, policymakers, and media
practitioners. Understanding this relationship involves exploring how broadcasting media
influences societal norms, values, behaviors, and structures.

Historically, broadcasting media has played a pivotal role in shaping public opinion and
facilitating social change. From the introduction of radio in the early 20th century to the rise of
television in the mid-20th century, these mediums have influenced major social movements such
as civil rights, feminism, and environmentalism. Understanding this historical context is essential
for analyzing current trends.

The Zanzibar Broadcasting Corporation (ZBC) has faced numerous challenges over the years,
including issues related to media freedom, content quality, and audience engagement. The
impact of broadcasting media in addressing these problems can be analyzed through several key
areas:

The advent of digital broadcasting technology has played a crucial role in enhancing the quality
and reach of ZBC’s services. By transitioning from analog to digital platforms, ZBC has been
able to offer clearer audio and video quality, as well as expand its channel offerings. This
technological upgrade not only improves viewer experience but also allows for more diverse
programming that can cater to various audience segments.

Recognizing the importance of audience feedback, ZBC has implemented strategies to engage
viewers more effectively. This includes utilizing social media platforms for real-time interaction
during broadcasts, conducting surveys to gauge viewer preferences, and hosting community
forums where audiences can voice their concerns and suggestions regarding programming.

One of the primary challenges facing ZBC and similar broadcasting entities is the lack of diverse
content that reflects the multifaceted nature of society.

Language Options Providing content in multiple languages can ensure that non-English speakers
are included in national conversations.
Digital Platforms Expanding digital broadcasting options can reach younger audiences who
consume media primarily through online platforms.

Community Radio Stations Supporting the establishment of community radio stations can
enhance local engagement and provide tailored content relevant to specific communities.

1.2.1 Significance of the study

The research emphasizes how local broadcasting serves as an engine for economic health and
development at regional levels. It highlights how broadcasters keep dollars circulating within
communities by connecting businesses with consumers through advertising and stimulating
growth. Understanding this local economic impact is essential for evaluating broadcasting’s role
in fostering community prosperity.

In ZBC,The study reveals that industries such as telecommunications, public utilities,

manufacturing, transportation, and retail trade are interconnected with local television and radio
broadcasting. This insight into industry interdependencies sheds light on how broadcasting
activities have broader implications across various sectors of the economy. It underscores the
interconnectedness of different industries within the broadcasting ecosystem.

We use this study for Educational Impact.The educational potential of broadcasting media
cannot be overstated. It provides a platform for disseminating knowledge across various subjects
—from science to culture—thus enhancing public understanding and literacy levels within
society. Educational programs tailored to specific demographics can empower individuals with
the information they need to improve their lives

2.3.2 Background of broadcasting media in Tanzania

In Tanzania, the broadcasting media landscape has evolved significantly over the years,
influenced by historical, social, and political factors unique to the country. The development of
broadcasting media in Tanzania can be traced back to the colonial era when Swahili emerged as
a unifying language due to its adoption by German colonial administrators for inter-ethnic
communication. This laid the foundation for Swahili to become a prominent language in
Tanzania’s media landscape.

Historical Context Tanzania’s broadcasting media history is intertwined with its struggle for
independence and post-colonial nation-building efforts. The union of Tanganyika and Zanzibar
in 1964 played a crucial role in shaping the country’s media environment. President Julius
Nyerere’s decision to elevate Swahili as the official and national language further solidified its
position in Tanzanian society.

Role of President Nyerere President Nyerere’s vision for a culturally and economically
independent Tanzania led to significant reforms in the media sector. His policies promoted
Swahili language use in education and administration, fostering a sense of national identity and
unity among Tanzanians. This emphasis on Swahili contributed to the growth of indigenous
media outlets that catered to local audiences.

Current Broadcasting Landscape Today, Tanzania boasts a diverse range of broadcast media
outlets, including radio stations like Clouds FM, East Africa Radio, and TV networks such as
TBC, Clouds TV, and Wasafi TV. These platforms play a vital role in disseminating information,
entertainment, and cultural content to the Tanzanian population.

1.3 Research objectives

1.5General Objective:To analyze the impact of broadcasting media on social changes by

examining its role in shaping cultural awareness.

1.3.1 Specific objectives

i)To analyze the impact of Asubuhi njema program on social change.

ii)To assess the impact of kapu la Michezo program on social change.

iii)To assess the impact of dira program on social change.

1.4 Research Questions

i)How broadcasting media contributes their ideas through asubuhi njema program on social
change.
ii)How broadcasting media effects kapu la michezo program on social change.

iii) What are the alternative impact of dira program on social change.
 CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This chapter is divided into three main parts. The first part is the one that explain about
conceptual frame work, the second part is about reviewer of empirical findings and the last part
is about theoretical frame work, where in these work is Agenda Setting theory.

2.1 Theoretical framework.

According to Agenda setting theory they explain is a communication theory that posits that the
media has the power to influence the public’s perception of which issues are important by
determining what topics receive attention.This theory suggests that the media has the power to
influence the public agenda by determining what issues are important and should be discussed.
In the context of broadcasting media, according to Maxwell Mccomb 1968 this theory helps
researchers understand how news organizations prioritize and emphasize certain topics over
others, shaping public perception and understanding of various issues.According to Donald
l.Shaw in 1978 in broadcasting media, such as television and radio, agenda setting works through
the selection and prioritization of news stories, topics, and issues that are covered by the media
outlets. The prominence given to certain stories over others can influence the public’s perception
of what is important or relevant at a given time. By repeatedly highlighting specific issues or
events, broadcasting media can shape the public agenda and steer conversations in a particular
direction.According to Donald L.Shaw (1978), billions of events take place around the globe in a
single day.Broadcasting media serve as gatekeepers of information, deciding which stories to
cover and how to present them to the audience. Through news programs, documentaries, talk
shows, and other forms of content, broadcasting media can highlight specific issues.In mass
communication, agenda-setting theory is utilized to control which topics receive the most
attention in the media, Maxwell MacComb 1968.

Broadcasting Media in Agenda Setting Theory

Introduction to Broadcasting Media and Agenda Setting Theory

Agenda-setting theory posits that the media plays a crucial role in shaping public perception by
determining which issues are highlighted and how they are presented. Broadcasting media,
including television and radio, is particularly influential due to its wide reach and ability to
deliver information quickly and effectively. This section will explore how broadcasting media
operates within the framework of agenda-setting theory.

The Role of Broadcasting Media in Shaping Public Agenda

Broadcasting media serves as a primary source of information for many individuals. Through
news programs, talk shows, and special reports, broadcasting outlets can prioritize certain topics
over others. This prioritization influences what audiences perceive as important issues. For
example, if a major news network dedicates extensive coverage to climate change, viewers are
more likely to consider it a pressing concern compared to other issues that receive less airtime.

Frequency and Prominence: The frequency with which an issue is reported on broadcasting
media significantly affects its salience in the public mind. Issues that are frequently covered tend
to be perceived as more important. Additionally, the prominence given to these issues—such as
leading stories or special segments—further enhances their visibility.

Framing of Issues: Broadcasting media not only sets the agenda by choosing which topics to
cover but also frames these issues in specific ways. The language used, the images presented,
and the context provided all shape how audiences understand and interpret the information. For
instance, framing immigration as a “crisis” versus a “humanitarian issue” can lead audiences to
different conclusions about its importance and implications.

Accessibility of Information: The concept of accessibility is central to agenda-setting theory; it

refers to how easily individuals can recall certain issues based on their exposure through media
coverage. Broadcasting media’s ability to present information visually and audibly makes it
particularly effective at enhancing accessibility compared to print media alone.
The influence of broadcasting media extends beyond merely informing the public; it actively
shapes opinions and attitudes toward various issues:

Public Perception: As broadcasting media highlights specific stories or events, it creates a shared
understanding among viewers about what matters most in society. This collective perception can
drive public discourse and influence political agendas.

Feedback Loop with Policymakers: Policymakers often monitor broadcasting content closely
since high-profile coverage can indicate public interest or concern about particular issues.
Consequently, this relationship creates a feedback loop where both the media agenda and policy
agenda influence each other.

Framing theory is a communication theory that explores how the presentation of information
influences audience perception and interpretation,Erving Goffman( 1974). It posits that the way
information is “framed” can shape public opinion, attitudes, and behaviors. This theory is
particularly relevant in the context of broadcasting media, where news outlets and other media
platforms play a crucial role in shaping societal narratives.

Framing Theory and Its Explanation of Broadcasting Media’s Impact on Social Changes

Understanding Framing Theory,Framing theory posits that the way information is presented (or
“framed”) in media significantly influences how audiences perceive and interpret social issues.
This theory suggests that media outlets do not merely report facts; instead, they construct
narratives that highlight certain aspects while downplaying others. By selecting specific frames,
broadcasters can shape public discourse and influence societal attitudes and behaviors.

Broadcasting media plays a crucial role in shaping public perception through framing. For
instance, when a news story about immigration is framed around economic threats, it can evoke
fear and resistance among viewers. Conversely, if the same issue is framed as a humanitarian
crisis, it may inspire empathy and support for refugees. This selective emphasis can lead to
significant shifts in public opinion and policy discussions.
Agenda-Setting and Framing Interconnection,Framing theory is closely related to agenda-setting
theory, which asserts that media influences what topics are deemed important by the public.
While agenda-setting focuses on which issues are highlighted, framing delves into how those
issues are presented. For example, during social movements like Black Lives Matter, the framing
of protests as either violent riots or peaceful demonstrations can drastically alter public support
for the movement.

Emotional Resonance and Social Change,Frames often evoke specific emotions that can
mobilize audiences toward action or change. For instance, emotional framing—such as depicting
victims of climate change through personal stories—can create a sense of urgency that drives
individuals to advocate for environmental policies. The emotional appeal embedded within
frames can thus catalyze social movements and influence legislative changes.

Case Studies Illustrating Media Framing’s Impact,Several case studies illustrate how
broadcasting media has influenced social changes through framing.

The Mechanisms of Framing Framing operates through several mechanisms,Selection and

Salience Media outlets select certain aspects of an issue to highlight while downplaying
others.Robert Entman (1993) This selection process determines what audiences consider
important or relevant.

Interpretation By framing issues in specific ways, media can guide audiences toward particular
interpretations. For example, framing a protest as a “riot” versus a “demonstration” can evoke
different emotional responses and perceptions of legitimacy.

Cultural Context Frames are often influenced by cultural norms and values, which means that the
same event may be framed differently across various cultures or societies.

Shanto Iyengar (1991) Broadcasting media has profound impacts on social change through
framing in several key areas:

Public Awareness Media frames can elevate awareness about social issues such as climate
change, racial inequality, or health crises. By focusing attention on these topics, broadcasting
media can mobilize public discourse and action.

Shaping Public Opinion The framing of issues significantly influences public opinion. For
instance, how media portrays political candidates during elections can affect voter perceptions
and decisions. A candidate framed positively may gain support, while negative framing can lead
to decreased favorability.

Policy Influence Framing also affects policy-making processes. When certain issues are framed
as urgent or critical (e.g., gun control after mass shootings), they may prompt policymakers to
take action more swiftly than if those issues were presented as less significant.

Social Movements broadcasting media plays a crucial role in the emergence and success of
social movements. The way movements are framed—whether as grassroots efforts for justice or
as radical disruptions—can influence public support and participation levels.

2.2 Empirical Studies

The impact of broadcasting media on social changes has been a significant area of study within
the social sciences. Scholars have explored how media, particularly mass communication,
influences social norms, attitudes, and behaviors across various contexts. Below is a
comprehensive review of key findings and theories proposed by notable scholars in this field.

There are various previous studies which have been done related to the present study.One study
by Fardiah, Dedeh, Ferry Darmawan, and Rini Rinawati( 2016) focused on the “Media Literacy
Capabilities of Broadcast Monitoring in Regional Indonesian Broadcasting Commission (KPID)
of West Java.This research aimed to assess the level of media literacy among broadcast
monitoring professionals in a specific region, shedding light on their ability to critically evaluate
and analyze broadcast content.Another study by Aleem, Yasir, Muhammad Arif Saeed, and
Muhammad Umar Farooq explored(2012) “Broadcast Media, Regulation and Freedom of
Expression in Pakistan.” This research delved into the regulatory framework governing broadcast
media in Pakistan and its implications for freedom of expression. Additionally, Yang, Bo-Ram et
al. conducted a study on (2015)“Interrupted Time Series Analysis of Changes in Zolpidem Use
Due to Media Broadcasts.” This research investigated how media broadcasts can influence
consumer behavior, specifically focusing on changes in zolpidem use following certain
broadcasts. The study likely analyzed the impact of media messaging on drug consumption
patterns.d how regulations impact the content aired on Pakistani television and radio stations.

2.3.Concept of broadcasting media

The broadcasting media started with the transmission of radio signals for telegraph
communication using Morse code in the early 1830s by Samuel Morse, physicist Joseph Henry,
and Alfred Vail. This marked the beginning of broadcasting as a means of sending information
over the airwaves. The first radio transmission for a dispersed audience was made by Guglielmo
Marconi in 1895 on the Isle of Wight, which laid the foundation for what would later become
modern broadcasting.The history of broadcasting can be traced back to the late 19th century
when Guglielmo Marconi made the first radio transmission in 1895 on the Isle of Wight. This
marked the beginning of radio broadcasting, which initially focused on transmitting music and
talk to a dispersed audience. The early days of radio saw stations operating on longwave,
mediumwave, and shortwave bands before transitioning to VHF and UHF frequencies.

In countries like the United Kingdom, Hungary, and France, systems were already in place as
early as the 1890s to deliver news, music, theater performances, and more to private homes via
telephone lines. For example, in Britain, the Electrophone system provided personalized headsets
for subscribers to access various broadcasts.

There are two general types of broadcasting media recognized by scholars:

Radio Broadcasting: This type involves the transmission of audio content through
electromagnetic waves. Radio broadcasting can be further divided into AM (Amplitude
Modulation) and FM (Frequency Modulation) formats, each serving different audience
preferences and technical specifications. It is one of the oldest forms of broadcast media and
remains popular for its accessibility and ability to reach a wide audience without the need for
visual components.

Television Broadcasting: This type encompasses the transmission of both audio and visual
content to audiences via electronic signals. Television has evolved significantly since its
inception, transitioning from analog to digital formats, which allows for higher quality
broadcasts and a wider range of channels. Television broadcasting includes various genres such
as news, entertainment, sports, and educational programming.

These two categories represent the foundational elements of broadcast media, each serving
distinct purposes and audiences while utilizing different technologies for content delivery .

Radio Media in Tanzania ,Overview of Radio Media Landscape radio is the most popular form
of mass media in Tanzania, with approximately 45% of the population relying on it as their
primary source for daily news. This preference is particularly pronounced in rural areas, where
access to other forms of media, such as television and the internet, may be limited. The growth of
radio stations has been significant over the years; from just 86 licensed radio stations in 2012,
this number nearly doubled by 2017, reflecting a burgeoning demand for local content and
information.

The Tanzania Communications Regulatory Authority (TCRA) oversees the licensing and
regulation of radio broadcasts under the Tanzania Communications Regulatory Act of 2003. This
regulatory body ensures that both public and private radio stations adhere to national
broadcasting standards while promoting diversity in programming.Types of Radio Stations

Tanzania boasts a diverse array of radio stations, including state-owned and privately owned
outlets. Some notable examples include:

Tanzania Broadcasting Corporation (TBC) Radio.Radio Free Africa.Clouds FM,East Africa

RadioWasafi FM.

Television Broadcasting Tanzania’s television media landscape is characterized by a mix of

state-owned and private broadcasters, reflecting the country’s diverse cultural and linguistic
fabric. The evolution of television in Tanzania has been shaped by historical, political, and
technological factors, leading to significant changes in how information is disseminated across
the nation.

Overview of Television Broadcasting,The Tanzania Broadcasting Corporation (TBC) is the only

state-owned television station, which was established to provide public broadcasting services. It
plays a crucial role in delivering news and educational content to the Tanzanian populace. In
addition to TBC, there are numerous private television stations that have emerged since the
liberalization of the media sector in the 1990s. As of now, there are approximately 48 TV
stations operating in Tanzania, with a notable increase following the digital migration that
occurred around 2016.

Audience Reach and Consumption PatternsDespite the growth in the number of television
stations, radio remains the most popular medium for news consumption among Tanzanians.
According to recent statistics, about 47% of Tanzanians use TV as an information source at least
once a month, but less than a quarter engage with it daily.

A significant portion of the population (39%) reports never watching TV for news purposes. This
indicates that while television is an important medium, it does not yet surpass radio in terms of
daily engagement. Language and ContentMost television broadcasts are conducted in Swahili,
which is Tanzania’s national language. This linguistic choice ensures that programming is
accessible to a majority of the population, as Swahili is widely spoken across various regions of
Tanzania. The content varies from entertainment and music shows to news programs covering
local and international events.

Ownership Structure The ownership landscape for television media in Tanzania is highly
concentrated among a few major players.

Tanzania Broadcasting Corporation (TBC) TV the state-run broadcasterIndependent Television,

(ITV) A prominent private channel.Clouds TV Known for its entertainment programming.Azam
TV Offers multiple channels including news and entertainment.

2.4 Research gap

The impact of broadcasting media on social changes has been a subject of extensive research and
analysis across various disciplines, including sociology, communication studies, and media
studies. Broadcasting media encompasses television, radio, and online streaming platforms that
disseminate information to a wide audience. This literature review aims to synthesize existing
scholarly work on how these media forms influence societal norms, behaviors, and structures.

Agenda-Setting: Research indicates that broadcasting media plays a crucial role in shaping
public discourse by determining which issues are highlighted. By focusing attention on specific
topics, media can influence what audiences perceive as important societal concerns (McCombs
& Shaw, 1972).

Framing: The way stories are presented—through language choices, visuals, and context—
affects audience interpretation. Framing can reinforce stereotypes or challenge existing norms by
presenting alternative viewpoints (Entman, 1993).

The Role of Emerging Technologies in Broadcasting Media,As technology evolves, so does the
landscape of broadcasting media. While traditional television and radio have been the focus of
much research, newer platforms such as streaming services, podcasts, and social media channels
are reshaping how content is consumed and produced.

2.5 Conceptual framework

Broadcasting media, encompassing television, radio, and digital platforms, plays a pivotal role in
shaping societal norms, values, and behaviors. The relationship between broadcasting media and
social change is complex and multifaceted, involving various dimensions such as cultural
transmission, public discourse, and the mobilization of social movements. Understanding this
impact requires a conceptual framework that integrates theories from communication studies,
sociology, and cultural studies.

To analyze the impact of broadcasting media on social changes, several theoretical perspectives
can be employed.

Agenda-Setting Theory: This theory posits that media does not tell people what to think but
rather what to think about. By highlighting specific issues or events, broadcasting media can
influence public perception and prioritize topics for discussion within society.

Framing Theory: Framing involves presenting information in a particular way that influences
how audiences interpret it. Broadcasting media can frame social issues (e.g., poverty, race
relations) in ways that shape public opinion and potentially lead to social change.
 CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 INTRODUCTION

This chapter deals with the approaches or methods that will be used to inspect. It contains the
research approach, research design, study area, study population, sample size and sampling
procedure, data collection methods, validity and reliability, source of data, data analysis
techniques, and ethical considerations.

3.2 RESEARCH DESIGN

A research design is the plan or framework used to conduct a research study. It involves
outlining the overall approach and methods that will be used to collect and analyze data in order
to answer research questions or test hypotheses (Creswell 2023).

The mixed methods will be used to design the research. Qualitative research is particularly good
at answering the why, what or how questions and the benefits of using these approaches to get
data and deeper insight into the phenomena under study. The quantitative research method will
be used in this study to explore the contribution of mass media in helping women against sexual
harassment. Quantitative research is the collection of data that is structured and which could be
represented numerically. Generally quantitative data is collected when researcher has adopted the
positive epistemological approach and data is collected that can be scientifically analyzed.

3.3 AREA OF THE STUDY

The study will be conducted at Zanzibar at Unguja island is one of practices which consists
different place of work .From that point of view, it can be said Zanzibar has media house and
office that been selected to be research area since the researcher wants to find the impact of
broadcasting media on social changes.

3.4 POPULATION OF THE STUDY

Study population is a subset of target population from which the sample is actually selected. It is
broader than the concept sample frame, Hush (2014). The population of the study will involve
workers, students and other people in society.

3.5 SAMPLE AND SAMPLING TECHNIQUES

3.5.1 Sample Size

According to Tauram (2023) sample size is the number of completed responses your survey
receives. Its called a sample because it only represents part of group of people (or target
population) whose opinions or behavior you care about. Therefore, the sample size of this
proposed study is 62 from a total 135 study population. The study is chosen this size of sample
because enabling the study to collect adequate data from the population in an appropriate time,
also this size was sufficient to get standard data that helped to achieve research objective.

Sample size is the list of members(audiences) of the population of interest from which a
probability sample is selected. A sample frame does not always include all members of
population of interest. Rukmana, D. (2010).The purposive sampling technique will be used to
select the students who are study programs of mass communication and will be journalists from
(ZBC) media house.

Table Sample size distribution

Media ZBC ZANZIBAR KWARARA Total

selection UNIVERSITY CHILDREN

Respondent journalists editor journalist editors journalist editors

s s

Study 40 15 40 15 20 05 135
population

Sample size 20 5 20 O5 10 2 62
3.5.2 Sampling Techniques

Sampling technique is the technique of selecting individual member or subset of population to

make statistical inferences from them and estimate the characteristic of the whole population.
David A.DildMan (2014). This study will use simple random sampling and purposive sampling
techniques to get members of sample size.Sample random sampling procedure will be used to
select customers and the justification for the use of this procedure is because every customer has
equal chance to participate in research.This method generally eliminates bias and the sampling
error can be estimated.Sampling techniques in broadcasting media refer to the methods used to
select a subset of individuals or elements from a larger population for the purpose of gathering
data, conducting research, or making decisions about programming and content. These
techniques are crucial for understanding audience preferences, measuring ratings, and evaluating
the effectiveness of broadcastsDr. Robert McChesney 1971. Scholars have extensively studied
these techniques to improve accuracy and reliability in media research.The justification and
validation of using this technique is that, it will enable and ensure the researcher to select the
respondent on impact of broadcasting media on social changes in Zanzibar.

3.6 TYPES OF DATA

To ensure the accuracy of work, this study will employ both primary data and secondary data.
The use of both types of data will help the researcher to come up with the concrete findings and
information related to the impact of broadcasting media on social changes.

3.6.1 Primary Data

Is an original and unique data, which is directly collected by the researcher from a source such as
observation, survey, questionnaires, case study and interview.Ajayi, V. (2017)? This study will
use questionnaires and interview.

3.6.2 Secondary Data

Is the term used for the reanalysis data of previous collected and analyzed data is the one of the
widely used data collection technique in social scientific research? Chivaka, R. (2018).
Therefore, this study is going to use both soft copy and hard copy secondary data to access the
relevant information related to an impact of broadcasting media on social changes in Zanzibar.
3.7.1 Questionnaires

Questionnaires are a list of questions either open-ended or close-ended for which the respondents
give answers. Kabir, S. (2016). The questionnaires will be distributed to 50 respondents. The
questionnaires will be pilot tested to determine their suitability to the respondents. The researcher
will administer questionnaires both in person and through the help of field assistant by visiting
the respondents and Google form App. This intends to offer assistance especially to those with
low literacy levels and this will help to increase response rate.The use of questionnaires is
justified because they are an effective way of collecting information from a large sample in a
short span of time and at a reduced cost than other methods. Further, questionnaires.

3.7.2 Interview

Is an important data gathering technique involving verbal communication between the

researcher and subject, Also there is range of approaches to interviewing, from complete
unstructured in which the subject is allowed to talk free about whatever they wish. Bolderston,
A. (2012). This method provides the researcher opportunity to clarify and depth of data give
chance educated and non-educated to participate in interview.

3.8.2 Qualitative analysis

Qualitative research is a methodological approach that focuses on understanding human

experiences, behaviors, and social phenomena through the collection and analysis of non-
numerical data. This type of research seeks to explore the meanings individuals or groups
ascribe to their experiences, often emphasizing context and depth over breadth.

The qualitative data that will be collected through interviews methods will be analyzed using
thematic analysis approach whereby the data collected through interview method and using
telephone will be transcribed and giving those codes according the generated themes. Therefore,
the results will then be presented and described according themes.
 CHAPTER FOUR:

RESEARCH FINDING

4.0 INTRODUCTION

This chapter presents the analysis of the data obtained from the field. It contains five sections.
The first section addresses the demographic information of respondents that include variables
such as gender of respondents, age, marital status, and level of education as well as their
occupation. The second section based on the first objective of this research which explains the
impact of broadcasting media on social changes.Section three, focuses on the methods used in
impact of broadcasting media on social changes includes means of the impact of media,size of
population area as well as sample techniques. Section four was based on objective to which
focused on the examine the impact of broadcasting media on social changes.

Demographic Information
The demographic data of the respondents were required in order to identify the
features of the participants who involved in this study. The information of
respondents, were inspected based on sex including journalist,students and parents,
as shown to the following tables.

Table 2 showing the sex of respondents N = 62

Table 2 above, show the sex description of respondents, whereby 31 (50%) were
female, and 31(50%) were males. This implies that, female and male jounaralist at
(ZBC )were same out of all journalist and editors who participated to this study.

Sex Frequencies Percent

Male 31 50
Female 31 50

Total 62 100

Table 2 above, show the sex description of respondents including ZBC journalist,
whereby 31 (50%) were female, and 31(50%) were males. This implies that,
female and male jounaralist were same out of all journalist and editors who
participatetothis study

N= Table 3 showing Age of respondents 62

YEARS OF WORKED FREQUENCIES PERCENTAGE

5 – 10 22 35.4

10 – 20 16 25.8

20 – ABOVE 24 38.7

TOTAL 62 100

Table 3 above display the age of Journalist who responded to this study, whereby
22(35.4%) were between the age of 5-10 years and those with 10-20 years were
only 16(25.8%). This indicates that, journalists in ZBC with the age between 20-
above years were many 26(85.7%) out of all 62 respondents.

Table 4 showing the form which respondents belonged N=62

MEDIA FREQUENCES PERCENTAGE

ZBC 37 59.6

AUDIENCES FROM 18 29.03

KWARARA

ZANZIBAR 07 11.2
UNIVERSITY

TOATAL 62 100
Table 4 above, show the media which participated to this study, whereby with
18(29.03%) were Kwarara and 07 (11.2%) were Zanzibar University. And ZBC
were most high 37 Table 4 above same 59.6% . Due to the ZBC has a lot of
workers than other media in Zanzibar.
To examine the impact of broadcasting media on social changes

The following tables shown the role of media in societies that performs in Three media selected
in this study To assess the impact of broadcasting media on social changes

STATEMENT ZBC ZANZIBAR KWARARA

UNIVERSITY

Understanding the 43.5% 20.9% 16.1%

complex
relationship
between
broadcasting
media such as
ZBC and social
changes

Multifaced issues
that has garnered
59% 20.9% 19.3%
attention from
scholars

Recognise the 64.5% 29.03% 6.4%

importance of
audience feedback

It hider research in 46.7% 35.4% 17.7%

well in media

TOTAL 62 100 100

 CHAPTER FIVE

SUMMARY OF THE STUDY, CONCLUSION AND RECOMMENDATIONS

Introduction

This chapter deals with the summary of the study, conclusion and recommendations.

Summary of the study

The study was about the impact of broadcasting media on social changes , with reference to
ZBC,and Zanzibar University from Journalists and editors and students, selected in ZBC media
were chosen and used as respondents. They responded to questions directed to them, through
questionnaires also, observation method used to collect data. The objectives of the study were;
analyze the impact of broadcasting media on social changes by examining its role in shaping
cultural awareness.Specific objectivesTo analyze the impact of Asubuhi njema program on social
change.To assess the impact of kapu la Michezo program on social change.To assess the impact
of dira program on social change.

Research Questions,How broadcasting media contributes their ideas through asubuhi njema
program on social change.How broadcasting media effects kapu la michezo program on social
change.

What are the alternative impact of dira program on social change. . The
study was guided by three research questions namely; What are the impact of broadcasting media
on social changes. This study founded that 62 out of all 135 respondents, use media sites for both
purposes

, Recommendations;

The study recommends that examining the impact of broadcasting media on social changes in

Zanzibar has yielded several key recommendations aimed at enhancing the effectiveness of

media in fostering positive social transformation. These recommendations are structured

around various aspects of broadcasting, including content creation, audience engagement,

policy formulation, and capacity building.

Enhance Local Content Production,One of the primary recommendations is to increase the

production of local content that resonates with the cultural andsocial realities of Zanzibar. This

involves:

Encouraging local storytellers and creators to produce programs that reflect Zanzibari culture,

history, and contemporary issues.

Providing funding and resources for local filmmakers, journalists, and media houses to develop

high-quality content that engages audiences.

Promoting educational programming that addresses critical social issues such as health,

education, gender equality, and environmental sustainability.

Strengthen Community Radio Initiatives

Community radio stations play a crucial role in disseminating information and fostering

community engagement. Therefore, it is recommended to:Support the establishment and

sustainability of community radio stations, ensuring they have access to necessary resources and

training.
Recommendation for Further Research

The study was only conducted in Zanzibar, similar researches should be done in all parts of the
country (Tanzania) Also, the researcher recommends that, other researchers may work on private
media to known on how owners use power o create the impact of broadcasting media on social
changes .

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 QUESTIONNAIRES

TITLE: THE IMPACT OF BROADCASTING MEDIA ON SOCIAL CHANGES.

Dear Respondent,

I am Sharif Haji Faki a student of Bachelor of Mass Communication and this is the questionnaire
session from the origin research with topic of “the impact of broadcasting media on social
changes r”. Actually this research purposively for accomplish my degree of Mass
communication. The following questions are to full fill the important gapes in my research, With
honor I will appreciate to your great cooperation in filling in this questionnaire. Please help me
to answer the following questions appropriately, freely and objectivity. The information is for
academic purposes only and will be treated with the strictest confidentiality.

QUESTIONNAIRS

SECTION A

Choose the correct answer by put the letter of your answer.

Gender ( )

Male

Female

Are you journalist in Zanzibar media? ( )

Yes (B) No

How many years worked in media?

 5- 10 (B) 10- 20 (C) More

SECTION B

Answer all questions in this section briefly.

How radio and television have been able to educate

society?..............................................................................................................................................
............................................................................................................................................................
.................................................................

How many percent of games have grown due to radio and television
support?..............................................................................................................................................
............................................................................................................................................................
...............................................................................................

What are the purpose of broadcasting media on social

changes?.............................................................................................................................................
............................................................

What are the effect obtained after media broadcasting on social

changes ? ...........................................................................................................................................
............................................................................................................................................................
............................................................................................................................................................
.....

Thanks for your kindness and patience