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ISSN 2063-5346
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MASS MEDIA TRANSITION IN RURAL TANZANIA; TRADITIONAL MEDIA VERSUS NEW MEDIA

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Angel Anthony Kasonta, Dr. Thakur, Sugandha Shekhar
» doi: 10.48047/ecb/2023.12.si4.1298

Abstract

This article examined the modifications made to Tanzanian mass media by new and social media, as conventional media continued to experience pressure. The problem of rising social media usage has resulted in a sharp fall in newspaper readership; casting doubt on the latter's future and as focus shifts to digital media, reading newspapers and listening to/watching the news on radio or television are increasingly becoming obsolete. This has gained popularity not just in affluent nations but even in developing ones like Tanzania. And therefore, both media-morphosis and technological determinism served as the study's theoretical foundation. Although technological determinism argues that a societal shift is dictated by technology and media-morphosis promotes the relationship between the existing situation and changes brought about by new technologies.

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