Joyce Gambishi

Media in Active Citizenship: an Analysis of Broadcasting Media on the Coverage of Active Citizenship Joyce Gambishi

There are increasing rates in passive citizenship and deterioration on patriotism among citizens (especially in rural areas). Despite major efforts that have been taken in educating societies in Tanzania active citizenship is declining. Media organizations whether electronic or print have the responsibility to sensitize people on citizenship matters. This is because media is powerful in persuasion and can influence people effectively if used creatively. This book is analyzing Media coverage on active citizenship. It sought to find out the extent of media coverage and its influence to people towards active citizenship. The main objective of media in active citizenship is to stimulate media to increase infotainment educational programs that entice people to listen and be part of sharing their responsibility and accountability to societies in Tanzania. The major theories in this book are social responsibility and users' gratification which express how media perform for public interest and consumers' satisfaction of the media messages. These theories link the media responsibility to the society and meeting satisfaction of people in order to persuade people towards intended goal.