Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

Benjamin Muindi

Second Advisor

Joyce Omwoha

Department

Graduate School of Media and Communications

Abstract

Artificial Intelligence (AI) has changed the face of journalism in many ways. Newsrooms across the world are deploying AI in various aspects of news gathering distribution and creation. Many newsrooms are also at different stages when it comes to AI adoption. The general objective of this study was to examine the adoption of AI in two media houses in Zimbabwe: Zimpapers and Alpha Media Holdings (AMH), from newsroom operations and insights from journalists and editors to understand their perception and views on the future of journalism in the wake of AI technologies as well as documenting the status thereof. This study examined the adoption of AI technologies within Zimbabwe’s newsrooms, with a specific focus on Zimpapers and Alpha Media Holdings (AMH). The study was guided by the Diffusion of Innovation and Mediamorphosis theories as well as Technology Acceptance Model (TAM) as the conceptual framework. A mixed methods approach was adopted while quantitative and qualitative data was collected using survey questionnaire, key informant interviews and observation as data collection tools. Systematic sampling was used for quantitative data, and purposive sampling was used for qualitative data. The researcher distributed a survey questionnaire to reporters, news editors, editors, sub-editors, IT department (developers, data scientists), and photographer/ video editors. Key informant interviews targeted 12 media executives from both organisations, selecting 6 per each organisation. Observation was done by spending one week at each media house, observing newsroom operations from news gathering until publishing, understanding phases where AI was being deployed and issues relating to accelerated or delay in its adoption. The research findings revealed that AI adoption in Zimbabwe’s newsrooms is still in its nascent stages and much of its utilization was of more of individual effort than organization’s strategy. While there is growing recognition of AI’s potential to revolutionize journalism, several challenges hinder its widespread adoption. Key findings on challenges include the absence of formal policies and guidelines for AI usage within newsrooms, limited training opportunities for journalists and editors, and a general lack of awareness and understanding of AI’s capabilities and limitations. These factors contribute to a cautious and hesitant approach to AI adoption, with many news organizations taking a wait-and-see attitude. The findings also indicated the presence of cultural resistance and knowledge silos within newsrooms. The results indicate the need for more investment in AI technologies as well as knowledge. There is also evidence that newsrooms have not invested in technology for a while and there is lack of expertise in bridging the gap between journalism and technology. The research recommends an accelerated approach in designing guidelines and AI policies for newsrooms. It also recommends that newsrooms invest in training.

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