Date of Award
2025
Document Type
Dissertation
Degree Name
Executive Masters in Media Leadership and Innovation (EMMLI)
First Supervisor/Advisor
Benjamin Muindi
Department
Graduate School of Media and Communications
Abstract
This capstone study investigates the profound impact of digital transformation on print media, employing Mwananchi Communications Ltd (MCL) in Tanzania as a case study, elucidating the intricate fusion of cultural transformation and strategic shifts in response to this disruption. With an in-depth exploration of theoretical frameworks like Networked Communication Theory and Media Convergence Theory, this study underscores the evolution of MCL's culture and the paradigm shift in the mindset of its staff and readers since the company's strategic embrace of multimedia strategies. MCL's transformative journey, characterized by the adoption of innovative multimedia platforms, including a website, paywall approaches, subscription models, live streaming via social media, YouTube, Instagram, Facebook, X spaces (formerly Twitter space), e - Gazette app, and e-paper app connected to the broader Nation Media Group (NMG), is examined in detail. Central to the findings is the meticulous convergence and diversification of these platforms, along with strategic alliances forged with stakeholders like Vodacom for the e-gazette app, fostering enhanced reader engagement and revenue streams. The cultural transformation within MCL and an agile shift in staff mindset underscores a resolute commitment to adapt and innovate in the dynamic digital sphere. Moreover, the study identifies the successful implementation of Mwananchi Scoop, a platform designed to resonate with younger generations, as a testament to MCL's proactive embrace of evolving audience preferences. Employing a qualitative research approach and insights from key informants, notably both the current and former senior managers within MCL, the study unveils the pivotal role of these multimedia strategies in navigating digital disruption. The findings culminate in robust recommendations tailored for stakeholders, policymakers, academia, and media entities navigating the tumultuous waters of digital transformation, offering invaluable insights derived from MCL's experiences in reshaping the contours of the contemporary media landscape.
Recommended Citation
Kibanda,A.N.(2025).Embracing digital disruption in Tanzania: Insights from Mwananchi Communications Limited print-to-digital multimedia journey .(Unpublished)
Included in
Communication Technology and New Media Commons, International and Intercultural Communication Commons, Journalism Studies Commons, Public Relations and Advertising Commons, Social Media Commons
