Audiences’ Perception on Credibility of Social Media Journalism in Tanzania: A Case of Ayo and TBC 2 online TV.

Olemegili, Gabriel Zakaria (2025) Audiences’ Perception on Credibility of Social Media Journalism in Tanzania: A Case of Ayo and TBC 2 online TV. Masters thesis, The Open University of Tanzania.

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Abstract

The study explored perception of audiences on credibility of Social Media journalism in Tanzania. The objectives are to examine news accuracy, to determine audiences’ trust and to examine the objectivity of Social Media Journalism in Ayo and TBC 2 Online TV as well as to find out ways to enhance credibility of Social Media Journalism in a Ayo and TBC 2 Online TV. The study undertook a Mixed Research design where different methods of data collection and analysis were taken to enrich and confirm the findings from audience perspectives. Both questionnaire and In-depth interview were used as key methods in data collection whilst quantitative data were analyzed by using Statistical Package for Social Science (SPSS) computer software and qualitative data were analyzed by using content analysis. The study find out that, Ayo TV and TBC 2 are credible social media journalism by emphasizes and perform their work observing news accuracy and objectivity which makes audiences to trust Ayo TV and TBC 2 online TV. Therefore, the study concluded that Ayo TV and TBC 2 are credible social media journalism by emphasizes and perform their work by observing news accuracy and objectivity which makes audiences to trust Ayo TV and TBC 2 online media. However, both actors in journalism sectors including audiences, journalists, owner of the media house, journalists’ associations and government have the work to perform to enhance the credibility of Ayo TV and TBC 2, other online social media as well as journalism sector in Tanzania. Keywords: Perception of audiences, credibility, social media journalism, Ayo and TBC 2 Online TV, Tanzania

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