Contribution of Social Media Network in Shaping Public Opinion During General Election: Evidence from Jamii Forum and Mwananchi Communication Limited. (Mwananchi Digital) Tanzania.

Ally, Nuru (2025) Contribution of Social Media Network in Shaping Public Opinion During General Election: Evidence from Jamii Forum and Mwananchi Communication Limited. (Mwananchi Digital) Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study examines the role of social media networks specifically Jamii Forums and Mwananchi Digital in shaping public opinion during general elections in Tanzania. It addresses the gap in understanding how citizen-led and institutional digital media interact to influence voter behaviour. A descriptive design was employed, with data collected from 100 respondents through questionnaires and interviews, and analyzed using both quantitative and qualitative methods with SPSS. Findings showed that social media significantly shapes voter perceptions by facilitating opinion sharing, public debate, and advocacy for electoral reforms. 60% of respondents stated that political content on these platforms helped them express views and respond to policy shortcomings in past elections. These results align with the Uses and Gratifications theory and existing literature, which identify digital platforms as spaces for both transparency and the spread of misinformation. Platforms such as Facebook, Twitter, and Instagram provided timely information, encouraged debate, and mobilized citizens toward active participation, reinforcing their role as educational and mobilizing tools in democratic participation. The study also highlighted key challenges, including misinformation, lack of funding (37.7%), limited political knowledge (31.1%), unwillingness to participate (17.7%), and lack of trust (13.3%). Literature emphasizes the need for regulatory frameworks, media literacy, and trust-building initiatives to address these issues. Keywords: Social media, social media networks, public opinion, political engagement, general elections

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