Abstract:
This study examines the role of Tanzania Broadcasting Corporation (TBC) in promoting
peacebuilding in Tanzania, focusing on the allocation of peace-oriented content, the
impact of peace messages on community attitudes and behavior, and audience perceptions
of TBC’s effectiveness. Despite the recognized importance of media in fostering social
cohesion, there is limited empirical evidence on how public broadcasters in Tanzania
contribute to peacebuilding efforts. The research addresses this gap by analyzing key
variables, including the percentage of content dedicated to peacebuilding, the influence of
TBC’s messages on reducing conflict and enhancing tolerance, and public perceptions of
the broadcaster's impartiality and credibility. Using a quantitative approach, data were
collected through structured questionnaires distributed to 150 participants, comprising
TBC employees and residents of Kawe Ward, and analyzed using SPSS software. The
findings reveal that TBC allocates a substantial portion of its programming to
peacebuilding, positively influencing community attitudes and promoting social cohesion.
However, some variability in perceptions of reporting accuracy indicates areas for
improvement. The study contributes to existing knowledge by providing empirical
evidence of media influence in a Tanzanian context, offering policy and practical
recommendations to enhance the effectiveness of TBC’s peace efforts, and suggesting
avenues for future research, such as longitudinal studies and mixed-method approaches to
deepen the understanding of media impact on peacebuilding.
