Abstract

This study explored The Influence of Social Media Use in Journalism Practices of Mwananchi Communications Limited. The objective of the study was to find the influence of social media usage in journalism practices of Mwananchi Communications Limited in Tanzania. The research question was: How does the usage of social media influence journalism practices of Mwananchi Communications Limited in Tanzania? Qualitative research approach and case study research design were employed in the study. The study used purposive sampling technique to obtain a sample size of nine respondents. Data were collected through open-ended face-to-face and telephone interviews. The findings revealed that social media serves as a vital tool for real-timenews updates, broader audience engagement, and enhanced storytelling through multimedia integration. The results also raised concerns related to the spread of misinformation, erosion of journalistic standards, and increased pressure on journalists to produce content rapidly. The study recommends that there is need need for adaptive strategies in journalism education and professional practice to harness the benefits of social media, while mitigating its adverse effects.