Abstract

The current very serious problem emerging in media practices in Tanzania and Africa at large is unethical reporting and professional misconduct. The media houses are working for the interests of few and leaving the majority vulnerable in getting the right and balanced information. Common problems mentioned on the matter includes conflicts of interests, political affiliations, corruption and other related misconducts. The media pundits and other stakeholders have been trying all the possible means to curb the problem; but it has appeared not to solve anything. If such remains an issue, the focus should be directed to psychological ream by inculcating culture to the journalists and other stakeholders impactful to media. In such regard, adoption of “ubuntu” philosophy from Zulu and Xhosa languages in South Africa is vital. it is a traditional African concept that is typically translated as “humanity toward others”. Such adoption will ensure the reporting which focuses in producing the content which embrace humanity, public interest, practice of African apprehended norms and ensuring moral dimensions.