Abstract

The paper examined how mental health issues are framed in two flagship Tanzanian television programs, Medi Counter on Azam TV and Afya ya Jamii on ITV. It employed a descriptive case study design, in which a mixed-methods approach is used, combining quantitative content analysis of selected program episodes and qualitative semi-structured interviews. The main purpose was to identify the dominant frames used by these media outlets and their implications for public perception and help-seeking behavior. Overall, results indicated that the Human-Interest Frame dominated in both shows. This framing strategy effectively shifted the discussion from being only clinical to focusing on personal recovery stories and lived experiences. The discussion reinforces the fact that such strategic framing can play a critical role it can play in mitigating the long-standing stigma surrounding mental health issues within the Tanzanian context, fostering mental health literacy, and encouraging audiences to seek professional help. At the end, positive framing through local media is an excellent public health communication strategy.