Digital transformation takes centre stage at EACA conference in Tanzania

Dar es Salaam. The rapidly evolving global media landscape is pushing communication specialists to adapt quickly, and the 14th East African Communication Association (EACA) Conference in Tanzania has come at the perfect time.

This year's conference focuses on how experts can navigate these changes, particularly through digital transformation, and why it matters now more than ever.

The event has brought together over 300 communication stakeholders from more than 25 countries. They are gathering for three days (August 28-30, 2024) to discuss a range of issues under the theme: “Africa and the Global Dialogue on Media and Communication.”

Opening the conference on behalf of the Chancellor of the University of Dar es Salaam (UDSM), retired President Jakaya Kikwete, the deputy permanent secretary of the Ministry of Education, Science and Technology, Prof Daniel Mushi, emphasised the shifting media environment that required urgent research and collaboration.

“The media landscape is changing rapidly,” he said. “We need research that informs us about these changes and provides innovative solutions to strengthen our media systems.”

He stressed that the forum was crucial for sharing ideas and strategies to maneuver challenges and capitalise on the opportunities brought by technology.

“It’s essential to consider how the media fraternity can remain economically viable in this new age,” Prof Mushi added.

The President of EACA, Prof Margret Jjuuko, echoed these sentiments, highlighting Africa's significant role in shaping global media discourse.

She noted that the conference theme was particularly relevant given the fast-paced changes in the media and communication.

“The media landscape is evolving rapidly, presenting both challenges and opportunities for professionals across the region. From traditional media to digital platforms, African voices are resonating louder than ever, reaching audiences beyond our borders,” Prof Jjuuko said

One of the experts at the conference, Dr Samson Omwenga, a media scholar from Kenya, emphasised the necessity of digital transformation.

“The future of media is digital. For African media to thrive, we have to embrace digital transformation, but we have to do so strategically,” he said.

Dr Omwenga argued that digital transformation was not just about adopting new technologies. “It’s about changing our mindsets, our approach to storytelling, and understanding that our audiences are now global,” he explained.

Another expert, Ms Aisha Lema, from the UDSM, underlined the importance of this conference in addressing the challenges that digital transformation brings.

“We have to address issues like misinformation, which has become rampant in the digital age. The conference is timely as it allows us to brainstorm solutions,” she said.

Ms Lema also touched on the economic implications of the digital shift. “As we move towards digitalisation, we have to ensure that our media houses remain economically viable. This conference is a great opportunity to discuss sustainable models,” she added.

The EACA, since its inception in 2011, has been a crucial player in advancing communication studies in East Africa.

According to the Dean of the School of Journalism and Mass Communication at UDSM, Dr Mona Mwakalinga, the association has played a vital role in research, policy, and practice.

“This conference exemplifies our shared mission of promoting scholarly exchange and professional growth,” Dr Mwakalinga said.

“Our collaboration with EACA underscores our commitment to enhance the quality and impact of communication and media studies globally,” she added.

EACA's membership is mainly drawn from East African universities, but it has also attracted scholars and practitioners from other parts of the world, including Germany, South Africa, and the United States.

The association’s goals include building networks and creating synergies to adapt to the changing media and communication environments in Africa.

The EACA also aims to share ongoing research and published work on media and communication in East Africa and beyond.

The EACA conference is not just a meeting of minds—it’s a critical platform for shaping the future of media and communication in Africa, ensuring that as the world changes, Africa’s voice is heard loudly and clearly.