Media meeting ignites change discussions

Dar es Salaam. Given the complexities of the present media landscape, the next East African Communication Association (EACA) Conference 2024 has arisen as an opportunity for both scholars and media practitioners.

Experts agree that rapid technological breakthroughs and changing cultural expectations are driving a seismic transformation of the media in East Africa and that the August 28–30, 2024, conference at the University of Dar es Salaam (UDSM) could not come at a more appropriate time.

This is considering the profound changes witnessed in the media sector over the past 15 years; thus, the conference offers a platform to reassess traditional roles and embrace innovative approaches.

This comes at a time when many journalism colleges still adhere to traditional teaching methods, thus requiring concrete evidence from researchers to change their pedagogy to align with the current state and needs of the industry.

“The changing media landscape, driven by technology and operations, necessitates a reevaluation of our modus operandi,” the Dean of the UDSM’s School of Journalism and Mass Communication (SJMC), Dr Mona Mwakalinga, remarked at a press conference.

The theme of the conference, ‘Africa and the Global Dialogue on Media and Communication,’ “resonates with the current state of the media landscape, emphasising the need for a nuanced understanding of regional and global perspectives.”

With misinformation, disinformation, and digital rights concerns plaguing the media fraternity worldwide, the conference serves as a catalyst for dialogue and collaboration.

A lecturer at SJMC, Dr Egbert Mkoko, highlighted the importance of bridging academic research with industry practices. “The blurring boundaries between academia and industry underscore the need for interdisciplinary approaches and real-world impact,” he stated. In an era where digital media has upended traditional norms, conventional media practitioners are compelled to adapt to a time-sensitive and interactive media environment.

A media consultancy expert, Dr Amon Mkete, stressed the urgency of addressing emerging challenges. “To remain accessible, media practitioners must navigate the evolving media landscape and embrace innovative strategies.”

Advocacy journalism, propelled by bloggers and citizen journalists, is experiencing exponential growth, driving discussions on issues like good governance.

“Immediate intellectual discussions are imperative to navigate this evolving media landscape,” Dr Mkete.

The advent of digital technologies, including fibre optics and smartphones, has democratised access to information, revolutionising media consumption patterns. “The lightning speed of the news cycle demands adaptive strategies from media practitioners,” observes Dr Mkoko. “Debates like this are instrumental in shaping the curriculum of our universities to align with the demands of the digital era.”

The EACA conference 2024 is expected to convene more than 300 academicians and media professionals, editors, journalists, and government officials, serving as a crucial platform for knowledge exchange and collaboration.

Dr Mwakalinga underscores its significance in advancing communication and media studies in the region. “The conference fosters collaborations that contribute to the advancement of communication and media studies,” she said. They said the EACA Conference 2024 represented a pivotal moment for the media landscape in East Africa. By facilitating dialogue, collaboration, and innovation, it charts a course towards a more resilient, inclusive, and dynamic media ecosystem.

“As journalists and scholars converge to explore the intersection of technology, society, and media, the conference heralds a new era of possibility and transformation,” said Dr Mkete.