By 
Zambia’s media landscape has undergone a major transformation in recent years, driven by technological advancements, evolving consumer behavior and changes in regulatory frameworks.
This shift has led to the fragmentation of traditional media, with the rise of online and social media platforms.
Over 100 online outlets have emerged, catering to diverse interests, and social media platforms like Facebook, Twitter and WhatsApp have become primary news sources for many Zambians.
Specialized outlets focused on specific topics—entertainment, sports, or business—have also gained traction, increasing competition for audiences, advertising revenue and influence.
A study by Peter Brooke, a former UK Member of Parliament, highlighted the significant impact of Zambia’s decolonization in the 1960s on media freedom, sparking the creation of new media outlets and fostering freedom of expression.
The proliferation of short-wave radio and affordable transistor radios further accelerated the growth of the media industry.
The Zambian government operated several state-owned media, including the Zambia National Broadcasting Corporation and newspapers like Times of Zambia and Daily Mail.
Private media, such as News Diggers, The Mast, and Daily Nation, offered alternative perspectives.
Digital-only platforms, like Lusaka Times and Zambian Watchdog, have grown in influence, boasting millions of followers on social media.
However, media fragmentation presented challenges.
The rise of so many platforms had led to information overload, making it harder for audiences to discern credible sources.
This fragmentation also risked creating echo chambers and contributing to national polarization.
Traditional media are struggling with declining ad revenue and sustainability.
Chief Government Spokesperson, Cornelius Mweetwa, expressed concern over the spread of misinformation on social media, which he said undermined the government’s achievements.
Read More: Balancing free speech, regulation: Zambia’s parliament, courts in focus, Hannet Mwimbe
“It is unfortunate that social media is being used to sway citizens away from appreciating the progress made by the government,” Mweetwa said.
MISA Zambia, a media advocacy organization, had emphasized the importance of promoting media diversity and media literacy to combat misinformation and fragmentation.
In one of its publications, MISA Zambia stated, “Media fragmentation posed significant challenges to democracy… We must promote media literacy.”
There is a growing need for regular assessments of the media landscape, national media literacy programmes, guidelines for social media regulation, and support for innovative media entrepreneurship to address the challenges brought by Zambia’s evolving media landscape.
WARNING! All rights reserved. This material, and other digital content on this website, may not be reproduced, published, broadcast, rewritten or redistributed in whole or in part without prior express permission from ZAMBIA MONITOR.
Comments