Assessing the Effectiveness of Social Media in Journalism Practice: A Case Study of Television Journalism in Lusaka

This study aimed at assessing the effectiveness of social media in television journalism, focusing on television stations in Lusaka. Spurred by rapid influence of social media on traditional news industry, the study anchored on media ecology theory aimed to explore the challenges and opportunities posed by digital revolution. The findings revealed that social media is a highly effective tool in television journalism, supporting real-time reporting, investigative research, audience engagement, and the ability to handle sensitive content responsibly. It also demonstrated that Social media allows television journalists to interact with their audiences, gather and verify information, and enhance the impact of their stories through extended reach and feedback. The thesis findings divulge significant changes in news dissemination practices, highlighting both the benefits and drawbacks of social media integration helping media practitioners on strategies to enhance journalistic standards and foster media literacy in an increasingly digital media landscape.