Readers' perspectives: examining the influence of political news in Zimbabwe

Keywords: Journalism, Zimbabwe, Media studies, Political news, Accessibility, Applicability, Experience, Knowledge, Affiliation


This article reports on a study using the concept of accessibility and applicability of knowledge to analyse readers’ perspectives on the influence of political news in Zimbabwe. A qualitative content analysis was applied to analyse political articles from two main newspapers, The Sunday Mail and The NewsDay. Focus group discussions were conducted in Harare to collect readers’ perspectives on the effect of political news and print media. The findings revealed that readers choose what to believe as true or false determined by affiliation, knowledge and experience. Readers as individuals can block political messages dissonant to pre-conceived ideas and accept that which is consonant to pre- existing beliefs depending on personal experience, knowledge and affiliation.


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