Investigation of Public Opinion Regarding the Role of the Social Media in Promoting Gender Equality in Tanzania: A Case Study of Kinondoni.

The current study aimed at investigating public opinion regarding the role of the social media in Tanzania in relation to promoting gender equality. The study employed both qualitative and quantitative approaches. Data were collected through questionnaires, interviews and focus group discussion. This essay explicates the performance of gender in social media beginning with the gendered history of digital technologies and an articulation of the social media venues’ unique affordances for gender performance. Then, the chapter reviews the scientific research examining gendered online behavior in social media noting opportunities for enacting traditional sex role stereotypes and thus socializing others to do so as well as opportunities to enact equality and thus disseminating calls for liberation and increased equality between the sexes in all aspects of social life. Facebook, blogs, and online games are examined in detail as exemplars of specific social media cites of gender performance.Moreover, participants across all income level cited ITV as a channel with more contributions on gender equality than any other channel, respondents with primary education and below mentioned Clouds media as a biggest contributor in promoting gender equality. Generally, regarding public perception majority are knowledgeable towards gender equality. Proposed suggestions for effective gender equality include, more programs related to gender equality should be added in their media programs; local language should be largely used; community should be involved effectively; media organizations should be more gender sensitive; should allocate more time to gender related programs and media should be more accessible and observe confidentiality to any information given to them by victims or by informers. Keywords: Communication channel, gender equality, social media, public opinio