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Zimbabwean communication agencies: Current state and future prospects

Current state and future prospects

Anna Oksiutycz
University of Johannesburg
Abyshey Nhedzi
University of Johannesburg
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Zimbabwean communication agencies: Current state and future prospects. (2022). Communicare: Journal for Communication Studies in Africa, 37(1), 94-117. https://doi.org/10.36615/jcsa.v37i1.1584
  • Articles
  • Submited: October 13, 2022
  • Published: October 13, 2022

Abstract

Researchers from various countries have studied the practices of communication industries
worldwide. Despite this nexus of study, relatively little research has been done on the practice
of communication in Zimbabwe. In order to contribute to the understanding of the state of the
communication industry on the African continent, this study reports on the results of a survey
of 50 Zimbabwean communication agencies. This article is different from other studies on the
communication industry because it focuses at an institutional level across the agencies, rather
than at the level of individual practitioners. The findings focus on four main topics, namely
practitioner profile, agency profile, prevailing professional practices and practitioners’ views on
future industry trends. The research indicates that the Zimbabwean communication industry is
vibrant despite the economic and political challenges facing the country. Owing to economic
challenges and stiff competition, most agencies are multipurpose in nature and provide a wide
variety of communication and creative services to their clients. The agencies provide services
such as advertising, graphic design, branding, website development, event management, video
production, online marketing, media relations, mobile app development, and even animation.
There is a growing trend to use digital platforms of communication, yet radio and print (magazines
and newspapers) remain essential communication channels. Among social media platforms,
Twitter, Facebook and YouTube are the most used by practitioners in Zimbabwe, while online
audio-podcasts, blogging sites, crowdsourcing and Linked-in are less popular. Practical issues are
addressed regarding information about how agencies have adapted (or can adapt) to the new ways
of strategic practice with clients in order to keep up with the changing Zimbabwean market. This
research also provides valuable insights into the communication industry as a whole. It explores
possible opportunities and threats for communication practitioners presented by economic and
political environment issues and suggests directions for further research in this area.

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How to Cite
Zimbabwean communication agencies: Current state and future prospects. (2022). Communicare: Journal for Communication Studies in Africa, 37(1), 94-117. https://doi.org/10.36615/jcsa.v37i1.1584

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