is generally slower and prone to distortions as key interests intermediate to advance personal goals. The Afrobarometer Dispatch No.367 makes similar observations on the importance of traditional media in the exchange of information in society: “But other people” surpasses all media channels as a regular news source, cited by 64% of respondents”.36 4.2 Dominant media themes and consumption habits A 4.2 Dominant media themes and consumption habits SKED about some of business and the economy, while the same about human interest their specific interests, said they were interested Asked about some of their specific35% interests, 56% reported they in wereissues. interested in current 56% reported they issues around entertainment and affairs news. Forty percent reported being interested in sports. In comparison, 37% reported were interested in arts. In addition, 19% expressed that they were passionate about business and the economy, while their 35% interest said they current affairs news. in were education and interested in issues around entertainment and arts. 30% 30% expressed interest in lifestyle Meanwhile, expressedtheir 11% expressed their interest in Of culture, these,while 40% reported interest in and lifestyle andand environment and sustainability and 27% stated theirtheir interest in health medicine a similar proportion being sports. In issues. culture,19% while 27% stated their issues. This is in the said theinterested same aboutinhuman interest expressed their interest in education andreflected 11% comparison, 37% reported that interest in health and medicine table below. expressed their interest in environment and sustainability issues. This is reflected in the table they were passionate about and a similar proportion said below. Figure : Citizens’ media interests [36] Figure : Citizens’ Media Interests37 Refused 1 Other Environment & Sustanability 3 11 Science and Technology Education Human Interest 17 19 20 Politica and Government 20 Health and Medicine Lifestyle and culture 27 30 Entertainment and Arts Business and Economy 33 Sport Current Affairs 0 10 20 % 30 35 40 40 50 56 60 35 Rationale for pursuing news Available at: https://reliefweb.int/sites/reliefweb.int/files/resources/zimbabwe_media_and_telecoms_final_210911.pdf 36 https://media.africaportal.org/documents/ad367-crisis_communication_in_zimbabwe-afrobarometer15june20.pdf THE surveyed adults offered provinces. and studies, while 12% follow the 37 Question: reasons Which of the are you interested in? [Read out options. Allow for multiple Responses] different forfollowing following news for fun and entertainment. the news. The research indicated that 59% follow news to know what is happening around the globe, particularly in Zimbabwe. Survey data indicate that 59% of the respondents said they consume news to appreciate what is happening worldwide, while 56% do so to learn what will happen in Zimbabwe. The survey showed that 25% do so to appreciate what will happen in their local areas, while 23% want to know what will occur in their respective 26 Among the respondents were some citizens who reported that they 23 consume news to get information about daily life, for example, travel, health, taxes, education), a view held by 20% of those surveyed. A significant proportion of the surveyed population said they follow the news to get different perspectives on current affairs. Yet a similar proportion do so to keep informed about certain issues. In contrast, 13% do so to be knowledgeable about their jobs A total of 4% listen out of habit, whereas 5% listen as a pastime . Those who view news as an important spring to form opinions on important issues constituted 6% of the surveyed population, while 3% believe doing so enables them to get news since “news is found everywhere one looks at”, whereas 6% indicated that they do not follow the news.