STATE OF THE MEDIA IN ZAMBA cutting, affecting even the broader society. And true to the fears, these revelations and submissions are an indication that the media was not an innocent participant in the electoral process of 2016. Therefore, when the public and other stakeholders raise such issues, it is important for the media to selfintrospect and realise their positive role and influence in society. However, it must be cautioned that most of the sins of commission and omission that most media practitioners are accused of were committed under undue pressure largely from the proprietors of such a media institution. A review of media content analysis data has continued to indicate high levels of polarisation especially as it pertains to the coverage and reporting on the various political parties and players. In summary, the quarter, was largely reminiscent of previous ones with a number of challenges for free and independent media. The systematic abuse of the media by the government through its various agents has been criticised. It is a trend that has got stakeholders greatly concerned that despite laws that govern the land and those that protect individuals from being abused in the media, government takes opportunity to harass or intimidate media, undercutting press freedom. 3.2. Economic and Technological environment The economic and technological environment for the media sector continued to mirror that of the previous quarter reviewed. Despite the marginal gains in terms of technological advancement achievements, the costs continue to outweigh the benefits. It is clear from that despite a seemingly stable economic environment coupled with a stable currency; the media have not yielded many benefits from it. Many media owners attributed this problem to the dwindling numbers in firms advertising with them and them opting to use other methods like social media and outdoor advertising. 14 | P a g e