Religion, healthcare, and social media use in urban Tanzania: an ethnographic study of faith-based organizations

The relationship between religion and social media has been critically discussed on potential benefits and opportunities the work of faith-based organizations (FBOs) enjoys in relation to the growing social media technology. Using ethnographic approaches, this study focuses on the use of social media by the new generation of FBOs in their healthcare interventions in urban Tanzania. In particular, the study examines the types of social media used and the messages they carry and explores why FBOs prioritize the use of social media in their healthcare interventions. The findings show that FBOs use Instagram, Facebook, WhatsApp, local social media platforms and YouTube to broadcast and share recorded videos, testimonies, and messages of their healthcare interventions. FBOs select social media platforms for their healthcare interventions based on the targeted audience and desired outcomes, while simultaneously addressing both religious and non-religious needs and obligations. This in turn may have an impact on the public recognition of their work and strengthening their influence in society in terms of attracting more beneficiaries to their religious ideologies, inspiring, and motivating followers in meeting their religious and social obligations and attracting government support and recognition.