Abstract

This study examines the role of contemporary film and art in preserving and promoting Tanzania’s cultural heritage from 2015 to 2024. Using a cultural-production and media-analysis framework, the research reviewed 65 locally produced films, 120 artworks exhibited in national galleries, and policy documents on creative industries. Data were complemented by interviews with 40 filmmakers, visual artists, cultural historians, and officials from the Ministry of Culture. Content analysis revealed increasing integration of indigenous languages, traditional folklore, ethnic identities, and historical narratives in modern creative productions. Audience surveys (n = 2,900) showed that 74% of respondents believed contemporary films and art effectively strengthened cultural awareness among youth. The rise of digital streaming platforms and social media further expanded the visibility of Tanzanian cultural content regionally and globally. However, challenges include limited funding for cultural industries, inadequate archiving infrastructure, and the dominance of foreign media influencing local creative expression. Regression analysis indicated that government grants and access to modern production technology significantly predicted cultural-content output (p < 0.05). The study concludes that modern film and art play a crucial role in cultural preservation, serving as both educational tools and platforms for national identity. Recommendations include increasing funding for filmmakers and artists, establishing national digital archives, expanding cultural education in schools, and promoting international collaborations. Overall, the study demonstrates that creative industries hold transformative potential for sustaining Tanzania’s cultural heritage in a rapidly globalizing world.