Browsing by Author "Eric Kyama"

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    Political mobilization by TikTok during Uganda Elections: A case of the National Unity Platform (NUP)
    (African Journal of Communication, 2026-08) Eric Kyama; Fred Kakooza
    The purpose of the study was to examine the utilisation of TikTok by the National Unity Platform (NUP), one of the leading opposition political parties in Uganda. More specifically the study examined the evolving role of social media in shaping political discourse in emerging democracies by using the 2025 Kawempe North parliamentary by-election in Uganda. The Technology Acceptance Model and the Collective Action Theory were applied to illustrate the nexus between digital technology and political mobilisation. In-depth interviews and qualitative content analysis were used for data collection. The sample involved 7 participants for in-depth interviews while content analysis was carried out on 10 TikTok videos. The study found that NUP used TikTok to rally supporters to protect votes, promote its candidate and party ideologies, as well as expose irregularities. The content on TikTok had a blend of music and speeches, informative messages, and humorous content. The use of TikTok also came with challenges such as targeted party attacks, high costs of data, and sporadic internet connections. The study concludes that TikTok is a necessary platform for digital political mobilisations. Unique to this study was the integration of entertainment through music into political speeches that enhanced the appeal of political messages to target audiences. Political parties can fully benefit from the platform based on proper planning and financial readiness to harness engagement and interactions that are unique but important for digital political communication.