School of Journalism, Media and Communication

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Analysing the Role of Public Relations in Service Delivery by Local Governments: The Case of Gulu District Local Government in Northern Uganda
(Uganda Christian University, 2024-05-15) James Onono Ojok
The study analyzed the role of public relations in the delivery of public services under the Gulu district local government. The Excellence theory of Grunig and Hunt (1984) and Roger’s Diffusion theory of innovation (1962) informed the analytical framework of this study. In the case of Gulu district local government, the study used both qualitative and quantitative approaches where 243 respondents were sampled using purposive and convenience sampling to select the participants. The study found out that Gulu district local government had access to eleven Frequency Modulation Radio stations that they normally use to communicate public goods and services to the community in Gulu district. The study also found that there was an increase in hand washing practice because of involving the community through sensitization using different communication platforms. The study concluded that most programs under study never had a communication feedback strategy built in them to support the beneficiaries in the community to give their feedback on a particular program, therefore, the study recommended that Gulu district local government should develop a feedback communication strategy for all public goods and services as embedded under the water and road sector related activities which provides feedback to the district and community on areas which needs improvement especially through the water source committees and Community-Based Labour Intensive Model of Road maintenance that keeps communication alive even after a program or project is achieved. The implication of this study in public relations is that when PR in local government or any entity has deliberate feedback mechanisms embedded in all programming, the input of the community, beneficiaries on the services or goods provided to them as end users could support service delivery if the service providers (local government) give an action respond on the feedback of the end users (community). The study agreed that through this approach, public relations can improve service delivery in any setting in local government.
Analysis of Audience Participation in Community Radio Programmes in Eastern Uganda. A Case Study of Delta Community Radio, Soroti (Uganda)
(Uganda Christian University, 2024-10-11) Leah Atai
Realistically, a major thesis project like this can never be credited to a single person’s work but to an entire team. I therefore, extend my deepest gratitude and appreciation to all those who have contributed to the successful completion of this study. In the pursuit of understanding the intricate dynamics of community radio programming in Eastern Uganda, this research endeavors would not have been possible without the support, guidance, and contributions of numerous individuals and organizations. First and foremost, the almighty God for bestowing upon me the knowledge and granting me the courage to face adversity. Secondly, a heartfelt appreciation is extended to the management and staff of Delta Community Radio in Soroti District for their invaluable cooperation and openness in granting access to vital resources and facilitating the necessary arrangements for data collection. Special gratitude is extended to the participants of this study, whose willingness to share insights, experiences, and perspectives has enriched the depth and breadth of the research findings. Their engagement has been instrumental in shedding light on the nuances of audience participation in community radio programs. The academic and professional guidance provided by mentors, advisors, and peers throughout the research process is deeply acknowledged and appreciated. Their expertise and encouragement have been indispensable in shaping the trajectory of this study and refining its methodologies. Furthermore, appreciation is extended to the communities of Eastern Uganda, whose vibrant culture, diverse voices, and unwavering support have been a constant source of inspiration and motivation. Lastly, heartfelt thanks are extended to family members and loved ones for their unwavering support, patience, and understanding throughout the journey of conducting this research. This acknowledgement is a testament to the collaborative spirit and collective effort that underpins the pursuit of knowledge and understanding. May this research endeavor contribute meaningfully to the advancement of community radio programming and audience engagement in Eastern Uganda and beyond.
Exploring the Prospects and Impediments of Community Dialogue for Social Change Around Immunisation Against Six Childhood Killer Diseases: A Case of Gogrial West County in South Sudan
(Uganda Christian University, 2024-10-11) Abraham Daljang Maker
The research investigated the Prospects and impediments of community dialogue for effecting social change regarding immunisation against six prevalent childhood diseases in Gogrial West County, South Sudan. The study was structured around four specific objectives: comprehending the factors facilitating community dialogue in Gogrial West County, identifying the obstacles impeding community dialogue for social transformation in Gogrial West County and evaluating the communication tools and channels employed by stakeholders in community dialogue in Gogrial West County. The study relied on a desk review to accumulate pertinent data from secondary literature sources such as journals, newspapers, and articles. A sample of 50 respondents was targeted, with 49 ultimately participating, and both primary and secondary data were utilised. The findings indicated community participation enhances awareness, fosters trust, and elevates immunisation rates. The study revealed that financial constraints, gender disparities, fear of retaliation, and transportation difficulties impede community dialogue for social change. Conversely, factors discouraging participation in immunization-related dialogues encompass fear, misinformation, and a lack of confidence in healthcare providers and the healthcare system. Conclusively, the research emphasised the diverse range of communication tools and channels utilised in community dialogues in Gogrial West County, reflecting the necessity to address a broad audience. Furthermore, it was emphasised that while in-person meetings are favoured for direct engagement, it is imperative to adapt to contemporary communication preferences such as radio programs and mobile messaging. The study recommended collaboration between local authorities and non-governmental organisations (NGOs) to secure sufficient funding for community dialogues. Additionally, it suggested the requirement for resources and assistance to surmount financial and logistical challenges. This study emphasises the significance of cooperative endeavours among communities, healthcare professionals, and policymakers in overcoming obstacles and enhancing immunisation response and coverage. By prioritising community engagement and dialogue, sustainable solutions can be collaboratively developed with the community to ameliorate the impact of childhood diseases in Gogrial West County and similar regions in South Sudan.
Exploring the Representation of Women in Uganda’s Television Industry
(2024-10-21) Amon Mukamasiimwe
The purpose of the study was to explore the representation of women in Uganda’s Television media workforce. This study was guided by feminist theory in mass media studies, which stresses that women are most disadvantaged in some ways and therefore not allowed the same rights as their male counterparts. The approach was qualitative and the method was in-depth interviews with purposefully selected participants at TV West, and data was analyzed through thematic analysis. The study found out that men dominate higher positions compared to women. This study also found out that women who were promoted to high positions most preferred to work with men and not fellow women. The issues related to inflexibility, inflexibility to certain activities, and reluctance to work extra hours beyond the stipulated work schedules were an attest to this. The study further found out that women face the challenge of sexual harassment, societal pressures, the challenge of balancing family and work, thus find the Television job much costly to maintain. This study concludes that women remain underrepresented, and recommends that future researchers do a comparative study on women’s representation across different Televisions in Uganda, and also investigate the mode of training of television professionals in Uganda.
Facebook and Political Communication: An Analysis of Uganda’s January 2021 General Elections
(2024-10-18) Pamela Amia
The study sought to analyze Facebook usage as a tool for political communication, and expression of freedom of speech during the 2021 general elections in Uganda. It examined ways through which Facebook was used as a tool of communication during the 2021 Ugandan presidential elections; investigated challenges encountered in using Facebook as a tool for freedom of expression, documented lessons learned, and proposed solutions to overcome challenges faced. The study utilized a descriptive research design with a mixed research approach. Data was collected from a sample of 568 Facebook posts with 33,807,275 engagements through content analysis and 12 interview participants. The study was premised on the Social Media Engagement (SME) theory. The study findings show that the presidential candidates used Facebook as a virtual mode of campaign to disseminate political information to the electorate. Meanwhile, the results showed that there was use of Facebook as a tool to exercise freedom of speech. Challenges highlighted included blackmail, hate speech, propaganda, government interference, and misinformation. Key recommendations, in this study, for overcoming challenges in using Facebook for political communication include leveraging alternative communication channels, building a strong following, promoting digital literacy, professionalizing social media strategies, implementing best practices on Facebook, and government involvement in facilitating internet access and promoting ICT infrastructure to enhance political efficacy and freedom of speech. For using Facebook in political communication, the study recommends growing social media following, utilizing visual content, engaging the public through live content, asking and answering questions, fact-checking content, targeting younger social media users, government enabling free elections, using social media to amplify messages and counter misinformation, and acknowledging the democratization of expression through social media.
Facebook as a Corporate Communication Tool: A Case Study of the Church of Uganda
(Uganda Christian University, 2024-05-15) Ivan Naijuka
The study aimed at examining the contribution of Facebook as a tool of corporate communication and is a case study of the Church of Uganda (Namirembe, Kampala and Mukono dioceses). The study was guided by objectives which included: investigating how the Church of Uganda uses Facebook for corporate communication, establishing the effectiveness of Facebook as a corporate communication tool for the Church of Uganda, examining the opportunities related to the use of Facebook in corporate communication and examining challenges related to the use of Facebook in corporate communication in the Church of Uganda. The study was carried out using a case study research design where qualitative research approach was used. Data was collected using interviews and focus group discussions and during the data collection, purposive sampling methods was used as the sample size of 28 staff from Namirembe, Mukono and Kampala Dioceses of the Church of Uganda was used. The findings of the study indicate that to a large extent, the use of Facebook in the three dioceses has been effective in corporate communication because of the positive feedback received from the users and followers of the Facebook pages of these dioceses. Finally, it can be concluded that there are several opportunities related to the use of Facebook for corporate communication like enabling the dioceses to form alliances with prospective partners locally and abroad and allowing a two-way communication between the institution and its stakeholders. The study revealed that challenges related to the use of Facebook for corporate communication include limited time and resources to create these pages and running them constantly, limited skills in creating and running the Facebook pages effectively, negative feedback as well as trust, privacy and security issues involved in the use of Facebook. Finally, the study recommended that institutions like the Church of Uganda need to invest heavily in terms of time and resources when it comes to setting up and running these Facebook pages. The study also recommends the need to offer training to the staff members tasked with handling these Facebook pages to ensure that they have the right skills of doing so.
Front Desk Management, Impression and Reputation Management in Regulatory Agencies in Uganda: A Case of Uganda National Bureau of Standards
(Uganda Christian University, 2024-05-13) Saul Waigolo
The study established how the first impression at the front desk affects the reputation of an organization. It assessed how front desk management affects impression, the relationship between front desk, first impression and reputation and the strategies to improve front desk management. The study adopted the Impression Management Theory of Erving Goffman (1959), which explains how social interactions can influence one’s perception about a person, group, organization, object or event. This study used a mixed research approach (qualitative and quantitative), a sample size of 131 respondents was selected from a population of 160 using of Krejcie & Morgan’s table and a response rate of 90.8% was obtained after distribution of the research instruments and interview. A survey that included general demographic characteristics, factor analysis and linear regression were conducted for the analysis. The results show that when clients get first impression at the front desk, they develop positive perceptions about the organization and there is a positive relation between front desk staff and the client through verbal or nonverbal communication which builds the reputation of an organisation. The researcher recommended that organisations should employ the right and qualified people at the front desk, provide information about the organization to the front desk, develop a feedback mechanism to frequently hear from the clients, also have strategies of motivating the existing front desk staff in order to have a positive attitude of the front desk staff and retain the experienced staff, frequently train them on the practices and policies of the organisation.
Journalists Experience in Covering Corruption. A Case of Daily Monitor Newsroom
(Uganda Christian University, 0023-05-24) Lydia Nanyondo
The purpose of the study was to explore the practices among journalists covering corruption in Uganda. Its specific objectives included understanding the experiences journalists face in covering corruption, exploring the challenges of journalists in covering corruption and exploring the influence of Journalistic practice in covering corruption issues within Uganda. The study adopted a qualitative approach using in-depth interviews to collect data from a sample of 12 Journalists from Daily Monitor Media House. The data was collected through in-depth interviews using an interview guide and during analysis and inductive thematic approach was adopted. Oe of the key findings of the study was Journalists faced institutional challenges such as institutional incarceration, lawsuits, equipment destruction and fear for life.
Promotional Communications and Students’ Decision to Join Private Universities: A Case Study of Kumi University
(Uganda Christian University, 2024-05-15) John Khaukha
The main purpose of this study was to analyze the influence of promotional communications on students’ decision to join private universities in Uganda, taking Kumi University as one of the private universities in Uganda focusing on establishing the influence of online promotional communications, offline promotional communications and other factors on students’ decision to join Kumi University. This study employed a descriptive research design aimed at describing the relationship between variables. The sample size of the research was comprised of 263 respondents from a total population of 846 Kumi University’s selected students covering three years: Academic Years (AYs) 2017/18, 2018/19 and 2019/2020. The investigator successfully obtained data from 237 participants out of the targeted sample of 263 respondents. This represents an 89.8% response rate. From the research findings, it is evident that promotional communications pose a significant effect on students’ decision to join private universities, but given the setting of Kumi University, and the findings in this study indicates that these strategies have not been well utilized. The findings also show that besides promotional communications, other factors play a vital role in influencing students to join the university. The researcher, therefore, recommends the university to step up a lively and up-to date online presence, set up a vibrant department of marketing and adopt a Marketing Information System such as the University Marketing System. Further, a comprehensive survey should be carried out on students to discover the best strategy the university can use to increase the number of students in each of its intakes.
Representation of Sports Women in the Media: A Case of the New Vision and Daily Monitor Newspapers in Uganda
(Uganda Christian University, 2024-05-13) Julian Brenda Aheebwa
The main objective of this study was to analyze the representation of sports women in the two Ugandan leading dailies, the New Vision and the Daily Monitor. 619 articles that were published in both papers from January 1st to April 30th, 2016 were analyzed to examine the prominence given to women in sports stories, considering story placement, size of the stories, frequency, and the presence of female sources. Employing a quantitative content analysis approach, the study aimed to address a notable research gap concerning media discourse, gender, and marginalization in sports coverage. Theoretical frameworks such as agenda setting, framing, and liberal feminism were utilized. Results revealed disparities in the coverage of sports women compared to their male counterparts, even in newspapers purportedly advocating for gender equality. These findings underscore persistent challenges in achieving gender parity in sports journalism and call for efforts to enhance the visibility and representation of women in sports media.
Social Media and Brand Engagement: An Assessment of Facebook Usage on Brand Loyalty in Selected Insurance Companies in Uganda
(Uganda Christian University, 2024-05-20) Trust Niwarinda
The study analysed the impact of Facebook usage on brand loyalty in selected insurance companies in Uganda. Specifically, the effect of social, user-based and brand factors of Facebook on brand loyalty in ICEA and UAP Old Mutual in Kampala Uganda. The study was premised on the Social Media Engagement (SME) Theory which states that user experience through social interactions with other users leads to higher engagement and subsequent greater usage of the social media platform (Prahalad&Ramaswamy,2024). The study adopted a quantitative research design. The results of the study revealed that there is a positive and significant effect of social brand engagement factors of Facebook, user-based, and government policy and regulation on brand loyalty for the Insurance brands ICEA and UAP Old Mutual. The study concluded that the arrival of social media has introduced new channels of brand communication and the application of online tools to engage with consumers. Several practical implications were drawn from the research findings; these profile Facebook and social media in general as valuable tools for community and marketing managers of Insurance companies to engage effectively with customers.
The Preferred Communication Channels for Science-Based Health Innovations Among Communities of Mbarara University of Science and Technology and Rwentondo Village, Uganda
(Uganda Christian University, 2024-10-04) Reginah Nalunga
The dissemination of scientific research findings to non-scientists can be challenging, owing to several reasons, including scientific jargon, the framing approaches, and the use of irrelevant communication channels. Thus, there is a need to communicate science to the target audience through the preferred communication channels to support full acceptance of the issues being communicated. Informed by the ‘participatory communication theory’, this study sought to identify the preferred communication channels for science-based health innovations among the Mbarara University of Science and Technology (MUST) and Rwentondo communities. The study addresses several significant aspects, such as 1) stakeholders’ preferred communication channels, 2) stakeholders’ motivation for their preferences and 3) the communication challenges that stakeholders meet while seeking out and/or receiving information about science-based health innovations. It was a case study designed study based on qualitative methods that included eight Key informants’ interviews (KIIs) and 12 Focus Group Discussions (FGDs) among 76 participants, including MUST staff, students and Rwentondo village residents within the Mbarara district. Dedoose software was used to analyze and interpret data into themes (See Chapter 4 for a detailed explanation). The study found that people living in rural areas prefer to get information about new health ideas from their local radio stations and village health teams. These sources are trusted and provide reliable health information to the community. Urban students and elites prefer websites, conferences, and social media (X formerly Twitter), WhatsApp to access information about science-based health innovations. A preference for a specific communication channel, such as radio, is influenced by the affordability of costs to maintain the channel and credibility. Communication barriers to accessing science-based information include religious and cultural beliefs, gender inequality, the high cost of internet bundles, and illiteracy rates. The study emphasizes the importance of selecting a suitable communication channel to efficiently communicate science-based health innovations.
The Role of Participatory Communication in the Mitigation of Wildlife Crime in Queen Elizabeth National Park
(Uganda Christian University, 2024-05-24) Faith M Mundua
This study examined the role of participatory communication in mitigating wildlife crime in Queen Elizabeth National Park, Uganda. Through a qualitative methods approach, the research investigated the perceived level of community involvement and the effectiveness of participatory communication methods employed in wildlife crime mitigation efforts. Findings reveal commendable progress in raising awareness and fostering collaboration among community members. However, a significant gap exists in the implementation of true participatory communication methods, with current strategies falling short of empowering communities to actively engage in decision-making processes. Challenges such as persisting negative attitudes and bureaucratic communication approaches hinder the effectiveness of mitigation efforts. Recommendations include a paradigm shift towards genuine participatory communication, empowering communities to become active decision-makers and fostering transparent and responsive approaches from wildlife conservation authorities. This study contributes to enhancing community involvement and the efficacy of strategies for wildlife crime mitigation, ultimately fostering sustainable conservation efforts in Queen Elizabeth National Park and beyond.
The Role of Radio in Facilitating Women’s Participation in Development Initiatives in Rural Areas: A Case Study of Voice of Kigezi
(Uganda Christian University, 2024-05-17) Jatim Morris
Is radio broadcasting of development programmes in rural areas helpful to women's participation in development initiatives? This study examines the role of Voice of Kigezi radio station in promoting women's participation in development initiatives in Kabale Central Division. A sample of twenty-four (24) respondents was obtained through purposive sampling. These included village women, Voice of Kigezi staff and government officials. Interviews and focus group discussions were used to collect data. The data was coded and analysed using Atlas.ti 8. It was found that Voice of Kigezi radio, through the broadcast of development programmes, has aimed to create an enabling environment for women to participate in the various development initiatives in the region; providing women the opportunity to express their opinions and participate in discussions on development projects in the region, creating avenues for free health services and legal advice, and informing and educating women about the various development initiatives in the region, empowering women among others. However, financial constraints, lack of a women's listening forum, limited programmes for women, fear of some women in the region to participate in discussions, male dominance in broadcasting the development programmes, stereotyping, betrayal by the implementing agencies and the geographical nature of the region continues to prevent the station from facilitating women’s participation in the development initiatives in the region effectively. The study recommends that the government through its regulatory body - UCC - should have a clear policy on how radio stations can create equal access and participation in the production of development programmes and distribution of jobs in radio stations. A policy to create development programmes that specifically target women is also strongly recommended. Secondly, the management of Voice of Kigezi should establish a listeners' forum for women, set up toll-free telephone lines for key development programmes, ensure that evaluation of programmes is included in the strategic plan, publicise the objectives of the development programmes and the vision and mission of the station and finally, the station should strengthen its communication approach through a participatory communication model. Key words: Radio, Participation, Development Initiatives and Broadcasting
X as a Tool for Peer-to-Peer Nutritional Advocacy and Awareness Among University Students in Uganda
(Uganda Christian University, 2024-05-27) Georgine Obwana
Communities of nutrition advocates have emerged globally, with young people, especially university students, actively engaging in nutrition advocacy by contributing their voices and opinions to the decision-making process. However, nutrition advocacy has often overlooked the nutritional needs of university students, whose diets are often compromised by poor eating habits, food choices, and sometimes low socio-economic status. This study aimed to investigate the role of X as a tool for peer-to-peer nutritional advocacy and awareness among university students in Uganda. To achieve the study objectives, a qualitative approach was employed to identify the factors motivating students to use X for nutritional advocacy and awareness. The study also examined the effects, challenges, and opportunities associated with the use of X for peer-to-peer nutritional advocacy. The findings revealed that students were motivated to use X due to its high believability and wide reach among their peers. In conclusion, X has been positively embraced by university students for conducting nutritional advocacy and awareness initiatives, as it provides easy access to nutrition information, facilitates interaction with other advocates, and fosters community-building. Students value the accuracy and authenticity of the information shared through X and are receptive to receiving and sharing healthy eating habits and recipe tips via the platform. The study provides valuable insights on ways to effectively leverage X for nutrition advocacy and awareness initiatives. Key words: University Students, Nutrition, Advocacy, X, Peer-to-Peer, Awareness

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