The Key Role the Media Ought to Play in Social, Political and

Economic Development in Uganda

ByJohn Matovu

AtBusoga Media Network Retreat

28th February 2015Mt. Galilee Prayer Mountain, Vision Africa

Jinja – Uganda

About the Presentation

• Not exhaustive of the subject but attempts to highlight the key issues

• Avoids academic jargon as much as possible• Runs away from academic writing• Mixes practical experiences with academic

work and literature• I would like to encourage participation,

validation and correction where need arises

History of Media Importance

• A 1962 UNESCO survey found that over 70% of the world lacked access to adequate information.

• The UN called on all countries to include a media development strategy within their economic development plans.

• In addition to securing this fundamental right, they said, “information media have an important role to play in education, social, and economic progress.”

Media

• Distinction between storage and communication media

• Newspapers• Radio• Television• Social Media – Internet (convergence)• Media are forms of mass communication i.e.

communication to whom it may concern

Concept of Development

• Involves changes or advancement in a nation aimed at improving the political, economic and social lives of people

Why talk about Development

• Poverty• Poor education and health• Inadequate agricultural practices, lack of

adequate infrastructure• Poor social services• Lack of political maturity & accountability• Conflicts• Gender inequality, etc.

Media Influence

Depends on: • Media themselves• Societies in which they operate• The audience they reach• These factors aren’t the same everywhere, at

all times or under all conditions• Other factors – technology, target audience

and message

Common Factors

• Message• Target audience• Influencing change• Influencing attitudes• Perceptions• Decision making• Influencing behaviour

Traditional Roles of Media

• Surveillance• Enrichment• Diversion• Mirroring society• Agenda setting• Watchdog

Social

• Citizen participation in decision making• Propagating “dynamic” culture• Socialization• Critiquing social trends• Popularizing talent and creative cultural work• Platform for expression for the marginalised

Political

• Championing democracy• Improving voters’ knowledge of issues• Motivators of national cohesion and unity• Articulators of national identity• Ensuring political accountability• Analysing political processes

Economic

• Consumer protection• Market information• Monitor resource allocation vis-à-vis priorities• Marketing goods and services• Scrutinize economic policy• Analysis of new production tools and

technologies• Highlight opportunities depending on

comparative advantages

Role of the Journalist• Link policy makers and the people• Facilitate two-way communication necessary for

effective development• Give a voice to the least heard• Empower people with information• Link policies, processes and actions with events,

happenings, outcomes and consequences• Highlight innovation and success stories to

motivate people and inspire change• Does this happen in actual practice?

Role of Media House

• Strive to remain independent • Facilitate journalists to do their job• Be interested and invest in knowing your

audiences and their development needs• Create platforms for the marginalised (know

your social responsibility)

ReflectionsDoes the news you carry enable:• People make informed choices• Exercise their options• Take the right decisions• Take advantage of opportunities• Discharge their responsibilities• Does it give a voice to the powerless or to the

powerful?• Does it cloud or illuminate issues• What picture do we give the audience – fragmented,

fuzzy or full?

Development Journalism

• A development journalist must give the facts, interpret them and draw conclusions which must be promoted i.e. brought home to the people in a way they will understand

• Critically examine, evaluate and report the relevance of a development project to national and local needs

• Not reporting about events but processes• Not about personalities but issues

Challenges 1

• Do you at the individual and media house level understand these issues

• Do you reach out to people most affected by the issues/development processes

• Do you focus on the needs and aspirations of the rural and urban poor

• Do you have clarity of purpose• Integrity (are you or can you be trusted)

Challenges 2

• Ownership models – do we really have pluralism or just high media house numbers

• Media as profitable business• Management of media houses• Quality of journalists• Media regulation and policy• State of media freedom• Level of independence• Deliberate management of media content

Social Media

• Where is the first place you get your news Television, Newspapers, BlackBerry, Internet (social media) , Radio?

• In an audience of city dwelling young adults, I’d expect about 80 per cent of them to pick twitter. That for me is where the news breaks.

Importance in our Daily Lives

• I haven’t been to the US but have friends there

• I have taught classes at Pacific Lutheran University

• People know about Uganda better than we the locals

• President has recruited a special assistant for online communication (twitter & facebook)

Importance in our Daily Lives

• How do you feel when “the server is down”• Think of mobile money-Real time transactions• Job vacancy adverts• Instant feedback• Skype – (do you have a post office box)• The break down of physical infrastructure

limitations• The possibility of the global village

Social Media Challenges

• Are we using social media productively• Are we not just making noise• Have we mastered the tools• Gate-keeping in terms of content • Information verification• Fairness and Balance• Regulation

In Conclusion

• "By making one part of a country aware of other parts, their people, arts, customs, and politics; by permitting the national leaders to talk to the people, and people to the leaders and to each other; by making possible a nation-wide dialogue on national policy; by keeping the national goals and national accomplishments always before the public--thus modern communication, widely used, can help weld together isolated communities, disparate (unequal) subcultures, self-centered individuals and groups, and separate developments into a truly national development."

- “Father of Communication Studies”, Wilbur Schramm -

Thank you

References1. http://www.mdif.org/wp-content/uploads/2014/08/

Media-Developments-Role-in-Social-Economic-and-Political-Progress-Literature-Review.pdf

2. http://indianstrategicknowledgeonline.com/web/43-abdul.pdf

3. http://unesdoc.unesco.org/images/0003/000370/037073eb.pdf

4. http://www.gamji.com/article6000/NEWS7617.htm 5. http://www.criterion-quarterly.com/role-of-media-in-

national-development-in-the-21st-century/6. http://omojuwa.com/2012/03/internet-social-media-as-

tools-for-development-in-nigeria/