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The Impact of Mass Media During the 1996 Uganda Presdential Elections

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The Impact of Mass Media During the 1996 Uganda Presdential Elections - ~ ~ - - THE IMPACT OF MASS MEDIA DURING THE 1996 UGANDA PRESDENTIAL ELECTIONS A CASE STUDY OF THE NEW VISION AND MONITOR NEWSPAPERS (JJ<Y: 'l(JlSOZI P.LISJ{.ft_ ~(j :NO: {B:MC/2615/21/(J)V A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT FOR THE AWARD OF DEGREE IN BACHELORS OF MASS COMMUNICATION OF KAMPALA INTERNATIONAL UNIVERSITY ,TTJT.,Y2005 ~ ... -.- DECLARATION I Kasozi Elisha declare that, this research paper is my original and never been submitted in a°ititution for the award of a degree, Sign ........ ~ -......................................... Candidate .. i.tJJ. !! .J ! . .... Et-"'1 .s. J/. fl: .................. ..... Reg No. ... E.w. ~-/~}; ~J ~ .l. !) .~..... ...... ........... Date .. ) .) .. J. CJ.3. .. /2i .rw.(.......................... .... Sign .........- ~ ~ ................ ........ .... ..... ... Supervisor Date ...... .PJ .~ .! .Q : .~?.! ..... .. .... ................... DEDICATIONS <To a{{ mass communication stuaents, especia{[y tlie practitioners ana fo-vers of investigative journalism 9fo6a([y. I nope tliat tnis 9uide simplifies your searcn in as far as meata anaekctions in V9antfa is concemetf. £astfj to myfamifj mem6ers incfutfi,ng, Sllr. anaSllrs. James Slluwonge, Ssuu6iJames, (Jannyanna ~6ecca, Imm6a <Da-via,Nsam6a Slloses, £u6e9a)f.aron, SllUIJBll/JOa <Epnraim I g.[amatOf/U <De6oran COusiffS ana refatives. i ACKNOWLEDGEMENT I wouftf liRg to recora my gratituae to tlie foffowi11g i11di-virfua[s ana organizations tfia~ maae this dissertation possi6fe, prof Simon CJ!eter Ongoaia wfio supervisea anaeditea tfie aissertation, I am afso grateju{for (})rj c.Eng Ssuu6i James of SCJ!Jf_CP,-!N1E<T communications wfio maae usefu[ comments anacorrectea errors tfiat I fiaa 6ecome 6linafor, (}Jr angora Jerome for insti{[ing gooaprofessionalism in tlie author, prof. jf_. q. q (}inyera CJ!inychwa for his gooapolitica[ iaeas, :Mr. 'l(Juii{u <R,pnafa wfio womga tirefessEy in aaministen'ng more to tlie autfior as far as research methoas is concernea ,(}Jr (J(usoey for your aavice in stuayi'ng ana fiatufling society, :Maaam Sy{via iByamuR,g,ma for your counseling in communication slij{[s wiffnever 6e forgotten, <J'fie :Monitorpu6lications staff(tlie aaiEy monitor), CentrafiBroarfcasting Service raaw (<JBS PM. 88.8 89.2 PM.) news department ana fastEy to my great sponsor, tfie directors of "1<:fl,(woge :Muffana CJ!rimary Schoof', tfiat nothing to rewara you, onfy may tfie living <;Joa 6fess you a6unaantEy in aff. fast 6ut not feast, specia{ tfianli§ goes to 'Mr. iJ3ooRgr Jf_juoga tfie pu6lic refations officer Jf_(J)(RJI. -, Vganaa for his til'ffes~ efforts ana aavise tr, t/iat maae this c[15sertatiq11- a ~uccess pfus tfze autfwr, pfease yi; r11Vanfe(fiw11 t~ fovingfatfier. 11 TABLE OF CONTENTS. Dedication........................................................................... i Acknowledgement .......•...................................• ii Table of contents ..............•............................. iii CJ[.fl_<n!ECJ( O:NP,: introtfuction 1 1:1 Background ............................................ 1 1:2 Statement of the problem .............................. 3 1.3 Objectives ................................................... 3 1.4 Specific objectives ..................................... 3 1.5 hypothesis ................................................... 4 1.6 Scope of study ................................................ 5 1.7 Significance of study..................................... 6 1.8 Methodology ............................................... 7 1.8.1 Research design ............................................ 7 1.8.2 popular study ............................................. 8 1.8.3 Sample selection .......................................... 9 literature review 10 2.1 Introduction................................................ 10 2.2 Historical overview ............ ,.......................... 11 2.3 Reasons for watching part broadcasting in Britain ... 16 2.4 Specific models of voting.................................. 19 CJ[.fl_ <n!E CJ( TJ{<R!j'/F/E !.R.f'EP!Jll.N01.(Jl(<'fOP 9r1.P/D1Jlj13'FJ) <POLI<J.lCS I:NV(}J13'FD)l ...•....... .... 24 3.0 Brief history of media and politics in Uganda....... 24 3.1 Re-independence era...................................... 24 3.2 PQst independence era.................................... 33 4.1.1 Monitor...................................................... 54 4.1.2 The new vision.............................................. 56 4.2 Cartoons..................................................... 58 4.3 Photographs................................................ 59 4.4 People's participation.................................... 61 4.5 Audience participation.................................... 62 4.7.lYes the new vision was biased in elections.............. 63 4.7.2 Other factors that shaped voting behavior........... 66 4.7.3 People's exposure to media campaigns ............... 67 CJ[Jl_CJXFE(J.( PI'VE: CO:NCLVSIO:NS 68 5 .. 1 Conclusions................................................ 68 5.2 Recommendations.......................................... 71 5.3 End notes..................................................... 72 5.4 Appendices................................................... 7 4 5.5 Bibliography................................................. f! CHAPTER ONE INTRODUCTION: The role of the press to persuade people to respond to a certain event is very central in each and every society. Today this role has taken route of political campaigns in any country in the world, regardless of its advancement; the press is widely used during political campaigns. Thus, the study of mass media effect has progressively focused on the political impact of mass media. In Uganda, this study has not gained much consideration. The literature available is very little and it doesn't highlight the main aspects of mass media and political campaigns in Uganda. Therefore, this research looks in detail how the press impacted people to vote Y oweri Kaguta Museveni during the 1996 presidential elections. STATEMENT OF THE PROBLEM The problem of political bias of print media campaign is associated with inadequate study about the impact of mass media in daily Uganda's politics. I Since independence, little effort has been put into studying how print media fits in among all other aspects of political campaigns. The way the media can influence people's voting behavior is not well understood. There are many competing views about media political impact. Yet the media plays an important role in shaping voter's attitudes and determines the way he/she is going top vote. The study was intended to carry out a comprehensive investigation about the operation of print media particularly the monitor and the new v1s10n newspapers within the political context of 1996 Uganda's presidential elections. The study established whether the media influenced people to believe that National Resistance Movement under candidate Yoweri Kaguta Museveni was the only right instrument to govern Uganda. It also looked whether there was media bias in the names of religion, tribe, region and political orientations. The research sought to test on whether the elections were democratic, as it has been assumed. The study also attempted to explore people's exposure to mass media campaigns. It tested whether there was low or high voter's exposure to political coverage. The findings explained the way people were involved in the production of information about the 1996 presidential elections. 2 OBJECTIVES To asses whether there was bias in terms of space and content in both the monitor and new vision papers during 1996 Uganda's presidential elections. That is to check whether anyone one of the two newspapers was in favor of candidate or party of a certain character such as political affiliation, gender, ethnic group, religion or geographical orientation. SPECIFIC OBJECTIVES To assess the extent newspapers in Uganda covered the 1996 presidential elections. To assess strengths and weaknesses of political campaigns in Uganda. To investigate how the package of the content of government media differs from that of private owned media. To establish the amount of time /space both newspapers donated to each candidate during the elections campaign. To find out if people are involved in the production and presentation of political materials, if so, how? 3 And to provide publishers with information for future reference on how effectively political campaigns should be carried out. HYPOTHESIS Mass media coverage of political campaigns 1n Uganda differs widely according to the ownership of the media. Government owned media tend to portray good image of NRM while private media focus their content on supporting the opposition camp and dismantling the ruling NRM. The research is justified to test two hypotheses; [i] Media did not have any impact during the 1996 presidential elections campaign. [ii] Media didn't give fair coverage in 1996 Uganda's presidential elections campaign. 4 SCOPE OF STUDY The study investigated biasness of mass media during 1996 Uganda's presidential election campaigns, people's exposure to mass media campaign, assessed strengths and weaknesses of political campaigns in Uganda, the extent Uganda's newspapers cover political campaigns, to investigate the package of the content of both government and private owned mass media and to establish the amount of space/ time both New Vision and The Monitor newspapers donated to each presidential candidate during the 19996 campaigns. The study covered five divisions of Kampala,
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