KIU Journal of Humanities KIU Journal of Humanities Copyright©2017 Kampala International University ISSN: 2415-0843; 2(2A): 143–152 Examining the Role of Makindye-Based Radio Stations in Creating Awareness on Sanitation Practices in Kampala Uganda ZANNAH MAIDUNOMA Kampala International University, Uganda ZANNAH BABAGAJI Kampala International University, Uganda. KYARI SHERIFF FALMATAMI Umar Suleiman College of Education, Gashua, Yobe State, Nigeria. Abstract. The study was conducted between the environment (mean value 3.76, std..952). Based months of June-August, 2017 to examine the on these findings and others not mentioned here, role of Makinde-based Radio stations in creating it is highly recommended that, since positive awareness on sanitation practices in Kampala, attitude toward sanitation practices depended on Uganda. The study was conducted in five regular radio enlightenment campaigns, frequent settlements randomly selected within the campaigns by the media were highly Makindye Division including Kansanga, recommended. Bukasa, Ggaba, Kabalaga-Kataba and Nsambiya-Gogonya. Agenda setting theory was Keywords: Radio, Awareness Creation, used to underpin this study. Radio campaigns Sanitation Practices, Makindye. are strong instrument in raising public awareness on environmental related issues however, the 1. Introduction role played by most of the Makinde-based Radio stations seem to be very low. Hence, this study The broadcast media in Uganda were under was aimed to assess the roles of these Radio the exclusive control of the government stations. A total of 400 respondents comprising between 1953 and 1993. In 1993 the first of 395 local community people and 5 officials privately owned station went on air. This each from 5 different Makinde-based Radio move came in the broader context of stations selected using Purposive sampling privatization of the media worldwide. It was technique. Descriptive Survey design was used. closely linked to changes in the economic, Data collection instruments used were technological and regulatory environment Questionnaires and structured Interview Guide. occasioned by the sweep of globalization. The All quantitative data collected was analyzed in channels of broadcasting have in the last decade SPSS using descriptive statistics. Some of the grown from one television and one radio station findings revealed that Radio programmes to nearly 200 radio stations, with an additional enhanced people’s awareness on sanitation 40 licensed but not on air according the Uganda practices (mean value 2.614. std. 1.26), enabled Communications Commission people to understand how to best relate to the (www.ucc.co.ug). This is up from 80 in 2004 143 KIU Journal of Humanities when the first NEMPS was conducted. Ceased to be the sole owner of broadcast Similarly, there are now 40 television stations media and private entrepreneurs have on air, with an additional 18 licensed though permitted to enter the sector. The range of not on air. This compares with nine television programming has become broader and more channels in 2004. The stations broadcast in global. Local media have to compete for English, French, Kiswahili as well as various audiences with larger, often better endowed indigenous Ugandan languages to different regional and global media enterprises. More parts of the country. While this growth has Ugandans have embraced formal training in been phenomenal, it has not been systematic. journalism and communication. More people As a result, most of the stations are concentrated have access to both the traditional and new in the lucrative urban areas and concentrate on media although disparities in access between English and/or one or two of the major urban and rural and rich and poor persist. regional languages because these are deemed commercially viable. This notwithstanding, Radio programs can have a direct impact on the there is also a discernible tendency for local perception, attitudes and behaviors of stations to more aggressively champion specific individuals enhancing their understanding of a regional interests, as evidenced by the events environmental related issues. This leads to a of 2009 that resulted in the closure of several potential behavioral change in sanitation local radio stations (Broadcasting Council, practices. The radio stations program provided 2004). a platform for the community to obtained in- depth knowledge to discuss issues concerns The industry has also seen the expansion of their environment with local council’s officials cross-media enterprises like the Vision Group in a way forward. This efforts were followed up and the Nation Media Group which own by the radio stations and resulted in many of interests in radio, television, print and online the concerns being addressed with improved media and continue to expand systematically, infrastructure, sanitation and waste disposal. particularly in the broadcast sector, to cover Mass media provides a public platform for the various regions of the country. The issues to be raised and explored. This Electronic Media Act of 1996 formalized the contributes to building public demand for action liberalization of the media sector and, until or reform. The public can use the media as 2010, governed its operation. In 2010, the avenue to raise their view in any issues Broadcasting Council merged with the Uganda affecting their live. Therefore if Communications Commission to streamline the environmental related issues like sanitation operations of, and bring about harmony in the practices were given proper attention by the traditional broadcast and telecommunication media especially radio stations considering it sectors. Since policy is by its nature dynamic, unique quality, the desired enlightenment the UCC is mandated by the Electronic Media campaigns toward proper awareness on Act to, from time to time, advise the Minister(s) sanitation practices can be achieve through in charge of information and communication programs like discussion, interview, talk on issues pertaining specifically to shows and drama (Anderson & Hitchins, broadcasting policy with a view to keeping 2007). policy and regulation relevant and maintaining efficiency and harmony in the sector. In doing 2. Mass Communication and the this, the Commission endeavors, as much as Environment possible, to involve key stakeholders in the policy formulation process through periodic Environmental issues are firmly entrenched at research and engagement (Broadcasting the Centre of the world in all spheres of Council, 2004). development activity, especially after the Second World War. This is exemplified by the Since 1986, there have been many changes in number of international conferences and the broadcast media. Government has workshops which are held on the environment. 144 KIU Journal of Humanities One of these, the Rio de Janeiro Earth summit in sustainable society. Communication plays a 1992, marked the beginning of relentless central role in shaping our understanding of the environmental campaigns across the world from natural world and the role of humans therein. developed to developing nations. This was followed by the world summit on sustainable Okunna, (2002) believes that communication development which was held in Johannesburg, facilitates positive change to the target audience South Africa in 2002 where critical targets for in terms of improving their living conditions. sustainable development, including the This is possible when there is effective Millennium Development Goals (MDG's), were mobilization aimed at creating favorable defined (UNCED, 1992). These campaigns were attitudes and behaviors among the people for largely in response to the alarming rate at which whom a development project is being executed. human activities are affecting the environment In the same vein, McQuail (2010) argues that the (Introduction to MDGs, 2008). media could be a potent force for public enlightenment and popular education. Environmental communication has now Communication is also the terrain where diverse emerged as a strong complementary practice to points of view are negotiated. The broadcast environmental education. A broad definition of media, for example, are central arena for environmental communication would be, "the amplifying environmental issues and can sharing of information, insights and opinions on influence the course of policy and attitudinal environment issues, trends, conditions and change. The European Commission for solutions using any means of communication, Environment in its 2009 Environmental Policy rising from interpersonal methods to mass believes that both the cause of environmental communication channel. problems and possibilities for addressing them depend on human perceptions, attitudes and Communication through the broadcast media is behaviors, which are linked to values, capable of raising public awareness, perceptions preferences and beliefs about the world. and attitudes to sanitation practices and it is Communication, therefore, as they see it, is key argued that the lack of environmental awareness to analyzing the relation between all of these is a major problem in our society. By this, aspects. Uganda is rapidly urbanizing with slums Nwabueze, (2007) believe that knowledge has to and informal settlements housing approximately be supported by will, information and abilities to 45% of its urban population. In the capital city, behave in an environmentally friendly way. Kampala, most inhabitants live in low lying areas of reclaimed swamps, prone