Date of Award

2024

Document Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Prof. George Nyabuga

Department

Graduate School of Media and Communications

Abstract

The study critically examines the pivotal role of the Public Editor (PE) at the Daily Monitor Newspaper in Uganda, focusing on comprehending reader trust levels, assessing petitioner satisfaction, and exploring Editorial Team perceptions. Against the backdrop of Uganda's evolving media landscape that is shaped by digital news, government influence, and media ownership, this research emphasizes the indispensable function of PEs in preserving public trust. Through a multifaceted analysis encompassing reader sentiments, petitioner satisfaction, and Editorial Team perspectives, the study unveils insights into trust, satisfaction, and editorial processes within the newspaper. Study Findings revealed a predominantly male readership (76%) within the 25-34 age bracket, primarily professionals engaging with the newspaper on a daily or 2-3 times per week. Readers expressed high trust in the Daily Monitor's information, attributing it to accuracy, transparency, credibility of journalists, and editorial independence. Despite the identification of errors, the trust in the publication remained resilient. Editorial team members recognized the PE's role as vital in addressing audience concerns and enhancing editorial practices, acknowledging its impact on the newspaper's credibility. Challenges faced included delayed feedback and role misinterpretation, while opportunities for improvement emphasized enhanced communication and collaboration between the PE and editorial team. Individuals petitioning the PE (88.9% males, mainly aged 45-54) found the submission process easy and acknowledged prompt acknowledgement of their petitions. They expressed satisfaction with issue resolution, yet highlighted areas for improvement in turnaround time and complaint handling. Recommendations focus on improving communication platforms and fostering collaborative approaches to issue resolution. Overall, findings suggest a strong level of trust among readers, positive sentiments towards the PE's role, and opportunities for refining processes to fortify the Daily Monitor's credibility and responsiveness to audience concerns. The study underscores the need for transparent communication, prompt issue resolution, and ongoing process improvement within the Daily Monitor, recommending a Reader Advisory Council to foster open dialogue, address challenges, and enhance communication with an estimated annual budget of $70,000. Continuous evaluation and potential outreach expansions are suggested for future enhancements within the Council's framework to ensure broader engagement and representation.

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