Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

Peter Mwencha

Second Advisor

Caroline Kiarie

Department

Graduate School of Media and Communications

Abstract

This study investigated the influence of social media usage on traditional news consumption in Uganda focusing mainly on Vision Group Uganda. The study was guided by the Uses and Gratifications Theory (UGT) and the Theory of Consumption Value (TCV) the research explored how motivations perceived value and social media engagement affected the reliance on traditional media for news. The goals included studying platform choice, evaluating the influence of interaction on news habits, and investigating the connection between social media usage frequency and conventional news consumption. Using a mixed-methods approach, the study included interviews with 18 Vision Group employees in addition to a survey of 384 respondents. SPSS was used to evaluate quantitative data, while theme analysis was used to extract qualitative insights. According to the results, 50% of participants use social media on a regular basis, with Facebook (76.6%) and WhatsApp (90.4%) being the most popular platforms. According to 51.8% of respondents, conventional news consumption has decreased as a result of social media's convenience and immediacy. However, traditional media remains essential for credibility and in-depth coverage, particularly during significant national events. The study concludes that social media competes with traditional media for audience attention but also complements it by driving users back for fact-checking and deeper analysis. It is suggested that Vision Group implement hybrid tactics, such as on-demand material and real-time news alerts. To combat disinformation, policymakers ought to encourage media literacy. The report suggests more research that looks at how social media affects audience trust over the long run and how demographics influence how people consume news.

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