Date of Award

2025

Degree Type

Thesis

First Advisor

Joyce Omwoha

Department

Graduate School of Media and Communications

Abstract

This study investigated the extent and role of youth engagement with community development programs broadcast on television in Uganda focusing on Bukedde TV’s Pakasa program. The research evaluated the program’s content, its effectiveness in raising youth awareness of development initiatives and the different factors influencing youth participation in these programs. A qualitative approach was adopted consisting of in-depth interviews with Bukedde TV staff (manager, producer and presenter) and two program implementers (PDM and Emyooga focal persons) as well as focus group discussions with youth beneficiaries of the Parish Development Model (PDM) and Emyooga initiatives in Nangabo Sub- County, Wakiso District. Additionally, qualitative content analysis was conducted to assess the themes and messaging within the Pakasa program. Findings from data analysis revealed that respondents acknowledged the program’s role in raising awareness of initiatives supported by the government mainly through success stories and expert discussions. Furthermore, Content analysis revealed that Pakasa effectively utilized storytelling and expert-led discussions to present relatable success stories and highlight opportunities in programs such as PDM and Emyooga inspiring youth engagement in these initiatives however, challenges such as limited program reach and occasional misinformation hindered its impact. The study concluded that television could be a powerful tool for bridging awareness gaps and fostering socio-economic participation among youth. Specific recommendations included diversifying airing times to suit varied youth schedules, integrating social media platforms to extend the program’s reach, providing clearer and accurate information to address misinformation and ensuring the inclusion of marginalized and underserved youth demographics through use of SMS text services.

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