Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

Rose Kimani

Second Advisor

Anne Gachiri

Department

Graduate School of Media and Communications

Abstract

The study used NTV and Bukedde TV as a case of how television in Uganda portray gender-based violence to address the critical issue of how television framing impacts societal understanding and response to gender-based violence. The research adopted the framing theory as its conceptual lens and employed a mixed-methods approach combining content analysis of television news programs with in-depth interviews with newsroom staff. The findings reveal that Ugandan television predominantly employs victim-centered narratives, focusing on physical and sexual violence while often neglecting psychological violence and systemic contributors such as entrenched patriarchal norms. The human-interest frame emerged as the most utilized, aiming to evoke audience empathy, while conflict and morality frames lacked depth in addressing broader societal and structural issues. Institutional accountability was minimally featured, with limited follow-up on cases and systemic failures. Furthermore, while some progress was observed in framing gender-based violence as a societal issue rather than isolated incidents, challenges in institutional accountability and thematic storytelling persist. These insights underscore the need for balanced, ethical reporting and the integration of media practices into broader gender-based violence prevention strategies, emphasizing systemic change over episodic narratives. Investigated the portrayal of gender-based violence. On Ugandan television, his study had significant implications. For theory, it enriched the framing theory by applying it to gender-based violence media narratives in a Ugandan context. For media practitioners, it highlighted the need for balanced, ethical, and contextually nuanced reporting to foster public awareness and institutional accountability. Policy-wise, it emphasized the importance of integrating media insights into gender-based violence prevention strategies, advocating for a shift from episodic to thematic storytelling to addressing root causes and foster collective action.

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