Date of Award


Document Type


Degree Name

Master of Arts in Digital Journalism (MADJ)

First Supervisor/Advisor

Hesbon Hansen Owilla


Graduate School of Media and Communications


Social Media, particularly Twitter, has increased and eased the news production process by enhancing sourcing, gathering, and distributing news content. This study examined the implications of applying or using witter in the news production process in Ugandan newsrooms. This study focused on Nation Media Group -Uganda (NMG-U) and the New Media Theory guided it. The study applied a qualitative study approach and indepth interviews to collect data from 22 journalists and editors who were purposely selected. The study used a case study design to establish the role of Twitter in news sourcing and the attribution of quotes This study found that handles or accounts that are consistent with sharing valuable information that benefits the journalists and the audience are highly considered for news sourcing and quotes. Accuracy and fact-checking processes are carried out to establish reliability. The study also found that audience feedback influences the decision-making process in the newsrooms. It is also worth noting that the study established that engagement is seen in the form of likes and comments from the audience. The study as well found that Pack journalism and misinformation are slowly derailing the newsroom. The study recommends that media organisations train journalists in the audience and engagement field so that they can provide the necessary support and insights in the production processes, enabling the companies or organisations to work faster than expected because it would imply that the company is more efficient. Media organisations need to look at content in a uniquely relevant context to address pack journalism.