Date of Award


Document Type


Degree Name

Master of Arts in Digital Journalism (MADJ)

First Supervisor/Advisor

Rose Kimani

Second Supervisor/Advisor

Alex Taremwa


Graduate School of Media and Communications


This research delves into the pivotal role played by YouTube vloggers during the 2021 elections in Uganda. The study focuses on assessing vloggers' content's quality and ethical standards, understanding audience engagement, and analysing the overall impact on citizen participation. Through the examination of 10 videos and 19 in-depth intervie, and 2 Key informant interviews revealed that vloggers often disseminated biased and inaccurate information to attract viewer engagement. The content analysis highlighted unbalanced reporting, a breach of journalism ethics, and a primary focus on profit-making, neglecting responsible journalism's foundational principles. As observed in the comment sections, audience interaction showcased a dynamic engagement with the vloggers' content, with viewers expressing political ideologies, support for candidates, and active participation in disseminating content. Despite contributing to the breaking new ground of live coverage and uncovering untold stories, vloggers faced ethical challenges such as misinformation, uncivil conduct in user comments, and a lack of adherence to journalism codes of ethics. The YouTube Vloggers provide an essential space for public engagement with political matters, but adherence to journalism ethics is an ongoing challenge. The research underscores the need for regulation in YouTube Vlogging, emphasizing the potential societal impact and influence wielded by vloggers. The findings provide valuable insights into the complex relationship between digital content creators, their audiences, and the ethical considerations that emerge in contemporary online information dissemination.