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


This research was conducted against the background that women have limited visibility in economic roles in the media. The dearth of understanding in this area poses a risk of perpetuating negative stereotypes and biases against women, potentially impeding their economic empowerment and hindering societal progress. The media's influence on shaping societal norms surrounding women and economic participation is evident, emphasizing the need for a comprehensive analysis of the extent and nature of media coverage of women's contributions to economic development in Uganda. The study employed a quantitative method and directed content analysis to systematically examine the representation of women in economic activity stories across the print media landscape in Uganda. Focused on addressing the need for empirical insights, the study aimed to quantify and categorize media coverage patterns to understand better the prevailing narratives surrounding women's involvement in economic pursuits. A comprehensive analysis of a representative sample of print media content was conducted, utilizing established coding frameworks to identify recurring themes, stereotypes, and nuances in portraying women engaged in economic activities. The study sought to quantify the frequency of coverage, the types of economic activities emphasized, and the prominence given to women in these narratives. The research design incorporated statistical techniques to analyse quantitative data, systematically examining media representations. Adopting a descriptive content analysis approach, the study aimed to uncover the prevailing trends, biases, and nuances in portraying women in economic roles within Uganda's print media. The findings from this quantitative study are anticipated to contribute empirically grounded insights to the discourse on gender representation in media, informing future strategies for promoting more accurate and inclusive depictions of women's contributions to the economy. The quantitative approach offers a rigorous examination of patterns in media content, providing a foundation for evidence-based recommendations to foster a more equitable and balanced portrayal of women in economic narratives within the Ugandan media landscape.

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