Date of Award
2025
Document Type
Dissertation
Degree Name
Executive Masters in Media Leadership and Innovation (EMMLI)
First Supervisor/Advisor
David Muturi
Second Supervisor/Advisor
David Aduda
Department
Graduate School of Media and Communications
Abstract
This study investigates the role of data analytics in news production and distribution in Uganda, using a case study of Nation Media Group, Uganda (NMG-U). The study is framed within the context of the gatekeeping theory, particularly the participatory gatekeeping model, which focuses on the creation of processes, or newsroom routines and norms, that are developed as a direct result of audience input interpreted through audience data. The research had three objectives: (1) to examine how data analytics are integrated into editorial workflows at NMG Uganda. (2) to explore how data analytics shape editorial priorities and (3) to identify strategies for leveraging data analytics to promote sustainable journalism. This study employed a qualitative methodology, utilizing in-depth interviews and documentary analysis. The study shows that the integration of data analytics in the editorial processes and practices at NMG-U influences the direction, tone, and nature of the content, guided by the user needs model to align content with audience preferences. While analytics guide real-time adjustments and inform long-term strategies, NMG-U relies on its editorial policy and structures to mitigate the risk of sensationalism and ensure ethical reporting. When integrated ethically, this study concludes that data analytics can complement public interest journalism, offering a model for navigating the complexities of modern, data driven newsrooms. To further support this integration, the study recommends the development of a comprehensive framework for the ethical use of data analytics in news production and distribution.
Recommended Citation
Muhindo,Clare.(2025).Investigating the role of data analytics in news production and distribution :A case of Media Group-Uganda(Unpublished)
