The Role Of The Broadcasting Media In Promoting Gender Equality In Uganda. A Case Study Of Uganda Broadcasting Corporation (Uganda Broadcasting Corporation) Kampala Central

ABSTRACT

This research report on the "Role of Broadcasting Media in Promoting Gender Equality

in Uganda" was carried out at Uganda Broadcasting Corporation and its specific aims

were to verify the role played my media in the promotion of gender equality; to identify

the copping practices amongst the gender equality promotion factions and lastly to

establish the government intervention/contribution to gender equality promotion.

To grasp the problem of the study, a documentary review of Literature was done on role

played my media in the promotion of gender equality, identification of copping practices

amongst the gender equality promotion factions government intervention/contribution to

gender equality promotion.

The study was approached through a descriptive exploratory design where use of both

qualitative and quantitative methods was followed through which the researcher obtained

data as the regards the major theme of the study from reporters, managers and

programme coordinators who constituted a san1ple of 60 respondents. The research

instruments administered included, a Questionnaire and an interview guide.

The Study findings on the role of media in gender promotion revealed that, media played

a great role in advocating for education of the girls and thus changed the parents attitude

about the way they felt about girls, which increased on the level of women pmiicipation

in the different spheres; NGOs were also realized to play a major role in the

empowerment of women thxough advocating for their rights and supporting women

factions financially and the government is also realized to intervene through promoting

the women politically and including them in the constitution (domestic bill) to reduce on

the inequality gap.

The study concluded that, although there are existing obstacles in gender promotion, the

media has given women a way forward through public campaigns as the major way

through which equality can be obtained and different organizations also had their input in

the gender promotion tm·ough promotion of women's education as the major trend and

government thxough the domestic bill and the constitution has fought for equality of all.

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The study recommended that in order to improve on the status of women in society the

government of Uganda and concerned NGOs should; improve on its laws that govern the

violence of women's rights; revise its annual budget to allocate more funds to gender

promotion programmes; sensitize women into the need of fighting for a common

purpose; champion the campaign of empowerment to support young female academicians; support girls in education, by encouraging every woman to love and support themselves and never underestimate themselves; write information on best practices to share with partners on achieving women empowering objectives; recognize that violence against women is a human rights issue and lastly, should encourage women MPs to work towards the empowerment of women by supporting the enactment of laws that address gender parity and women's empowerment.