THE ROLE OF THE MEDIA IN POVERTY REDUCTION IN NTUNGAMO

DISTRICT: A CASE STUDY OF UGANDA BROADCASTING WEST

CORPORATION TELEVISION

BY

MUBIAZALWA BONNY
RESEARCHER

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 TABLE OF CONTENTS
Approval………………………………………………………………………………….i
Declaration……………………………………………………………………………..ii
Dedication…………………………………………………………………………..…iii
Acknowledgment……………………………………………………………………..IV
Table of Content………………………………………………………………….……v
Acronyms……………………………………………………………………………..viii

CHAPTER ONE………………………………………………………………………..1
1.0 Introduction……………………………………………………………………….2
1.1 Background……………………………………………………………………….2
1.2 Statement of the problem………………………………………………………3
1.3 Objectives of the study………………………………………………………….3
1.3.1 General objectives …………………………………………………………….3
1.3.2 Specific objectives …………………………………………………………….3
1.4 Research questions………………………………………………………...……3
1.5 Scope of the study……………………………………………………………….4
1.6 Significance of the study……………………………………………………….4
1.7 Conceptual framework………………………………………………………….4

CHAPTER TWO……………………………………………………………………….5
LITERATURE REVIEW……………………………………………………………..5
2.0 Introduction………………………………………………………………………..5
2.1 Relationship between media and poverty reduction……………………..5
2.1 Causes of poverty in Uganda…………………………………………………..5
2.3 The role of the media in poverty alleviation………………………………..7

CHAPTER THREE………………………………………………………………….16
METHODOLOGY…………………………………………………………………....16
3.1 Research Design………………………………………………………………..16
3.2 Area and population of the study…………………………………………..16
3.3 Sample Design………………………………………………………………….17
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3.4 Data collection and Instruments …………………………………………..17
3.4.1 Method…………………………………………………………………………17
3.4.2 Instruments …………………………………………………………………..17
3.5 Data Analysis……………………………………………………………………18
3.5.1 Quantitative data Analysis………………………………………………...18
3.5.2 Qualitative data Analysis…………………………………………………..18
3.6 Limitations of the study………………………………………………………19

CHAPTER FOUR…………………………………………………………………….21
PRESENTATION, ANALYSIS AND DISCUSSION OF THE FINDINGS……21
4.0 Introduction……………………………………………………………………..21
4.1 Social Demographic Characteristics............................................21
4.1.1 Age of the respondents................................................................21
4.1.2 Marital Status of the respondents.............................................21
4.1.3 Sex of the respondents................................................................21
4.1.4 Educational status......................................................................23
4.2 Major causes of poverty in NTUNGAMO district ………………………….24
4.3 Ways how the media fights poverty in NTUNGAMO district …………….25
4.4 Challenges faced by the media in fighting poverty in Makindye…….27
4.5 How the media fight on poverty can be improved in NTUNGAMO district
……………………………………………………………………...…………28

CHAPTER FIVE………………………………………………………………………30
SUMMARY OF THE MAJOR FINDINGS, CONCLUSIONS AND
RECOMMENDATION……………………………………………………………….…30
5.0 Introduction………………………………………………………………………..30
5.1 Summary of the study………………………………………………………......30
5.2 Conclusions……………………………………………………..………………..31
5.3 Recommendations……………………………………………………………....31
5.4 Areas for further research………………………………………………….....32
REFERENCES………………………………………………………………………..33
APPENDICES:………………………………………………………………………..36
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Appendix I: Questionnaire………………………………………………………...36
Appendix II: Budget………………………………………………………………...39

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 LIST OF ACRONYMS

KCC - Kampala City Council

NEMA - National Environment Management Authority
NWSC - National Water and Sewerage Corporation
UMA - Uganda Manufacturers Association
UIA - Uganda Investment Authority
UBOS - Uganda Bureau of Statistics
UNICEF - United Nations Children’s Education Fund

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 ABSTRACT

The research on the role of the media in fighting poverty was conducted in
NTUNGAMO district, Uganda. Political leaders, law makers, media analysts
and community members were involved in the study. The research was guided
by the objectives of the study which included;to find out the major causes of
poverty in NTUNGAMO district, to identify the ways how the media fights
poverty in NTUNGAMO district, to establish the challenges faced by the media
in fighting poverty in NTUNGAMO district and to find out how the media fight
on corruption can be improved.

On the ways how the media fights poverty in Ntungamo district, the study
found that; reporting on corrupt officials, corporate responsibility strategies,
organizing of poverty alleviation dialogues, and carrying out research on
poverty. On the challenges faced by the media in fighting poverty in
NTUNGAMO district, the study found out that; inadequate resources,
government attacks, poor cooperation with the public, and lack of access to
information. On how the media fight on corruption can be improved, the study
found that; fund the media, avoid attacks on media, improve relationship with
the public and avail information to the media.

The researcher made conclusions and recommendations after presenting and

interpreting the data.

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 CHAPTER ONE
INTRODUCTION

1.1 Background of the study

Poverty in Uganda is considered to have increased for the majority of people in
the present era of structural adjustment programmes. In terms of absolute
numbers, poor people constitute 61% of the population, while 30% constitute
the absolute poor. It is also asserted that women are the poorest of the poor,
what has been termed the "feminization of poverty", thereby highlighting the
significance of the gender dimension of poverty. However, poverty is a relative
term the indicators of which cannot be universalized. It is not merely an issue
about income and low purchasing power, but rather encompasses ideological
and political implications which are partly determined by people's perceptions.
Thus, beyond this generalization, there are various dimensions of poverty in
terms of geography, urban/rural groups, and vulnerable groups and minorities
(Ahikire, 2007).

Chronically poor people are sometimes dependents, but often working poor.
According to the poor themselves, they include people with a disability, widows,
and the elderly with no social support. Other vulnerable groups comprise
orphans and street children; those affected by HIV (especially where the
breadwinner is ill or has died) and the long-term sick; internally displaced
people (especially those in camps); and isolated communities. Reliance on “own
account” agriculture or on casual jobs is a cross-cutting characteristic, as well
as the likelihood of chronically poor households being female-headed. Being
chronically poor stems from a web of inter-related factors, amongst which lack
of assets, lack of education, chronic illness, belonging to a large and expanding
household and remoteness appear prominently. Exclusion or self-exclusion
from decision-making and development also features.

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Poor women are particularly vulnerable to chronic poverty. In addition to
gender inequities, there are additional factors which can worsen their plight.
For example, widows may lose assets (notably land) to relatives on the death of
their husbands. Unemployment for elderly persons, being landless and having
to care for numerous dependent children, especially orphans, also feature as
difficult burdens (Bernard, 1994).

1.2 Statement of the problem

Poverty has been Uganda’s problem for a very long time and this problem
has lingered for long. Because of this, many people have been affected by
the problem despite of the fact that many interventions have been made by
all the government, NGOs and civil society organizations. The media has
not just sat down to give a deaf ear to the problem but it has played the
biggest role in the alleviation of the vice. The media role is there
appreciated and this has been the greatest of all since the media has the
strongest tool of sensitization, awareness and generally educating the
public on how to survive the vice. Therefore, the research is intended to
find out the role the media can play inalleviating poverty.

1.3 Objectives of the study

(i) To find out the major causes of poverty in NTUNGAMO district
(ii) To identify the ways how the media fights poverty in NTUNGAMO district
(iii) To establish the challenges faced by the media in fighting poverty in
NTUNGAMO district

1.4 Research questions

(i) What do you think are the major causes of poverty in NTUNGAMO district?
(ii) What are the ways how the media fights poverty in NTUNGAMO district?
(iii) What are the challenges faced by the media in fighting poverty in
NTUNGAMO district?

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1.5 Scope of the study
The research was carried in NTUNGAMO district. NTUNGAMO District is a
district in the Western Region of Uganda. The town of NTUNGAMO is the site
of the district headquarters. This is because the city has on the worst
problems of poverty and also because the area is more accessible to the
researcher.The district is bordered by Rubirizi District to the north, Mitooma
District to the east, Ntungamo District to the southeast, Kabale District to
the south, Kanungu District to the west, and the Democratic Republic of the
Congo to the northwest. The district headquarters are approximately 400
kilometres (250 mi), by road, south-west of Kampala, Uganda's capital city.

1.6 Significance of the study

Despite the critical importance of the media house to human life, there was
strong evidence that media evidences abound. Therefore, the study would
advance knowledge of the media relations and guide it in terms of
communicating skillfully as this would help in addressing issues affecting
people. The skills in media relations were important as it could ease the pain
poverty inflicting on people.

The study would try to identify areas where the media has been ineffective to
addressing the poverty scourge. Findings obtained will stimulate further
research in the field of media relations and how this has helped in elevating
poverty.

The study would help the principle researcher to recommend on appropriate

strategies in elevating poverty.

The research would however help policy makers come up with appropriate
policies of solving the problems of poverty in communities.

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The local community in particular may use the findings of the study to
enhance their rights as the study will highlight all the contemporary issues
with regards to constitutional right regarding environmental protection and the
rights to live in a peaceful, political, economic and social environment.

The research findings would boost the documented literature resource of

Kampala International University.

Having undertaken the study, the researcher would build good experience and
attain deeper insight of not only research but also public issues in relation to
poverty elevation.

1.7 Conceptual framework

Independent Variable Dependent variable

Print Media Poverty alleviation

News papers
Magazines
Books

Intervening variable

Public sensitization
Exposing of corrupt officials
Holding of talk shows on poverty
Reporting on economic
Performance

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 CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
In this chapter, the literature review for this study is discussed. This literature
review highlights sources in relation to the topic and the specific objectives of
the study. For this study, the literature is reviewed to gain more understanding
on the role of the media in poverty eradication.

2.1 Relationship between media and poverty reduction

When considering the relationship between the media, education and poverty a
number of aspects warrant attention, among them: media content
(representations, stereotypes, absences), media technologies (issues of access
and technological determinism), and media policies (which address language,
technology, content, and scheduling). Significantly, media content, technologies
and policies all convey discourses about both poverty and education that frame
the way these matters are constructed and thought of in society. The discourse
or body of ideas circulating in society about a particular topic or social group
can influence the way that we think and feel about others and the way that we
behave.

Discourses of class conveyed by the media include constructions of the poor

and homeless as a ‘problem’ associated with crime, disease, laziness and
substance abuse; as de-humanized statistics; as individual instances of
suffering detached from broader contributing factors like unemployment; as
lazy, ignorant, or otherwise responsible for their own misfortune, and many
variations on these themes (Kendall, 2005: 94-5). Frequently the poor and
uneducated are simply overlooked and rendered invisible in the media in favor
of press and entertainment media that enables the voices and viewpoints of
more prominent and affluent members of society to be expressed. For this
reason, publications such as The Big Issue are important because they enable
a degree of visibility, empowerment and self representation.

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2.1 Causes of poverty in Uganda
The key focus of this paper is to identify factors that are important drivers,
interrupters and maintainers of poverty (Hulme et al, 2001) in Uganda, which
is, influencing respectively movements into poverty, escapes from poverty and
the inability to escape from poverty. An important starting point for this paper
is to review existing approaches to identifying determinants of poverty, seen in
a dynamic perspective. Existing literature on factors underlying chronic, or
persistent, poverty is particularly relevant here, by helping identify the factors
that prevent individuals and households from making poverty transitions. This
can be viewed at different levels from the individual to national level and above,
although the focus here will mostly be on the household and community level,
reflecting available information for Uganda.

Chronic poverty is often seen as reflecting a lack of basic security, which is

pervasive both over time and across different aspects of living conditions
making it very difficult to escape poverty (Wresinski, 1987, Wood, 2003). A
standard and basic economic approach views household income as reflecting
the assets a household has command over and the returns to these assets, and
so poverty as reflecting inadequate levels of one or both of these. Asset
ownership and returns are of key importance, but a livelihoods approach (Ellis,
2000) is one important way of generalizing this approach to a broader
understanding of poverty, notably to a more dynamic approach which is of
particular relevance here. According to the livelihoods framework a household’s
livelihood strategy, and so its level of well being, depends on the assets it has
access to (classically financial, human, natural, physical and social capital);
the factors that mediate their access (for instance, gender relations or how
markets operate); and contextual factors (such as macro policies or shocks).
Both local factors and wider regional, national and global factors are important
influences of living conditions.

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Building on the livelihoods framework, and also drawing on Sen’s freedoms
approach (Sen, 1999), Hulme, Moore and Shepherd (2001) develop an extended
view of chronic poverty based on a wider range of “assets”, including political
and security assets. Some of these factors may be what economists more
typically think of as factors influencing returns to assets, but whichever
framework is used this approach is useful in thinking about the wide range of
factors influencing dynamic poverty status in Uganda.

In this paper we combine insights from qualitative and quantitative sources to

seek to identify these factors. As noted above, the qualitative assessment draws
particularly on the two rounds of the Uganda Participatory Poverty Assessment
Process (UPPAP), whose primary aim was to allow communities to express their
local understanding of poverty and their perceptions about policy priorities.
These intuitive understandings of poverty are often highly dynamic in nature,
and the participatory poverty assessments (PPAs) also help identify commonly
perceived causes of poverty transitions.

The PPAs do not though allow for an understanding of the relative importance
of different factors, nor do they enable generalization to a wider level. For these
reasons understandings of the factors influencing poverty dynamics are
frequently drawn from nationwide panel surveys, most commonly analyzed in
consumption/income terms but which can be related to a wide range of
correlates also available from the survey data. In this case, we analyze the
results of the 1992-99 household panel formed by the 1992/93 Integrated
Household Survey (IHS) and the 1999/2000 Uganda National Household
Survey (UNHS) for information on poverty correlates. Such analysis is
theoretically based on a Ramsey consumption growth model (Jalan and
Ravallion, 1999), which relates changes in household living conditions (or
discrete representations of this capturing movements across poverty lines) to
initial period levels of key household assets and other characteristics which are
likely to influence their subsequent fortunes (McCulloch, Baulch 1999).

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2.3 The role of the Media in poverty alleviation
Whereas some analysts observe that poverty is largely a rural phenomenon,
urban dwellers have not escaped effects of poverty, especially those in the
informal sector. Age-wise, the youth and the old are more likely to be poor.
Non-income indicators of poverty include education, survival, nutrition and
access to clean and safe drinking water. Education plays a major role in
strengthening human capabilities and reducing poverty. Government statistics
indicate that the poor are more likely to be less educated, a situation
condemning them to a vicious circle of poverty. In 1991 for example, about
54.3 percent of the rural poor were literate, compared to 61 percent for the
rural population as a whole. With high infant and under-five children deaths,
survival remains a big challenge associated with being poor. With good
nutrition, any human being stands to strengthen his or her body’s ability to
stand shocks like diseases (McCulloch, Baulch, 1999).

It would be unfair to leave out the poor’s definition of poverty. According to

studies by the World Bank (1995) and United Nations Development Programme
(UNDP) conducted in Shinyanga two years later, the poor considered securing
land tenure, availability of agricultural inputs, credit and suitable technology,
good transport, access to markets, and the potential to save as key aspects in
determining poverty levels. To improve equity and reduce poverty, the program
focuses on universal primary education, improved access to basic health,
expanded productive capacity in agriculture, development of the hitherto
overlooked arid and semi-arid areas, and upgrading the living conditions for
urban dwellers that have suffered from poor urban infrastructure and social
services mainly due to high urbanization rates (Ravallion, 2000).

Uganda, not willing to be left behind, has made substantial progress in social
and economic development since the USAID program was revived in 1990,
moving from recovery and reconstruction toward sustainable growth and

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poverty reduction. Nonetheless, significant challenges remain (Republic of
Uganda, 2000). Poverty remains overwhelming in rural areas where about 87
percent of the poor population lives. It is highest among households who
depend on agriculture. Income poverty is closely related to growth in the
productive and services sectors. Sector-based constraints precipitate income-
poverty to the extent that they limit growth in the sector(s) and hence adversely
affect the provision of services that reduce non-income poverty.  On Non-
income Poverty Most indicators in education have registered improvement in
the three years of PRSP as a result of implementing the Primary Education
Development Programme (PEDP). Gross Enrolment Rate reached 105.3 percent
and 106.3 percent in 2003 and 2004 respectively, compared to only 77.6
percent in 1990. Net Enrolment Rate (NER) attained in 2003 and 2004 is 88.5
percent and 90.5 percent respectively, compared to 58.8 percent in 1990.
Challenges of good classrooms alone won’t improve on quality of education
(Republic of Uganda 2000).

After getting a rough idea on the initiatives and challenges surrounding

regional efforts in fighting poverty, how can the media intervene? There was an
article entitled Africa’s Bright Outlook not Curbing Poverty, March 3 2006
(Reuters) filed from Dakar, Senegal www.msnbc.msn.com. Let us use these
excerpts from the article to establish how the media can promote and fight
poverty. Abdoulaye Bio-Tchane, the IMF Africa Director says that sub-saharan
Africa’s regional growth of 5 percent annually is still not enough to reduce biting
poverty. This is what is happening in Tanzania at the moment. The trend of
economic performance at the macro-level in the past six years has been above
5 per cent. The Tanzanian economy grew by 6.2 percent in 2002, 5.6 percent in
2003 (due to drought that led to reduced food supplies and decreased power
supply) and 6.7 percent in 2004/05.

Bio-Tchane, a former finance minister of Benin continues to say: Governments

across the continent had improved economic stability but still needed to do more

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to attract investments, in particular by tackling corruption. We all know that the
international press has not been that kind to Africa. However, some of the bad
news we complain about, like corruption, are actually true. In Dar es Salaam
for instance, media reports indicate that a Tanzanian envoy in Italy is alleged
to have pocketed $2 million (about Tsh2 billion) meant for purchasing embassy
premises.

The recent Kenya reports on graft which saw three ministers give way is one
good example of the role of media in reversing the wheel by, among others,
exposing/ tackling corruption which will in turn boost investors’ confidence
and eventually improve economic stability. This kind of intervention will make
governments keen on whatever they are doing as they will be held accountable
for any failures. "We should start seeing some results this year, but countries
must decide which sectors will benefit from the debt relief," says the senior IMF
official. When the G8 nations met in Gleneagles, Scotland last year, they not
only approved a proposal to forgive debts for 14 African countries but also
agreed to double aid for Africa to $50 billion by 2010. However, what they did
not do – which Africans wanted the most – was to put an end to farm export
subsidies. Removed, this would allow Africa penetrate the Western and
industrial world by at least $300-400 billion a year. The debt cancellation came
with conditions such as good governance, accountability and transparency
(Jalan, Ravallion, 2000).
   
By giving platform to experts and the public at large, the media can influence
the government in selection of priority areas/ sectors in which the money that
would otherwise be used for repaying the debts be invested so as to enable the
poor benefit from the cancellation. Soon after it was announced that Tanzania
would benefit from the G-8 debt relief initiative for example, economists at the
University of Dar es Salaam and from research centers suggested that:
“It would generally be vital to invest in sectors related to social services such as
education, water and health.”

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“Most Ugandans would benefit from the relief if the government considers of
investing in smallholder agricultural services where the majority of Ugandans
are employed… debt relief funds channeled to this sector is expected to, among
other things improve agricultural marketing since marketing of agricultural
products is a problem to farmers due to lack of access to markets.” (The Citizen,
2005)

The media can help in the fight against poverty by: highlighting investment
opportunities; writing inspirational success stories; disseminating information
on national strategies in fighting poverty (e.g Mkukuta, PRSP); influencing
policy/ decision-making in favor of identified development strategies; and
exposing bad policies/ regulations/ laws that scare investment. These include
bureaucracy and restrictions in doing business, cumbersome licensing
procedures, complicated tax system, insecurity, corruption and harassment of
small businesses (Appleton, S. 2001).

In addition, the media can enlighten readers on: stock market operations and
investment opportunities (e.g. Dar es Salaam Stock Exchange/ Nairobi Stock
Exchange/ Uganda Securities Exchange and Unit Trust of Tanzania); market
availability (when hunger was looming large in Kenya in 2005, most Tanzanian
maize traders opted exporting their products to Kenya following media reports
on high prices); weather forecast for crop production. (eg. drought or disease
resistant crops); and the need for access to capital. The media can also reduce
the digital divide between rural and urban areas hence fighting rural poverty
with accessible and meaningful information and communication technologies
such as radio, television, computers, satellite, mobile phones and the Internet,
(Okidi, McKay, 2003).

The snapshot survey of over 8,500 people worldwide showed that: 72% of
respondents had never heard of the Millennium Development Goals - the
international community's targets to halve poverty by 2015. 86% said there

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was not enough or too little media coverage of poverty in developing countries,
10% saying there was enough and 3% saying the coverage was too much.

The media and the internet inform us and help us keep a watch on our
development endeavors, they serve a surveillance function. The media provides
people with news, information, and warnings they need to make informed
decisions. For instance, the media house can let people be aware of the
economic crisis and also provide helpful information that can be used not only
in times of crisis but in daily life. (Bill Moyers 1997) The media sets our agendas
and help structure and interpret people’s lives, issues that the media covers and
or discuss consume people interests and help transform our ways of living. The
media helps us to connect with diverse groups in society and keeping in touch
with our employment base that is the government, keep a finger on the pulse
of public opinion, and a align ourselves with others in pursuit of eliminating
poverty. Mass media plays a centre role in a meaningful sharing ideas, feelings
and experiences as part of the process of fighting poverty and making sense of
our world. Brombek, (1976). It is identified that sharing ideas on radio as a
form of media, we try to make sense of our dynamic, ever changing economic
patterns. The media relations help define, who we are and what roles we
play in the wellbeing of our lives.

How well you progress toward achievement of self-life defines the

effectiveness of our media relations Cupach (1989). However, effectiveness is
not the sole determinant of media competence, but sometimes, despite
your best efforts and highly proficient media relations; you may not achieve
self-life. This may be due to forces beyond your controls, not the quality of
the media house. Every media is governed by the rules of the media council.
Rules govern who takes out trash and they create expectations regarding
appropriate deliverance in consumer satisfaction. However, satisfaction on
the side of the consumer (listeners) does not mean that one always gets what
he or she wants.

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The more satisfied both the media and listeners are, the more competent is
the media in addressing poverty. All the media expend a portion of their
energies trying to entertain their audiences. For instance, even though the
newspapers as a prime medium of information, it also contains
entertainment features, such as comics, games. Television, radio stations,
and magazines are devoted primarily through not only being exclusive to
entertainment, and even most news today is a mix of information and
entertainment that help relieve people of stress due to poverty. Despite the
concerted effort over the previous years, one billion people still leave in
extreme poverty and some countries have recently begun to get poor still
according to, United Nations development programs (UNDP, 2005).

In its human development report (2005), the UNDP, say poverty is not
inevitable, but only if poor countries introduced reforms and rich nations
respond with improved trade and aid (UNDP 2005).The cause of the world's
poverty is war, the consequent destruction of the land and the impossibility
to grow crops or make a normal living. Only, when there seemingly never
ending wars for power, money, regionalimbalance, race, end there is a
chance, poverty will decline. (Jos Huizen the Netherlands 2005). We are
definitely losing the fight against poverty; unemployment is high due to cheap
imports and bad economic policies. The biggest population living below one
dollar a day. And international monetary fund (IMF) still forcing governments to
open the economy more by selling state owned corporations or risk losing
loans. (Jos Huizen 2004).

According to Tajudeen (New vision 2003), to end poverty we need to do two

things. First we need to stop pointing fingers and blaming each other for the
current situation, regardless of how it started, poverty is here and a huge
problem. "If you give people food you keep them for a day, if you teach them to
become independent you help them for a life time" Tajudeen (2003). We need to

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give media house an opportunity to address the cause because poverty has
become a culture. It has its own traditions and customs, and some of these
cultural imperatives could be the main cause of poverty.

Tajudeen (2003), recently the Tanzania media women association (TANZIWA)

organized a one day seminar for print and electronic media editors that focused
on the role of the media could play in fighting poverty and corruption. The only
way poverty can be fought is when there's an incentive for people to work
and produce more. However, every day, the percentage of the world's people
in poverty declines a little bit, through the works of the media, people are being
drawn out of subsistence farming into cities to work for wages because of the
media house Godfrey Kaaya (2006). We are losing our fight against poverty as
Africans due to the fact that we are greedy and lack love for one another.
We do not have time to think of development but rather forces in the
western world giving us arms to kill one another Kaihurarukuba (2002).

According to Kaihurankuba(greater African radio2002), he postulated that in

today's world, societies and communities are being incorporated at an
accelerating rate, into large systems. The wide spread of media relations has led
to formation of larger and more powerful social system and hence a major
change in human life.

Large numbers of us today spend more time with the media than we do with
close relatives. In terms of time allocations, 80 percent of our media hours are
invested in listening to radio and watching Television. This has helped bring
the world near to the people and in process handling the issue of poverty.
Our reading averages about an hour a day split between newspapers, and
books and magazines as they provide information on economy and also reach
people by advertising possible employments to reduce the scourge of poverty.
And all these media contacts help fulfill a kaleidoscope of individual needs.

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To address the problem of poverty, the media has to provide a picture of
poverty. The media has to display data showing the main burden of poverty in
the country shouldered by people in the working environment, and also
identifying how the national cake is being unequally distributed especially in
the political scene. Lower average in some and more unequally distributed
income have resulted in large numbers of people in abject poverty. The threat
posed to media relations is increased ownership of media out lets by larger
non media companies.

This right however affects the course of action of the media in fighting
poverty. Steven Bill (2000). The bigger this gets, the less important the
media gets to the people due to the fact, these may only be focused to
commercial media relations than trying to address issues concerning people
development, and media relations become vulnerable to the interests of
these bigger non media companies. They, therefore prevent a new sweeping,
and unprecedented threat to free relations in the media, independent
initiative, and vibrant free market place of ideas. And their involvement
threatens to water down the values that would assure that the media dealt
with issues affecting the audience honorably, Brill (2000).

The press has been subsumed into a market psychology, because they are
now controlled by large non media companies of which they are simply a
piece. (Burt Newburne). Media failures to deliver and address poverish
states of individuals across nations are associated with the change in
structure. Arthur Schlesinger (1999). The media is a mainstream within
which our experiences and instructs are shared, and it is a force acting on
us to influence and direct our ways of living. From the entire literature
above, it is indicated according to different authors that the media in
fighting poverty has been challenged in some extent, and the audience
is becoming more fragmented, its segments more narrowly defined. It
isbecoming less of a mass audience.

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 CHAPTER THREE
METHODOLOGY

3.0 Introduction
This chapter included the methodology of the study. It entails research design,
geographical location/area and population, sampling design, data collection
methods and instruments, data analysis and processing and the limitations of
the study.

3.1 Research Design

This study employed the descriptive survey design. Descriptive studies are non-
experimental researches that describe the characteristics of a particular
individual, or of a group. No other method of observation provided this general
capability. Consequently, very large samples are feasible, making the results
statistically significant even when analyzing multiple variables. Many questions
were asked about a given topic giving considerable flexibility to the analysis. It
was survey-based on quantitative and qualitative data analysis.

3.2 Population of study

Using a convenient sampling of 100 of the population, it involved 20 Media
analysts, 10 Law makers, 20 political leaders, 10 political leaders, and 50
Community dwellers/residents.
3.3 Sample method
The researcher used purposive sampling technique since it ensures that the
only predetermined and chosen respondents are approached, hence getting
relevant, correct and adequate information. However, through this sampling
technique is chosen, it has a weakness that inadequate information can
sometimes be given because the selected respondents may be less informed on
the topic of research.

16
The number of respondents to be interviewed will be calculated using the
formula by Yamane (1967)

The formula state,

n = N

1 + N (e) 2
Where n is the sample size
N is the total population size
e is the level of precision
n = N
1 + N (e) 2
N is 60791
e is 0.1
n = 60791
1 + 60791 x 0.01

n = 60791

1 + 607.91

n = 60791

608.91

n = 99.8
n = 100 répondants

The sample size of 100 respondents was chosen and this was arrived at as:-20
Media analysts, 10 Law makers, 20 political leaders and 50 Community
dwellers/residents.

17
3.4 Sources of data collection
3.4.1 Source
The researcher collected data from both primary and secondary sources.

(a) Primary Data

This was sourced by physical and visiting of the files and collecting data
through variable tools. The respondents were got by first determining the
number of the respondents and then taking a physical visit to seek for the
consent of the respondents to have them answer the set questions in the
questionnaire and this was through following stratified random sampling
techniques in that respondents are first selected and then approached.

(b) Secondary data

This was sourced by reviewing of documented resources as newspapers,
journals, reports, presentations, magazines and online publications. This was
done in order to fist identify the existing information on the topic of research
project and to understand how much the respondent knows about the research
topic in order to avoid lies.

3.4.2 Methods of data collection

The following data collection instruments were used:-

(a) Questionnaire
This was designed in line with the topic, objectives and hypothesis. They
included both open and closed-ended questions. This instrument has been
selected because it is efficient and convenient in a way that the respondent is
given time to consult the documents before answering the questions. It is also
because the respondent can give unbiased answers since she/he is given to
write whatever she/he would like to write which would otherwise be hard for
the respondent to write if the researcher is present.

18
(b) Focus Group Discussions
The instrument is being chosen because the respondents give instant answers
and the data collected can easily be edited since the researcher will have heard
when the respondent is communicating (answering) the question. The
researcher here is saved from misinterpretation of questions since he can
rephrase the question if not fully heard or answered so that he can get the
relevant information wanted.

(c) Documentary Review

This included detailed review of already existing literature. The tool is selected
because it gives accurate, correct and historical data, which may be used for
future aspects.

3.5 Data analysis

3.5.1 Quantitative Data Analysis
Editing of the information from the respondents was done. This is before
leaving the respondent purposely to avoid the loss of material, misinformation
and also to check for uniformity, consistency, accuracy and comprehensibility.

3.5.2 Qualitative Data Analysis

Data was analyzed before, during and after collection. Before data collection,
tentative themes were identified. The tentative themes are social, economic and
environmental factors associated with globalization. After data collection,
information of the same codeswere assembled together and a report was
written.

3.6 Data processing and analysis

Data processing started by editing the schedules and coding the responses.
Editing, Coding and Tabulation techniques are used in data processing
exercise.Nachmas and Nichimas pointed out that it involves the transformation
of data gathered from the field into systematic categories and the

19
transformation of these categories into codes to enable quantitative analysis
and tabulation; the data collected is classified into a meaningful manner for
easy interpretation and understanding. This involved preparing data collected
into useful, clear and understandable data. The whole exercise involved
editing, tabulation and analyzing the data to enable the researcher draw
conclusions in relation to the research variables.

3.6.1 Editing
Editing is the process whereby the completed questionnaires and interview
schedules are analyzed in the hope of amending recording errors or at least
deleting data that are obviously erroneous. This is aimed at improving the
quality of information from respondents. The researcher fills out few
unanswered questions. However, answers filed are deducted from the
proceeding answers or questions.

3.6.2 Coding
The purpose of coding in research is to classify the answers to questionnaires
into meaningful categories so as to bring out their essential patterns. Coding
was used in this research in order to summarize data by classifying different
response given into categories for easy interpretation.
3.6.3 Tabulation
Data once edited and coded are put together in some kind of tables and may
undergo some other forms of statistical analysis. Data is put into some kind of
statistical table showing the number of occurrences of responses to particular
questions with percentage to express data in ratio form.
3.7 Ethical procedure
Before going to the field, the researcher began with getting authorization letter
from the Principal of faculty of Humanities and Social Sciences, took it to the
respondents and this enabled the researcher attain adequate information from
the respondents. During the process of data collection, confirmation was given

20
to the respondents in that the researcher assured the respondents that the
reason for the research was for academic purpose only.
3.8 Limitations of the study
1. Unwillingness of the respondents to effectively respond to the questions was
one of the most notable problems that the researcher faced while conducting
the research.
2. Hostility among some respondents was also another limitation of the study
in the sense that the researcher found that there are hostile respondents who
in the long run might turn down the request of the researcher to answer the
questions. Many of such respondents walked away in spite of the fact that the
researcher may try to plead for their attention.
3. Getting the political leaders and human rights activists was another
limitation since these two groups of people seems to have tight schedules.
Refusal of the respondents to effectively respond to the questions was one of
the most notable problems that the researcher faced while conducting the
research.
Rudeness and hostility among some respondents were also seen as other
limitations of the study in the sense that the researcher found that there are
rude and hostile respondents who in the long run turned down the request of
the researcher to answer the questions. Many of such respondents walked
away despite of the fact that the researcher may try to plead for their attention.
The researcher was affected by the prevailing weather conditions i.e. the rain. It
is true that the researcher was conducted during rainy season and it became
so hard for the researcher to find the respondents since they were in doors.
However, these problems were overcome by the researcher in the
following ways;
Strict adherence to the tight budget was the solution to the problem of lack of
finance.Humble talk and convincing of respondents was the way employed by
the respondents to overcome the problem of unwilling and shy respondents to
answer the questions.

21
 CHAPTER FOUR
PRESENTATION, ANALYSIS AND DISCUSSION OF THE FINDINGS
4.0 Introduction
The data was collected using both quantitative and qualitative methods, which
was then analyzed and processed to make it useful and understandable. Data
was collected, tabulated and then analyzed.

4.1 Social Demographic Characteristics

4.1.1 Age of the respondents
Respondents were asked questions related to their age and the results are
shown in the table below:
Table 2: Age distribution of respondent
Age group Frequency Percentage
Below 24 10 10
25 - 29 20 20
30 – 39 20 20
40 – 49 30 30
50 – above 20 20
TOTAL 100 100

Source: Primary Data

22
The table shows that 10% of the respondents were below 24 years, 20% were
between 25-29 years of age, 20% were between 30-39 years of age, 30% were
between 40-49 years and 20% were above 50 years of age.

4.1.2 Marital Status of the respondents

Another variable which was important in respect to the situation of the people
in the area was marital status. Information regarding marital status of the
respondents was obtained by asking them whether they were married, single,
widowed or widowers.

Table 3: Marital status

Marital Status Frequency Percentage

Married 50 50
Single 30 30
Widow 15 15
Widower 5 5
TOTAL 100 100

Source: Primary Data

Table 2 above shows that 50% of the respondents were married, 30% were
single, 15% were widows and 5% were widower

4.1.3 Sex of the respondents

23
Sex was also another factor which was considered during the study. This is
because the researcher was interested in finding out the number of females
and males in the whole of the population, and compares the percentage
composition of the two.

Table 4: Sex of the respondents

Sex Frequency Percentage
Female 40 40
Male 60 60
Total 100 100
Source: Primary Data

Table 3 above shows the sex of the respondents and it was found that 40% of
the respondents were females and 60% were males.

4.1.4 Educational status

Respondents were asked questions related to their educational status and
their responses are shown in the table below;

Table 5: Educational level of the respondents

Education levels Frequency Percentage
Uneducated 25 25
Primary 10 10
Secondary 10 10
University 20 20
Tertiary 25 25
Others 10 10
Total 100 100

24
Source: Primary Data

Table 4 above shows educational levels of the respondents and it revealed that
25% of the respondents were uneducated, 20% were of primary level, 10% had
secondary education, 20% received university education, 25% had tertiary
education and 10% fell under other levels of education.

4.2 Major causes of poverty in NTUNGAMO district

Table 6: Major causes of poverty in NTUNGAMO district
Response Total Percentage
Corruption 30 30
Illiteracy 20 20
Over population 20 20
Heavy expenditure in unproductive ventures 16 16

25
 Poor savings 14 14
Total 100 100
Source: Primary Data

The table above shows the causes of poverty in NTUNGAMO districtand the
findings revealed that;
Corruption is one of the causes of poverty in NTUNGAMO districtas per the
respondents. Majority (30%) of the respondents said that corruption
constitutes the major burden to NTUNGAMO district. The respondents said
that many of the leaders channel the resources meant for city development to
satisfy the personal needs and they forget about development, hence escalating
poverty problem in the country.

Over 20% of the respondents said that illiteracy is also a cause of poverty in
NTUNGAMO district. They said that many of the people in the city are not
leant and this makes them lag behind in development as many cannot compete
with others in this global world. Illiteracy in women is almost up to 65% in
Uganda and this has poorly contributed to poverty in the division.

In addition to the above, over 20% of the respondents said that the issue of
over population in the city cannot be undermined if we are talking about
poverty in NTUNGAMO district. The respondents noted that NTUNGAMO
districthas a dense population and this limits chances for all people to get
involved in development, hence lingering poverty among the people. The
available jobs cannot meet the demand of the city because people exceed the
demand. Many of these people are either born in the city or they just come to
the division due to urbanization which is on a high rate in Uganda.

Over 16% of the respondents noted that over expenditure on unproductive

ventures by the central government is yet another cause of poverty in
Makindye division. The respondents noted that the central government poorly

26
spends in purchase of ventures like weapons which are costly and yet they are
not priority on the city. Such spending of tax payers’ money only increases the
problem of poverty in the country.

Poor savings was also mentioned as another cause of poverty in Makindye

division. Over 14% of the respondents noted that many of the people in the city
have poor saving behaviors in that they do not want to save. Once there is poor
saving, little development is realized in the city by the city dwellers. Many the
people in the city are said to be heavy spenders and yet poor savers. This
problem escalates poverty in the division.

4.3 Ways how the media fights poverty in NTUNGAMO district

Table 6:Ways how the media fights poverty in NTUNGAMO district
Response Total Percentage
Reporting on corrupt officials 35 35
Corporate responsibility strategies 20 20
Organizing of poverty alleviation dialogues 30 30
Carrying on research on poverty 15 15
Total 100 100
Source: Primary Data
Table 6 above shows the ways how the media fights poverty in NTUNGAMO
districtand the findings revealed that;

Reporting on corrupt officials has been one of the ways how the media fights
poverty in NTUNGAMO districtwith over 35% of the respondents. The media
has on many occasions published the names of corrupt officials in the country
and NTUNGAMO districtin particular. Cases like those of KCC loss of funds,
the NSSF saga, Global Fund cases are just some of the few cases that the
media took a front move to fight in NTUNGAMO district, hence media’s
commitment in poverty fight.

27
Over 20% of the respondents said that the media fights poverty through
corporate responsibility strategies. The media like the Daily monitor and the
New Vision have for long funded development projects, sponsored people in
different fields like studies and have fully come back to the people to aid
development. This strategy is said to be fundamental to the public, hence
media’s role in fighting poverty in the NTUNGAMO district.

The respondents also said that organizing of poverty alleviation dialogues is yet
another way how the media fights poverty in NTUNGAMO district. Over 30%
of the respondents noted that the media organizes/ sponsors public dialogues
on the poverty. Such kinds of dialogues have yielded positive result as many
answers to tackling poverty have been identified. This is a direct involvement of
the media in poverty fight.

Over carrying out research on poverty 15% of the respondents said that
another way how the media fights poverty is through carrying out research on
poverty. The media has funded research to find out the causes of poverty and
the areas most hit by poverty in NTUNGAMO districtand the whole country at
large. The findings of the media have been used by the government to respond
to such people with immediacy.

4.4 Challenges faced by the media in fighting poverty in NTUNGAMO

district.
Table 8: Challenges faced by the media in fighting poverty in NTUNGAMO
district
Response Total Percentage
Inadequate resources 40 40
Government attacks 25 25
Poor cooperation with the public 22 22
Poor access to information 13 13

28
 Total 100 100
Source: Primary Data

The above shows the challenges faced by the media in fighting poverty in
NTUNGAMO districtand the findings revealed that;

Inadequate resources were one of the challenges met by the media in fighting
poverty in NTUNGAMO district. The majority (40%) of the respondents said
that the media faces a bit challenge in poverty fight because of adequate funds.
The respondents said that the government in many occasions does not fund
the media in its research, dialogues and other areas. The media is affected by
this, hence a challenge in its effort to fight corruption in the division.

Over 25% of the respondents noted that government attacks on the media are
yet another challenge faced by the media in fighting poverty in NTUNGAMO
district. The respondents noted that the government is the worst friend to close
the media many times. The media reports in poverty and media reporting of
corrupt officials have been denied by the government on grounds that the
findings are exaggerated. Such kind of situation affects the media’s effort to
fight poverty.

Poor cooperation with the public was another challenge mentioned by

respondents as a problem to media’s effort to fight poverty. The respondents
said that the media has poor relationship with the public as many people fear
to give information about poverty due to fear of being got by the government.
Such kind of situation retards poverty fight by the media.

Over 13% of the respondents said that lack of access to information by the
media also hinders the effort of the media in fighting poverty in NTUNGAMO
district. The respondents noted that the media in denied information especially
in the government offices and this makes it hard for the media to give accurate

29
information on the causes, level and perhaps measures needed to avert
information.

4.5 How the media fight on poverty can be improved in NTUNGAMO

district
Table 6: How the media fight on poverty can be improved in NTUNGAMO
district
Response Total Percentage
Fund the media 30 30
Avoid attacks on media 20 20
Improve relationship with the public 35 35
Avail information to the media 15 15
Total 100 100
Source: Primary Data

Table 6 above shows the ways how the media fight on poverty can be improved
in NTUNGAMO district and the findings revealed that;
Funding of the media was one of the ways given the respondents how the
media can fight poverty in NTUNGAMO districtas said by over 30% of the
respondents. The respondents said that the media should be funded by all the
stakeholders in poverty fight so as to equip it fight poverty in the city. The here
noted that what the media does is good and it needs funding from the
government, NGOs and civil society who are the major stakeholders in poverty
fight.

Over 20% of the respondents said that the media should not be interfered
with as the government many times does. They said that this jeopardizes the
role of the media in poverty fight. The respondents urged that the government
which is the biggest enemy of the media should live the media to do its work
other than interfering with it from time to time.

30
In addition to the above, the majority (35%) of the respondents here said that
improvement of the relationship between the media and the public is needed.
The respondents noted that the public should renew its relationship with the
media and gain confidence to work with the media in fighting poverty in
NTUNGAMO districtother than fearing.

Over 15% of the respondents noted that the media should be availed
information whenever it seeks any information. The media needs to access
information from all corners of the government and they should not deny the
media any right to information because even the constitution permits
freedom of information in article 1 of the constitution of Uganda.

CHAPTER FIVE

SUMMARY OF THE FINDINGS, RECOMMENDATION, AND CONCLUSIONS

5.0 Introduction
This chapter was concerned with the summary of the major findings,
recommendation and conclusion.

5.1 Summary of the study

31
The research was conducted in one area that is NTUNGAMO district. Political
leaders, law makers, media analysts and community members were involved in
the study. The research was guided by the objectives of the study which
included;to find out the major causes of poverty in NTUNGAMO district, to
identify the ways how the media fights poverty in NTUNGAMO district, to
establish the challenges faced by the media in fighting poverty in NTUNGAMO
districtand to find out how the media fight on corruption can be improved.

On the ways how the media fights poverty in Makindye division, the study
found that; reporting on corrupt officials, corporate responsibility strategies,
organizing of poverty alleviation dialogues, and carrying out research on
poverty. On the challenges faced by the media in fighting poverty in
NTUNGAMO district, the study found out that; inadequate resources,
government attacks, poor cooperation with the public, and lack of access to
information. On how the media fight on corruption can be improved, the study
found that; fund the media, avoid attacks on media, improve relationship with
the public and avail information to the media.

Conclusions and recommendations were then made after presenting and

interpreting the data.

32
5.2 CONCLUSIONS
Basing on the findings, poverty still remains a big problem in NTUNGAMO
districtand it needs immediate intervention by both the poor and the
government together with civil society organizations. The press is being used
to make a difference, for example to fight for causes, or alert people of
problems affecting them.Whereas some analysts observe that poverty is
largelya rural phenomenon, urban dwellers have not escaped effects of poverty,
especially those in the informal sector. Age-wise, the youth and the old are
more likely to be poor.Non-income indicators of poverty include education,
survival, nutrition and access to clean and safe drinking water. Education
plays a major role in strengthening human capabilities and reducing poverty.
Government statistics indicate that the poor are more likely to be less
educated, a situation condemning them to a vicious circle of poverty.Poverty in
NTUNGAMO districtaffects both men and women though the most affected
people are women who live in NTUNGAMO district.

5.3 RECOMMENDATIONS
The researcher came up with the following recommendations in an attempt
to help the media fight poverty in NTUNGAMO district.

One of the recommendations advanced by the researcher is working with

media. Working with the media is yet another recommendation given by the
researcher. The responsible people need to work with the media to fight
poverty and not to fight the media as it tries to fight poverty like through
reporting on corrupt officials. The media should be given chance to explore
on alleviation of poverty. So instead of limiting/regulating the media
information, the government and other stakeholders should work with the
media to fight poverty in NTUNGAMO district.

Granting of media freedom is one of the recommendations advanced by the

researcher. The researcher suggests that there should be media freedom to

33
report extensively because the media officials know what they are doing and
they should be left do decide on what to report about and not to be
interfered with any more.

Education of the public is yet another recommendation given the

researcher. The researcher suggests that the government should invest in
education of the people so as to improve their skills. Many people have no
skills needed to do many things in the city and this is very bad because
many people are left behind in development simply because of lack of skills
to do particular things.

Another recommendation advanced by the researcher is to finance the

media in its effort to fight poverty in NTUNGAMO district. The researcher
states that the media should be funded by the responsible bodies so as to
easily fight poverty in NTUNGAMO district.

Invitation of the investors into the country is yet another recommendation

given by the researcher. The researcher suggests that many people are poor
because they are not employed. So for this reason, the researcher states
that the government should create a good investment climate to the country
and invite many investors so that many people can get what do for income.

5.4 Areas for further research

Further research needs to be done on the relationship between the media
reports on poverty and poverty alleviation in NTUNGAMO district.
Furthermore, more research needs to be done on media freedom and
poverty alleviation in NTUNGAMO district.

34
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38
 APPENDICES
APPENDIX I
QUESTIONNAIRE

I MUBIAZALWA BONNY, a practicing research writer, kindly request you to

answer these questions in utmost faith that would really help me successfully
finish my course as a partial fulfillment to reach my dream of research writing
and publishing. I therefore affirm that this information is purely for the
academic purpose and policy formulating purposes by all stake holders of any
country.

SECTION A
1) Sex
(a) Male (b) Female

2) Age
(a) 20-25 (b) 25-30
(c) 30-40 (d) 41-50
(e) 50-60 (f) 61-70

3) Marital Status
(a) Married (b) Single
(c) Widower (d) Widow

4) Religion
(a) Catholic (b) Protestant
(c) Muslim (d) Others (Specify) ………………….

5) Educational Level
(a) None (b) Primary

39
(c) Secondary (d) Post Secondary
SECTION B
1) Do you have children?
(a) Yes (b) No

2) Have you ever heard of poverty?

(a) Yes (b) No
(c) If yes, state what you know about poverty
(a) ……………………………………………………….
(b) ……………………………………………………….
(c) ……………………………………………………….
(d) ……………………………………………………….
(e) ……………………………………………………….
(f) ……………………………………………………….

SECTION C
1) What do you think are the major causes of poverty in NTUNGAMO district?
(a) ……………………………………………………….
(b) ……………………………………………………….
(c) ……………………………………………………….
(d) ……………………………………………………….
(e) ……………………………………………………….
(f) ……………………………………………………….

2) What are the ways how the media fights poverty in NTUNGAMO district?
(a) ……………………………………………………….
(b) ……………………………………………………….
(c) ……………………………………………………….
(d) ……………………………………………………….
(e) ……………………………………………………….

40
(f) ……………………………………………………….

3) What are the challenges faced by the media in fighting poverty in

NTUNGAMO district?
(a) ……………………………………………………….
(b) ……………………………………………………….
(c) ……………………………………………………….
(d) ……………………………………………………….
(e) ……………………………………………………….
(f) ……………………………………………………….

END
THANK YOU

41
 APPENDIX II
BUDGET:

The study is estimated to cost 495,000/= arrived at as follows:-

ITEM COST (UGHS)

Stationary and other related costs 150,000
Transport 200,000
Communication 50,000
Photocopy 20,000
Typesetting and binding 50,000
Internet 15,000
Subsistence 25,000
Miscellaneous 35,000
Total 495,000

42