AN ANALYSIS OF THE EFFECTS OF IMPORTED PROGRAMS

TO LOCAL MEDIA:
A CASE STUDY OF UBC TELEVISION

BY

ZUHRA YAHYA IDD

REGNO: 211-023052-03203

A RESEARCH REPORT SUBMITTED TO THE DEPARTMENT

OF MASS COMMUNICATION, FACULTY OF ARTS AND
SOCIAL SCIENCES IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE AWARD OF A
BACHELOR OF SCIENCE IN MASS
COMMUNICATION OF ISLAMIC
UNIVERSITYIN UGANDA

AUGUST, 2014

TABLE OF CONTENTS
DECLARATION............................................................................................... III
DEDICATION.................................................................................................. IV
APPROVAL....................................................................................................... V
ACKNOWLEDGMENTS...................................................................................VI
ABSTRACT.................................................................................................... VII
LIST OF ACRONYMS.....................................................................................VII
CHAPTER ONE................................................................................................. 1
1.0 INTRODUCTION......................................................................................................1
1.1
BACKGROUND OF THE STUDY..............................................................................1
1.2
STATEMENT OF THE PROBLEM.............................................................................3
1.3
OBJECTIVES OF THE STUDY.................................................................................3
1.4
GENERAL OBJECTIVE..........................................................................................3
1.5
SPECIFIC OBJECTIVES.........................................................................................3
1.6
SIGNIFICANCE OF THE STUDY.............................................................................3
1.7
SCOPE OF THE STUDY.........................................................................................4
1.8 DEFINITION OF KEY TERMINOLOGIES......................................................................4
CHAPTER TWO................................................................................................ 6
LITERATURE REVIEW.....................................................................................6
2.0
2.1
2.2
2.3
2.4

INTRODUCTION...................................................................................................6
REVIEW OF RELATED LITERATURE.......................................................................6
MEDIA AND EFFECTS...........................................................................................6
MEDIA CONSUMPTION PATTERNS AND ROLE OF TELEVISION IN SOCIETY...............7
POLICY CONCERNS...............................................................................................8

CHAPTER THREE.......................................................................................... 12
RESEARCH METHODOLOGY.........................................................................12
3.0 INTRODUCTION...................................................................................................12
3.1 RESEARCH DESIGN.............................................................................................12
3.2 AREA OF THE STUDY...........................................................................................12
3.3 POPULATION OF THE STUDY................................................................................13
3.4 SAMPLING DESIGN.............................................................................................13
3.5 SAMPLE SIZE......................................................................................................13
3.6 DATA COLLECTION TOOLS.....................................................................................13
3.6.1 OBSERVATION.....................................................................................................13
3.6.2 INTERVIEW.......................................................................................................14
3.6.3 QUESTIONNAIRES..............................................................................................14
3.8
DATA ANALYSIS METHODS................................................................................14

CHAPTER FOUR........................................................................................... 15
DATA ANALYSIS AND PRESENTATION.........................................................15
4.0
4.1
4.3

INTRODUCTION..................................................................................................15
ANSWER TO SOME RESEARCH QUESTIONS..........................................................16
DISCUSSION OF FINDINGS..................................................................................21

CHAPTER FIVE.............................................................................................. 25
SUMMARY, RECOMMENDATION AND CONCLUSION...................................25
5.1
5.2
5.3
5.4

SUMMARY...........................................................................................................25
RECOMMENDATIONS............................................................................................26
CONCLUSION.......................................................................................................27
SUGGESTIONS FOR FURTHER STUDIES..................................................................28

APPENDIX A.................................................................................................... A
REFERENCES.................................................................................................. A

DECLARATION
I, Zuhura Yahya, Regno. 211-023052-03203, does hereby declare to the best of my
knowledge that this Research Report is my original work except where otherwise
acknowledged and it has never been presented to any institution of higher learning.

Signature:..................................

Date: .

Zuhura Yahaya
(Student)

DEDICATION
With love to Mum and Dad, brothers and sisters plus all my friends for everything you
have done for me.

APPROVAL
I hereby confirm that this study has been conducted by the researcher under my guidance
and supervision and is now ready for submission.

Signature

Date: ...

Mr. Thembo James

(Supervisor)

ACKNOWLEDGMENTS
I take this opportunity to express my profound gratitude and deep regards to my
Supervisor Mr James Thembo for his exemplary guidance, monitoring and constant
encouragement throughout the course of this Project. The blessing, help and guidance
given by him time to time shall carry me a long way in the journey of life on which I am
about to embark.
I am obliged to the University staff, members of Uganda Broadcasting Cooperations
(UBC) Television, for the valuable information provided by them in their respective
fields. I am grateful for their cooperation during the period of my assignment.
Lastly, I thank The Almighty Allah for life and health, without Him, I wouldnt have
accomplished anything. I also thank my parents, brother, sisters and friends for their
constant encouragement without which this assignment would not be possible.
May the Almighty reward them abundantly!!

ABSTRACT
This study probes the effects of imported programs to Local Media specifically Uganda
broadcasting cooperation (UBC). It tackles the impact of western/imported TV
Programes, and other Medias on Ugandan society or Local Media. The research finds out
that the current trends of lifestyle behaviors in Uganda as observed is significantly
associated with their perception of media which makes them resort to western culture and
exposure to imported Tv Programmes. The assumption that foreign media content has
direct effects is shared by optimistic modernization theory, on which Optimistic
Modernization theory -- the belief that industrialization and economic development lead
directly to positive social and political change -- has been a subject of intense scholarly
and policy interest for more than half a century. It came back into vogue in Washington
during the 1990s, thanks to the global spread of free markets and the third wave of
democratization, and continues to inform much of U.S. policy toward the developing
world. After decades of derision, moreover, a loose or weak version of it is experiencing
a revival in the academy as well -- something that would assuredly delight or appall the
bloodied combatants in the field's original theoretical battles.

LIST OF ACRONYMS
ICT

Information and Communication Technology

KCCA

Kampala City Council Authority

TV

Television

UBC

Uganda Broadcasting Cooperation

UEFA

Union of European Football Associations

CHAPTER ONE
1.0

Introduction
This chapter presents the background to the study, statement of the problem, purpose of
the study, objectives of the study, research questions, significance of the study, scope of
the study, and conceptual frame work.

1.1

Background of the Study

The world has been reduced into a global village as a result of the emergence of
Information and Communication Technology (ICT). Imported television programs sis one
of such technologies. It is a modern digital technology that makes use of computers to
send vast amount of digital information to all parts of the globe. Imported television
programs as a new distributing medium emerged as a result of digital technology and the
internet which has triggered a revolution in the way information is stored and transmitted
which has permanently changed the media environment. Thus the traditional mass
communication media (television and radio) are struggling to cope with this drastic
development.
Today, communication changes are moving faster than ever before for the mass media
industries, this means increased costs, to replace old equipment, for consumers, this
means a confusing array of products. Thus satellite signals are compressed in order to
allow a greater number of channels to be transmitted to and from an orbiting satellite to
prevent people from receiving the signals without a subscription. The signals are
encrypted (scrambled so that only those with a proper decoder can view them). The
satellite receiver decrypts the signals and distributes them to one or more TV sets.
The multiple channels transmitted by imported television programs are mostly foreign
programs produced by the rich industrialized (developed) countries of the west and
transmitted to the developing countries of North America, Africa and Asia, making these
countries to become dependent. Perhaps Uganda as a developing country has also in a
great deal depended on such foreign programs and of course has been importing both
hard and soft ware product containing such programs; this has great consequences.

Continued dependence on western media programs for their broadcast system would be
disastrous to their culture and development the adaption of borrowed goal and sets of
professional norms from the western mass media is inappropriate for meeting the needs
of developing nations. It is sad to note that the media of developed nations have
continued to portray the regions of developing world as areas of earth quakes, national
disasters, dictators, military coup detas, economic chaos, conflicts, catastrophe, hunger,
famine, political instability, Aids, malaria, bureaucratic inefficiency, official corruption
etc.
Uganda is now experiencing cultural inversion, foreign culture has eroded the culture of
the people and the effect is seen in the way we dress, talk and eat amongst others. This
trend is quite clear on our campuses, as you see students try to model their life style on
some actors they admire seeing on imported television programs. Little wonder therefore,
today girls put on low western trousers and go about half - naked with tops that exposes
their breasts. Theirhair-dos and make-ups are alien. Boys are not excluded, as they lower
their trousers to reveal their inner wears in Africa where cultural values up hold decency
in dressing and behavior. Indecent dressing has caused a lot of problems on our
campuses. Lecturers accuse students of seducing them with indecent dressing, rape cases
are still on the increase on campus. Almost every youth in Uganda today is a fan of one
football club or the other. Thus, teams like Chelsea, Arsenal, Manchester United, Liver
pool and space, have become a brand name in every home. Fans turn up in large numbers
to watch their various teams play as they cheer them up with loud shouts and do other
crazy things anytime a team scores a goal. Youths go as far as killing one another because
of such football. Imported television programs transmit different types of football
leagues, like the UEFA champions league, Premier league, La-liga and so on. Viewing
these matches takes away the youths productive time as they go about in JC dresses
carrying preferred names of players. This has adversely affected our local sports as you
hardly hear names of our local football clubs like KCC, Villa and so on. Our stadiums are
dried up any time there is a match because people prefer football and other programs
transmitted by imported television programs.

1.2

Statement of the Problem

The transmission of foreign programs to our local media is having a lot of influence on
the political, social and cultural institutions in Uganda. The youth in this case are mostly
affected since they are more likely to copy western norms and values which they perceive
to be more preferable to the indigenous culture. Therefore there is fear of propaganda and
transmission of provocative material that can increase tension domestically and
internationally and the promotion of cultural imperialism. It is on this note that the
research analyses on the effects of imported programs to local media and its implication
on our cultural values, using Uganda broadcasting cooperation Television as a case study.

1.3

Objectives of the Study

1.4

General Objective
To analyze the effects of imported programs to local media

1.5

Specific Objectives
To assess the influence of imported programs on the youths and other stake holders in
Uganda
To find out whether Ugandans prefer imported programmes to local media programmes.
To ascertain the challenges posed by imported programs on our local media content
1.5

Research Questions
How do imported television programs influence the Ugandan Youths and other stake
holders?
Why do Ugandans prefer imported television programs to Local Media programs?
What are the challenges posed by imported television programs on our Local Media?

1.6

Significance of the Study

The study will help the Uganda Broadcasting Cooperation Television (UBC), to analyze
the effects of imported programs to Local Media and devices proper ways under its
guidelines on how to license and end the operations of imported television programs in
Uganda. It will sound as a warning to the Ugandan audiences on the negative aspects of
3

imitating the alien culture at the detriment of African culture, and suggest possible ways
Uganda can make the best use of imported television programs broadcasting.
It will alert the Ugandas Ministry of Culture to develop polices on how to safe guard
and promote the culture of its people.
To the Local Media stations operating in Uganda it will be a wake-up call on the need to
generate quality local content programs that will reflect the true culture of the people.
And can compete side by side with the foreign programs transmitted by satellite
Television
1.7

Scope of the Study

The study consisted of how imported television programs are influencing the Uganda
audience and impeding development on our local structures. It focuses on the negative
effect of imported television programs on the cultural value of Uganda and how such
programmes are affecting our local media programs. It used Uganda Broadcasting
Cooperation Television (UBC) as a case study.

1.8

Definition of Key Terminologies

Culture:
Carey sees culture as a process, but it can also refer to some shared attributes of human
groups (such as their physical environment, tools, religion, customs and practices or their
whole way of life). McQuail D.(2005:113).
Digital Technology:
Any system for recording and reading information, images, sound in computer base
numerical codes rather than in the older analog system were information is directly
stored on film or tape and copies are lower quality than original beside being easier to
access, manipulate and store than analog copies. Digital versions of text are all of equal
quality.

Digital Information (Signal):

An electronic signal that changes indiscrete steps each representing a numerical data
value or logic state.
Information and Communication Technology:
Is the design, development, implementation, support or management of computer-based
information system, particularly software application and computer hardwares.
(According to information technology association of America ITAA, n.d)
Mass Media:
According to Hoffmann M. (2007:178) any form of communication produced by a few
for the consumption by many people. Mass Media are channels of communication
through which massages flow, as the massages go through the channels, they are
distorted, when people receive media massage they have no opportunity for immediate
feedback with the producer of the program.
Satellite:
An earth-orbiting communication spacecraft designed to send and receive date from other
satellite or earth station. This data may carry voice, audio, video or other information; it
is the bases for satellite television, certain kinds of internet access and cell phone uses.

CHAPTER TWO
LITERATURE REVIEW
2.0

Introduction
The actual literature reviewed for this study are books, journals of communication,
professional publications both published and unpublished works, seminar works, projects,
among others.

2.1

Review of Related Literature

Decades of studies on the consequences of mass media exposure demonstrate that effects
are varied and reciprocal the media impact audiences and audiences also impact media by
the intensity and frequency of their usage. The results of mass media for promoting social
change, especially in developing countries, have become important for public health.
Finnegan, Viswanath, (1997) have identified three effects or functions, of media: (1) the
knowledge gap, (2) agenda setting, and (3) cultivation of shared public perceptions.

2.2

Media and Effects

Media has become a strong influence in society, especially on the youth of today. People
are constantly exposed to a huge number of images of violence, sex, celebrities,
products, and so much more on television that it has become the most influential media
distribution channel. So, it can be said that it affects the children (6 years to 12 years of
age), teenagers (13 years to 17 years of age) and young adults (18 years to 25 years of
age) in various ways. These effects of sexual media content on viewers include
cognitive, emotional, attitudinal, and behavioral outcomes (Huston, Wartella, and
Donnerstein, 1998). In other words, sexual content on television can inflict effects on its
audience in terms of their beliefs, behavior, and emotions.
Media shapes the thoughts and views of its audience in various ways. For example, in a
study done by Dr. Michelle M. Garrison, of the Seattle Childrens Research Institute
(Anon, 2011), use of media including video games, internet, and television, was
examined to determine its impact on the sleep patterns of pre-school aged children. It
was found that exposure to violent content, usually from young childrens television
6

programming, had a significant negative impact on sleep patterns, causing nightmares,

decreased alertness, and difficulty in falling asleep.

Another example would be the

Cultivation Theory developed by George Gerbner in 1977 that states that long-term
exposure to television causes people to actually believe the social reality portrayed on it
(Evra, 1990). Then, there is the Agenda-setting theory developed by Dr. McCombs and
Dr. Shaw that says that the news media has the power to influence the salience of topics
on the public agenda (Shaw, 2008).
Apart from these, there are numerous other examples that demonstrate the influence of
media on society. Therefore, it can be concluded that different forms and types of media
affect peoples behavior, their thought processes, their emotions, and their beliefs.
2.3

Media Consumption Patterns and Role of Television in Society

This research also calls for examining the role of the television and the media
consumption patterns in society. In regards to media consumption, in a recent INMA
Readers Loyalty conference in London, the CEO of Evolts UK, Jim Chisholm
pointed out in an article that different demographic groups show distinctly different
consumption patterns in loyalty, frequency, and intensity (Miller, 2011). Although he
was talking about print media, this can easily be applied to different types of media, for
example the television. Besides that, an article by Reinberg (2010) regarding a study by
the Kaiser Family Foundation reported that the amount of hours used in media
consumption by youths from the age of 8 to 18 has markedly increased over a six year
period, from 6 hours and 21 minutes to 7 hours and 38 minutes. The study also showed
that overall TV consumption increased by 38 minutes.
Concerning the role of the television, both in society and also as a mass medium, it has
been said that the television is a transitory medium, one that doesnt require door-to-door
circulation unlike newspapers. In Mass Communication (Anon., n.d.), its said that there
are a large amount of illiterate people. Such people may not be able to

read

newspaper, but they can watch the television. Anyone with a television receiver can
access the information shown on television, making it an ideal medium to transmit
messages to a large audience, especially as television also has a wide output, range and
reach. In his paper, presented at the 4th Nordic Conference on the Anthropology of Post7

Socialism, Vukanovich (2002) states that the television delivers the world into the
household, bringing both good and bad influences; the latter of course, includes sexual
content.
2.4

Policy concerns
The broadcast sector in Uganda has been influenced by the changes in the sector at the
global level. The liberalization of the broadcast sector in Uganda starting with the early
1990s reduced the influence of government and introduced a range of private players who
have established radio stations, TV stations and ISPs in the different regions of the country
(Broadcasting Council 2004, Kibazo and Kanaabi 2007, Mwesige and Tabaire 2010).
According the Uganda Communications Commission (www.ucc.org), there are currently
over 200 radio stations and 40 television stations registered, up from 80 radio stations and
nine television stations in 2004. There has been great growth in the mobile telephony sector
as well, with an increase in mobile phone service providers and mobile telephone lines
reported.
Apart from the Uganda Broadcasting Corporation which is owned by government, the
broadcast media in Uganda are owned by politicians, religious organisations and leaders,
NGOs, businessmen and women, and in very few cases, communities. The Vision Group
has extended its influence in the broadcast sector, currently owning a radio station that
broadcasts in each of the regional languages of Uganda (except Ngakarimajong) in addition
to television stations, newspapers and magazines in English and the major local languages.
The Nation Media Group owns KFM and Dembe FM, which are largely based in the
central region. However, they also own NTV whose influence across the country is
growing, as well as the Daily and Sunday Monitor Newspapers which are available both in
print and online.
Evaluative studies conducted in the past five years recognize the important role that the
Uganda Broadcasting Corporation is playing in availing programming on aspects such as
agriculture, the environment, literacy etc. that may be important even though they are not
seen by the privately owned stations as commercially viable. However, the studies on the
whole, have cast doubt on the genuineness of the Uganda Broadcasting Corporation as a
8

public broadcaster. This evaluation is based on standards for the conversion of state
broadcasters to public broadcasters set out in international instruments including the
African Charter on Broadcasting, 2001 and the Declaration of Principles on Freedom of
Expression in Africa to which Uganda is signatory. The standards focus on the
broadcasters independence, accessibility and universality of services, accountability
mechanisms, funding mechanisms, diversity and universal access (Mwesige and Balikowa
2008, cf. Lugalambi and Mwesige 2010 and OSSIEA 2012).
Assessments of the performance of the privately owned stations acknowledge the positive
contribution of the privately owned stations to diversity and expression, but they raise
concerns about editorial independence and professional conduct. Kibazo and Kanaabi
(2007) found, for instance, that proprietors interfere with operations, sometimes issuing
instructions to prioritise or downplay specific stories. They also found that there is still a
considerable amount of political interference in the broadcast sector despite its
liberalization as exemplified in the following quotation.
In Central, Eastern and Western Uganda, there are radio stations on which alternative
political or religious views cannot be aired....In other instances, editors and presenters are
under instruction to propagate certain agendas and suppress news that is not in the interest
of the station owners or their associates . Editors said they receive instructions to lead with
stories that involve either the station directors or advertisers even when they do not merit
[sic].
Wasswa (2011) in assessing the role of the media in rural Uganda had this to say:
The situation of pressure from both government and big advertisers is more critical in
upcountry media organisations which have fewer resources, a largely unskilled manpower,
excessive owner-influence, and poor management, editorial and marketing skills. (2011:
Wasswa observes further that trainers from organisations such as the Uganda Media
Development Foundation have noted that management at upcountry stations tends to be
shaky and arbitrary. They have a high staff turnover owing mostly to poor pay and
working conditions and most of their staff are freelance. Most of their programmes are
copied from stations based in Kampala rather than produced organically.
9

The media in Uganda have also been affected by commercialization. Mosco and Rideout
(1997:168) define commercialization as the process that takes place when the state
replaces forms of regulation based on public interest and public service with market
standards. Fourie (2007) adds, In the communication industry, this has meant greater
emphasis on market position and profitability. In other words, the emphasis is no longer on
providing a universal service to the public such as public service broadcasting. Without
regulations, certain kinds of programming are bound to be neglected, even to the detriment
of the public interest, as stations prioritize popularity and marketability.
Everything, Fourie concludes, depends on audience size, advertising revenue and
producing programming/content that searches for the biggest audience and linkages to
other revenue-generating media.
Another major influence emerging out of global trends in the media sector has been
convergence.
Fourie (2007) defines convergence as, The coming together of information and
communication technologies (ICTs), especially the merging of telecommunications and
traditional media, creating new ways of producing, distributing and using knowledge ,
information and entertainment....The 10 telecommunications network provides the
electronic/digital media platform for the development of new communication and
information services including database access, the internet, pay television, high definition
television and multimedia.
One of the major outcomes of this convergence of technologies and distribution platforms
is the element of interactivity. By their nature, digital media platforms create increased
opportunities for immediate feedback which provides great opportunities for participation.
Digitisation also allows for more efficient use of bandwidth as well as increased usercontrol (Berger 2010, Kadilo 2011). However digitization also creates a need for vigilance
on the part of the regulator as harmful communication can get multiplied and disseminated
much faster and the damage may be difficult to undo. The challenge for policy and
regulation becomes to create a conducive environment for vibrant development and

10

innovation in communication while putting in place measures to manage the potential

dysfunctions.

11

CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
This study is designed to analyse the effects of imported programs to local media, a case study
Uganda Broadcasting cooperation Television (UBC). This goal cannot be achieved unless the
research work is orderly, imaginative, logical and accurate.
Hence, this chapter is associated with the research methods that were used in carrying out the
work. The pertinent pointed here is that it helps to know which method was appropriate for
the research.
3.1 Research Design
According to Ram (2001), research design is a detailed plan of how the objectives of research
were achieved.
According to Antle (2010), a design is a plan or means or approach of obtaining data for a
specific study and it explains how the study is to be organized and implemented in detail. The
design therefore put into account all the steps involved in the study concerning the topic.
The study was cross-sectional basically both qualitative and quantitative methods were used.
The study analyses the effects of imported programs to local media case study of UBC
Television, the influence of imported programs on the youths and other stake holders in
Uganda, why Ugandans prefer imported programmes to local media programmes, and the
challenges posed by imported programs on our local media content.
3.2 Area of the Study
The geographical location of this research work was within Uganda specifically Uganda
Broadcasting Cooperation Television as it is the pioneer of TV Organization introduced in
Uganda in the year 1963.
The area comprise of about several workers internally and externally. But based on this study,
one fifty individuals were selected for this study using the random sampling method.

12

The research analyses the effects of imported programs to local media and how such influence
can be prevented.
3.3

Population of the Study

In this research study, the population used comprised of individuals in the audience of
Uganda Broadcasting Cooperation Television (UBC), the employees in the Media house
and other stake holders.

3.4

Sampling Design
The researcher used random sampling in the interest of the time and reliable information
desired

3.5

Sample Size
Random Sampling was used in this case and the sample considered 120 respondents from
different departments of Uganda Broadcasting Cooperation and audiences of this
television platform.

3.6

Data collection tools.

Research methods were done based on the field visits to offices. The techniques used for
data collection were both qualitative and quantitative. These included: In-depth
interviews, Observation, Questionnaires, and Documentary evidence. Here minor
adjustments will be made for purposes of clarifying some questions and ensuring that the
right information was gathered in the field.

3.6.1

Observation
The researcher went to the field and received knowledge from the knowledgeable workers
of Uganda Broadcasting Cooperation television and homes of different television viewers
by the use of the senses. The researcher was able to notice and record happenings or the
way a person looks at things, observe the way things are done and write his report
according to what has been observed.

3.6.2

Interview
Interviews were made to the study group of the researcher. Interview schedules were
arranged to extract information relating to analysis of the effects of imported programs to
13

local media, the influence of imported programs on the youths and other stake holders,
findings whether Ugandans prefer imported programmes to local media programmes,
and lastly challenges posed by imported programs on our local media content.
3.6.3 Questionnaires
This was employed in collecting information from the key informants to the study.
Questionnaires was distributed to the key informants who are believed to be literate; the
questionnaires included both open and closed questions to allow the respondents to freely
express views at the same time so as to make quick answering on the straightforward
questions.
3.7 Data presentation:
The researcher analyses complete interpretation of results. This data was collected
together compared with what was actually going on and this enabled the researcher to
develop new ideas .he data presented in report will be presented in form of tables and
graphs and tables.
3.8

Data Analysis Methods

Data management was done with the respondents to ensure accuracy and correction of
errors. It was tabulated using special package basing on the socio-demographic and
economic variables like age, sex, and income levels to mention but a few.

14

CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION
4.0

Introduction
This chapter presents the analysis and description of findings. Descriptive statistics was
used to describe the respondents bio-data items, which included age, sex, marital status,
questionnaire response, educational level and position held in the organization.
The response rate of this study is 120 and the administered questionnaires needed were
properly answered. The results of this study are presented in tables and percentages which
will correctly provide clarity in understanding. Chi square is the important statistical
equipment used in testing the significance of the result using 98% level of confidence with
0.05% of error probability level.
For this study, 400 questionnaires would have been distributed to respondents; but based on
time and money limit, I distributed 200 questionnaires to respondents. I50 were returned 30
were discarded for several reasons including incomplete data or unnecessary information.
This distribution however, was spread over the Uganda Broadcasting Cooperation
Television and other stake holders like the Television viewers.
In the total responses of 120, 62 respondents representing 51.7% of sample were male and
58 respondents representing 48.3% were female. Total of 13 respondents or 10.8% were
within the minor group doing certificate courses, while 107 or 89.2% respondents were
adults, as seen in the table answered below:
Table 4.1: Responses according to gender?
Response

Frequency

Percentage

Male

62

51.7

Female

58

48.3

Total

120

100

Table 4.2: Responses according to age bracket?

Response

Frequency

Percentage

16 - 17

13

19.8

18 - above

107

Total

120

15

89.2
100

4.1 Answer to Some Research Questions

In answer to some research questions set earlier in this study, the researcher found out that
most individuals depend on television for information and entertainment more than other
media and on which they enjoyed Imported Programs more than their Local Television
programs. This is shown in the table below:
Table 4.3:

Preference for media

Q1:Which of the following media do you mostly depend on Information and entertainment?

rce:

Media

Frequency

Percentage

Radio

16

13.3

Television

75

62.5

Magazines

11

9.2

Newspapers

18

15

Total

120

100

Sou

Field of study 2014

From the above table, 75 respondents reported that they depend on television for
information and entertainment than other media while 45 depend on other media
for information and entertainment.
Table 4:

Preference for Tv programme.

Q2:Which of the countries produced Tv programmes do youprefer?

Country

Frequency

Percentage

Western/Imported

65

54.2

Ugandan/ African

36

30

None of the above

19

15.8

Total

120

100

Source: Field of Study 2014

The above table has shown that Ugandan youths and individuals as represented by
Uganda Broad Casting Cooperations Television prefer to expose themselves to
16

Imported television programmes than to local ones. Respondents gave several

reasons for their preference for programmes. For these who prefer television
programmes of the Western origin; 21 or 17.5% says because they are more
entertaining. 12 or 10% reported that they are higher quality production. 9 or
7.5% say that they teach conventional ways of behaviour. 3 or 2.5% say they are
more realistic and 20 or 16.7% responded that they are more educative.
For respondents who prefer local television programmes 14 or 11.7% say they do
because they are Ugandans, 13 or 10.8% of the respondents reflected indigenous
culture. 8 or 6.7% reported that they have more relevance to the environment.
For those who have no preference, 20 or 16.7 say that their preference varies with
programmes.

Table 4.5:

Level of television viewing.

Q3:How often do you watch Television?

Degree

Frequency

Percentage

Very often

46

38.3

Often

33

27.5

Seldom

15

12.5

Rarely

15

12.5

No option

11

9.3

Total

120

100

Source: Field of study 2014

The first two columns were classified as high television viewers. While the
remaining columns were classified as low television viewers.65.8% of respondents
are high television viewers while 34.3 are low television watchers.therefore, watch
television more often than other media.
17

Table 6:Influence of Tv

Q4:

on the dressing.

Do what you see on Imported Tv Programs influence your dressing

mode?
Response

Frequency

Percentage

Yes

69

57.5

No

35

29.2

No comment

16

13.3

Total

120

100

Source: Field of Study 2014

The above table shows that the importedtelevision programmes affects the respondents
dressing code. On which from the responses, 69 or 57.5% of respondents said yes, it
influence the way we dress, while 35 or 29.2% said no, it does not influence the way we
dress and 16 or 13.3% made no comment.
Table 4.7:Identification

with television stars.

Q6:Do Uganda Youths identify more with western or local Tv Stars as models?
Origin of stars

Frequency

Percentage

Imported/Western

69

57.5

African/ Ugandan

28

23.3

Others

23

19.2

Total

120

100

Source: field of Study 2014

The Western Stars are those from Western Europe mainly British and USA.
Ugandan/ African stars are those from Uganda and other parts of Africa. Others are
mainly stars in Latin America, Chinese and India. The table above shows that
respondents identify more with Western television stars.

18

Table 4.8:Cross

tabulation of television stars identification with imitation.

Q7: Do you imitate the identified stars/ characters?

Country

Yes

No

Row Total

Western/Imported

51 (73.9%)

18 (26.1%)

69

African/ Ugandan

13 (46.4%)

15 (53.6%)

28

Others

3 (50%)

3 (50%)

Mixed

14 (82.4%)

3 (17.6%)

17

Total

81 (67.5%)

39 (32.5%)

120

Programs

Source: Field of Study 2014

Table 4.8 shows that 73.9% of those who identified with Western Stars imitate their
qualities. 46.4% of those who identified with local stars reports imitate of such
stars. 50% of the respondents, reports imitation of other countries stars. While
82.4% says that they imitate the qualities of Western and African/Ugandan stars.
Generally, 67.5% reported imitation of the countries stars while 32.5% says they do
not imitate the countries stars.
Table4.9:

Preference for Ugandan Tv Programmes.

Q8:Would improvement in production quality of Ugandan Tv programmes
make you watch more of them?
Response

Frequency

Percentage

Yes

107

89.2
19

No

13

10.8

Total

120

100

Source: Field of Study 2014

The above table data is gotten from the question would improvement in the production
quality of Ugandan/ African television programmes make you watch more of them? 107
or 89.2% respondent will watch more of local programmes than they are currently doing
while 13 or 10.8 will not.

Table 4.10:

Emigration of the respondents.

Q11:would you like to emigrate from Uganda to anotherCountry?

Response

Frequency

Percentage

Yes

86

71.7

No

34

28.3

Total

120

100

Source: Field of Study 2014

The table 4.11 shows that 86 or 71.7% respondents would want to emigrate to other
country while 34 or 28.3% would not want to emigrate to other countries. Countries like
USA, Germany, Italy, Sweden, Britain, Japan, Thailand, among others are countries they
would like to emigrate to.
4.3 Discussion of Findings
A number of major conclusions may be drawn from the result and findings of this study.
There is statistical significant relationship between how often one watches television and
ones tendency to identify with imported television Porgram star as models. The results
showed a positive relationship which means that as television exposure tends to go up,

20

identification with imported television Programme stars especially American television stars
also tends to go up.
This suggests that the average daily television broadcast content and video cassettes contents
in Uganda are more of foreign origin than local ones. Ugandan youths and other individuals
also tend to identify with Imported Programmes television star as role models for various
reasons ranging from their perception of the programmes in which the stars appear as being
of high product quality to the belief that the stars themselves exhibit qualities which are in
tune with time.
This study also indicates that Ugandanindividuals as per Uganda Broadcasting Cooperation
identify with television stars especially music video stars and movie stars of American origin
more than other television stars. More than of the stars identified featured in American
produced television productions and majority of them are gangster musicians as Snoop
Doggy Dog, Busta Rhyme, Nelly Roll land, Late Tupac Shakur, Sean Paul, Joe, Beyonce,
Ashanti, 50 Cent, Puff Daddy, Usher, Michael Jackson, Madonna, Janet Jackson, 11 live
crew among others as well as movie stars as Anold Schwarzenegger, silver Stallone, Van
Damme, Chuk Noris, Leonardo Decaprio, Lean Clande, Irene Jacolo, Sharon Stone, Cynthia
Rothrock, Lisa Boyle, among others Potter (1986).
The recurrent noticeable drift of the young generation of Ugandans to the music, life styles
and values of television stars of the western world is a clear indication that the youths are
watching, not only are they watching more than any other audience group, they are watching
actively.

21

There is no doubt that there exist on our screens movies than needed local television
programmes. This has led to the growth of anarchism i.e. the general disposition to doubt
among the Ugandan Television viewers in whom the destiny of this country lie. If the
prevailing rate of weird dressing, sexual pervasion, gangsters and general moral bankruptcy
among our youths is nothing to go by, then one can safely conclude this country is more or
less destined to wanton self-destruction.
All of these go to confirm that exposure to foreign television alters the original cultural
identity of the Ugandan television viewers. They all show that exposure to Imported
television programmes lead to low Ugandan self-image and a corresponding high projected
self-image among Ugandan youths and other stake holders as a result of their perception of
reality of life in the Western world especially American as shown on television.
The youths therefore, tend to discard Ugandan norms and values (low self - image) and
become manifestly consistently with Western behaviour in keeping with their perception of
their culture (high projected self - image). This means that what the they learn from
television is instrumental in the formation of their cultural values.
The results of this study showed that Westerners increases as Ugandans decreases.
The net findings show that Ugandan University Students perceive Western values as a
measure of ideal life, accept to a great extent, television constructed image, the Western
reality and also to a great extent tend to identify for their own norms and values.
Furthermore, the findings of this study showed that Television Viewers generally would
prefer to watch more of local television productions if the quality of their production
improves. The results of the findings prove that there will be a positive relationship between
22

the level of television viewing among the Ugandan youths, other stakeholders and the
television produced products.
The policy makers and culture, both the public and private sectors should realize from the
findings of this study that there is an urgent need to discontinue with unending litaries about
communication and national development aid and take bold measures to put an end to the
current trend.
This is because the offshoot of the current rate of accumulation in Uganda to Western norms,
values and beliefs do not only stop at any one area of Ugandan economic, social, moral or
spiritual life. They rather encompass all these dimensions and more. And as such should be
tackled most seriously by every Uganda of television in Uganda and other African countries
who should see it as their duties to direct and encourage local television programmes. For
elites politicians and social institutions who are the creator, purveyors and reinforces of the
Ugandan cultures. And lastly, the owners and managers of information and culture must put
into practice the use of television to create a climate for true national development.

23

CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION.
5.1 Summary
This study contains an analysis of the broad areas presumed scientific research which has
showed that the effects of imported programs to local media exercise a powerful influence on
the cultural values plus other life aspects of viewers from other countries.
In this study, concentration was on Imported television programmes as the independent
variables and the Television viewers plus other stakeholder.
The role which television plays in transmission of cultures across national frontiers has been
reviewed in this study. This ability of television is a function of its qualities rhetoric, imagery,
style and language pervasiveness, culture, consistence, repetitiveness among others which
collectively make it the highly successful medium that it has become.
The uses and gratification theory have provided ready explanation of why the television
Viewers highly associate with the medium which provide them with message and images that
they view and accept.
The theoretical synthesis of acculturation, cultivation, mainstreaming, projection and
perception of reality taken within the ideological perspective of media hegemony, have shown
that television can be used positively or otherwise to foster the growth and development of
culture, to assimilate, or completely destroy it. The Imported television programme was also

24

shown to be a good, but not in any way a dominating contributory to the unhealthy desire by
Ugandan individuals to immigrate to the Western world.

5.2 Recommendations
With the implications of the findings been clearly put in focus in the preceding chapters, it is
the researchers view that no further time should be wasted in apportioning blames to
individuals or bodies for their roles in the cultural imperialism issue.
The cultural media domination that does exist in the Uganda content can only take place
within the complicity and social consent of the dominated cultures (Cuthbert 1985) and
Ugandan youths as well as other audience members seen to offer willing compliance.
However, the following recommendations are put forward by the researcher as means of
putting an end to our cultural values genocide and communication neo-colonialism.
1.

The media managers and practitioners as gate-keepers must develop a Ugandan Interests
and cultural inclination and consciousness that will allow for the production of programmes
reflecting the Ugandan idiom, develop its own television rhetoric and creative ability.

2. The Ugandan journalist should be aware of his responsibilities towards the community which
is the principle way of helping development. As long as he realizes that the conduct of his
duty has bearing on mind what is good for the society, then he will always guard against
feeding his audience with imperialistic messages.
3. The broadcast houses should also create and project an in-house policy requiring that staff
must aim their indigenous name at least while on air. This will make people especially the
youths to identify themselves as Africans and not imitators of Europeans and Americans. This
recommendation may sound trivial but it will likely go a long way to restoring the pride of
being Africans or Ugandan youths.
4. Also, a policy should be formulated to ensure that only professionals take charge of the
business of films movies production.

25

5. Ugandan or local television programmes producers should also come to game on, in that they
should improve on the quality of their content on which they produce so as for the viewers to
have no choice rather than supporting them hence viewing the local television programme.
5.3 Conclusion
The findings of this study have shown that youths of Uganda can confront the problem of
imported television programmes destroying our cultural values.
The educators, parents, community leaders, elites should also by this means help the youths
confront the undignified and distorted images so prevalent in imported television
programmes.
Given the number of broadcast houses in existence in Uganda, the researcher believes the
country is ready for broad equipment manufacturing industry. The private and public sector
should consider this angle more seriously so as to reduce the total dependence of Ugandan
broadcast industry on industrialized journey.
Considering the scope and limitations of this study along with its findings, there is need for
further speech research in this area. Further research in this area should involve a control
group to be consisted of youths who are in the rural areas where television is not available.
More studies should also be geared toward defining the cultural values of Uganda as an entity
and as such denies ways of packaging these uniting materials for broadcast to Uganda.
The researcher also believes that there is a better tomorrow if the above recommendations are
followed towards restoring the cultural values of Uganda..
Finally, the researcher believes that the educators, community leaders, television houses
(government and private), the censorship board among others can help in further research on
this topic in order to solve this destroyable element of our indigenous cultures.

26

5.4 Suggestions for Further Studies

Due to the research limitations, time and resource. The researcher suggests that further
research should be done on this topic base on the following:
(1) How to discourage the Ugandan youths from watching Western movies
(2) How to improve locally produced product
(3) How to discourage Ugandan youths from imitating Western Stars.

27

REFERENCES
Chakarvarty, Jagdesh, (2003). Journalism: Changing Societies, Emerging Trends, Authors Press
Delhi, India, Page, 75

Curran, J., & Gurevitch, M. (1991), Mass Media and Society. London:
Edward Alriold Press.

Fanan, F. (1976). The Coramong othershed of the Earth. New York: Groove Press.
Marry B Cassata, Molfi Kasnte, (1979). Mass Communication Principles and Practices,
USA,Page,109
Charles Steinberg (1969). Mass Communication, USA, Page 447
Lasswell, H. (1927). Propaganda Technique in the World Way. New York: International Arts and
Sciences Press.
Lenin, V.I. (1971). Imperialism the Highest Stage of Capitalism. NewYork: International Art and
Sciences Press.
Nnolum, E.A. (2004), The Influence of Western Television
Programmes on. the Cultural Values
Yadava JS & Mathur Pradeep (1998). Issues in Mass Communication, The Basic Concepts.
Indian Institute of Mass Communication New Delhi p-82-85
Farishullah (2004). Gender: A difficult variable to analyze in communication effect process.
Journal of Media Research.Vol.24 No: 1-2 on Mughees-ud-din Shiekh University of the
Punjab,Lahore.page.133
C Christopher (1997). Dynamics of Journalism, Vol.3, Anmol Publication Pvt. Ltd. New
Delhi,Page-94
Yadava JS & Mathur Pradeep (1998). Issues in Mass Communication, The Basic Concepts.
Indian Institute of Mass Communication New Delhi p-84-90
1

Health. Finnegan, Viswanath, (1997) have identified three effects or functions, of media
Effects of sexual media content on viewers include cognitive, emotional, attitudinal, and
behavioral outcomes (Huston, Wartella, and Donnerstein, 1998)
Dr. Michelle M. Garrison, of the Seattle Childrens Research Institute (Anon, 2011)
Cultivation Theory developed by George Gerbner in 1977 that states that long-term exposure to
television causes people to actually believe the social reality portrayed on it (Evra, 1990).
The Agenda-setting theory developed by Dr. McCombs and Dr.
Distinctly different consumption patterns in loyalty, frequency, and intensity (Miller, 2011)
Reinberg (2010) regarding a study by the Kaiser Family Foundation reported that the amount of
hours used in media
the 4th Nordic Conference on the Anthropology of Post-Socialism, Vukanovich (2002)
TV stations and ISPs in the different regions of the country (Broadcasting Council 2004, Kibazo
and Kanaabi 2007, Mwesige and Tabaire 2010).
Access (Mwesige and Balikowa 2008, cf. Lugalambi and Mwesige 2010 and OSSIEA 2012)
The media in Uganda have also been affected by commercialization. Mosco and Rideout
(1997:168) define commercialization
Fourie (2007) adds, In the communication industry, this has meant greater emphasis on market
position and profitability
Fourie (2007) defines convergence as, The coming together of information and communication
technologies (ICTs) as increased user-control (Berger 2010, Kadilo 2011).
Ram (2001), research design is a detailed plan of how the objectives of research were achieved.
Antle (2010), a design is a plan or means or approach of obtaining data for a specific study

APPENDIX A
DEPARTMENT OF MASS COMMUNICATION,
ISLAMIC UNIVERSITY IN UGANDA, KAMPALA CAMPUS

Dear respondent,
I am a final year student in the above named department and institution, currently writing a
research report on the Influence of Western Television Programmes on the Cultural Values of
Uganda Youths using Islamic University in Uganda, Kampala Campus as a case study.

This work is purely for academic exercise and shall be treated confidentially to this study and I
assure you that all the information given will be treated in utmost confidence.

Thanks

Yours faithfully,
Zuhura Yahya

QUESTIONNAIRE
(PART ONE)
Please tick as appropriate
1

Sex
(a). Male

(b) Female

Age
(a). Adult

(b) Minor

Education level attend

(a).SSCE/GCE
(b)OND/NCE
(C) Bachelors Degree/HND
(d) M.S.C/M.BA

5. Year of Study
(a) One

(b) Two

(c) Three

(d) Four

(e) Five

(f) Post - graduate

(PART TWO)

5. Do you have access to Tv?

(a) Yes

(b) No

6. On which of the following media do you mostly depend for information and
entertainment?
(a) Radio

(c) Newspaper

(b) Tv

(d) Magazine

7. How often do you watch TV?

(a)Very often

(b) often

(c) Rarely

(d) Seldom

(e) No Opinion

8. Which of the countries produced Tv programmes do you prefer?

(a) Local

(b) foreign

(c) Non of the above

9.

What is your reason for the answers you gave in the number above?

10.

Name three Tv stars/ characters you like best

(1)
(2)
(3)

11. Do Ugandan Television Viewers identify more with Western or local Tv Stars as models?
(a) Western

(b) No African/ Ugandan

(c) Others

12. Are the characters you mentioned like the people you know in real life?
(a) Yes

(b) No

13. Do what you see on Western Tv influence your dressing mode?

(a) Yes

(b) No

(c) No comment

14. Would improvement in production of Uganda Tv programmes make you watch

more of them?
(a) Yes

(b) No

15. Do you imitate the identified countries television stars/characters?

(a) Western

(b) African/Western

(c) Others

(d) Mixed

16. Would you like to imigrate from Uganda to another country?

(a) Yes

(b) No

17. If yes, state the country you would want to emigrate to

THANK YOU FOR THE RESPONSE