The Influence Of Television Representation On Social Conflict: A Case Study Of Kampala, Uganda

Abstract

This study examines the influence of television representation on social conflict in Kampala, Uganda, focusing on how television programming impacts public opinion, intergroup tensions, and social cohesion. The primary objective of this study was to examine the effect of television representation of social issues on public opinion in Kampala. To achieve this objective, the study adopted a mixed-methods research design, combining both quantitative and qualitative approaches. The quantitative aspect involved surveys of 480 residents in Kampala, selected using stratified random sampling, to gather measurable data on public opinion and perceptions. The qualitative component included in-depth interviews to explore viewers' experiences and attitudes towards television content. This design was chosen to capture both broad trends and detailed insights, enhancing the study’s validity. The findings revealed that television plays a crucial role in shaping public opinion, raising awareness, and influencing attitudes toward social issues. Respondents indicated that television often serves as a critical tool for informing the public, with exposure to programming increasing empathy and knowledge of social issues. However, concerns were raised about biased or sensationalized portrayals, which may distort public understanding. The study found that media bias and selective framing of issues contributed to intergroup tensions, reinforcing stereotypes and deepening divisions—especially along ethnic, political, and social lines. Additionally, it emphasized the importance of inclusive cultural and political representations. Balanced portrayals were seen as fostering social cohesion, while one-sided depictions promoted fragmentation. This research is significant in informing media practitioners, policymakers, and community leaders about television’s role in shaping discourse and social relations. It calls for a more responsible and inclusive media approach, with implications for promoting critical media literacy and reducing social conflict. The study contributes to media and conflict studies, offering valuable insights for Uganda and similar socio-political contexts.