Abstract
Media being derived from means of mass communication (broadcasting, publishing, and Internet) makes use of communication channels through which news, edu-entertainment is disseminated through newspapers, TV, radio, billboards, fax, and internet. Media culture is associated with consumerism, henceforth “consumer culture.” This paper considers the emerging vibrant media industry in Uganda. Unfortunately, given its unstable political history, media never had a chance to thrive under the political upheaval from 1966 to 1986. There was censorship of media especially during the regime of President Iddi Amin Daada unlike today. Of course one can’t forget the days when media was used to promote leaders before their subjects. As media grew up, it moved from the censorship to sessional despite news being something extra ordinary. Media rights are still being pressed for by a few active media activists besides a solution of understanding between entities to create a mutual understanding for effective and efficient public responsiveness to avoid wrangles in the state. There has been transition from government ownership to private ownership. There exists the print media, television, radio, internet, and bloggers. Despite the increased level of media freedom over the last decade, there are still calls for more action from government by journalists for media freedom. The recent cases of when CBS radio, NTV, Daily Monitor, Red Pepper were shut down by the government on grounds of dissent are prime examples of government pressure on media.
Digital Media
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