School of Journalism, Media and Communication

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Browsing School of Journalism, Media and Communication by Author "Merinah Martha Mbabazi"

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    EXAMINING THE IMPLICATIONS OF EMERGING TECHNOLOGY ON SOCIETAL CONSUMPTION OF THE MEDIA: A CASE STUDY OF UGANDA CHRISTIAN UNIVERSITY
    (UGANDA CHRISTIAN UNIVERSITY, 2024-09-04) Merinah Martha Mbabazi
    The media landscape is one of the different aspects of society that have undergone radical transformation as a result of the adoption of emerging technologies. This research project examined the implications of emerging technology on societal consumption of the media, focusing on Uganda Christian University (UCU). The objectives were to identify the emerging technologies applicable to the media scope of UCU, to examine the present media consumption trends and patterns among the teachers and students, and to identify the benefits and challenges of emerging technology in media consumption. The research was based on the Uses and Gratifications Theory (UGT) emphasizing that by choosing the content they want to consume, viewers are active participants of the media. It was conducted using qualitative methods with in-depth interviews as the research technique. The study aims to provide insights into the gradually developing media scope within UCU and contribute to more extensive conversations regarding the way technology influences how people consume media. The study revealed both positive and negative implications of using emerging technologies to consume the media. The research is significant as it provides insightful information about how developing technologies shape media consumption in educational environments.