Bachelor of Arts in Journalism and Communication

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https://scholar.ucu.ac.ug/handle/20.500.12311/94

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Exploring the role of NBS TV Uganda in advocating for the rights of children with disabilities through television
(Uganda Christian University, 2026-06-08) Paul Ibanda Mwesigwa
This study explores how NBS TV Uganda uses television to promote the rights of kids with disabilities. The study aims to evaluate how NBS TV Uganda covers issues affecting children with disabilities in its programming, the frequency and consistency of such coverage, and its influence on public awareness and attitudes. The study documents from the network's media channels as well as content analysis of NBS TV shows to look at how children with impairments are portrayed. Qualitative analysis reveals conflicting portrayals, both empowering and stereotyped, while quantitative findings show intermittent coverage with notable surges during Disability Awareness Week. It is noted that there are obstacles such as potential biases in interpretation and restricted access to extensive archives. The goal of the study is to provide suggestions for improving NBS TV Uganda's advocacy work, promoting inclusive programming and successful media representation of children with disabilities. In the end, the study advances public attitudes, media practices, and policy formation in Uganda's media environment.
The role of artificial intelligence in news production and reporting: a Case Study of Uganda Christian University
(Uganda Christian University, 2026-06-05) Catherine Magara Alweny
The current study sought to investigate the use of AI tools and attitudes toward their usage in the journalism training context at Uganda Christian University. In order to gain insight into the problem, questionnaires completed by 95 students specializing in journalism were supplemented with face-to-face interviews conducted with 20 lecturers and 12 representatives of the media production team. The study focused on four important aspects: applications of artificial intelligence in newsrooms, the impact of AI technologies on journalists' efficiency and accuracy, ethical concerns raised by the use of AI software, and the influence of AI on audience involvement. The results indicate that artificial intelligence is increasingly employed in newsrooms, and 72.5% of tasks are performed with the help of AI technology. The most widespread applications include content editing/proofreading, speech-to-text transcription, and automated news writing (68.3%, 61.7%, and 42.5%). However, at present, AI technology is not fully integrated into people's daily work routine since most of the surveyed people use it infrequently or weekly. Nevertheless, the survey results show that AI has a positive effect on journalists' productivity since 69.2% of respondents’ claim it saves their time, 63.3% of journalists’ state that they have enhanced abilities to process information, and 81.7% affirm that AI assists them with managing information volumes. At the same time, ethical aspects of the application of AI in journalism raise some questions because, according to the respondents, this issue has extremely serious implications – 87.5% of respondents admit it. Specifically, they consider misinformation, algorithmic biases, and lack of transparency to be crucial problems related to ethical considerations, namely 65%, 52.5%, and 50.8% of respondents mentioned such issues. To counteract those issues, 90.8% of respondents suggest human control over AI systems to be essential and 85% claim regulation is also needed. Regarding the engagement of audiences, 70% of respondents consider the possibilities of AI usage in personalizing news content and interactive media to be the most appropriate means of achieving that goal. The study contributes immensely to the understanding of the need to equip the next generation of journalists to operate within AI-based media systems, and contributes to a body of literature that remains scant in terms of AI integration into journalism in developing countries. The research concludes that AI has great possibilities of improving journalism, but it becomes imperative to deal with ethical
The influence of artificial intelligence (AI) on journaslism practice: A case of Uganda Christian University’s Standard Newspaper
(Uganda Christian University, 2026-06-01) Hossana Ainamaani
The evolution of Artificial Intelligence (AI) is transforming journalism practices worldwide, reshaping how news is gathered, produced, and distributed. While there is existing research on AI adoption in the media systems, there has been limited study on its influence within African newsrooms, particularly in Uganda. This study explores the influence of Artificial Intelligence on journalism practice, focusing on The Standard, Uganda Christian University’s newspaper, as a case study. Guided by Technological Determinism Theory, the study explores how AI is currently used in journalism practice, its influence on journalists’ roles, routines, and performance, and the challenges and opportunities it presents. The study is based on a qualitative research approach, applying purposive sampling with eight journalists working at the Standard Newspaper. The data collected using semi-structured in-depth interviews and analyzed using thematic analysis show that journalists actively use AI tools such as transcription softwares, grammar and editing applications, data analysis tools, and research assistants to enhance the working speed, storytelling, efficiency, and accuracy. AI has automated the work tasks enabling journalists to focus more on the human creativity, analysis and engagement. However the study also presents significant challenges namely; misinformation, plagiarism, over reliance on AI assistance, and extinction of the traditional practices and human editorial control. The study concludes that AI has both positive and negative influence on Journalism practice at the Standard but also on journalism as a whole. Keywords: Artificial Intelligence, Journalism Practice, Newsroom Automation, Media Ethics, The Standard Newspaper.
A content analysis of crime reporting in Ugandan broadcast and online media
(Uganda Christian University, 2026-06-02) Valereen Mwahulhwa
This report has a lot to do with crime reporting, which is a major means for people to know how safe and good crime police and crime are. Crime–related information is primarily transmitted through broadcast and online media in Uganda, while very little empirical work has explored how crime is reported in the media. The study uses content analysis to explore crime reporting in the Ugandan broadcast and online media. The study investigates crime news stories from: NTV Uganda, NBS Television, Bukedde TV, Radio Simba, Daily Monitor Online, Nile Post, and Chimp Reports covering six months. The report examines the type of crimes reported, framing and overall tone in crime stories, how victims, offenders, and law enforcement are included, and how much they are ethically and professionally acceptable as journalistic accounts. By employing thematic and frequency analysis techniques, the study identifies patterns between broadcast and online crime reporting, differences that are evident in their patterns. The results are anticipated to support research on media framing, agenda-setting, and social responsibility and give practical implications for journalists, media practitioners, and policymakers in promoting ethical reporting of crime within Uganda's borders.
Research report on the influence of credibility of social media influencers on voters in Uganda Christian University’s guild election
(Uganda Christian University, 2026-06-05) Bena Nekesa
This study examines the influence of the credibility of social media influencers on voters in Uganda Christian University guild elections. Specifically, it investigates how credibility, authenticity, and parasocial relationships shape students’ voting decisions. A quantitative research design was employed, using structured surveys to collect data from students who actively use social media platforms such as Instagram, TikTok, and YouTube. The data was analyzed using statistical techniques to identify patterns and relationships between influencer credibility and voter behavior. The findings are expected to provide valuable insights for academics, marketers, policymakers, and communication professionals, contributing to a better understanding of the role of social media influencers in shaping political engagement among university students in the African context.
An exploration of effects of artificial intelligence on students: a case study of Uganda Christian University
(Uganda Christian University, 2026-06-01) Roy Kevin Matovu
This dissertation analyzes the emergence of Artificial Intelligence (AI) and how AI technologies are affecting university students and how it affects their learning processes. The rapid computerization of higher education (both through automated research assistance and learning management systems) and the increasing number of generative applications, students are beginning to engage with devices that might influence the ways students access knowledge, perform schoolwork and acquire the required skills. The research is aimed at comprehending the level of awareness of students, their adoption rates, perceptions of the benefits and the issues that students have in regard to the utilization of AI in academics. Qualitative research design was used to examine the experiences of university students in Kampala, Uganda and the research was a case study. Students who are highly aware of AI and who use digital learning tools actively were selected on the basis of purposive sampling. Data collection has been done using interviews and analyzed thematically in order to obtain key trends. The results indicate that AI has enhanced the effectiveness of learning, increased the reach to educational materials and personalized learning. Yet, such aspects as academic honesty, excessive reliance on technology, information privacy and access disparity are also troubling. In conclusion, even though AI offers significant prospects with regard to augmenting the university learning process, there is still need to introduce platformed guidance, policy frameworks, and digital literacy training to promote responsible and fair application. Such insights have been presented to the current debate of the future of education and serve as one of the foundations of institutions that aim to incorporate AI successfully into the academic environment.
The evolution of music journalism in Uganda
(Uganda Christian University, 2026-06-02) Jemimah Treasure Ssekisak
This study explores how music journalism has evolved over the years in Uganda’s Kampala, from the oral traditions, to the radio era and currently the digital and social media eras. In this study music journalism is defined as the systematic reviewing, analyzing, and critiquing of music and the music industry, rather than mere entertainment reporting or publicity. The study mainly focuses on Kampala as the main center of music and its production. The study is guided by theories like agenda setting, cultural studies and hegemony, political economy of the media, and public sphere theories. These theories explain how technology, language, media ownership, regulation and advertising pressure influence the practice and independence of music journalism in Uganda. In the study, music journalists are also viewed as people that shape public taste, the reputations of artists and debates around culture, morality and politics. A qualitative research approach is used based on historical analysis and views from selected newspapers, radio stations, television programs, and digital platforms based in Kampala. Although music journalism in Uganda has expanded across different platforms, a lot of its coverage prioritizes promotion, gossip and commercial interests rather than objective, fair and independent criticism. The digital media has also created many opportunities for various criticisms and voices from different people. The study does not only provide academic knowledge but also gives more insights which are useful to researchers, journalism educators, media practitioners and policymakers seeking to strengthen the professional standards.
Effects of mobile journalism (MOJO) on news production in media houses
(Uganda Christian University, 2026-06-10) Immaculate Eeleen Akello
This study explores how mobile journalism (Mojo) is affecting news production in media houses in Uganda. Mobile journalism refers to the use of smartphones and other small digital devices to gather, record, edit, and share news. Many journalists today rely on their phones when covering breaking stories because the devices are easy to carry, quick to use, and allow for quick information sharing. The objective of this research was to examine how Mojo has impacted the way news is gathered, the rate at which news is produced, the quality of news, and the challenges journalists face in the process. In conducting the research, the quantitative method was used. Data was collected from various journalists and editors using questionnaires. Research has established that mobile journalism has positively impacted news production in many ways. For instance, it has helped in the quick production of news. Journalists can easily record videos, take photos, and post updates from the field without waiting to acquire expensive equipment. However, the research also identified various challenges associated with the use of mobile journalism. For example, it was discovered that some mobile phones used by the journalists were ineffective at storing videos. They were also found to have poor video or audio quality. Additionally, the research found that not all journalists were well-trained in mobile journalism. This affected the quality of news being produced. Keywords: Mobile Journalism (Mojo), News Production, Media Houses, Smartphones, Reporting Speed, News Quality, Journalism Challenges
An analysis of the impact of rap music on men’s mental health awareness in Uganda: a case study of Mukono, Uganda
(Uganda Christian University, 2026-06-12) Precious Gift Aloyo
This study analyses the effect of rap lyrics on men's mental health awareness in Uganda. It uses Mukono District as a case study and as a point of reference for the author. Despite an increased number of Ugandan men facing mental health difficulties, societal pressures to define masculinity and mental illness as something "masculine", the stigma attached to living with such conditions, lack of service provision, as well as limited access (or lack thereof in some cases), make for a reluctance toward open discussions with men seeking help or help-seeking behavior. Although rap music is widely popular among young men and often deals with these issues through themes of struggle, coping effectively in the face of suffering, mental illness, such as trauma and identity problems, very few studies have been used to explore its impact on mental illness awareness within the Ugandan context. A qualitative case study design was used in this study targeting young men aged 18–40 years living in Mukono District. Data were gathered through semi-structured interviews, focus group discussions, and content analysis of selected Ugandan and international rap songs. A total of 50 male participants were purposively and snowball-sampled. A thematic analysis was conducted to explore men's perceptions of mental health, their exposure to rap music, and the influence of rap lyrics on mental health awareness, attitudes, and stigma reduction. The findings suggest that rap music serves as a powerful yet complex communication tool. For many listeners, it creates opportunities to engage with conversations about emotional struggles, encourages openness, and helps normalize vulnerability. However, its influence is not uniform. While some rap songs promote self-reflection, emotional expression, and healthy coping mechanisms, others may reinforce harmful stereotypes or unhealthy ways of dealing with psychological challenges. The study highlights the potential of rap music as a culturally relevant and accessible platform for advancing mental health advocacy among men. By connecting with audiences through relatable experiences and language, rap music can contribute to greater awareness and understanding of mental health issues. These findings contribute to both communication and public health scholarship by demonstrating how popular culture can be leveraged to support men's psychological well-being in Uganda. Furthermore, the study offers practical insights for mental health practitioners, musicians, media organizations, and policymakers seeking to develop more targeted, engaging, and effective mental health awareness initiatives.
The role of social media in spreading fake news in Uganda
(Uganda Christian University, 2026-05-26) Nina Achakara
This research study examines the role of social media in spreading fake news in Uganda with specific attention to the causes, patterns, impacts and responses to misinformation within the country. The study is guided by clearly defined research objectives and research questions that focus on how fake news spreads on social media platforms, the impact of fake news on public opinion and behavior and the roles of key stakeholders in combating misinformation in Uganda. Chapter One presents the background of the study. It highlights the growth of social media in Uganda and the increasing challenge of fake news. It describes the study's problem statement, goals, questions, scope, importance and rationale. The theoretical framework, which is based on Social Cognitive Theory is also introduced in this chapter. It describes how social reinforcement, imitation and observation affect how people share knowledge on social media. in keeping with the goals of the study, Chapter Two examines pertinent literature from local, regional and worldwide contexts. It looks at definitions and types of fake news, how false information spreads on social media, how fake news affects public opinion and behavior and what social media companies, government agencies and civil society organizations are doing to fight fake news in Uganda. Additionally, it highlights the gaps in previous research that this study aims to fill. The research methodology used to address the research questions and accomplish the study's goals is described in Chapter 3. It outlines the study's population and geographic scope, sampling strategies, data gathering procedures and ethical considerations. In addition to content analysis of specific false news situations that have been confirmed by reputable fact-checking groups, the data was gathered via online survey questionnaires given to social media users, journalists, and legislators. The results of the study are presented and interpreted in Chapter Four in light of the research questions and objectives. It examines the respondents' demographics, social media usage habits, exposure to false information, methods of verification and opinions on the effects of false information in Uganda. The results show that political misinformation is the most prevalent type of fake news on social media platforms, although Ugandan users' verification procedures are still uneven. A summary of the study's key findings, a pertinent conclusion, and recommendations are presented in Chapter 5. In order to improve the spread of fake news in Uganda, it shows why it is important and necessary to improve media literacy, stronger support for fact-checking initiatives, to increase accountability by social media platforms and to have a coordinated multi-stakeholder approach that involves the government, civil society, media organizations and individual users of social media.
The influence of tikTok on news consumption of young people: a case study of Uganda Christian University students
(Uganda Christian University, 2026-04-29) Aryane Ninsiima Tumusiime
Since the 2020 lockdown due to COVID-19, Tiktok has become the number one social media platform and changed the purpose of social media. Apps like Facebook that prioritised conversations with ‘friends’, Instagram that depended on one posting photos for their followers, and YouTube that prided itself in having long form videos have had to adopt the vertical, high tempo 60 second clips. Due to people around the world being locked up at home, they resorted to the app (launched in 2016) to dance to new and old music. It has now advanced to more than just dance trends. People now use it for story times, tutorials on various things, fashion, travel, and even news consumption. It has even become a career path due to the rise of ‘influencers’ who get paid by companies. However, the introduction of payment has led to the high rise of fake news, misinformation, sensationalism and propaganda which all affect journalism. This study uses open ended survey questions to find out whether students of Uganda Christian University use TikTok as a news source, how they interpret the news they get, and if they are not misled by fake news. It also seeks to find out whether journalism and communication students understand that social media apps such as TikTok are taking over from old media and if they are being taught to adopt to new media. For the recommendations, it should be emphasized to current journalism and communication students that social media as a method of disseminating news should be embraced and that by them using it, they can be part of the solution to combat fake news. Key words of the study: Tiktok, news consumption, fake news, Uganda Christian University
The impact of micro influencers on consumer purchasing descisions; a case study of university students
(Uganda Christian University, 2026-02-20) Christine Kisakye Namutebi
This is research made on finding out the impact of micro influencers on consumer purchasing decisions especially among university students. Using different approaches, the study investigates how credibility, authenticity, social proof, and content strategies influence purchase intention. Data was collected from 93 students and four micro influencers. I found out that credibility and authenticity strongly influence purchase intention, while content strategies such as tutorials and product reviews enhance persuasion.
The role of social media influencers in marketing beauty and skin-care products in Uganda
(Uganda Christian University, 2026-05-15) Laura Nataline Nagaba
This study examines the role of social media influencers in marketing beauty and skin-care products in Uganda. It explores how influencers on platforms such as Instagram, TikTok, Facebook and X affect consumer awareness, brand perception and purchasing decisions, especially among young people. Using both qualitative and quantitative research methods, the study finds that influencers play a major role in promoting beauty and skin-care products due to their credibility, relatability and strong engagement with followers. However, challenges such as misleading information and unrealistic beauty standards were also identified. The study concludes that influencer marketing is an effective tool for beauty brands in Uganda, but there is a need for transparency, ethical practices and honest product promotion to protect consumers.
Examining the influence of radio social and behaviour change campaigns on youth attitudes and behaviour at Uganda Christian University, Mukono
(Uganda Christian University, 2026-04-24) Emilly Nahabwe
This study examined the influence of radio-based Social and Behaviour Change Communication (SBCC) messages on university students, with a focus on Uganda Christian University (UCU). Although radio continues to be widely used for behaviour change campaigns in Uganda, changing media consumption patterns among young people raise questions about its relevance and effectiveness for university students. The study adopted a qualitative research approach, using interviews with undergraduate students and communication practitioners involved in radio and SBCC-related work. Data was collected through semi-structured interviews and supported by an audio production that documented participant perspectives. Thematic analysis was used to identify key patterns emerging from the data. The findings revealed that while some students are exposed to radio-based SBCC messages, most do not consider them highly influential in shaping their behaviour. Credibility emerged as a critical factor in determining whether students considered a message believable or worth engaging with. Participants indicated that the source of the message, clarity, and relevance to their lived experiences played a major role in message acceptance. Communication practitioners similarly emphasised credibility as central to effective SBCC. The study concludes that radio-based SBCC messages targeting university students must prioritise credibility, relevance, and audience-centred approaches to remain effective. The findings contribute to discussions on youth communication, media credibility, and the future of radio-based behaviour change campaigns within higher education contexts.
The role of social media in promoting social change in rural areas inUganda: a case study of Kinoni sub-county
(Uganda Christian University, 2026-03-24) Alice Ampumuza
This study explored the role of social media in catalyzing social change in rural communities, with particular emphasis on Kinoni Sub-county, Kiruhura District, Uganda. Social media have evolved as a crucial instrument for communication, information sharing, and civic engagement in modern times; however, its potential impact in rural areas remains unexplored. The goal of this research study was to determine the level of engagement with social media, its contribution to changing lives in health, education, and community development, challenges affecting rural users, and ways through which its effectiveness could be boosted. A descriptive case study design was adopted, involving 80 respondents comprised of ordinary residents, local leaders, social media activists, teachers, and health workers. Data collection was done through questionnaires, interviews with key informants, and nonparticipant observation. Quantitative data were analyzed using descriptive statistics, while thematic analysis was used on qualitative data. WhatsApp and Facebook were the most used platforms, with 81% and 60%, respectively, especially among the youth and educated residents. Social media have enacted social change by promoting health awareness, increasing access to educational materials, or improving community development issues, such as mobilization at the community level, sharing agricultural information, and community governance. Some of the key challenges that affected the trends in social media usage were internet and smartphone costs, connectivity, lack of digital literacy, misinformation, and unawareness of the potential of social media. The study found that social media is an effective means for advancing social change in rural areas, although its maximum potential is quenched by infrastructural, economic, and knowledge factors. The recommendations included enhancing digital infrastructure, reducing data charges, and raising digital literacies alongside positive social media practice and production by young people in the community. These findings are useful and provide valuable insights for policymakers, development partners, and the education community, and also emphasize the need to capitalize on the "social media" tool for the improvement of awareness, participation, and rural development Keywords: Social media, Social change, Rural development, Digital literacy, Kinoni Sub-county, Uganda.
Level of awareness of fake news amongst univerisity students: a case study at Uganda Christian University
(Uganda Christian University, 2026-04-10) Erinah Gloria Nanyunja
Digital communication's rapid growth has led to the spread of misinformation, and therefore fake news is getting more and more serious in the academic world. University students, who are mostly depending on the internet for academic, social, and personal information, are the ones who are mostly misled by the content. This research examines the level of awareness of fake news among students of Uganda Christian University (UCU), with a special interest in how knowledgeable students are about the issue, how often they come across fake news, how they respond to it, and the main sources of content they get their information from. A descriptive research design is used in the study employing qualitative methods to provide a thorough understanding of the issue. The data was gathered using structured questionnaires and interviews administered to a representative sample of UCU students from various faculties and different years of study. The initial analysis indicates that a considerable number of students are aware of the fake news concept in general but still have difficulty recognizing credible sources, especially on social media. The results also indicate that students are actually often confronted with fake news, the major sources being WhatsApp, X/Twitter, Facebook, and TikTok. As for the responses, some students share the information and later try to find out if it is true, often because they think it is urgent, or due to peer pressure. The research also points out that social media is the main exposure source, followed by online blogs. This research is a significant addition to the present knowledgeable digital literacy and misinformation area of interest as it points out the existing gaps in the students' verification abilities and awareness levels. The outcome of the investigation underlines the very necessity of the digital literacy programs in the whole university which is going to be directed towards providing the students with the critical evaluation skills that are needed for the proper handling of the online information.
The role of sports journalism in promoting youth participation and development in Uganda sports: a case study of Uganda Christian university (UCU)
(Uganda Christian University, 2025-12-18) Carl Loum
This study aimed at exploring the role of sports journalism in promoting youth participation and development in Ugandan sports: a case study of Uganda Christian University (UCU). The study was guided by the following objectives; analyzing the extent to which sports journalism influences youths’ willingness to participate and develop their abilities in sports in UCU, identifying the challenges faced by sports journalists in promoting the participation and development of youth centred sports coverage in UCU, and suggesting strategies for enhancing the effectiveness of sports journalism in promoting youth sports and development in UCU. The study employed the use of a case research design where qualitative research approach was used. The methods of data collection used during the study were obtained through in-depth interviews and key informant interviews. A sample of 20 sports students was using the principle of saturation and simple random sampling, whereas the key informants who are sports journalists from The Standard UCU who cover sports activities in UCU and the management of sports department in UCU were selected using purposive sampling method. The study found that UCU's sports journalism program is very important for getting more young people engaged and helping them get better at what they do. This is because it makes sure that student players are known, encouraged, and praised. On the other hand, there are issues, like not having enough money, bad communication, and not having enough people representing some sports. This makes it hard to cover everything and make the tool better. According to the study, the most important things for getting more people involved, making sure everyone felt welcome, and helping people improve their skills were regular reporting, using digital platforms, showing role models, and working with sports management. Lastly, the study recommended the need for increasing and consistently maintaining coverage of students sports, leveraging digital and social media platforms, highlighting student achievements and role models, enhancing collaboration between the sports department and journalists, and incorporating educational and skill-development content to boost visibility, engagement, talent development, and sustained youth participation in sports at UCU.
The impact of social media overuse on attention span among students of Uganda Christian University, Mukono campus
(Uganda Christian University, 2026-03-14) Carlton Blessed Nyakana
This study examined the impact of social media overuse on attention span among undergraduate students at Uganda Christian University, Mukono Campus. The study aimed to establish patterns of social media use, identify platform-specific distraction effects, examine behaviours linked to reduced attention, and assess strategies students used to manage attention during academic activities. A descriptive research design was used. Data were collected from 50 undergraduate students using a questionnaire. Descriptive statistics were used to analyse social media usage patterns, distraction levels, attention-related behaviours, and management strategies. The findings indicated that WhatsApp was the most widely used platform, followed by TikTok, YouTube, and Snapchat, with students spending several hours daily on these platforms. Platforms with fast-paced or information-dense content, particularly X/Twitter, YouTube, and TikTok, recorded higher average distraction scores. The most common behaviours associated with reduced attention were using social media while studying and checking notifications during class. Although many students applied strategies such as switching off notifications and using focus tools, a noticeable proportion did not regulate their social media use during study time. The study concluded that both the frequency of social media use and the nature of platform content influenced students’ ability to sustain attention during academic activities. These findings offer practical guidance for universities and students seeking to promote focused learning within digitally intensive environments.
The effect of audio visual tools on student learning. A case study of Uganda Christian university students
(Uganda Christian University, 2026-04-08) Reyna Karen Angeyo
Today, audio visual tools have become a common aid in higher education learning. Tools like study videos, lecture recordings, course related infographic have become every student’s go to for purposes of understanding, comprehending and memorizing course content. While previous studies have demonstrated evidence of the benefits of these tools, the extent to which they are effective on student learning remains in question. Therefore, this study aims at examining the influence of audio visual tools in context of students in higher education institutions of learning. The study uses survey questions to find out the experiences of students while using audio visual tools such as videos, recorded lessons and images to find out which tools are more effective for learning, understanding and memorizing academic content at Uganda Christian University. The findings showed that study/instructional videos were most used tools for student learning in contrast to recorded lecturers which were the least used. Majority of the students highlighted the downside of Moodle as being less interactive with restricted access linked to tuition payments. For the recommendations, the value of audio visual tools is dependent on their method of implementation during the process of student learning. Lectures should design relevant and interactive online material. The university ought to invest in better internet connectivity and equipping staff with digital competent skills to boost their use of audio visual tools in the learning process. Key words of the study: audio visual tools, student learning outcomes, Uganda Christian University.
How Effective Communication Has Impacted the Public Relations Performance of Uganda Christian University, Mukono
(Uganda Christian University, 2026-02-24) Rukundo Lorraine Queen
This study investigates how effective communication has impacted the public relations performance of Uganda Christian University (UCU), Mukono. Effective communication is central to reputation management, stakeholder engagement and institutional credibility, functions that are at the core of university public relations. Drawing on theoretical perspectives such as the Two-Way Symmetrical model and Excellence Theory, the research examines the communication strategies employed by UCU’s Public Relations Office, evaluates how these strategies affect image and stakeholder relations, identifies barriers to communication effectiveness and proposes practical measures for improvement. The study follows a mixed-methods approach guided by a descriptive design. Primary data were collected from the PRO, administrators, lecturers and students using structured interviews and questionnaires. Secondary sources included institutional communication materials and prior scholarly works relevant to communication and PR in higher education. Key findings indicate that clarity, timeliness, feedback mechanisms and channel integration significantly influence PR performance. Nevertheless, constraints such as limited resources, inconsistent messaging across departments, and optimal use of digital platforms reduce communication effectiveness. The research concludes that strengthening two-way communication, investing in digital competencies, codifying communication protocols and institutionalizing feedback mechanisms will improve PR performance at UCU. Recommendations are offered to guide university management and the Public Relations Office toward a more strategic, participatory, and technology enabled communication practice. Keywords: Effective communication, public relations, stakeholder engagement, institutional reputation, Uganda Christian University.

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