Eiraka News Online
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​​Why EIRAKA UGANDA?
​The Western region of Uganda is a vast region, made up of people from all around the country and from neighboring countries. Immigrants from outside this region bring with them varied histories, desires and dreams for the future. Those who have been here for many centuries, too have experienced this region in different ways, and have different visions and values. There are many ways for us to communicate these ideas. In times past, it was through storytelling, through community events and conversations. Most of us still have these conversations about values and ideals, in the different communities to which we belong. But today, those forms are competing with another powerful force: our media system. We all watch TV, listen to the radio or read news papers.
Research suggests that media do play a role in shaping people's conceptions of reality. Cultivation theory, from the communication literature, argues that when people are exposed to a consistent set of information, they incorporate information from their listening into their understanding of the world around them.
Research shows that people are interested in specific development; story lines and some learn about social and development concerns and have been motivated to seek additional information even engaging in discussions about issues of their interests with their friends and families and sometimes their trusted leaders and service providers. While early research on the effects of the media typically characterized people as passive recipients of information, as the field has evolved, researchers have shifted to view media audiences as more active and critical consumers of information.
The different media all claim at some level to speak for the people in their locations, to tell them who they are, their rights and freedoms, what belongs to them and what they aspire to, and how to deal with what’s important and relevant in their lives. Media also have a big impact on what and who politicians think they should be focusing their energies and money on. In our increasingly complex and information-driven society, the media have a very powerful voice.
In one way or another, media can play a very important role. Media can help communities to stay in touch with each other locally, nationally and even across borders. Yes, media can give voice to people that traditionally have been excluded from power and policy debates. As recently as a few decades ago, media looked quite different. There were a greater variety of programs and viewpoints, not to mention fewer commercials. Even today, on TV and radio stations and through countless organizations working on community media, people can see themselves reflected; they can hear music from the community and honest debates about issues that matter.
We have countless news papers and magazines in saturation in this region every day written in different languages. Readers of these papers are given press reviews on radios and TV to be excited and motivated to read them. The information written in these papers include community generated information, regional issues, national and international news with lots of entertainment and advertisements. In this region today there are radio stations that broadcast 24 hours a day to the surrounding areas. People can hear all sorts of local music on the station, as well as religious and current affairs programming with major politicians around the country.
Based in Mbarara now is a TV station that reaches many areas around Mbarara while we have other national TV stations that reach a wide section in this region such as NTV, UBC, Bukede and others. TV West gets its programming from around the region, from community organizations, from independent producers and first time filmmakers. Every week on these TV stations you can watch programs made by community activists working on environmental issues, politics, agricultural programs, education and many others. The programming is as diverse as the Western region of Uganda itself.
But, to what extent are we making impact in the region? How do we show the government that we serve the public Interest? How do we ensure that media houses deal with important issues affecting diverse people, the nation as a whole and even the world? Is there consistence in the information we give? Are people getting enough information and education on important policies and issues of concern through the media they interact with? How sure are we that we are giving the right service? Or are we giving the right information to the communities? How do we ensure that these stations entertain as well as educate, and energize the communities they serve? These and others remain important questions in any media industry.
What is our vision for the role media should play in our region? What kind of strategies should we put in place to make sure that our media serves the people, all the people? The task of transforming the media is a difficult and long-term struggle. But there are many things we can do to make a meaningful impact in our region and country.