Nnabagereka Urges media Houses to Promote Culture -

By Aminah Nabuule

Nnabagereka of Buganda Sylvia Nagginda has called on media houses to utilize their platforms to promote culture.

In a speech read for her by Judy Kamanyi, a member of the Nnabagereka Foundation, Nagginda emphasized that the media, especially online platforms, have been instrumental in perpetuating stereotypes and misconceptions, often failing to represent culture accurately.

“Media especially online has been used to spread stereotypes and misconceptions. As professionals in the media industry, we have the duty to address this problem, media in all forms including traditional or legacy newspapers, radios, and TV as well as online outlets have a responsibility to represent our culture accurately, and respectfully.” She said.

Kamanyi was speaking on Thursday at the Makerere University Department of Journalism and Communication’s Annual Media Convention. The convention was under the theme “Bringing Culture Back in Media, Communication, and Youth Engagement in the Digital Age.”

The Nnabagereka also implored young people to use social media to amplify their respective cultures to reach a global audience. She said that the internet has changed the entire life setup of people and dictated people’s lifestyles which has put culture at a threat.

She noted that once the youth use these avenues to invite the world to appreciate the local culture, it will improve the image in which culture is viewed back here in Uganda.

Nagginda also urged the Department of Journalism and Communication to equip its students with the necessary knowledge and professional guidance to make use of the Internet. She further asked the University management to make culture visible around the University to empower Cultural associations.

Professor Elizabeth Lubinga, the Head of the Department, of Strategic Communication, at the University of Johannesburg, South Africa commended the university management for organizing the convention saying that it is a platform that provides an opportunity for youth to share experiences and discuss how to advance journalism and communication in Uganda.

She also said that there is a need to promote a culture with a critical focus on how youth can be mobilized to embrace constructive cultural behavior in the pursuit of progress.

Dr. Aisha Nakiwala Ssembatya, the Head Department of Journalism and Communication said that the convention emphasizes the pivotal role of youth as catalysts for innovation, active participation, and leadership in shaping Uganda’s future.

She also said that the convention provides a forum for discussing emerging issues in media, journalism, communication, and society in Uganda and beyond.

Renowned actor Abbey Mukiibi, one of the panelists said that the current digital evolution has had an influence on many things in the media but also the art industry.

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