Assessing media coverage of technical, vocational education and training in Uganda: a case study of New Vision and Daily Monitor

Abstract

The study examined the coverage of technical, vocational education and training (TVET) in Uganda by analysing the content of two Ugandan dailies, New Vision and Daily Monitor. The main objective of the study was to find out where TVET ranks on the media agenda. The study specifically sought to understand whether vocational education was a priority, how it is portrayed and if the manner of coverage influences students’ willingness to take up TVET. Data was collected using content analysis and key informant interviews with purposively selected respondents. The researcher analysed content of the two dailies published between January and June 2010 and between January and June 2017, and interviewed six key informants. The purpose of the interviews was to provide depth and breadth to the results of content analysis. The study was based on the agenda-setting and framing theories while the concurrent nested strategy guided the collection and analysis of data. Findings indicate that the media paid little attention to TVET. This is reflected in the few stories published by both New Vision and Daily Monitor. Of these, the majority were run by New Vision. Many of the stories were not on any of the prominent pages or sections. However, their tone was largely positive. Additionally, it was discovered that Uganda’s print media mostly use experts as sources, followed by politicians. Parents and students are least represented in the media on matters of vocational education. Enrolment was identified as the best indicator of whether the media has had a positive impact on TVET. Ministry of Education and Sports records indicate a rise in students enrolling for TVET. However, the numbers are almost negligible when compared with trends in other forms of education. The study recommends the implementation of specific activities targeting the media to improve appreciation of this form of education by reporters and editors. Given the economic environment where the media operates, the study also calls for investment in the media by government and development partners to allow for improved coverage of the sector while at the same time ensuring that New Vision and Daily Monitor stay in business.