ABSTRACT The study was on the role of media in communication campaign for marginalized group of people to integration of employment. The study was guided by three main objectives that is to say; To find out the why Marginalized people (Batwa) have not been given a wide coverage by the media in Uganda, To assess the challenges faced by media in trying to communicate for the marginalized people and To propose the solutions to challenges faced by the Batwa community and the media in trying to communicate for these people. The study employed a case study design where both qualitative and quantitative techniques of data collection were employed. Questionnaires and interviews were used to collect data from a cross section of respondents. The study was carried out from Batwa community where a sample of 133 respondents was selected to participate in the study using the random sampling technique. The study found that the media has not played a greater role in the campaign for the marginalized people. Respondents reported that media has provided little coverage for these groups giving more coverage to the politics, economics, sports and entertainment as well as advertisements. The study further explains that the Batwa community has always lived in isolation and backwardness lacking any form of economic development. Respondents reported that this Community truly lacks a strong voice to back them up or bring their voice to a better level so as to effectively get support from the government and start living a life without isolation. The media got fully explore the needs of these people since these people are invisible to the relay world as reported by the respondents. Media would have promoted or publicized the needs and existence of these people but it lacks support from development organizations and the government. Whenever these people are talked about, nothing is put into action and everything fails to work out. Media has to some extent tried on these people but the government has failed to give back or take actions on the needs of these people. The study recommends the media industry to increase the media coverage to provide better voice for Batwa group of peoples. Media should not only focus on the politics and sports but also on the strengthening and publicizing the voice of the minority groups. I therefore propose that media should focus it campaign on the support of minority groups by government, NGOS, and communities. The government should as well extend its services to these communities. Services such as education of the Batwa, developing better infrastructures, providing employment in order to reduce the level of primitiveness, remoteness in these communities.

TABLE OF CONTENTS

DECLARATION ii

APPROVAL iii

DEDICATION iii

ACKNOWLEDGMENT iv

LIST OF ACRONYM vii

LIST OF FIGURES viii

LIST OF TABLES viii

ABSTRACT ix

CHAPTER ONE: INTRODUCTION 1

1.0 Introduction

1.1 Background of the study I

1.2 Statement of the problem 3

1.3 General objective of the study 3

1.4 Specific objectives 4

1.5 Research questions 4

1.6 Scope of the study 4

1.6.1 Geographical scope 4

1 .6.2 Contextual scope 4

1.6.3 Time scope 5

1.7 Significance of the study 5

1.8 Operational definitions 5

CHAPTER TWO: LITERATURE REVIEW 6

2,0 Introduction 6

2.1 Why Marginalized people (Batwa) have not been given a wide coverage 6

2.2 Challenges facing media in trying to communicate for the marginalized communities and

groups of people 8

2.3 Solutions to challenges faced by the Batwa community and media in tying to community

their rights 12

CHAPTER THREE: RESEARCH METHODOLOGY 15

3.0 Introduction 1 5

3.1 Research design 15

3.2 Population of the study 15

3.3Samplesize 15

3.4 Sampling procedure 16

3.5 Research Instruments I 6

3.5.1 Questionnaire 16

3.6 Data collection methods 17

3.6.1 Before data collection 1 7

3.6.2 During Data Gathering 1 7

3.6.3 After Data Gathering 18

3.7 Data analysis 18

3,7 Validity and reliability 18

37.1 Validity 18

3.7.2 Reliability 19

3.8 Ethical consideration 19

3.9 Limitations 20

CHAPTER FOUR: RESULTS AND FINDINGS OF THE STUDY 21

4.0 Introduction 21

4.1 Demographic characteristics of respondents 21

4.2 Why Marginalized people (Batwa) have not been given a wide coverage by the media in

Uganda 26

4.3 The challenges faced by media in communicating the issues of Batwa community 30

4.3.1 Batwa people are not cooperating with media 30

4.3.2 Lack of government support on ideas concerning Batwa community 30

4.4 solutions to challenges faced by the Batwa community 33

CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 35

5.0 Introduction 35

5.1.2 Reasons why Batwa are not given wide coverage 35

5.1. 3 The challenges faced by media in communicating the issues of Batwa community 36

5.3 Conclusions 38

5.3 Recommendations 39

5.4 Areas of Further research 40

References 41

APPENDICES 44

APPENDIX I QUESTIONAIRE 44