Social-Economic Role of Mass Media in Peacebuilding: The Case of Uganda

This chapter examines the multifaceted role of mass media in peacebuilding, focusing on the social-economic dimensions in Uganda. It begins by defining peace as a multidimensional concept, including political, economic, environmental, social-cultural, intra-personal, and inter-personal peace. The study highlights the under-explored dimensions of peacebuilding, such as economic and social-cultural peace, which have been overlooked in favor of political peacebuilding. The chapter delves into how mass media, including television, radio, songs, and newspapers, are used as vehicles to disseminate peacebuilding messages and promote various dimensions of peace. It discusses how mass media can encourage economic activities, promote social-cultural unity, provide counseling services, and entertain people to reduce stress. The study also emphasizes the importance of mass media in creating awareness about health, security, and environmental issues, thus contributing to social-cultural and intra-personal peace. Through case studies and interviews, the chapter demonstrates the practical applications of mass media in peacebuilding and offers recommendations for leveraging mass media to promote peace in its broad sense.