The Executive Director of the Uganda Media Centre (UMC), Mr. Allan Kasujja, has warned against the critical spread of negative narratives on social media, cautioning that destructive online content is severely damaging Uganda’s national reputation and international image.
Speaking on Thursday 15th October 2026 during an interactive engagement with Master’s and final-year Journalism students in the Arts Smart Room at Makerere University, Mr. Kasujja urged young media practitioners and content creators to adopt responsible reporting that balances critical journalism with patriotic nation building.
“The image of our country is being systematically destroyed by bad, sensational content posted across social media platforms,” Kasujja said. “As upcoming media professionals, you must champion constructive coverage that highlights our strengths and potential to help position Uganda favorably on the global stage.”
Addressing the socio-political challenges currently facing the country, the UMC chief noted that nation building is a gradual process requiring patience, civic responsibility and collective effort.
“This country is still young, and it will take time to fully stabilize and achieve all our development aspirations,” Kasujja remarked. “However, we are collectively in this together. No single entity can transform Uganda alone. Together, through balanced narratives and responsible communication, we can build the nation.”
The session, hosted jointly by Makerere University’s Master of Arts in Journalism and Communication cohort and Year 4 undergraduate journalism students, offered a platform for candid debate on the intersection of government policy, media freedom, and digital communication.
Kasujja highlighted the double-edged nature of social media platforms, acknowledging their power in democratizing information while warning of the economic and diplomatic costs associated with unverified, hyper negative online campaigns.
He challenged the students many of whom are preparing to enter professional newsrooms and digital media agencies to rise above clickbait journalism and instead focus on investigative, accurate, and developmental reporting.
Students in attendance engaged the media chief on pressing concerns, including government transparency, digital censorship, and the economic pressures driving sensationalism in mainstream and online outlets.
By Atuhaire Onesmus
