The role of social media in improving public diplomacy in Uganda, a case study of Lira City.

Abstract

This study investigated how social media enhances public diplomacy in Uganda, specifically focusing on Lira City. The research aimed to assess social media's role in the political environment, its broader impact on public diplomacy, and the strategies used to influence public discourse. Employing a mixed-method, cross-sectional design, the study drew on both primary and secondary data. A sample of 123 respondents from various sectors, including media houses, civil society, and the general public, was selected using simple random and purposive sampling based on the Krejcie and Morgan (1970) method. Data from 88 participants were collected via structured questionnaires and key informant interviews. For analysis, quantitative data was processed using SPSS and presented as percentages and tables, while qualitative data underwent thematic content analysis. The study's validity was ensured through triangulation of multiple data sources, and its reliability was maintained using standardized procedures. The findings highlight social media's crucial role in disseminating political messages and shaping international perceptions, though they also identified significant challenges like hate speech and misinformation. The study recommends improving content moderation through local oversight boards, strengthening ethical standards, and fostering stakeholder collaboration to enhance public diplomacy and address these digital challenges.