Breaking Barriers: Amplifying Women’s Voices in Uganda’s Male-Dominated Media Landscape.

By Laura Nalugwa.

In Uganda, women’s voices have long been sidelined, their stories overshadowed by deep-rooted cultural norms that prioritise traditional roles over self-expression and career aspirations. Women are often seen as caregivers and homemakers, expected to focus on household duties rather than education or professional growth. Additionally, cultural views that assign a woman’s worth to a bride price further compound the issue, constraining women’s voices in public discourse.

The media, a key driver of societal narratives, often reflects this imbalance, presenting a partial and sometimes distorted portrayal of women’s lives. For instance, sections like “Slaying it” in The New Vision emphasize physical appearance, reinforcing narrow beauty standards and overlooking the depth of women’s contributions and experiences.

Despite the increasing presence of women in various fields, their representation in Ugandan media remains limited and often skewed. A report by the Uganda Communications Commission reveals that only 24% of portrayals of women in the media are positive, with most reinforcing harmful stereotypes. Meanwhile, research from the African Women’s Development and Communication Network shows that just 15% of media content emphasizes women’s empowerment, underscoring the need for more inclusive and representative portrayals.

This underrepresentation is especially noticeable in the coverage of women’s achievements. For instance, when boxer Patricia Apolot secured a major victory at the 2018 Commonwealth Games, her accomplishment received only minimal media coverage—a small article buried inside the pages, with little fanfare or images to highlight her win. In contrast, male athletes with similar achievements typically receive prominent coverage, often with feature stories and photos on front pages or in sports sections.

Some organizations, like the Uganda Media Women’s Association, are actively working to shift this narrative, promoting positive representation through platforms like MAMA FM, a radio station dedicated to amplifying women’s voices and encouraging female participation in media. However, the gap remains significant; historical accounts, such as those about Uganda’s independence, frequently highlight the contributions of male figures while overlooking women like Lady Sylvia Ntenga, a pivotal activist whose contributions are seldom acknowledged. This disparity in media coverage reinforces the need for a more balanced portrayal of women’s contributions in Uganda.

Lady Sylvia Ntenga’s work in empowering women in Uganda created a ripple effect that reached the male-dominated media landscape. By advocating for women’s education and leadership, she helped expand awareness of women’s potential beyond traditional roles. Her influence inspired more women to share their stories and engage in public life, gradually shifting media portrayals to be more inclusive.

As Uganda began acknowledging women’s contributions to independence and community development, media coverage slowly adapted, with more stories highlighting women leaders, activists, and reformers. This shift not only amplified women’s voices but also paved the way for future generations of female journalists who became instrumental in shaping women’s narratives in Uganda, establishing a stronger gender balance in storytelling and news coverage.

Efforts to broaden women’s representation in Ugandan media are gaining momentum, driven by initiatives that prioritize gender balance in newsrooms. A prominent example is Media Focus Uganda, led by Jan Ajwang, who advocates for empowering women in journalism and newsroom leadership. Ajwang emphasizes that supporting women to lead and manage media outlets is as essential as the roles held by their male counterparts. Her approach underscores the importance of equipping women with the skills needed to thrive in these roles, fostering a more inclusive and balanced media landscape.

In the face of persistent challenges, the journey to amplify women’s voices in Uganda’s media landscape continues. With the efforts of trailblazers like Lady Sylvia Ntenga and initiatives such as Media Focus Uganda, the tide is slowly turning. Empowering women to lead and tell their own stories is not just a fight for representation—it is a fight for equality and progress. By championing diverse narratives and challenging stereotypes, Uganda’s media can play a pivotal role in shaping a society where every voice is heard and valued. The question now is not whether change is possible, but how we can accelerate it.

Laura Nalugwa is a Journalism student at Agha Khan University.