Things have drastically changed in the Ugandan media landscape.
With the advent of social media, the meek consumer of news has now become a powerful ‘collaborator’ instead of being merely the source.
True, citizen journalism frequently compromises journalistic professional ethics in terms of quality, accuracy and objectivity, but social media platforms have become a force to be reckoned with.
The narrative is no longer in the hands of a commanding media steering public opinion here and there as was the case before. Platforms like twitter have turned the tables placing traditional media into a peculiar position of questioning their value or relevance in present times.
Citizen journalism has redefined the news agenda due to its disruptive nature especially in circumstances where the media is distracted or controlled by the political agenda.
The steady growth and usage of social media platforms also coincides with the decline of print. However the irony on a global scale is whether or not the media can survive online, depending on how it’s able to evolve with the technology.
Interacting on social media by journalists leads to expectations that quality of content will not suffer, but often that depends on personal preferences.
Twitter is the ideal social networking platform to study the interaction of media in general and how the public consumes it.
Trends like micro blogging have brought to the fore new ways of relaying information that is, short instant bits (snackable content) of information in text or video formats used for breaking news, or linking back to the website or blog.
Twitter has also earned its value in the online space as a tool to get real-time feedback, breaking news, updates and rally for support on important campaigns.
A ‘shared value’ responsibility has seen collaboration grow to a greater extent where the media is working together with the public to participate in the ‘news making process.’
In conclusion, the lines have been erased. Online media has swept away the previous traditional relationship of content producers and content consumers, leaving us with a far more fluid news agenda never seen before.

In the Ugandan media landscape the challenge for the media fraternity in general every day to shift its general perception towards the consumer as the ‘audience’ or the‘ collaborator’, instead of the ‘source’ or ‘consumer’ for news.
With the rise ‘citizen journalism’ as a tool that compromises with their ‘professional process’ to achieve quality, accuracy and objective news, social media platforms have in greater contexts been viewed as a tool that conflicts with their conception of proper reporting practices.
The narrative is no longer in the powerful hands of the media as it were the norm previously. Platforms like twitter has turned the hour glass upside down as the media come to terms with how to position their value in the present times.
Disruption is the norm, with the birth of ‘citizen journalism’ with its ‘pros’, especially in circumstances where the media is distracted or controlled by the political agenda.
The steady growth and usage of social media platforms coincides with the decline of print. However the irony on a global scale is whether or not the media can survive online, depending on how it’s able to evolve as the technology.
Interacting on social media by the media leads to expectations that in turn reciprocate with the quality of content.
Twitter is the ideal social networking platform to study the interaction of media in general and how the public consumes it.
Trends like micro blogging have brought to the fore new ways of relaying information i.e. short instant bits (snackable content) of information in text or video formats used for breaking news, or linking back to the website or blog.
Twitter has also earned its value in the online space as a tool to get real-time feedback , breaking news, updates and rally for support on important campaigns.
A ‘shared value’ responsibility has seen collaboration grow to a greater extent where the media is working together with the public to participate in the ‘news making process.’
In conclusion the power of online media has shifted the previous traditional relationship i.e. the content producers and content consumers.