(Bishop Stuart University, 2023) Prudence, Tukahirwa; John Baptist, Imokola
This study aimed at understanding the aggressive communication
behavior of youth on Facebook during elections. The study traced the
evolution of communication behavior from public spaces to the rise of
mass media and the internet, particularly focusing on Facebook's
increasing influence as a political space, to its manifestation in
Uganda’s electoral process. Guided by the Communication Affordance
Theory and Wolfsfeld's Political Contest Model, the study sought to
understand how Facebook's affordances shaped youth engagement in
electoral activities. The study followed a cross-sectional design to
address the heterogeneity of the respondents in the fields of politics and social endeavors and employed a mixed method approach. Results
show that during Uganda's 2021 presidential elections, there was a
significant prevalence of aggressive communication behavior among
the youth on Facebook. Cyberbullying, intimidation, and criticism were
commonly observed. Recommendations were made to promote youth
political engagement, discourage violent behavior, and provide
opportunities for youth participation in governance. Aggressive
communication was defined as a style where individuals violated the
rights of others through verbal and non-verbal means.
