Department of Languages, Literature and Media studies

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Youth Aggressive Communication Behaviour During Elections in Uganda
(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.