Examining Agenda Setting Effects of Twitter Users during the 2016 Uganda Presidential Election

Sammanfattning: The main aim of this thesis is to examine the agenda setting effects of Twitter users by exploring the use of hashtag #UgandaDecides and the retweet (RT) activity during the 2016 presidential election. I do this by applying the first level agenda setting theory which holds that the news media sets the public agenda. I apply a qualitative analysis using #UgandaDecides as a unit of analysis to collect tweets that received the most retweets to establish the actors tweeting during the study period. I conduct content analysis to establish the key issues/topics that received the most attention as per their level of frequency and prominence received through their retweet activity. Results in this thesis show that different actors were involved in determining the topics/issues on the twitter public agenda during the 2016 Uganda presidential election. For the pre-election period, the news media set the agenda by influencing the topics/issues for discussion as seen by the number of the retweets from their tweets. However, on Election Day, the public mainly ordinary citizens were more active in determining what topics/issues were discussed on Twitter, manifesting signs of reverse agenda setting. In this thesis, I thus conclude that Twitter can be empowering as it provides a space for ordinary citizens to participate in political discourse and that in a restrictive media environment, both media and public can use twitter as a participatory platform. The aspects of reversed agenda setting shown in this study are indicative of the changing media environment and how new power relations between different actors calls for the revision of the traditional agenda setting theory that the news media sets the public agenda.