Call to action: Include Kiswahili in media in Uganda. Promoting Kiswahili in Media and Public Discourse to Increase Visibility and Accessibility

Introduction

Kiswahili is one of the most widely spoken languages in Africa and its role as a unifying language in East Africa is increasingly recognized. In Uganda, Kiswahili has been designated as a national language and is essential for communication within the East African Community (EAC).

Background

Kiswahili’s importance in East Africa cannot be overstated. As the lingua franca of the region, it serves as a key tool for communication, commerce and diplomacy. However, its full potential has not been realized in Uganda, where English and local languages dominate most sectors. One of the key barriers to Kiswahili’s wider acceptance and proficiency is its limited presence in mainstream media, including television, radio, print, and online platforms.

The International Kiswahili Conference organized by Afrika Mashariki Fest recently on 14th-16th April 2025 was a milestone event that brought together some of the most prominent figures in the field of Kiswahili language and culture. This gathering of esteemed delegates, including renowned academics, poets and advocates from across Africa underscored the growing significance of Kiswahili not only as a regional language but as a vital tool for uniting East Africa.

Senior delegates such as Professor PLO Lumumba from the Lumumba Foundation, Kenya, Professor Aldin Mutembei, Head of Kiswahili at the University of Dar es Salaam and Professor Wallah Bin Wallah, a senior Kiswahili poet added immense value to the event offering critical perspectives on the role of Kiswahili in regional integration. Their participation highlighted the deep commitment to the advancement of Kiswahili and the recognition of its potential to strengthen East African unity.

Despite this, its presence in mainstream media and public discourse remains limited. This proposal aims to advocate for the active promotion of Kiswahili in Uganda’s media and public discourse to enhance its visibility, accessibility and practical use among the general public.

Promoting Kiswahili in the media is crucial for fostering a deeper cultural connection and practical application of the language. Media, as the primary source of information for the public, has the potential to be a major vehicle for language promotion and can significantly influence public attitudes toward Kiswahili.

Objectives of the Proposal

Increase Kiswahili Programming in Media: Encourage radio, television and online platforms to include more Kiswahili programming, news and educational content to increase exposure to the language.

Integrate Kiswahili in Public Discourse: Advocate for the use of Kiswahili in government announcements, public campaigns and official communications.

Enhance Media Literacy in Kiswahili: Provide training and resources for media practitioners to effectively use Kiswahili in their work.

Foster National Unity: Use Kiswahili as a unifying language in the media to bridge linguistic divides in Uganda, promoting a cohesive national identity.

Justification

1. Promoting National Unity: Uganda is home to more than 50 ethnic groups, each with its own language. Kiswahili can serve as a neutral medium that promotes communication across these different groups, helping to build a more cohesive national identity.
2. Strengthening Regional Integration: As the lingua franca of East Africa, Kiswahili is vital for fostering cooperation and communication within the East African Community (EAC). By promoting Kiswahili in Uganda’s media, the country can enhance its role in regional affairs and better engage with neighboring countries.
3. Cultural and Economic Development: Kiswahili programming in the media can serve as a platform for cultural exchange, economic opportunities, and regional cooperation. Additionally, the rise of Kiswahili in media will attract a larger audience, creating potential for new economic markets in sectors like tourism, business, and media production.
4. Educational Opportunities: As the demand for Kiswahili speakers grows in the region, media platforms can serve as an informal but effective means of language learning. Educational programs that teach Kiswahili in a fun and engaging way can be broadcasted to reach a wide audience, enhancing the proficiency of Ugandans in the language.

Proposed Actions

1. Increase Kiswahili Content in Broadcast Media: Encourage Ugandan television and radio stations to dedicate more time to Kiswahili news, talk shows, dramas, and educational programs. This would expose audiences to Kiswahili regularly and in a variety of formats.
2. Government Support for Kiswahili in Public Communications: Advocate for the inclusion of Kiswahili in official government communications, including public service announcements, national addresses, and emergency information, alongside English and local languages.
3. Media Literacy Campaigns: Launch campaigns to encourage media outlets, journalists, and broadcasters to increase their use of Kiswahili in public discourse. Training workshops could be organized for journalists to improve their proficiency in Kiswahili and teach them how to create engaging and informative content in the language.
4. Digital Media and Online Platforms: Leverage digital platforms, including social media, websites, and mobile applications, to promote Kiswahili content. Content creators, influencers, and bloggers can be encouraged to create Kiswahili content to increase its visibility online.
5. Collaborate with the East African Community (EAC): Work with other East African nations to share Kiswahili media content across borders, creating a unified media presence that highlights Kiswahili’s importance in the region.
6. Kiswahili Language Media Awards: Create an annual awards event to recognize outstanding contributions to Kiswahili media, including radio shows, TV programs, articles, and online content. This would incentivize media outlets to prioritize Kiswahili content.

Expected Outcomes

1. Wider Accessibility to Kiswahili: Increased exposure to Kiswahili programming through various media platforms will make the language more accessible to Ugandans across different regions and demographics.
2. Greater Media Representation: As Kiswahili becomes a more prominent language in Ugandan media, it will help to represent the country’s linguistic diversity, ensuring that more citizens feel connected to the national conversation.
3. Improved Language Proficiency: The regular use of Kiswahili in media will foster improved language proficiency among the population, particularly in urban areas where access to Kiswahili content will be easier.
4. Enhanced Regional Cooperation: Uganda will be better able to engage with neighboring countries in the East African Community, improving diplomatic, trade, and cultural relationships.

Conclusion

Promoting Kiswahili in Uganda’s media and public discourse is an essential step toward increasing the language’s visibility and accessibility. With Kiswahili’s growing importance in East Africa, Uganda has an opportunity to take a leading role in fostering linguistic unity, regional integration, and cultural exchange. By increasing Kiswahili’s presence in media, Uganda can enhance national cohesion, regional cooperation, and economic opportunities for its citizens.

Call to Action

We call on the government, media stakeholders, and relevant institutions to actively promote Kiswahili in the media by increasing its representation in broadcasting, print, and digital media. We seek the endorsement of the President and the government to initiate policies that support the growth of Kiswahili in public discourse and media, to solidify Uganda’s role as a key player in the East African region.