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This book is organized into four main sections: introduction; theoretical and conceptual perspectives; discussion of key issues, challenges, and prospects; and conclusion. Chapter 1 (introduction) covers: background, statement of the problem, and methodology. Chapter 2 (theoretical and conceptual perspectives) reviews the major mass communication theories, constructs, and variables. Chapter 3 (discussion of key issues, challenges, and prospects) provides an empirical discussion of issues or cases. It offers quantitative analysis backed by evidence based on analytical data. Chapter 4 (conclusion) is a synthesis of findings discussed in tandem with recommendations. The book contains a number of important photos as well as Kampala city landmarks.