Button-Less on the Information Superhighway: Issues of Ideological Horizons in Environmental Communication amongst Communities at Fish landing Sites along Lake Victoria in Uganda

Abstract

The article addresses issues of ideological horizons in relation to the information superhighway, as they affect environmental communication, with a special focus on grassroots communities at fish-landing sites along Lake Victoria, in Uganda. While in the ‘button society’ a great deal of information is accessible at the push of a button, the most that button-less grassroots societies have to contend with, is a simple radio switch. Given this continuum of ideological horizons, both communities cannot interpret environmental management concerns in the same way. Conceptually, the article is guided by Hall's encoding and decoding framework, whereby due to a failure to share ‘meaning’ (between the two parties) miscommunication arises. The discussion is based on findings of a survey for a research project that sought to find behavioural change communication strategies that can be used to empower grassroots communities to participate more in managing their local environment in a sustainable way. The research looked at the communication of environmental issues pertaining to solid waste management and sanitation. The major question of interest to the discussion is why there is continued environmental degradation at Lake Victoria fish-landing sites, despite the available environmental information and existing frameworks for ensuring proper environmental management.