| dc.description.abstract | This dissertation aimed to investigate how emcees and other performing artists use social media as a strategic response to emergencies like COVID-19 in the emerging Ugandan entertainment Industry. The outbreak of COVID-19 in late 2019 had an unprecedented and profound impact on the global entertainment sector. This study presented a comprehensive examination of the multifaceted repercussions of the pandemic on various segments of the entertainment industry, including film, television, live events, music, and digital media. The research employed qualitative approach that captured the experiences and perspectives of industry professionals, artists, and consumers. The findings revealed that the entertainment sector faced substantial disruptions due to COVID-19, including production halts, cancellations of live events, plummeting box office revenues, and shifts in consumer behaviour. These challenges prompted stakeholders to adapt swiftly and creatively. Coping strategies explored in this study encompass digital transformation, virtual events, streaming service proliferation, and innovative marketing campaigns. These strategies not only helped mitigate losses but also paved the way for long-term changes in the entertainment industry landscape.
This study provided a deeper understanding to drama and film students on how performing artists are benefiting from the entertainment industry. Furthermore, the research highlighted the importance of resilience and adaptability in the face of unforeseen crises. It underscored the need for diversified revenue streams, enhanced safety measures, and the integration of digital technologies to ensure the continued viability of the entertainment sector. The study contributed to our understanding of the broader implications of the pandemic on the global economy, consumer behaviour, and the future trajectory of the entertainment industry. | en_US |
