When social media hijacked Tooro’s narrative and turned everyone into an expert on succession matters
Mugarra says rumours can become “breaking news” within minutes, while unverified information can acquire the appearance of truth simply because it has been widely shared.
Omugweeri David Mugarra Bbala
Over the past few days, I have watched with considerable dismay the discussions surrounding the late King Ikingura Oyo Nyimba’s health, death, burial and succession.
What has been particularly disturbing is not only the amount of information circulating, but also the manner in which social media has transformed highly sensitive cultural matters into subjects for instant commentary, speculation, outright abuse and, at times, even comedy. Shame upon you! Mutuswaize Mali.
Traditionally, many aspects surrounding the health of a King, his death, burial and succession have been treated with great sensitivity and, in some circumstances, confidentiality.
This is not unique to Tooro. Around the world, the health of heads of state and members of royal families is often handled with considerable discretion to avoid unnecessary panic, speculation and misinformation.
The rise of social media, however, has fundamentally altered this information environment.
News now travels faster than traditional institutions can officially communicate it. Rumours can become “breaking news” within minutes, while unverified information can acquire the appearance of truth simply because it has been widely shared. The desire to increase followers, likes and subscribers has taken this phenomenon to another level.
One particularly disturbing incident in this entire process was the sharing of images of the coffin carrying Ikingura Kabumba’s remains as they were being transported from London.
What should have remained a private family and protocol matter was turned into an opportunity to break news before others. The sharing of such sensitive images demonstrated just how far the race to be first can go.
Special appreciation should go to the protocol team for exercising restraint and protecting the dignity and privacy of the late King’s remains when they arrived in Uganda.
We saw the same phenomenon during the period preceding the official announcement of the late King's death. By the time the Basiita clan was preparing to make the announcement, information was already circulating widely across social media and other platforms.
This created an unusual situation in which public discussion was already well underway before some of the traditional processes of communication had taken place.
We saw it again with information concerning the 21-member Succession Committee, where the desire to break a news scoop to remain kabandole, the first to share the information, appeared to take precedence over the sensitivity of the process.
The same concern arose around information from the Karambi tombs, one of the most sacred places and functions associated with Tooro's cultural traditions.
Hmm, mara baragira kiki ekagyaha? Why can't we keep some things to ourselves? It is this experience, particularly the debates surrounding the succession and burial, that has prompted me to write.
As I travelled back from the burial in Fort Portal, a group of friends and I listened to several radio stations and prominent radio programmes during our journey.
What struck me was that some of these discussions appeared to rely more heavily on information circulating on social media than on the authoritative documents and sources available to the public.
Three important sources, in particular, had been publicly discussed: the public statement of the 21-member Succession Committee, the communication from the Tooro Elders Forum, Isaazi ly'Abantu Bakuru ba Tooro, and the Constitution of Tooro. One could also consider the speeches and statements made during the send-off and burial ceremonies.
Yet, in many of the discussions we listened to, these sources did not appear to receive the attention one would expect when debating such a sensitive cultural matter. Instead, social-media posts, tweets and commentaries from prominent personalities appeared to become the primary sources informing the discussion.
This is where the rise of the self-appointed social-media expert becomes particularly concerning.
The problem is not that people should not discuss Tooro affairs. They should. The problem is that discussion without knowledge, verification or context can easily become misinformation.
Today, almost anyone with a smartphone, a large following or access to a popular radio programme can become an expert on matters they have never studied.
Comedians, political commentators, influencers and online personalities can suddenly find themselves explaining Tooro's traditions, succession practices and cultural institutions with remarkable confidence. Yet confidence is not knowledge.
Having thousands of followers does not make someone an authority on Tooro culture. Being the first person to post a story does not make the information accurate.
And repeating information that is trending online does not transform it into fact. What makes this particularly troubling is that there are sources that people can consult.
The Tooro Constitution, relevant legislation, official communications, statements from the cultural institution, newspaper reports and, most importantly, knowledgeable elders and cultural authorities provide avenues for verification.
The challenge, therefore, is not always the absence of information.
In many cases, it is the unwillingness to read, investigate and verify before speaking. Instead, some commentators appear to take the easiest route: pick up a trending post, a tweet or a WhatsApp message and build an entire argument around it, forgetting that the consequences can be serious.
Cultural matters are deeply connected to identity, history and community. When unverified information is presented as fact, it can create unnecessary tension, deepen divisions and undermine confidence in institutions.
Even more troubling is when elders, members of the royal family or public officials are insulted and subjected to abusive or degrading language based on information that has not been properly verified.
We have witnessed examples of this in recent days, including heated discussions around the alleged will, succession-related scoops and other sensitive matters.
It should not be driven by rumours, personal attacks or the desire to be the first person to break a story.
This is not only a Tooro problem. It is increasingly a Ugandan problem. Social media has created a generation of instant commentators who can become experts on politics today, economics tomorrow, medicine the next day and cultural institutions the day after that.
The speed of information has outpaced the culture of verification. This presents a challenge for regulators, media houses, technology platforms and, most importantly, the public.
Uganda Communications Commission needs to continue strengthening responsible digital communication, media literacy and accountability for the deliberate spread of harmful misinformation and abusive content.
Regulation should not be about suppressing legitimate criticism or freedom of expression. Rather, it should help create an information environment in which people are encouraged to verify claims, distinguish fact from opinion and take responsibility for what they publish.
But regulation alone will not solve the problem. The public also has a responsibility. Before sharing that sensational WhatsApp message, reposting a tweet or making a confident statement on TikTok, we should ask ourselves a simple question: Obiija wa? Where did this information come from?
Is it an official communication? Is it supported by a credible document? Have I spoken to someone with genuine knowledge of the matter? Have I read the relevant background? Or am I simply repeating something because everyone else is saying it?
To the social-media personalities and public commentators who have taken a keen interest in Tooro affairs, my humble appeal is simple: Read more. Verify more. Speak responsibly.
There is nothing wrong with wanting to break news. There is nothing wrong with sharing a scoop. But the desire to be kabandole—the first to break or share information should never come at the expense of truth, cultural sensitivity and respect.
Tooro's cultural affairs cannot be reduced to trending posts, tweets, TikTok clips or WhatsApp forwards. They involve a history, a culture, traditions and institutions that deserve respect and careful understanding.
Being the first to speak does not make one an expert.
Having a large following does not make one an authority.
And speaking with confidence does not make speculation the truth.
In an age when everyone can publish, the real mark of an expert is not how quickly they speak, but how carefully they verify before they do.
Written by
Omugweeri David Mugarra Bbala