Title: The Persuasion Deficit: Assessing Critical Advocacy Skills Among Generation Z in Uganda
Authors: Arinaitwe Julius, Asiimwe Isaac Kazaara
Volume: 10
Issue: 3
Pages: 78-85
Publication Date: 2026/03/28
Abstract:
Background: Generation Z individuals born between 1997 and 2012 constitutes the majority of Uganda's population and is increasingly expected to drive civic, economic, and social transformation. However, growing concerns among educators and practitioners suggested that this generation faced a critical deficit in persuasion and advocacy skills, undermining their capacity for effective public communication and civic participation. Objective: This study aimed to assess the critical advocacy and persuasion skills of Generation Z in Uganda and to identify the individual, educational, and contextual factors that shaped these competencies. Methods: A cross-sectional mixed-methods design was employed, with 420 respondents selected through stratified random sampling across Uganda's four regions. Data were collected using a validated structured questionnaire measuring advocacy competency across argumentation, rhetorical effectiveness, and audience engagement domains. Univariate, bivariate, and multilevel modelling analyses were conducted, complemented by focus group discussions and key informant interviews. Results: The mean overall advocacy skill score was 2.56 out of 5.00, indicating a widespread and significant persuasion deficit. Debate and advocacy program participation was the strongest predictor of competence (? = 0.74, p < 0.001). Out-of-school youth recorded the lowest scores, while private school attendees and respondents from the Central region performed significantly better. Multilevel modelling revealed that 27% of the variance in scores was attributable to institutional and regional factors, with the availability of advocacy training programs (? = 0.41, p = 0.001) and school type (? = 0.29, p = 0.004) emerging as key contextual determinants. Conclusion: A significant persuasion deficit existed among Generation Z in Uganda, shaped by intersecting individual, institutional, and regional inequalities. Effective responses required multi-level interventions integrating advocacy training into national curricula, addressing regional disparities through targeted youth programs, and dismantling gender-based barriers to young women's public voice.