16 Articles
Eunice Omolara Olarewaju
This study presents a critical multimodal analysis of memes of different socio-cultural and socio-political issues in Nigeria purposively collected from three dominant online platforms - X (Former Twitter), Facebook, and Nairaland, (seven memes each from socio-cultural and socio-political issues) within a period of six-month (December 2024 to May 2025), totalling fourteen memes. The analysis, informed by Theo van Leeuwen's socio-semiotic model and Norman Fairclough's socio-cultural approach to critical discourse studies (CDS), examines both linguistic and non-linguistic resources used to create meaning and impact in the selected memes through a qualitative and comparative methods of analysis. The findings reveal that these memes play crucial roles in mobilizing the electorate and influencing public opinion through persuasion and solidarity-building techniques. The study reveals that political and cultural identities are constructed in the discourse. Socio-political memes can mobilize action, raise awareness, or critique governance and may contribute to polarization or reinforce existing views; while socio-cultural memes foster social connection, shared laughter, or cultural pride and can spark conversations about social norms and cultural values. It confirms that both types of memes can increase engagement with social issues and politics and provide a platform for Nigerians to express themselves and be heard. The study highlights the construction of socio-cultural identities in the discourse and underscores the importance of online platforms in mediating socio-cultural and socio-political memes in Nigeria. The study concludes that memes are not meaningless constructs but are imbued with thoughts, anxieties, ideologies, and identities expressed by Nigerian netizens.
Ajijir Martin, Williams A. Wada
Vaccination is a transformative public health intervention, yet vaccine hesitancy—the delay or refusal of vaccines despite availability—remains a significant barrier to achieving high immunization coverage and equitable health outcomes in Nigeria. The issue is a complex one, driven by cultural, religious, political, socioeconomic, and informational factors, including distrust in government and the spread of misinformation. This paper examines vaccine hesitancy in Nigeria through the lens of two foundational behavioral science theories: The Health Belief Model (HBM) and the Theory of Planned Behavior (TPB). The HBM focuses on individual perceptions. Applying this model reveals that low perceived susceptibility (low personal risk belief) and perceived severity (underestimation of disease consequences) reduce the motivation to vaccinate. Strong perceived barriers—such as fear of side effects, misinformation, and logistical challenges—often outweigh perceived benefits (e.g., personal and community protection), contributing to low uptake. While the TPB focuses on behavioral intention as a predictor of behavior, shaped by attitudes, subjective norms, and perceived behavioral control. In Nigeria, negative attitudes are shaped by misinformation and distrust. Subjective norms are profoundly influenced by family, religious, and community leaders, whose opposition can suppress intention. Low perceived behavioral control, resulting from poor access, irregular supply, and transportation challenges, further weakens the likelihood of vaccination, even when attitudes are positive. The integration of the HBM and TPB provides a comprehensive framework for designing evidence-based, culturally sensitive interventions. Key practical interventions proposed include: Community Outreach: Engaging trusted religious and traditional leaders to leverage subjective norms (TPB) and act as cues to action (HBM). Educational Campaigns: Using tailored media and storytelling to increase perceived susceptibility and severity (HBM), and cultivate positive attitudes (TPB). Improved Accessibility: Implementing mobile vaccination units and flexible scheduling to reduce perceived barriers (HBM) and enhance perceived behavioral control (TPB). In conclusion, a multi-faceted approach that strategically targets these behavioral and structural factors, guided by the HBM and TPB, is crucial for strengthening immunization programs, reducing vaccine hesitancy, and achieving equitable health outcomes in Nigeria.
Nkalubo Hakim, Yanta Daniel Elisha
This study examined the role of peace journalism in reducing cross-border conflicts between Uganda and South Sudan, focusing on Moyo, Uganda, and Kajo-Keji, South Sudan. The study was crucial for gaining insights into how journalists used approaches aligned with peace journalism principles to report on cross-border conflicts, to examine the impact of peace-oriented media coverage on public perceptions and attitudes toward Moyo, Kajo-Keji cross-border conflicts, and to identify the challenges journalists face in implementing peace journalism to mitigate cross-border conflicts. Although peace journalism has had an impact on global, regional, and internal conflicts, there was never any research carried out on cross-border conflicts and particularly the case of Moyo and Kajo-Keji, hence the study became a necessity to uncover the novelty in the specific context. The main objective of the study was to assess the role of peace journalism in mitigating cross-border conflicts. Using a longitudinal case study design dating back to 2014, when cross-border conflicts intensified; leaving at least 20 dead and 200 huts burnt to ashes, the study used in-depth interviews for journalists and focus group discussions for key stakeholders, totalling to 30 purposively selected respondents. In addition, document reviews were made to trace written or recorded facts for analysis. The study uncovered that journalists used collaboration, conflict-sensitive and conflict transformation approaches in reporting on the cross-border conflicts. Consequently, the peace-oriented media coverage impacted positively on trust and social rebuilding, collaboration and peaceful co-existence, economic and structural powers, narrative shifting and media influence amidst challenges of institutional and political barriers, capacity and resource limitations, safety and psychological risks as well as societal and cultural resistance. To this effect, this study has become a wakeup call for enabling institutional and policy support, strengthened media capacity and ethics as well as increased peace dialogues and cross-border collaboration.
Professor Ifeoma Vivian Dunu, Uju Cecilia Onuchukwu
In the banking sector, AI-driven Public Relations (PR) strategies have gained prominence, with financial institutions leveraging chatbots, such as UBA’s Leo, to provide seamless customer interactions, promote services, and handle inquiries efficiently. Challenges such as user resistance, technical glitches, and concerns about data privacy remain areas that PR practitioners and banks must continuously address. This study examined the challenges in the utilisation of AI chatbot Leo as a digital PR strategy among UBA customers in south-east, Nigeria. The study adopted mixed-methods research approach that involved both quantitative and qualitative methods. The study sampled UBA customers in south-east Nigeria using survey and in-depth interviews. The study found among other things, some challenges to chatbot utilisation including, network and technical issues, the inability of the Leo chatbot to understand complex queries. Based on the findings, it was recommended, among other measures, that UBA strengthen its network infrastructure and system reliability to reduce frequent disruptions and technical glitches. In addition, UBA should enhance data privacy and security measures by implementing stronger encryption, secure authentication methods, and conducting regular security audits.
A Zamzami Almufassir, Ali Murtadho, Nuskiyatul Mu’tamiroh, Putri Afifah Fitrianingtyas, Sulistio, Zaina Maulani Fauziyah Latif
This study examines the credibility of the Pandawara Group as a communicator in persuasive communication of environmental da'wah by referring to the Source Credibility Theory and the da'wah bil hal approach. This study is motivated by the increasing environmental crisis in Indonesia and the strengthening of the role of non-formal communities that are able to mobilize public participation through digital media. The research method used was qualitative with a case study design, through non-participant observation of social media content, analysis of activity and campaign documentation, and review of relevant literature. The results of the study show that the credibility of the Pandawara Group is formed from the synergy of three main dimensions, namely expertise in environmental issues, public trust built through consistency of real action and transparency, and attractiveness born from the same identity and authentic communication style. The application of da'wah bil hal through direct action on environmental conservation has been proven to strengthen the effectiveness of persuasive messages, increase community participation, and encourage changes in pro-environmental attitudes. This study emphasizes that credibility based on real action is a key factor in the success of environmental da'wah.
Dr. Habeeb Ur Rahaman S, Mr. Bharanidharan A, Mr. Sai Surendar R, Ms. Sneha S
Artificial Intelligence (AI) is a developed technology to create digital content using prompts. AI-driven websites and applications play a vital role in creating digital content. Social media platforms like YouTube and Instagram are accepting AI-generated content from content creators. The generative AI application helps content creators create videos of their choices using their prompts. There are content creators who create videos related to the environment, nature and the issues faced by humans every day. The short-form environmental videos are created with film songs and music to attract viewers. The short-form environmental videos will be of 15, 30 and 60 Seconds long, respectively. The videos are posted on YouTube as shorts, which entertain millions of users while scrolling. Visual media creates a deeper understanding on environmental issues. The short-form videos about environmental issues can create awareness among Gen Z (Peiro-Signes, 2025). This research study aims to find the effectiveness of AI-generated short-form environmental videos and their role in creating awareness of environmental issues, climate change and eco-friendly practices. The research will use quantitative methods, specifically surveys with questionnaires to collect data. The collected data will be analyzed, and findings will be presented in the form of charts and graphs.
Ezra Kalule
Social media metrics have become an essential tool for organizations worldwide, enabling them to assess stakeholder engagement, monitor public sentiment, and refine strategies. As a nonprofit organization focused on promoting agroecology among smallholders farming communities in Uganda, Participatory Ecological Land Use Management (PELUM) Uganda utilizes social media to engage with local farming communities, international partners including her donors, and stakeholders. A qualitative design was adopted to collect data from Six key staff who were selected through purposive sampling until data reached saturation. Through a case study approach, this paper examines how social media analytics influence PELUM Uganda’s decision-making in areas such as campaign planning, resource allocation, and stakeholder communication. The findings reveal that while social media metrics provide valuable insights, challenges related to data integration and the alignment of social media with broader organizational goals persist.
Dr. K. P. Gamage, H. M. D. Malinda
This study examines the nature of the change in the Sri Lankan publishing industry from printed materials to reading using mobile phone applications. Quantitative research approach was utilized to collect data from a sample of 200 readers and analyze the same using SPSS software. ISBN registration records of the National Library and Documentation Services Board, Sri Lanka, were also examined. Findings from the analysis revealed that although print books remain dominant (78.5%), younger generations, especially those aged 19-40, increasingly use e-books and print books, with the older reader base being largely resistant to digital platforms. Smart phones come out as the device of choice for digital consumption of reading, with fiction literary genres such as novels and short stories being mass-consumed digitally. Convenience, portability, low price and ready availability were the main enablers of digital adoption, and technical complexity, lack of digital content, low levels of digital literacy and cost sensitivity the main impediments. ISBN data also confirm an increase in registration of e-books during the COVID-19 pandemic. App-based publishing is however viewed mainly as a colorless factor by readers, which bears witness to an attachment to a print culture. The study confirms that Sri Lanka's publishing sector is not a replacement for print media, but rather one where there is an evolving hybrid model of information in digital form reinforcing conventional publishing. It therefore recommends that publishers, policymakers, and technology developers collaborate to drive increased local language content, boost app usage, adopt low-cost pricing models, and bolster digital literacy programs to facilitate a sustainable development of the digital reading habit of the nation.
Oluyemo, Catherine Ajoke, PhD
This study examines the impact of Artificial Intelligence (AI) tools on undergraduate students’ independent reasoning and critical thinking in Ekiti State, Nigeria. A mixed-methods, cross-sectional design was adopted, involving 600 undergraduate students and 30 lecturers across selected universities. Data were collected through structured questionnaires and in-depth interviews. Quantitative data were analyzed using descriptive statistics, while qualitative responses were examined thematically. The findings reveal that AI tools are moderately but widely used by students for academic purposes, particularly in writing, idea generation, and organization of research tasks. While students perceive AI as beneficial in improving efficiency and academic output, a significant proportion reported that AI use discourages independent idea generation and reduces the development of original perspectives. Verification practices were inconsistent, and students expressed mixed views regarding the need for institutional policies. However, there was strong support for integrating critical thinking and AI literacy into academic curricula. The study concludes that AI serves as a valuable academic support tool but poses risks to independent reasoning when used uncritically. It recommends the development of institutional policies, integration of AI literacy into curricula, and promotion of critical thinking skills to ensure responsible AI use in higher education.
Christiana Awushi Alanji, P.T. Marcus
Despite the growing relevance of electronic media in disseminating information and supporting development, many rural residents continue to experience persistent problems that hinder their effective use. These include frequent power outage, poor network connectivity, low digital literacy and unaffordability of electronic devices. This study investigates the impact of electronic media on rural development in Nassarawa Eggon Local Government Area, Nasarawa State, Nigeria. A total of 400 copies of questionnaire were administered to rural residents, with 398 returned and analyzed using simple percentages and frequencies. The findings underscore the significant role electronic media plays in advancing rural development in the study area. Traditional media platforms, particularly radio, remain the most widely utilized due to their affordability, simplicity, and accessibility, especially for rural residents. Electronic media has proven to be instrumental in several aspects of rural development. It has improved agricultural practices by providing timely and practical information, enhanced educational opportunities by delivering accessible learning content, and increased health awareness by disseminating critical health information. Furthermore, electronic media has strengthened community engagement by facilitating communication and participation in local development initiatives. Despite these achievements, the study also reveals significant challenges that hinder the full potential of electronic media in rural development. These include unreliable electricity supply, high costs of electronic devices, inadequate network coverage, and a lack of localized content tailored to the specific needs of rural populations. The findings indicate that collective media engagement (45.0%) and community radio stations (39.4%) are seen as the most effective ways for local leaders and communities to enhance electronic media access. The study recommends that policymakers and development practitioners prioritize investments in rural infrastructure, digital literacy programs, and content development to harness the potential of electronic media for rural development in the study area.
Bernard Kibet Malakwen, Jepkemboi Kirwa
This study investigates communication strategies in managing university-based conflicts and introduces the Integrated Layered Crisis Communication Model (ILCCM) as an empirically grounded contribution to the field of communication and conflict management. Conflicts in university unions often escalate due to poor communication, lack of transparency, and misalignment between management and union expectations. Utilizing a mixed methods approach, quantitative surveys and qualitative interviews were conducted among University of Eldoret management, staff, and union representatives. Findings revealed multi-layered communication challenges, inadequate message adaptation, systemic weaknesses, and mismatched crisis responses. The ILCCM, integrating Systems Theory, Communication Accommodation Theory (CAT), and Situational Crisis Communication Theory (SCCT) through the lens of Onion Theory of Conflict, provides a comprehensive framework comprising four interrelated phases: layered communication, strategic adaptation, systemic response and crisis-type strategies for layered, strategic, and systemic communication. By introducing ILCCM, the study offers a proactive, context-sensitive approach to conflict management as well as an innovative framework for scholars and practitioners in communication and conflict management, emphasizing tailored messaging, coordination across stakeholders and adaptive crisis communication training, transparent feedback mechanisms mediation structures, cultural sensitivity programs and employee support systems while enhancing institutional trust, conflict resolution, and organizational productivity.
Afef Sahli
This chapter explores the essential practices for brands and companies to effectively master content marketing in order to attract, engage, and retain their target audiences. It emphasizes the integration of content strategy into the broader communication strategy, focusing on the delivery of relevant and tailored messages. The study first consolidates theoretical knowledge by examining key concepts such as content marketing on social media and the steps involved in developing a digital content strategy. It further identifies various content formats that brands can produce and the mechanisms for sustaining content over time. Additionally, the chapter highlights the role of storytelling, its different forms, and its integration into content strategy, particularly its importance for luxury and premium brands in enhancing brand identity.
Adesola Oyawoye
Lassa fever remains a persistent public health challenge in Nigeria, with recurrent outbreaks annually that typically peak during the early months of the dry season. Despite ongoing surveillance and response activities, the country continues to record high numbers of infections and deaths. These recurring outbreaks highlight the need to examine the role of communication in prevention, particularly how behaviour-focused public health messaging can help reduce transmission before outbreaks escalate. This study analyses three years of national Lassa fever surveillance data from 2023 to 2025. The analysis explores how epidemiological trends can inform effective public health communication strategies. Surveillance reports from the Nigeria Centre for Disease Control and Prevention were reviewed to examine patterns in confirmed cases and deaths, as well as seasonal trends. The findings show a clear seasonal pattern, with transmission increasing during the dry season and declining during the rainy months. Despite this predictability, communication efforts often intensify only after case numbers begin to rise. The analysis highlights gaps in message timing, audience targeting, and the translation of surveillance insights into practical guidance for communities. The study demonstrates that routine surveillance data can provide early signals that should guide the timing and targeting of risk communication messages. The study recommends proactive communication campaigns that begin before peak transmission periods and target high-burden areas. Such campaigns can strengthen risk awareness, promote preventive practices, and encourage timely health care-seeking.
Farhah Dhamirah Ahmad Fikri, Mohd Syuhaidi Abu Bakar
Malaysian horror films on Netflix have become an increasingly popular medium through which local fears, beliefs, and politics are visualized, yet the symbolism embedded in these films is underexplored. This study investigated how symbolism operated in Malaysian horror films streaming on the global platform, Netflix, with a focus on the types of symbolism used and audience interpretations of gender, religion, and culture. Adopting a qualitative research design, the study involved semi-structured interviews with 10 Netflix subscribers aged between 20 and 50 who had experience watching Malaysian horror films on the platform. The findings revealed that most of the symbolisms are represented through female ghosts, such as the pontianak, religious figures like the ustaz, objects, and colour palettes to represent themes of morality and spirituality. This research is conducted in the hope that a deeper understanding of symbolism in Malaysian horror films would encourage more critical appreciation of the genre, positioning it as intellectually significant rather than merely entertaining.
Donna Mae R. Ricaborda, JM A. Gamulo, Rovilyn D. Tigtig, Trixia Jane M. Villarta
The Digital Freedom Wall serves as a participatory digital platform that enables students to freely express their voices, opinions, and concerns within an academic community. This study examined how the Digital Freedom Wall serves as a medium for empowering student voice and fostering participatory communication. Specifically, the study explores how the platform contributes to student empowerment, inclusivity, emotional relief, and engagement through anonymous participation. A quantitative, descriptive-correlational research design was employed to examine students’ perceptions and experiences of using the Digital Freedom Wall. Data were collected using a validated survey to assess key empowerment dimensions, including self-expression, inclusivity, emotional well-being, and active engagement in the academic environment. The findings indicated that students actively utilize the Digital Freedom Wall and place high value on its anonymous feature, which encourages openness, honesty, and freedom of expression without fear of judgment or repercussions. The platform was found to foster a deep sense of belonging and inclusion among its users by actively allowing diverse student perspectives to be heard, acknowledged, and valued in a supportive environment. Moreover, the Digital Freedom Wall provides a safe, supportive space for students to openly share their personal thoughts, concerns, and experiences. The results showed that the platform boosts student engagement by encouraging participation in campus discussions and strengthening community connections. Overall, the study concludes that the Digital Freedom Wall serves as an essential digital space that supports communication, participation, and the empowerment of student voices. Its continued use and development are recommended to strengthen student-centered communication and promote an inclusive academic environment within Tangub City Global College.
Ahlam Abdul Aziz, Ninderpal Singh Balwant Singh, Suhaimee Saahar Saabar, Zaliha Idris*
This study examines how digital microaggressions become structurally consequential in platformed communication environments by tracing their structural association with weaponised communication and technology-governed exposure, and by assessing downstream effects on perceived societal vulnerability. Although prior research has examined online hate, emotional virality, and algorithmic amplification in separate streams, fewer studies have modelled how subtle hostile discourse, strategic emotional intensification, and engagement-based platform architectures function as an integrated influence system. Using a cross-sectional survey of 400 active social media users, the study measured four constructs: digital microaggressions (microinsults, microinvalidations, microassaults), weaponised communication (emotional provocation, polarising framing), technology-governed exposure (algorithmic amplification, recommendation frequency), and perceived societal security vulnerability (identity polarisation, social cohesion erosion). Importantly, the construct of societal security vulnerability in this study is conceptualised at the perceptual level. It reflects interpretive assessments of identity polarisation and social cohesion rather than institutional, geopolitical, or policy level instability. This distinction ensures that the findings are bounded within communication-driven risk perception in digital environments. Data were analysed using descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM). Descriptive results indicate higher exposure to subtle microaggressions (microinsults and microinvalidations) relative to overt hostility, alongside elevated exposure to emotional provocation and perceived algorithmic amplification. Structural results are consistent with a layered amplification pattern in which digital microaggressions are positively associated with weaponised communication, which is associated with technology-governed exposure, corresponding with heightened perceptions of identity polarisation and weakened social cohesion. Rather than implying objective national destabilisation, the findings clarify how repeated exposure to emotionally intensified and algorithmically amplified discourse shapes interpretive perceptions of societal vulnerability. The study advances digital influence research by integrating microaggression theory, emotional contagion dynamics, and platform governance perspectives into a unified structural explanation of how micro level hostility may scale into broader perceptions of societal fragmentation within digitally mediated environments.