30 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.
Danica A. Pagarita, Donna Mae R. Ricaborda, Jemarie P. Villones, Jonel O. Alcasid, Leonilyn M. Lago
Radio news programs is significant in delivering timely information on current events, weather updates, and local issues, particularly in rural areas with limited access to television or the internet. This study assessed the level of awareness of Tangubanons regarding DXCT news programs in Tangub City. A descriptive–quantitative research design with a correlational approach was employed, using a researcher-made questionnaire administered to 359 randomly selected respondents from the barangays of Migcanaway, Silanga, and Maloro. The findings revealed moderate level of awareness of the DXCT programs Yanong Balita, Kasayuran, and school-related programs, while awareness of religious programs was very high level of awareness. Results further indicated no significant relationship between respondents’ demographic characteristics (age, sex, and occupation) and their level of awareness of DXCT news programs. The study concludes that Tangubanons generally demonstrate high awareness of DXCT programming; however, further enhancement of news and school-related content is recommended to sustain audience engagement and strengthen public awareness.
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.
Adurogbola, Adenike Olajumoke, Ayoade, Olalekan Ifeyimika, Badmus, Adegbenro Sulaimon, Dr. Ajayi, Taiwo Peter, Jerry Adewale, Olusola Olanike Justinah
This study assess how radio political talk shows in Nigeria serve as vital platforms for information dissemination, voter education, political socialization and public enlightenment in the build-up to Nigeria’s 2027 presidential election. Despite the proliferation of online media and social media platforms, radio continues to be one of Nigeria’s most popular mediums for political communication because of its affordability, linguistic diversity, mobility, outreach and high degree of penetration in both rural and urban areas. While not all political talk shows on radio are created equal, programmes that are opinion-shaping drive political awareness, influence voter choice and foster democratic participation through agenda-setting and media framing functions. Utilizing Agenda-Setting Theory and Media Framing Theory, this study takes a closer look at radio talk shows and their effects on voter education, political consciousness, civic engagement, voter turnout and government accountability in Nigeria’s growing democracy. The paper relies on archival analysis using previous scholarly works, current media narratives and Nigerian radio stations such as Nigeria Info FM, RayPower FM, Wazobia FM and the Federal Radio Corporation of Nigeria to make qualitative assessments on radio political talk shows. Results show that radio political talk shows have aided democratic participation by providing open platforms that allow citizens such as rural dwellers, youths, women and first-time voters to discuss governance issues, ask questions that hold politicians accountable and are informed on their electoral rights. Findings from the study also highlight some challenges such as political propaganda, misinformation, commercialization of airwaves, media capture by politicians and owners as well as politicized ethnicity as possible threats to achieving a successful democracy and credible election through radio political talk shows. The study concludes by reiterating that radio political talk shows will continue to play significant roles in nurturing Nigeria’s young democracy but their capacity to enhance democratic participation will depend on how ethical, balanced and independent radio presenters and radio houses will be going into the 2027 presidential election.
Alexis Ray R. Alisna, Bradly N. Bayet, Donna Mae R. Ricaborda, Juris Rita M. Seclot, Yurie June D. Lim
In an age where a single swipe can influence how young people think, feel, and respond to social realities, TikTok has emerged as a powerful platform shaping public awareness and opinion. This study examined how TikTok shapes the social opinions, awareness, and emotional engagement of AB Communication students at Tangub City Global College (TCGC). Employing a qualitative descriptive narrative research design, the study involved fifteen (15) purposively selected Communication students who were active TikTok users and regularly engaged with social-issue content. Data were gathered through in-depth, semi-structured interviews using a researcher-developed interview guide validated by experts to ensure clarity and alignment with the study objectives. The collected data were analyzed using thematic analysis to identify recurring patterns and shared experiences among participants. Findings revealed that TikTok significantly influenced students’ understanding of social issues, transforming the platform from a source of entertainment into a medium for learning, awareness, and opinion formation. Emotionally engaging and credible content fostered empathy, encouraged critical thinking, and motivated students to participate in discussions, advocacy, and small acts of social responsibility. The study concludes that TikTok functions as a powerful digital platform that enhances media literacy, social awareness, and civic engagement among Communication students when used responsibly, underscoring the importance of critical digital engagement in academic and professional contexts.
Chiaghana, Chiazor A., Gloria, Nneka Ono, Moneke, Amaka Julieth, Obi, Evelyn Chinwe, Okoli, Ogechukwu. N.
This study examined the perceptions of premenopausal women on misinformation surrounding uterine fibroids in Awka South Local Government Area of Anambra State, Nigeria. In many communities, fibroids are popularly described using stigmatizing expressions such as “big belly, no baby syndrome,” which reinforces misconceptions about the condition and influences women’s health-seeking behavior. The study adopted a survey research design and was anchored on the Health Belief Model and the Social Construction of Illness framework. A sample size of 384 premenopausal women aged 18–49 was selected from five communities in Awka South LGA using a multistage sampling technique. Data were collected through a structured questionnaire and analyzed using descriptive statistics such as frequency, percentage, and weighted mean. Findings revealed that although a majority of respondents had heard about uterine fibroids, their level of knowledge was only moderate, and a substantial number were aware of the existence of misinformation about the condition. The study also found that most respondents obtained information about uterine fibroids from informal sources, which contributed to the spread of misconceptions, including beliefs that fibroids are caused by spiritual attacks or can be completely cured through herbal remedies. The study concludes that misinformation continues to shape women’s perceptions and health decisions regarding uterine fibroids. It therefore recommends that intensified reproductive health education, community sensitization, the use of mass media campaigns to promote accurate information and counter misinformation about uterine fibroids, and improved access to non-surgical management options should be widely promoted.
Anthony C.N. Igwebuike
Electoral integrity remains one of the most critical challenges confronting emerging democracies, particularly in sub-Saharan Africa. This article examines the viability of Hyperledger Fabric blockchain technology as a systemic solution to the pervasive electoral fraud, institutional distrust, and process opacity that have undermined democratic governance in Nigeria. Drawing on primary survey data collected from 800 Nigerian voters across all 36 states and the Federal Capital Territory, this study analyses public perceptions of the Independent National Electoral Commission (INEC), identifies the structural weaknesses in Nigeria's electoral framework, and evaluates the technical architecture of a proposed blockchain-based voting system. Survey results reveal that approximately 65% of respondents attribute electoral failures primarily to INEC, while over 85% expressed no confidence in the commission's ability to conduct transparent elections. Respondents overwhelmingly called for tamper-proof, technology-driven electoral systems. The proposed Hyperledger Fabric-based system, incorporating biometric authentication, decentralised ledger technology, and real-time result transmission, is posited as a cost-effective and structurally sound alternative to existing electoral infrastructure. At an estimated implementation cost of approximately 100 billion Naira a fraction of the 400+ billion Naira spent in the 2023 general elections the system offers significant fiscal and democratic value. The article concludes with policy recommendations for institutional reform, regulatory alignment, and phased technological adoption.
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.
Adam Muhammad Saliu, Baha Catherine Maigida, Fatima Binta Adamu, Grace Amina Onyeabor, Joseph Adebayo Ojeniyi, Olusanjo Olugbemi Fasola
The scale, speed, and sophistication of cyber threats continue to grow, creating an urgent need for security frameworks that can convert heterogeneous threat feeds into actionable, quantitative risk intelligence. Existing approaches offer useful capabilities in isolation: some concentrate on Cyber Threat Intelligence (CTI) sharing and semantic reasoning, others on large-scale threat graph analytics or federated risk modelling, and others on automated policy-based response. However, the literature has not yet converged on a framework that can continuously ingest raw threat intelligence, correlate it with asset context, and produce dynamic, asset-specific cyber risk scores for timely mitigation. This paper presents a systematic literature review of frameworks that aim to bridge CTI to cyber risk assessment. Following PRISMA guidelines, 45 peer-reviewed articles published between 2019 and 2025 were selected from an initial collection of 380 papers. The review consolidates existing approaches, including graph-based threat intelligence platforms, ontology-based risk monitoring, federated learning for risk classification, and security-policy-controlled systems. Key findings reveal that while individual components exist such as threat entity reputation scoring (TITAN: macro-F1=0.89), mobile device risk classification (FedCRI: F1>99%), and semantic risk reasoning (ontology-based) no single framework integrates raw CTI ingestion, asset context correlation, continuous quantitative risk scoring, and automated policy response. Furthermore, only 11% of reviewed studies address CTI provenance and trust, and only 7% provide fully automated end-to-end pipelines. Based on these findings, a research agenda is proposed for advancing unified CTI-to-risk frameworks in enterprise environments. The review also highlights three important gaps: (1) lack of analysis of the real-time processing constraints and computational latency in CTI-to-risk pipelines, (2) limited use of emerging Generative AI techniques such as Large Language Models for unstructured threat intelligence processing, and (3) no standardized mathematical formulation for quantitative cyber risk scoring. These findings form the foundation for a research agenda towards the evolution of unified, real-time, AI-enhanced CTI-to-risk frameworks in the enterprise.
Neesha Ugan, Vimala Govindaraju
The usage of social media and messaging apps has made digital communication an essential element of university students' everyday lives. Prior research has mostly looked at how digital communication affects interpersonal relationships, frequently ignoring how it affects intrapersonal connections. This study aims to investigate how digital communication affects intrapersonal relationships among University Malaysia Sarawak (UNIMAS) undergraduates at the Faculty of Education, Language, and Communication (FELC), with a particular focus on emotional awareness, emotional regulation, and self-awareness. Using a qualitative research approach, ten FELC undergraduates chosen by purposive sampling participated in semi-structured interviews to gather data. The main themes and patterns that emerged from the participants' experiences were identified using thematic analysis. The results show that students' emotional sensitivity, triggers, and ways of expression are all greatly impacted by digital communication. Furthermore, it has been shown that excessive use of social media influences students' self-awareness through identity development, social comparison, and self-evaluation. Depending on usage patterns, this can have both beneficial and negative effects. Based on Albert Bandura's Social Cognitive Theory, the study explores the effects of self-regulation, feedback, and observation in digital environments on students' personal growth. This study provides recommendations for encouraging healthy digital activities among college students and improves understanding of the psychological effects of digital communication.
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.
Adenike O. ADUROGBOLA, Olalekan I. AYOADE, Olanike J. OLUSOLA., Omowumi B. OLASEINDE (PhD)., Sarah O. OJO
Employee relations remain a critical determinant of organisational effectiveness, particularly within higher education institutions where human capital drives academic excellence. This study assesses employee relations practices at Afe Babalola University, Ado-Ekiti (ABUAD), focusing on communication strategies, employee participation, and job satisfaction. A mixed-methods approach was adopted, with data collected from 158 staff members through questionnaires and interviews. Findings reveal that while the university demonstrates strong performance in policy communication, staff development, and feedback mechanisms, gaps exist in direct employee participation and grassroots communication channels. Employee satisfaction was found to be moderate, with concerns regarding management support. The study concludes that enhancing inclusive decision-making and strengthening departmental communication would further improve organisational outcomes.
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.
Benedicto Modesto, Brian Bantugan, PhD, Carla Louisse Marasigan, Jantima Kheokao, PhD, Keziah Beatrice Tobias, Precious Chyll Cabigan, Reynald Alfred Sy, Samantha Jasmin Angeles, Sr. Felicitas Bernardo, SPC
This qualitative case study explored the transactional communication processes between undergraduate students and ChatGPT at St. Paul University Manila. Anchored in Transactional Communication Theory, the research shifts the focus from technical performance to meaning-centered interactions, viewing AI as an active communicative participant. The study utilized screen recordings of academic tasks, semi-structured interviews, and guided reflections to analyze how five female students interacted with ChatGPT version 5. The findings reveal that students encode learning intentions by seeking conceptual clarification, source validation, and writing assistance while preserving personal authorship. Participants interpreted AI-generated responses not as static data, but as simplified guides, cultural commentaries, and personalized feedback. Continuous feedback loops influenced subsequent messaging by encouraging deeper refinement and modeling structured analytical communication. To manage communication "noise" or ambiguity, students adjusted strategies by increasing prompt specificity, imposing instructional constraints, and contextualizing questions. Ultimately, the study indicated that student–AI interaction is an iterative meaning-making process that enhances writing confidence and research evaluation skills. The researchers argue that communication education must move beyond technical AI tool usage to develop critical communication literacy. This involves training students to strategically negotiate, evaluate, and critique AI-generated discourse to maintain intellectual agency and authentic rhetorical voice in an AI-mediated academic landscape.
Dr. Mahalakshmi Selvaraj, Ms. Rani Preethi M
Films and politics are interwoven with each other. Tamil films in particular have stood the test of time as a strategic communication medium for planting political ideologies and harvesting the required public acceptance. Actors in the past as well as present have emerged as political leaders by utilizing their popularity to mobilize the masses by layering their ideologies through films. The current research aims to explore the strategic transformation of Tamil Actor Vijay’s persona from being a ‘Mass Hero’ to an ‘Emerging Political Contender’ with the establishment of his political party Tamilaga Vetri Kazhagam (TVK). The study shall analyze the cinematic arc of the actor’s movies from Mersal to The Greatest of All Time (GOAT), his last released film through the Qualitative lens with an interpretive design that will analyze the ideological layering and pre-marketing of actor Vijay’s films. The analysis focuses on the careful construction of a leadership identity in the actor’s filmography that serves as a primary vehicle engineering political legitimacy much before his formal entry to electoral politics.
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.
Allan Muchemi
Media coverage of suicide has measurable effects on public attitudes and suicidal behavior. Kenyan television news remains entirely unstudied in this regard, and no published evidence exists on whether Kenyan broadcasters meet responsible reporting standards. This leaves journalists, regulators, and mental health advocates without a basis for intervention. Anchored in stigma theory and media contagion theory, this study employed a quantitative content analysis of 43 victim-centered broadcast news stories from four major Kenyan television stations (KTN, NTV, Citizen TV, and K24) aired between 2015 and 2025. Findings reveal pervasive non-compliance. Stigmatizing terminology appeared in 44.2% of stories and sensational vocabulary in 79.1%, while clinical framing was absent in 72.1% of reports. Although 48.8% of stories fully humanized the deceased, 72.1% ignored any mental health history. WHO responsible reporting compliance was consistently low, with a mean Don’ts score of 3.60 out of 8 and a mean Dos score of 0.58 out of 4. These findings suggest that Kenyan television suicide coverage predominantly operates within the Werther risk zone rather than the Papageno protective zone. The study calls on broadcasters, journalism trainers, and the Media Council of Kenya to develop sector-specific responsible reporting guidelines, integrate mental health literacy into editorial workflows, and establish sustained partnerships with mental health professionals as credible expert sources.
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.
Noor Saatila Mohd Isa, Norhayati Sulaiman, Norliana Omar, PM Dr. Rahayu Abdul Rahman, Sunarti Halid
This study applies to the Technology Acceptance Model (TAM) to explore the factors shaping students' intentions to adopt gamification tools in educational settings. Specifically, it investigates how perceived ease of use and perceived usefulness influence the adoption intentions of 137 undergraduate accounting students from a public university in Malaysia. Using SmartPLS for analysis, the results reveal that perceived usefulness strongly impacts students' behavioral intention, while perceived ease of use does not show a significant effect. The research validates the TAM within the Malaysian context and offers valuable insights for both academic research and practical applications in the adoption of technology in higher education.
A. M. G. K. N. Senevirathne
Sinhala-dubbed foreign TV dramas remain super popular in Sri Lanka. Since Rupavahini first aired the hit Japanese show Oshin in 1989, such shows kept drawing big crowds. Even reruns drew viewers for decades! They launched a wave of similar content too. For instance, Korean hits like Sujatha Diyani and Boys Over Flowers followed. These shows now define Sri Lankan media culture. So they play a huge role in what folks watch. Despite its widespread viewership, there's a critical lack of empirical research on how Sri Lankan audiences take in, interpret, and behave after watching these programs especially regarding their cultural lifestyles, romantic ideals, and identities. This study steps in to fill that gap. It explores three main questions. The first one is: How do Sinhala-dubbed Korean dramas influence Sri Lankans to adopt certain styles, like haircuts, accessories, clothes, cooking methods, and food likes? Second, do Sinhala-dubbed Korean rom-coms influence what Sri Lankan viewers want in love and art? And third, does watching foreign dramas from Oshin to today's Korean shows help Sri Lankans form and discuss their cultural identity? For this, they used a qualitative research design based on a constructivist view of knowledge. We did small group interviews with 15 people, split into three focus groups. Each had five folks. For analysis, we used Braun and Clarke’s six-phase thematic method from 2006. This study is guided by two theories: Hall's Encoding/Decoding Theory from 1973 and 1997, and Straubhaar's Cultural Proximity Theory from 2007. This research builds on Hall's encoding/decoding framework and Straubhaar's cultural proximity theory in a South Asian, multilingual, postcolonial setting. It shows that Oshin’s multigenerational impact provides the historical base needed to fully grasp how Korean dramas are now received in Sri Lanka.
Rasmuna Shafiee, Wahidah Abdul Wahab
The directors used visual storytelling to show the viewer how a physical or psychological diseases may significantly alter the world. In order to turn invisible diseases into visceral, visual experiences, this article explores how camera operation can actively externalize interior by transforming unseen dangers into a visual narrative. This study uses cinematic analysis to find comparable camera patterns in five disease films, including The Craziest (dir. Breck Eisner), Contagion (dir. Steven Soderbergh's), Cabin Fever (dir. Eli Roth's), Carrier (dir. Alex and David Pastor's) and The Happening (dir. M. Night Shyamalan's). The result shows all five films used similar camera shots pattern to manipulate the disease victims and the situation during pandemic. The resulting camera work traps the audience in the character’s subjective physical reality, eliciting profound empathy and discomfort. In conclusion, the camera work does translate the pathology of disease directly into the language of visual storytelling, altering the audience's physical and emotional perception of the narrative.
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.