UniMAC Digital Repository

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The UniMAC Digital Repository is a digital service and an open-access electronic archive that maintains and preserves digital copies of scholarly publications of faculty, administrators and and students of UniMAC

  • The Repository archives other digital resources of the university such as reports, manuals, policies and more.
  • The Repository is hosted and managed by the UniMAC Library IT Unit.
  • The Journal of Communications, Media and Society (JOCMAS) is also replicated on the Repository.

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Communities in UniMAC Digital Repository

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Now showing 1 - 4 of 4
  • 1. Theses / Dissertations  701
    This Community share the theses/dissertations of past students of the University. Dissertations and theses here are ONLY those at the Masters' and Doctoral levels and are strictly for consultation and guidance purposes. Users are encouraged to properly acknowledge and cite them when they are used.
  • 2. Research Publications  297
    Showcases the Research publications of Faculty and Staff of the University to promote and grant extra visibility to such research output.
  • 3. Journal of Communications, Media & Society (JOCMAS)  56
    Journal of Communications, Media and Society (JOCMAS) is a multidisciplinary academic research platform focusing on communications in the broadest sense of the words. The Journal provides an opportunity for the academic community and industry players in Africa and beyond to publicise their research findings in the above-mentioned field and also access similar information.
  • 4. Lectures & Speeches  2
    This Community contain Speeches delivered by Principal Office holders of the University of Media, Arts and Communication at important occasions.

Recent Submissions

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    Leveraging Public Relations Strategies to Promote Domestic Tourism: A Case Study of Tourist Sites in The Greater Accra Region.
    (UniMAC, 2025-11) Okyere, Akua Karle
    Tourism plays a vital role in national development, yet domestic tourism in Ghana remains underdeveloped despite its potential to foster cultural appreciation, national unity, and economic inclusion. This study explores how public relations (PR) strategies can be leveraged to promote domestic tourism within the Greater Accra Region, focusing on selected tourist sites such as the Kwame Nkrumah Mausoleum, Jamestown, and Shai Hills. Guided by Destination Image Theory (Echtner & Ritchie, 1991) and the Excellence Theory of Public Relations (Grunig & Hunt, 1984), the research examines how communication strategies shape public perceptions and influence local participation in tourism. A qualitative research design was adopted, employing semi-structured interviews conducted via phone with four PR officers and eight tour guides or site managers. Data were analyzed thematically using Braun and Clarke’s (2006) six-step framework. The findings reveal that while PR is recognized as a key promotional tool, its current application in Ghana’s tourism sector remains largely one-directional, focusing on international audiences rather than local engagement. Domestic tourists often perceive heritage sites as elitist or foreign-oriented, reflecting weak affective connections and limited community involvement. The study concludes that effective domestic tourism promotion requires a shift toward two-way symmetrical communication and culturally resonant storytelling that reflects local experiences and values. It recommends sustained, participatory PR strategies that integrate digital platforms, community dialogue, and localized narratives to reshape destination image and stimulate domestic participation. By bridging theory and practice, this research contributes to a deeper understanding of how strategic communication can transform domestic tourism into a catalyst for national pride, identity, and socio-economic development in Ghana.
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    Leveraging Online Brand Communities for Public Relations Outcomes in Ghana’s Music Industries: Strategies and Forms.
    (UniMAC, 2025-11) Dankwa-Dwamena, Abena
    This study examined how artist management teams in Ghana used digital public relations to mobilise online fan communities and how such mobilisation shaped visibility, reputation, and relational continuity within the music industry. Using qualitative data from selected management teams, the study found that fan communities functioned beyond the extension of publicity reach. Fans actively engaged in reputation defence, reinforced preferred narratives, and supported sustained relationships between artists and audiences. At the same time, these practices generated persistent challenges, including frequent message misinterpretation and heightened exposure to reputational risk. Ethical concerns also emerged, particularly in relation to the reliance on unpaid emotional labour from highly committed fans. The findings further showed that the effectiveness of fan participation depended on trust, access, recognition, and shared cultural communication norms. Where these conditions were present, mobilisation supported relational stability and visibility management. Where they were absent, fan activity often became disruptive and difficult to regulate. Platform dynamics further shaped outcomes, as algorithmic changes altered visibility without warning and platform instability constrained managerial control. The study therefore positions digital public relations not merely as promotional activity but as a form of communication governance operating within unequal relations of power and dependence in contemporary fan mobilisation.
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    Leveraging Community Radio for Climate Change Awareness and Adaptation in Rural Ghana: A Development Communication Perspective
    (UniMAC, 2025-12) Gyan, Emmanuel Kwesi
    Climate change continues to affect rural Ghanaian communities, especially coastal areas like Ada, where flooding, sea-level rise, and saltwater intrusion disrupt livelihoods. Despite these risks, climate information does not always reach local people in forms they understand or trust. This study examined how Radio Ada, a community-based broadcaster, can be leveraged to improve climate change awareness and adaptation. The objectives were to explore how climate issues are communicated, assess participatory structures that support communication, and identify the challenges that shape this process. Guided by Participatory Communication Theory and a conceptual framework linking communication inputs, processes, outputs, and outcomes, the study used a qualitative research design. Semi-structured interviews were conducted with purposively selected staff, and data was analysed thematically. Findings show that Radio Ada integrates climate issues into everyday programming using local language, storytelling, and indigenous knowledge. Trust and strong cultural identity enhance audience engagement, while partnerships with agencies help strengthen content. However, limited resources, volunteer pressure, and the five-kilometre broadcast restriction hinder wider reach. The study concludes that community radio can significantly support climate adaptation when adequately resourced.
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    Leveraging Artificial Intelligence (Ai) In Tertiary Education for Developing Improved Learning Outcomes Among Graduate Students
    (UniMAC, 2025-12) Adzo, Agar Judith Makafui
    This study investigated the role of artificial intelligence (AI) in developing graduate students in Ghana. It addressed the level of AI adoption, its influence on learning outcomes, the ethical challenges associated with its use, and the strategies that may support responsible practice among students at UniMAC. The study was guided by the Technology Acceptance Model (TAM) and Social Constructivist Theory. Using a quantitative research design, data were collected from 110 students through structured questionnaires and analysed using descriptive statistics, correlation, and regression analyses. The findings revealed moderate to high AI adoption, with students primarily using AI for writing support, data analysis, idea generation, and summarisation of complex materials. Confidence in AI usage was moderately high, although variation in digital literacy and prior experience influenced engagement levels. Correlation (r = 0.181) and regression (β = 0.181, p = 0.058) analyses indicated a weak positive relationship between AI usage and learning outcomes, suggesting that AI enhances comprehension, efficiency, and skill development but is not a strong predictor of academic performance. Ethical and practical challenges identified included unclear guidelines, unequal access, academic integrity concerns, data privacy, and overreliance on AI outputs. Students endorsed strategies for responsible AI adoption, including training on ethical and academic use, institutional policies, mentorship, continuous monitoring, and access to secure platforms. The study concludes that AI can support academic tasks and learning outcomes when integrated into structured, ethically guided pedagogical frameworks. Recommendations emphasize policy development, digital literacy training, faculty mentorship, and provision of secure AI tools to maximise benefits while mitigating risks.
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    Level of Patronage of Family Planning Methods Among Married Women - A Study of Awoshie- Market Community.
    (UniMAC, 2025-12) Nyarko, Christiana Afua
    Family planning (FP) is a foundation of public health. It is key to reducing maternal mortality, a means to empower women and foster sustainable development. Despite high awareness of modern contraceptive methods in Ghana, its patronage among married women, particularly in urban-poor communities, remains critically low. This study explored the level of patronage and its determinants among married women in the Awoshie-Market community within the Greater Accra Region. Adopting a Convergent Parallel Mixed-Methods Design, the study used a combination of a quantitative cross-sectional survey of 101 married women with qualitative key informant interviews involving 10 health workers and community leaders. Data was analysed using Descriptive and Inferential statistics (SPSS) for the Quantitative Data and Thematic Analysis for the Qualitative Data. The study revealed a significant difference between awareness and practice - while awareness of methods such as pills was high, only 56.4% had ever used a modern method. The primary barriers were not demographic but socio-relational and perceptual. Fear of side effects was the most significant barrier (72.3% in agreement), followed by spousal disapproval (62.4%). Pervasive misconceptions, including beliefs that FP causes infertility (49.5%) and health issues (67.3%), were amplified by peer networks and religious interpretations. Logistic regression confirmed that demographic factors were poor predictors of use underscoring the dominance of social dynamics. The study concludes that the low patronage of FP in Awoshie-Market is fundamentally an "awareness-acceptance gap" driven by misinformation, gender power imbalances, and systemic service barriers. To bridge this gap, it is recommended that policymakers and practitioners implement multi-faceted interventions which must include strengthening male involvement initiatives; deploying targeted communication in local languages to dispel myths; training healthcare providers in client-centred care; ensuring reliable commodity supply and strategically engage community leaders as FP ambassadors. This evidence-based approach is necessary to increase FP uptake and achieve related Sustainable Development Goals (SDGs) in peri-urban Ghana.