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.

Click the link to visit the UniMAC Library website UniMAC Library.

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Communities in UniMAC Digital Repository

Select a community to browse its collections.

Now showing 1 - 4 of 4
  • 1. Theses / Dissertations  632
    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  286
    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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    Exploring The Role of Participatory Development Communication in Enhancing Community Support for the Proposed Marine Protected Area at Greater Cape Three Points, Ghana
    (UniMAC, 2025-12) Bona-Mensah, Doe
    This study examines the role of participatory development communication in strengthening community support for the proposed Marine Protected Area (MPA) at Greater Cape Three Points in Ghana’s Western Region. The study aimed to assess how participatory communication influences community awareness, trust, perceived legitimacy, and overall support for the proposed MPA. Using a convergent parallel mixed methods approach, the study combined survey data with interviews and focus group discussions to capture both breadth and depth of community perspectives. Data were gathered from about 150 community members in selected coastal communities, alongside qualitative inputs from fishers, women fish processors, youth, elders, and institutional stakeholders. Findings show that general awareness of the proposed MPA is relatively high, but levels of understanding vary widely across communities. Radio broadcasts, community meetings, NGO outreach, and traditional leaders were the main information sources; however, inconsistent follow-up communication limited deeper understanding of the MPA’s objectives and implications. Participation in sensitization activities was moderate, indicating that awareness alone does not guarantee meaningful engagement. Results further demonstrate that participatory communication strongly shapes trust in decision-making processes. Quantitative analysis indicates that meeting participation, communication frequency, transparency, and inclusion of community views positively influence trust. Nevertheless, qualitative findings reveal concerns about limited influence in decision-making and perceptions of tokenistic consultation. Participatory communication was also found to significantly predict perceived legitimacy, with active involvement, regular updates, and transparent processes enhancing acceptance of the proposed MPA. Trust and perceived legitimacy emerged as the strongest drivers of community support, alongside awareness and effective communication channels. While communities recognized potential long-term ecological and livelihood benefits, concerns about fishing restrictions and income loss persisted. The study concludes that sustained, inclusive, and culturally appropriate participatory communication is essential for building trust, legitimacy, and durable community support for marine conservation initiatives at Greater Cape Three Points.
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    Exploring The Role of Crisis Management in Shaping Brand Loyalty: A Qualitative Inquiry Into Strategic Public Relations Practices in the Automobile Industry
    (UniMAC, 2025-12) Jones-Mensah, Augustus
    This study examines the role of crisis management in shaping brand loyalty within the automobile industry, with particular attention to the mediating function of strategic public relations practices. Using a qualitative, case study design, the research explores how automobile firms operating in Ghana plan, communicate, and recover during crisis situations, and how these practices are interpreted by customers. Data were generated through semi-structured interviews with twenty-four (24) participants, comprising organisational managers and customers, and supplemented with document analysis of crisis-related communication materials. Thematic analysis revealed that crises were understood by organisations as reputational and relational threats rather than purely technical failures. Leadership visibility, cross-unit coordination, and disciplined timing emerged as central elements of effective crisis response. From the customer perspective, clarity, transparency, and speed of communication strongly shaped judgements of credibility, trust, and continued brand commitment. Defensiveness and delayed responses were consistently associated with trust erosion and weakened loyalty. The findings demonstrate that brand loyalty in crisis contexts is not sustained by product performance alone but is reconstructed through communicative conduct that signals accountability, respect, and corrective intent.
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    The Impact Of Artificial Intelligence On Strategic Public Relations Campaigns
    (UniMAC, 2025-12) Kyeremaa, Vicentia
    The purpose of this study was to examine the impact of Artificial Intelligence (AI) on strategic public relations (PR) campaigns in Ghana, focusing on how PR professionals adopt, use, and interpret AI technologies across campaign planning, implementation, and evaluation. The study explored the extent of AI integration, the benefits it brings to PR practice, and the challenges that limit its effective application. A qualitative research approach grounded in the interpretivist paradigm was employed to gain in-depth insights into practitioners’ lived experiences. Using a phenomenological research design, semi-structured interviews were conducted with ten PR professionals drawn from radio and television stations, corporate communication units, and PR/digital agencies within the Greater Accra Region. Data were analyzed using reflexive thematic analysis supported by NVivo 14, allowing for systematic coding, theme development, and the interpretation of recurring patterns. The key findings reveal that AI adoption in PR is emerging but uneven, influenced by training exposure, organizational readiness, and access to digital tools. Respondents reported that AI enhances efficiency, supports evidence-based decision-making, improves audience targeting, and stimulates creativity in campaign design. However, challenges such as data inaccuracy, limited access to full-featured AI tools, technical and infrastructural constraints, skill gaps, ethical concerns, and cost barriers continue to restrict broader adoption. Despite these limitations, practitioners recognize AI as a transformative resource capable of strengthening strategic communication when supported by adequate training and infrastructure. Based on the findings, the study recommends that PR organizations prioritize structured AI training programs for communication professionals.
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    The Experiential Bridge: Exploring Students’ Reflections On Service-Learning In Public Relations Education In Ghana
    (UniMAC, 2025-12) Robinson, Eric
    This study explored the lived experiences of public relations students participating in a service-learning course at a public university in Ghana. Employing Interpretative Phenomenological Analysis (IPA), the research examined how experiential engagement and reflective practices shaped students’ perceptions, learning integration, and readiness for professional practice. Anchored in Kolb’s Experiential Learning Theory (ELT) and Mezirow’s Transformative Learning Theory (TLT), the study found that students initially viewed the course as a routine academic requirement. However, engagement in real-world projects enhanced active participation, responsibility, and application of theoretical knowledge to practical challenges. Findings revealed that service-learning significantly contributed to bridging the gap between classroom learning and workplace expectations by developing students’ skills in campaign planning, audience targeting, message development, and client engagement. Participants reported benefits including personal growth, professional competence, academic enrichment, and improved career readiness, despite challenges such as time constraints and uneven group collaboration. The study concludes that service-learning acts as an experiential bridge between theory and professional practice, equipping public relations students with reflective, transformative, and market-relevant skills essential for meeting employer expectations in Ghana’s dynamic communication industry.
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    The Ethical Challenges Of Digital Storytelling Among Young People In Ghana: A Study Of UniMAC Students
    (UniMAC, 2025-12) Nyarko, Linda
    This study examined the ethical challenges of digital storytelling among students of the University of Media, Arts and Communication (UniMAC). A quantitative research design was employed. The data collection instrument used a structured questionnaire to collect primary data from 200 students at UniMAC through a convenience sampling technique. The data were analysed using descriptive statistics, Spearman’s rho correlation and quantile regression. The results indicated that students at UniMAC possessed moderate to high levels of digital literacy. The respondents demonstrated competence in creating multimedia content, evaluating online information, and collaborating digitally. However, the study also revealed gaps in ethical awareness, as some students struggled to apply sound judgement when using or sharing digital content. Furthermore, common issues such as misinformation, and privacy breaches suggested an imbalance between technical skills and ethical understanding. The analysis also showed a strong positive relationship (ρ = 0.601, p < 0.01) between digital literacy competence and ethical sensitivity in digital storytelling. Students with higher levels of digital literacy demonstrated stronger adherence to ethical standards relating to authorship, consent, and cultural representation. These findings indicate that digital competence not only enhances technical skill but also informs ethical judgement. It is recommended that digital literacy curricula in higher education incorporate explicit ethical training to strengthen students’ understanding of digital authorship, privacy, and responsible storytelling. Institutions should also establish ethical guidelines and reflective learning frameworks to ensure that digital storytelling remains both innovative and ethically grounded. Keywords: Digital Storytelling, Ethical Challenges, Digital Literacy, Higher Education, UniMAC, Authorship, Data Privacy, Ethical Sensitivity