UniMAC Digital Repository

This site is running DSpace 9. For more information, see the DSpace 9 Release Notes.

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.

Installed and Managed by Library IT Team

Discover

Communities in UniMAC Digital Repository

Select a community to browse its collections.

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  298
    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

  • Thumbnail Image
    Item type:Item, Access status: Open Access ,
    Elections and Communication in Ghana
    (Woeli Publishing, 2026) Danso, Samuel; Donkor, Louise Carol Serwaa; Opoku, Mensah Eric; Karikari, Timothy Kwakye; Osae-Kwapong, John; Fordjour, Nana Kwame Osei; Sarpong, Maame Ofewah; Asamoah, George Kwabena; Afum, Ebenezer; Agyapong, Gloria Kakraba-Quarshie; Kusi, Lawrence Y.; Boateng, Eric; Annan, Miriam Ohenewaa; Akesse-Brempong, Evans; Amofa, Samuel Owusu; Osei-Bonsu, Paul; Afful, Ebo; Lamptey, Desmond; Kuwornu, Anani Yao; Kuranchie, Paulina; Asamoah, Akosua Kosei Kwarteng; Jackson-Leftwich, Cryshanna; Tyus, Jeffrey; Sikanku, Etse Godwin
    This book offers rich analytical insights into the interplay between media, communication and elections. Media and communication remain indispensable to democratic elections. This is due in no small measure to the power of language, words and narratives to transmit information, frame debates, share values, and connect with the electorate while invariably shaping public attitudes and perceptions. Investigating, unpacking and deconstructing the various strands of the media-communication-elections dynamic is, therefore, a worthwhile exercise. The chapters contained in this book investigate various dimensions of the flows between the various actors in this nexus. Overall, this invariably contributes to an appreciation of the role of communication and media to democratic advancement. Table of Contents Preface v List of Contributors xi List of Abbreviations xvii Introduction 1 Testing the Pulse of the Nation: Reflections on Polling in Ghanaian Elections John Osae-Kwapong 1 2 Self-Framing in Post-Electoral Speeches: An Analysis of the Two Leading Candidates in the 2020 Ghanaian Elections Nana Kwame Osei Fordjour, Maame Ofewah Sarpong, Timothy Kwakye Karikari 37 3 Celebrity Advertising, Personality, Risk and Choice of Political Candidates in a Public University in Ghana George Kwabena Asamoah, Ebenezer Afum, Gloria Kakraba-Quarshie Agyapong Lawrence Y. Kusi 59 4 Establishing Preferability in Ghana’s 2020 General Elections: An Analysis of Candidates’ Use of Emotional Appeals in Political Campaigns on Social Media Eric Boateng, Miriam Ohenewaa Annan Evans Akesse-Brempong, Samuel Owusu Amofa Paul Osei-Bonsu 95 5 Horse Race Journalism and Ghana’s Democracy: Assessment, Implications, and Recommendations Ebo Afful & Desmond Lamptey iv Elections and Communication in Ghana 6 Analysis of Candidate Speeches Presented At The Manifesto Launch of the National Democratic Congress (NDC) and the New Patriotic Party (NPP) Anani Yao Kuwornu 150 7 Women Lead Women Only, Men Lead Us All; Framing of Female Political Leadership in Ghana Louise Carol Serwaa Donkor 170 8 Political Party Online Stakeholder Relations: Online Political Communication in the 2020 General Elections Paulina Kuranchie Akosua Kosei Kwarteng Asamoah 196 9 How Partisanship in New Media Led to Insurrection Cryshanna Jackson-Leftwich Jeffrey Tyus 213 10 “I Also Have My Own Vision for Ghana”: A Framing Analysis of Dr. Mahamadu Bawumia’s 2024 Presidential Candidacy Announcement Speech Godwin Etse Sikanku, Samuel Danso Louise Carol Serwaa Donkor, Eric Opoku Mensah 24
  • Thumbnail Image
    Item type:Item, Access status: Open Access ,
    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.
  • Thumbnail Image
    Item type:Item, Access status: Open Access ,
    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.
  • Thumbnail Image
    Item type:Item, Access status: Open Access ,
    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.
  • Thumbnail Image
    Item type:Item, Access status: Open Access ,
    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.