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  600
    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 Impact Of Educational Branding, Social Media And Public Relations On Rural Education: A Critical Analysis
    (UniMAC, 2025-12) Asare-Trokpa, Eric
    Although strategic communication has gained prominence within the education sector, the use of branding, public relations, and social media in rural pre-tertiary institutions remains significantly underexplored. This study examines the forms, perceptions, and effects of these communication practices within the Ekumfi District of Ghana. Guided by Resource Dependence Theory, the research investigates how schools operating under severe resource constraints employ communication as a tool for institutional survival and community engagement. Anchored in an interpretivist paradigm, the study adopted a qualitative multiple case study approach involving three purposively selected public pre-tertiary schools. Data were collected through in-depth semi-structured interviews with school administrators and teachers, complemented by focus group discussions with parents and students, yielding a total of 28 participants. The data were analyzed using Thematic Analysis, using Braun and Clarke’s six-phase analytical framework, which facilitated the identification of recurring patterns in communication behavior and resource negotiation. The findings reveal that rural educational branding is not driven by visual imagery or promotional materials but by “Performance Signaling,” where academic achievement and student discipline function as the core indicators of institutional value. Public relations emerges as “Headteacher Diplomacy,” characterized by the school leader’s active participation in community social activities to build trust and legitimacy rather than through formal communication structures. The study further identifies a deliberate “Strategic Avoidance” of social media, shaped both by infrastructural limitations and by concerns about maintaining institutional credibility. Overall, the study concludes that communication in rural schools is fundamentally a survival strategy essential for attracting resources. The study recommends that policymakers design educational interventions that recognize and support these context-specific communication practices.
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    Exploring The Effects Of The Online Passport Applications System On Public Perception And Trust On Ghanaian Government With The Focus On Public Relation
    (UniMAC, 2025-12) Napodow, Issahaku Issah
    This study examined the impact of the online passport application system on public perception, user experience, and trust in government service delivery in Ghana. A mixed-methods approach was employed, combining quantitative surveys of 300 applicants across Accra, Kumasi, and Tamale with qualitative interviews of six key informants, including passport office staff and intermediaries. Quantitative data were analysed using descriptive statistics, mean scores, standard deviations, and inferential tests to assess differences and relationships among demographic groups and system-related variables. Qualitative data were analysed thematically to explore operational challenges and opportunities for improving service delivery. Findings indicate that the online system is largely perceived as efficient, convenient, and supportive of a smoother application process, with high mean scores for overall satisfaction, convenience, and error reduction. Challenges remain in areas such as technical reliability, guidance for first-time users, and data privacy, highlighting the need for enhanced communication, system stability, and user-centred support. The study demonstrates that the online passport system has improved citizen experiences and public confidence while identifying areas for further optimisation. Ethical standards were strictly observed, ensuring participant confidentiality, voluntary participation, and secure data handling. The findings provide practical insights for policymakers and public service managers seeking to enhance e-government initiatives in Ghana and similar contexts.
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    Exploring The Effects Of Digital Public Relations Practice On The Brand Image Of The Lebanese Embassy In Ghana
    (UniMAC, 2025-12) Tiborimor, Millicent
    This dissertation examines the impact of digital public relations (PR) practices on the brand image of the Lebanese Embassy in Ghana. With the growing reliance on digital platforms for diplomatic communication, this study examines how embassies leverage these tools, specifically Facebook and Instagram, to shape public perception and foster relations between Ghana and Lebanon. The study was conducted using qualitative research design and a combination of content analysis of the embassy’s digital platforms with interviews from both embassy personnel and Ghanaian audiences to gain insights into the effectiveness of its digital communication strategies. The research addresses three main objectives: to evaluate Ghanaian perceptions of Lebanon and its diplomatic presence, to assess how the embassy’s digital PR efforts influence its brand image, and to examine the role of digital storytelling in public diplomacy. The findings reveal that the embassy actively promotes cultural and educational initiatives through its social media platforms, contributing to a largely positive public image. However, limited audience engagement and a lack of interactive communication suggest missed opportunities for deeper connection and dialogue. The study concludes that while digital PR can enhance diplomatic branding and improve bilateral understanding, its impact depends on the adoption of two way communication, culturally relevant content, and responsive engagement strategies. It offers practical recommendations for improving digital diplomacy and contributes to scholarly discussions on PR, development communication, and international relations in the African context.
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    Exploring Internal Communication Practices In The Ghana Armed Forces
    (UniMAC, 2025-12) Aggrey–Quashie, Eric
    The study sought to explore Internal Communication practices in the Ghana Armed Forces (GAF). The specific objectives were to examine the Internal Communication arrangements within GAF; to explore the role of GAF’s organisational structure in Internal Communication; to investigate the barriers and enablers affecting the Department of Public Relations (DPR) in facilitating Internal Communication; and to develop an effective Internal Communication framework for GAF. The study adopted a qualitative research approach, utilising a non-probability sampling technique by purposively selecting 20 participants from all seven military garrisons across the country. Semi-structured interviews with open-ended questions were used to collect primary data, while secondary sources were also consulted to provide contextual and theoretical support for the study. The findings revealed the coexistence of formal channels that are vital for disseminating directives and operational updates, alongside informal channels that foster camaraderie and strengthen interpersonal relations. Challenges to effective Internal Communication were identified, including human and technological constraints within DPR. The study proposed a framework that includes establishing clear communication protocols, implementing a feedback mechanism, fostering a culture of open communication, utilising modern communication tools, developing tailored communication strategies, and creating guidelines for crisis communication management. The study concludes that both formal and informal communication methods are indispensable, and bridging hierarchical gaps is essential to enhancing Internal Communication effectiveness within GAF.
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    Exploring How Environmental Nonprofits In Ghana Use Digital Media To Communicate Environmental Advocacy
    (UniMAC, 2025-12) Yaoseh, Obed
    This study explores how Ghanaian environmental nonprofit organizations (ENGOs) utilize digital media as tools for environmental advocacy. Guided by social constructivism and a critical realist ontology, the research employed a qualitative design using semi-structured interviews with communication officers from three purposively selected ENGOs, A Rocha Ghana, Wacam, and the Strategic Youth Network for Development (SYND Ghana). The aim was to understand how these organizations conceptualize, implement, and evaluate digital advocacy within Ghana’s environmental communication landscape. Findings reveal that ENGOs in Ghana strategically integrate digital platforms, particularly Facebook, X (Twitter), Instagram, and WhatsApp, as extensions of their offline advocacy efforts. Platform selection and content design are shaped by organizational identity, audience demographics, and communication capacity. Storytelling, visual content, and audience participation emerged as central strategies for framing environmental messages and sustaining engagement. However, the study also identified key constraints, including limited technical expertise, financial resources, and unstable internet connectivity, which restrict the reach and consistency of digital campaigns. The study concludes that while digital media have become indispensable for environmental advocacy in Ghana, their impact depends on institutional capacity, creative content strategies, and alignment between online and offline mobilization