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  525
    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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    Assessing Climate Change Communication Strategies And Community Perception In Selected Coastal Communities In South Volta, Ghana
    (UniMAC, 2025-12) Sika, Faustina Junior
    Climate change poses severe threats to Ghana's coastal communities through sea-level rise, coastal erosion, and flooding, yet the effectiveness of communication strategies in promoting adaptive behaviours remains inadequately understood. This study examined the impact of communication strategies on climate change advocacy in three coastal communities in the Volta Region: Abutiakope, Kedzikope, and Agavedzi, using a quantitative cross-sectional design with 100 respondents selected through stratified random sampling. Key findings revealed that social media dominates climate information reception while traditional channels remain underutilised, a critical language barrier exists with messages failing to incorporate local languages despite Ewe being the primary communication language, and communities exhibit strong threat perception alongside low technical understanding of climate science. Social mobilisation failures and institutional inadequacies, rather than economic constraints, emerged as primary adaptation barriers, while communication exposure showed no correlation with knowledge acquisition. The study recommends a fundamental reorientation toward local-language communication, incorporating Ewe translations, strengthening peer-to-peer networks and community-based channels, building institutional credibility through practical adaptation support rather than generic messaging, developing context-specific actionable guidance addressing community-specific vulnerabilities, and engaging trusted scientific voices to bridge the credibility gap between institutional communicators and community trust patterns.
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    Analyzing Strategic Leadership And Employee Retention Of Television Presenters In Private Media Organizations: A Case Study On Tv3
    (UniMAC, 2025-12) Walker, Bathsheba Naa Otinkorama
    This study examines the influence of strategic leadership on the retention of television presenters and newscasters at TV3, a subsidiary of Media General Ghana Limited, within the competitive private media sector in Ghana. Ghana’s media landscape has been rapidly evolving since the liberalization of broadcasting in the 1990s, resulting in increased competition and a high demand for charismatic on-air talent. Television presenters play a vital role as the public face of media brands, driving audience loyalty, advertiser appeal, and organizational credibility. Despite their strategic importance, the industry faces challenges such as high turnover, poaching by rival media houses, dissatisfaction with leadership styles, unclear career progression opportunities, and inadequate employee recognition, all of which negatively impact talent retention. Using a qualitative case study approach, the research involved semi-structured interviews with 20 purposively sampled participants, including senior managers, human resource officers, and television presenters at TV3. Thematic analysis of the data revealed that effective leadership styles at TV3 blend transformational and situational approaches, offering presenters operational support, mentorship opportunities, and enhanced brand exposure that foster a sense of prestige, belonging, and loyalty. Nevertheless, notable gaps exist, including the absence of formal mentorship programs, opaque promotion and reward systems, hierarchical communication patterns, and insufficient acknowledgment of creative and emotional labor contributed by presenters, which collectively create barriers to sustained retention amid increased digital disruption and intense competition. The study is grounded in Transformational Leadership Theory, Human Capital Theory, and Social Exchange Theory, which collectively emphasize the importance of visionary leadership, strategic investment in employee development, and reciprocal, trust-based relationships between leaders and employees. Findings suggest that leadership effectiveness correlates strongly with transparent communication, participatory decision-making, investment in professional growth, and equitable compensation structures. While the prevailing performance-driven culture at TV3 contributes positively to employee morale and motivation, it concurrently presents risks related to burnout and job dissatisfaction if holistic employee support mechanisms are not instituted. By addressing a critical gap in African media management research, this study contributes valuable insights into the unique challenges and motivators influencing the retention of visible media talent. Practical recommendations include implementing structured mentorship programs, transparent career pathways, inclusive communication channels, fair and merit-based reward systems, and initiatives promoting employee well-being. These strategic leadership interventions are essential for enhancing long-term talent retention, organizational sustainability, and competitiveness in Ghana’s dynamically evolving media ind
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    Analysis Of Crisis Preparedness In Corporate Institutions In The Digital Age: A Study Of Telecel Ghana
    (UniMAC, 2025-12) Yeboah, Alexandrina Naa Yeye
    This study examined crisis preparedness in corporate institutions in the digital age using Telecel Ghana as a qualitative case study. It explored how the company prepares for and manages crises, the digital tools it employs for crisis communication, the challenges encountered, and the effectiveness of strategies used to address misinformation. A qualitative case study design was adopted, drawing on semi structured interviews with purposively selected eight (8) staff in Telecel Ghana’s External Affairs function. The findings show that Telecel Ghana has formal crisis management structures, documented plans and cross functional teams that support a relatively high level of preparedness, including clear escalation procedures and regular internal coordination. The study also found that social listening tools, official social media channels, the corporate website, news media relations and the call centre are central to digital crisis communication, although these mechanisms are sometimes stretched by limited personnel, tool integration gaps and the rapid spread of misinformation. Overall, the study concludes that Telecel Ghana has a strong foundation for digital crisis management but would benefit from deeper investment in analytics capabilities, continuous staff training, structured simulations and closer collaboration with regulators to enhance future crisis resilience.
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    Analysing The Role Of Social Media In Shaping Brand Narratives And Consumer Engagement
    (UniMAC, 2025-12) Sorizu, Justina
    This study analyses the role of social media in shaping brand narratives and consumer engagement. The study was guided by three key objectives: to explore how social media platform user-generated content (UGC) encourages the construction and development of brand stories, to explore ways in which consumers cognitively and emotionally engage with brand-related UGC and influencer content on social media, and to compare differences in brand narrative interpretation and engagement strategies across different generational cohorts. The research applied a qualitative interpretative paradigm and a multiple-case study approach to investigate the impact of social media on brand narratives and engagement. The interviews were conducted with 15 intentionally selected individuals consisting of both users and brand experts using validated, piloted semistructured guides. The data analysis was done through content analysis using NVivo, while the trustworthiness was guaranteed through reflexivity, credibility, dependability, and ethical measures. The findings reveal that the processes of authenticity, co-creation, and the emotional– cognitive engagement significantly affect the interpretation. The dynamics of the platform are also accompanied by the construction of stories. The study found variations across generational cohorts. Gen Z likes unspontaneous, interactive content, while Millennials like curated, informative narratives. Brands are adapting the storytelling styles quite strategically to coincide with these audience preferences. In conclusion, meaning is not created in isolation but through collective perception. Consequently, brands can strengthen their authenticity by partnering with credible influencers who genuinely engage with their products.
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    Analysing The Effectiveness Of Brand Ambassadors In PR Campaigns In Ghana
    (UniMAC, 2025-12) Sosu, Gerald Fui
    Organizations invest substantial resources in brand ambassador programs yet struggle to quantify their impact due to measurement challenges and lack of standardized evaluation frameworks, with many PR professionals relying on intuition rather than data-driven methodologies when selecting ambassadors for campaigns in Ghana. This study aimed to develop and validate a comprehensive framework for evaluating brand ambassador effectiveness in Ghana's PR campaigns across diverse industry contexts and audience segments. The research applied Source Credibility Theory and Parasocial Interaction Theory as theoretical foundations to examine how ambassador characteristics influence campaign outcomes within African cultural contexts. An exploratory sequential mixed-methods approach was employed, integrating qualitative interviews with PR professionals and quantitative surveys of consumers to generate culturally grounded insights. Findings revealed that effectiveness fundamentally depends on culturally grounded authenticity, trustworthiness, and moral character rather than follower counts, with long-term partnerships creating substantially deeper impact than transactional promotions and local Ghanaian ambassadors significantly outperforming international celebrities due to cultural connection. The study extends both theoretical frameworks to incorporate African cultural dimensions, particularly the concept of suban, whilst providing evidence-based recommendations for systematic cultural fit assessment, sustained ambassador relationships, multi-platform strategies, and multi-metric evaluation frameworks balancing quantitative outcomes with qualitative cultural assessment.