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  698
    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 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.
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    Leadership Communication and Organizational Trust: Exploring the Impact on Employee Performance.
    (UniMAC, 2025-12) Amoo, Sahadatu Sackeybia
    Leadership, communication, and organizational trust remain central determinants of employee performance in contemporary work environments. As organizations face increasing pressure to remain competitive, productive, and adaptive, understanding how these three elements interact has become crucial. This study examines the relationship between leadership practices, communication effectiveness, and organizational trust, and explores how these factors collectively influence employee performance within selected institutions. Drawing on established theories in organizational communication, leadership, and behavioural management, the research investigates how employees interpret leadership behaviour, how communication channels shape workplace engagement, and how the presence or absence of trust affects productivity and commitment. The study adopts a mixed-methods approach, combining quantitative surveys with qualitative interviews to obtain a well-rounded understanding of employee perceptions. The quantitative component analyzes trends in leadership style, internal communication flow, and trust levels, while the qualitative insights provide deeper context into employees’ lived experiences. The findings reveal that leadership style significantly shapes communication climate, which in turn plays a key role in building or eroding organizational trust. Employees who perceive their leaders as supportive, transparent, and fair report higher levels of trust and perform better in their roles. Conversely, poor communication, inconsistent leadership behaviour, and lack of transparency contribute to low morale, reduced engagement, and weakened performance outcomes. The results further indicate that trust acts as a mediating factor between leadership and performance. When trust is strong, employees demonstrate higher motivation, willingness to collaborate, and commitment to organizational goals. Additionally, effective communication was found to reinforce clarity, reduce conflict, promote accountability, and align employees with the organization’s strategic direction. These findings highlight the importance of leadership development, communication training, and organizational culture-building as strategic tools for improving overall employee performance. The study concludes that organizations seeking sustainable growth must prioritize leadership competence, foster open and consistent communication, and intentionally build trust as a core organizational value. Recommendations include implementing leadership training focused on emotional intelligence and transparency, establishing clear communication structures, and creating systems that promote fairness, recognition, and accountability. By strengthening these three pillars—leadership, communication, and trust—organizations can create environments that empower employees and enhance performance.
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    Investigating the Impact of Fake News on Public Relations Practice Within the Tourism Industry in Accra Metropolis.
    (UniMAC, 2025-12) Agbavittor, Aloysius
    This study investigates the impact of fake news on public relations practice within the tourism industry in the Accra Metropolis. The rapid growth of digital media has accelerated information sharing but also facilitated the spread of misinformation capable of damaging destination image, eroding tourist confidence, and disrupting communication processes. A quantitative research design was adopted, employing structured questionnaires administered to public relations practitioners, tourism officials, media personnel, and tourists. A total of 50 valid responses were subjected to descriptive statistical analysis and regression techniques to identify patterns and relationships. Findings revealed that social media platforms are the primary channels through which fake news spreads, with bloggers, influencers, and unverified online reports identified as key sources. The study established that fake news significantly undermines brand reputation, stakeholder trust, and tourist behaviour, while increasing the workload and communication costs of tourism organizations. Practitioners employ several mitigation strategies, including social media monitoring, fact checking, rapid response communication, and collaboration with credible media outlets. The study concludes that fake news poses a major threat to tourism growth and effective public relations management in Ghana. It recommends investment in digital literacy, adoption of verification tools, capacity building for PR professionals, and stronger policy frameworks to safeguard destination reputation. This research enriches the expanding body of scholarship on tourism communication and provides practical guidance for policymakers, public relations professionals, and industry stakeholders in formulating strategic responses to misinformation.
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    Investigating the Factors Contributing to Low Participation of Women in Ghanaian Politics: A Study of Ayawaso West Wuogon Constituency
    (UniMAC, 2025-12) Asante Antwi, Neizer
    This study investigates factors contributing to low women's political participation in Ayawaso West Wuogon Constituency, Ghana, aiming to identify socio-cultural, economic, perceptual, and institutional barriers while proposing strategies for enhanced representation. Adopting a qualitative case study design grounded in Feminist Political Theory, Patriarchal Theory, and Participation Theory, the research targeted a population of female political aspirants, elected officials, party representatives, and community stakeholders (131 participants selected via purposive and simple random sampling). Data were gathered through in-depth semi-structured interviews and analyzed using hybrid inductive-deductive thematic techniques supported by NVivo 12 software, enabling systematic coding, pattern identification, and theoretical validation. Key findings reveal four interconnected barriers: (1) entrenched patriarchal norms and childhood gender role socialization that position politics as a male domain, fostering internalized reluctance among women; (2) prohibitive economic constraints from high campaign costs (logistics, advertising, mobilization) and limited access to elite financial networks, despite the constituency's educated demographic; (3) personal and societal stereotypes portraying women as emotionally unfit for leadership, compounded by fears of reputational damage, violence, and scrutiny that erode confidence; and (4) institutional gate-keeping by political parties through inconsistent candidate support, biased selection processes, and unequal resource allocation. The study recommends: (1) mandatory gender quotas enforced by government and the Electoral Commission in party structures and candidacies, with penalties like withheld public funding and media airtime for non-compliance to ensure substantive representation; and (2) integrated multilevel interventions including NCCE-led civic education to challenge stereotypes, party/educational institution mentorship programs, dedicated women-focused financing mechanisms, internal party reforms for equitable resources, and gender-sensitive media coverage to simultaneously address cultural, economic, psychological, and structural obstacles.