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
  • Journal of Communications, Media & Society (JOCMAS)  53
    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.
  • Lectures & Speeches  2
    This Community contain Speeches delivered by Principal Office holders of the University of Media, Arts and Communication at important occasions.
  • Research Publications  155
    Showcases the Research publications of Faculty and Staff of the University to promote and grant extra visibility to such research output.
  • Theses / Dissertations  429
    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.

Recent Submissions

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    Effects of Social Media on Crisis Communication: A Study of the Ghana National Fire Service
    (UniMAC, 2025-01) Adzokpa, Derrick Elorm Kwaku
    This study examined the use of social media in crisis communication by the Ghana National Fire Service (GNFS), focusing on how various platforms are utilized, the experiences of personnel, and the challenges encountered. The study employed a qualitative research approach. Data was collected through interviews. The findings revealed that social media played a critical role in enhancing crisis communication, facilitating real-time updates, and fostering public engagement during emergencies. The study highlighted that GNFS strategically employed multiple social media platforms for specific purposes. Facebook and Instagram served as platforms for detailed updates, incorporating images and videos to provide a comprehensive understanding of ongoing crises. These platforms also allowed for two-way communication, encouraging public feedback and inquiries. WhatsApp, while not used for public communication, was pivotal in internal coordination, enabling swift decision-making and information-sharing among GNFS personnel. The research also underscored the structured and efficient crisis communication process at GNFS. Initial updates were disseminated promptly via Twitter to provide immediate information to the public, followed by more detailed guidance through Facebook and Instagram. This approach ensured that information remained timely, relevant, and accessible to diverse audiences. Despite its advantages, the study identified several challenges faced by GNFS in using social media for crisis communication. One of the primary challenges was the rapid spread of misinformation, which often created confusion and hindered effective crisis management. Technical difficulties, including connectivity issues and platform outages, were another major obstacle, disrupting the timely dissemination of critical updates. The study concluded that social media is an indispensable tool for GNFS in managing crisis communication. While it enhances the speed, reach, and effectiveness of communication, its potential is undermined by issues such as misinformation, technical constraints, and coordination gaps. Recommendations included regular training for personnel on social media management, the development of clear guidelines for platform usage, investment in reliable technological tools, and improved systems for internal coordination and misinformation management. Future research was recommended to explore comparative studies on social media usage in crisis communication across other emergency services, examine the influence of social media on public behaviour during crises, and investigate the integration of emerging technologies such as artificial intelligence in social media management.
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    Church Commercialisation and Commodification in Ghana: Implications for Public Relations Practice
    (UniMAC, 2024-12) Quaye, Desmond Uriel
    This study examines the impact of church commercialization and commodification on public relations practices in Ghana. It explores how the shift towards materialism and economic interests has affected church reputation, trust among congregants, and overall public perception. The research investigates the specific commercialization and commodification strategies employed by churches, such as selling religious items and promoting prosperity theology, and analyzes their influence on religious practices and beliefs. Furthermore, the research delves into the role of public relations in managing the reputational challenges arising from church commercialization and commodification. It investigates how churches utilize public relations strategies to maintain a positive image and mitigate negative perceptions. By utilizing a mixed-methods approach, including surveys, interviews, and document analysis, this research aims to contribute to a deeper understanding of the complex relationship between commercialization and commodification, public relations, and the preservation of religious integrity in Ghana. The findings of this study have implications for religious leaders, public relations practitioners, and scholars interested in the intersection of religion and commerce. It highlights the importance of ethical considerations and the need for a balance between spiritual and material pursuits within religious institutions.
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    Corporate Social Responsibility and Organisational Reputation: A Case Study of Private Basic Schools in the Okai-Kwei Central Municipal Assembly
    (UniMAC, 2025-02) Dongotey, Henry
    This qualitative case study explored the relationship between Corporate Social Responsibility (CSR) and organisational reputation in private basic schools in the Okai-Kwei Central Municipal Assembly. The study aimed to investigate the CSR practices of private basic schools and their impact on organisational reputation. A sample of ten private basic schools was purposively selected from the population, and semi-structured interviews were conducted with school administrators to gather data. The study's findings revealed that CSR practices such as educational support, staff welfare, community outreach, and environmental sustainability contribute to the enhancement of organisational reputation. The study's results were anchored on stakeholder theory and reputation management theory, which provided a framework for understanding the CSR-reputation relationship. The study's conclusions highlighted the crucial role of CSR practices in shaping the reputation of private basic schools. The study's recommendations have implications for policymakers, educators, and school administrators seeking to promote CSR practices and enhance organisational reputation in private basic schools. The study suggests that policymakers and school administrators should prioritize CSR practices in their reputation management strategies. Furthermore, the study recommends that further research be conducted to validate its findings and explore the impact of CSR practices on organisational reputation in other contexts.
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    Effectiveness of Public Relations Strategies in Conflict Management at Mining Communities in Ghana
    (UniMAC, 2024-12) Abban-Mensah, Ebenezer
    This study examined the effectiveness of public relations strategies in conflict management at mining communities in Ghana. The research aimed to investigate the public relations strategies employed by mining companies in Ghana, assess the impact of these strategies on conflict management, and identify the challenges faced by mining companies in implementing effective public relations strategies. A qualitative research design was employed. A sample size of 10 participants, comprising mining company officials, community leaders, and residents of mining communities, was selected for the study. Data collection was done through interviews. The findings of the study revealed that mining companies in Ghana employ various public relations strategies, including community engagement, media relations, and crisis communication, to manage conflicts with host communities. However, the study found that these strategies are often ineffective due to inadequate community engagement, lack of transparency, and poor communication. The study also identified challenges such as limited resources, inadequate training, and poor institutional frameworks as hindering the effective implementation of public relations strategies. The study concludes that effective public relations strategies are crucial for conflict management in mining communities in Ghana. Based on the findings, the study recommends that mining companies in Ghana should prioritize community engagement, transparency, and effective communication in their public relations strategies. The study suggests that the government and regulatory agencies should provide institutional support and training for mining companies to enhance their public relations capacity. The study's findings and recommendations contribute to the existing body of knowledge on public relations and conflict management in the mining industry, and provide practical insights for mining companies, policymakers, and other stakeholders.
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    Measuring The Effectiveness of Ethical Codes of Conduct in Public Relations: A Case Study of GCB Bank PLC
    (UniMAC, 2024-12) Ocansey, Edwin Larweh
    This study investigates the effectiveness of ethical codes of conduct in public relations within the banking sector, using GCB Bank PLC as a case study. While ethical codes are recognized as crucial for guiding professional behavior and maintaining public trust, their practical impact often remains debated. This research addresses this gap by examining the application, relevance, and impact of these codes on organizational outcomes and public perception within a specific banking context. The study explores the challenges and barriers hindering effective implementation, drawing on theoretical frameworks such as Stakeholder Theory and the Two-Way Symmetric Model of Public Relations. By employing a case study approach, the research aims to provide in-depth insights into the complexities of implementing and adhering to ethical codes in a real-world setting. The findings are expected to contribute to the body of knowledge on public relations ethics, offering valuable implications for both theory and practice, particularly within the Ghanaian banking sector where empirical literature on this topic is limited. The study seeks to inform banking institutions, policymakers, and public relations professionals on fostering ethical practices that enhance stakeholder trust, organizational reputation, and overall stability of the financial system.