Social Media Commons^™

How Effective Are Fact-Checks In Pakistan And Who Engages With Them?, Waqas Ejaz, Sacha Altay, Muhammad Ittefaq

School of Communication Studies - Faculty Scholarship

For fact-checks to be effective, they must first and foremost reach their intended audience. Yet, little is known about what determines engagement with fact-checks and how to enhance their reach. We conducted a pre-registered online survey experiment in Pakistan (N participants = 302, N observations = 1208) investigating the effectiveness of fact-checking, and the determinants of engagement with fact-checks and misinformation. We found that fact-checking reduced misperceptions, especially among the most misinformed. Trust was an important moderator of the effectiveness of fact-checking and of engagement with both the fact-checks and misinformation. For instance, fact-checks were more effective among participants who …

The Shift To Visual News Consumption: Exploring Egyptian Users' Motivations, Behaviors, And Perceptions Of News Values, Credibility, And Recognition On Instagram As A News Source., Hussein Battah

Theses and Dissertations

With the evolution of visual social media such as Instagram, news consumption and dissemination became different, focusing on Visual and Graphic content. With the current political and social-economic challenges in Egypt and the Region, such as The war in Gaza and the Egyptian economic crisis, the need for simple and immediate news updates became essential. Instagram has now satisfied that need among various users, specifically youth. This paper explores how consuming news over "Instagram" has influenced Egyptian users' perception of News Values and their definition of what to consider news. The paper also studies how several sources on Instagram have …

Revisiting The Diffusion Of Innovations Theory In The Digital Era: Adoption Of Artificial Intelligence In Social Media, Aliaa Khaled Elshabassy

Theses and Dissertations

The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. The role of generational differences in influencing the adoption and non-adoption of these technologies is also explored. Drawing on the rich insights of qualitative data, the researcher adopts a multi-method approach comprising seventeen interviews with academic and professional experts and four focus group discussions among different generations to collect first-hand insights on AI adoption in the present time. AI was itself used for qualitative data analysis, including …

A Socioeconomic Analysis Of Fashion Entrepreneurs And The Use Of Self-Branding To Influence Consumer Behavior, Jasmine Gibbs-Stepter

LSU Doctoral Dissertations

The fashion industry is widely recognized as a significant sector within the global economy, crucially driving trends, creating jobs, and shaping culture. Despite its prominence, entrepreneurs from marginalized socioeconomic backgrounds often encounter considerable hurdles in establishing their businesses and sustaining them over time. These challenges manifest in various forms, including access to vital financial resources, insufficient networking opportunities, and restricted entry into lucrative markets, making it difficult for these entrepreneurs to compete in a dynamic and competitive landscape.

The rise of social media, with platforms like Instagram leading the charge, has ushered in a new era for fashion entrepreneurs. As …

Victim/Perpetrator, David D. Moy

Theses and Dissertations

Throughout this text, David Moy will discuss the inner working of his investigation on image overload and materialization. Through tactics of blurring, erasure, and layering he achieves obfuscation in his printed media. In doing so, he questions the compounding nature of image/text that negate themselves in the larger context of time in the digital age.

Digital Identity Negotiation: How International Students Balance Home And Host Country Ideals On Social Networking Sites, Oluchi Ikwuakam

Theses, Dissertations and Capstones

Minority groups, including people from lower socioeconomic backgrounds, various ethnicities or races, gender non-conforming individuals, and others who are not part of the societal majority, face daily challenges due to unequal access to digital technology. From elementary school through college, the gap between students with better access to digital tools and those without becomes evident in how these technologies are used in classrooms. International students, who may be a majority group in their home country, become part of a minority in their host country as they seek better educational opportunities. These technologies, such as social networking sites, often reflect the …

Organic Social Media Strategy For The University Of Akron, Alexander Busch

Williams Honors College, Honors Research Projects

This project develops a research-based organic social media strategy for the University of Akron, addressing the growing importance of digital communication in higher education and the need for authentic, student-centered engagement. Although the university maintains an active presence on platforms such as Instagram, TikTok, Facebook, and X, its current content often reflects a corporate tone that limits relatability and audience connection. This project proposes an alternative content strategy instead: organic advertisements. These are unpaid, and rely on the algorithm to be promoted. The project proposes a five-week content calendar featuring mascot-driven campaigns and event-based initiatives to strengthen brand identity and …

Resilience And Reality: Exploring The Lived Experiences Of People Living With Hiv In Texas During The Covid-19 Pandemic – A Qualitative Study., Ahmed F. Alanazi

Social Work Dissertations - Archive

This study investigated the lived experiences of individuals living with HIV (PLWH) in the Dallas-Fort Worth (DFW) area of Texas during the COVID-19 pandemic, using an Interpretative Phenomenological Analysis (IPA) framework. The research examined the intersection of health, social dynamics, and psychological resilience among PLWH, who faced compounded vulnerabilities due to systemic inequities and the dual public health crises of HIV and COVID-19. Through semi-structured interviews with ten participants from diverse backgrounds, the study captured the profound impacts of disrupted healthcare systems, heightened stigma, and social isolation on this marginalized population. The findings reveal that the pandemic exacerbated existing inequities …

An Analysis Of Data Journalism In Kenyan Newsrooms During Kenya’S 2022 General Elections, Poshia Syindu Musesya

Master of Arts in Digital Journalism

Data journalism allows journalists to present balanced, accurate, and relevant news, thereby greatly improving the quality and credibility of the news. Data in this context refers to facts, statistics, or pieces of information and journalism refers to the occupation of reporting, writing, editing, photographing, broadcasting news, or operating a news organization. This thesis uses a mixed-method approach to assess the use of data journalism in the 2022 Kenyan general election across three media houses, namely: the British Broadcasting Corporation (BBC), Nation Media Group (NMG), and Royal Media Services (RMS). The approach used combines qualitative and quantitative methods to address research …

The Adoption Of Ai In Zimbabwe’S Newsrooms: A Case Of Zimpapers And Alpha Media Holdings, Muchemwa Silence Mugadzaweta

Master of Arts in Digital Journalism

Artificial Intelligence (AI) has changed the face of journalism in many ways. Newsrooms across the world are deploying AI in various aspects of news gathering distribution and creation. Many newsrooms are also at different stages when it comes to AI adoption. The general objective of this study was to examine the adoption of AI in two media houses in Zimbabwe: Zimpapers and Alpha Media Holdings (AMH), from newsroom operations and insights from journalists and editors to understand their perception and views on the future of journalism in the wake of AI technologies as well as documenting the status thereof. This …

Analysing Government Communication Strategies In Combating Information Disorder On Social Media: A Study Of Uganda’S Tax Monitoring System, Simon Tumwine Mugisha

Master of Arts in Digital Journalism

This research provides an analysis of the communication strategies that government communicators are utilising in a bid to counter wrong narratives on the Ugandan social media space, using the Situational Crisis Communication Theory (SCCT). The study focuses on the nature of information disorder that revolved around the Electronic Fiscal Receipting and Invoicing Solution (EFRIS), introduced in January 2021 by Uganda Revenue Authority (URA) and how it was stemmed. Through extensive content analysis of social media posts on X (formerly Twitter) and Facebook, 2 Key Informant interviews (KIIs) with key URA officials and 2 two In-depth interviews (IDIs) with tax and …

Nmg’S Post- Covid Monetization Efforts: The Case Of Nation Africa, Veronica Wanjiru Kiarie

Master of Arts in Digital Journalism

Revenue sources for traditional media houses have been decreasing and media houses need to be able to find alternative ways to increase revenue. The Kenyan media industry is struggling to generate revenue due to shifts in business models where advertisers are targeting potential customers directly instead of using traditional media. This study adopted a qualitative research approach and utilized a case study research design to fulfil its research objectives: (i) To identify key factors influencing successful monetization on NMG’s platform. (ii) To analyze the successes and failures of NMG monetization strategies during the past five years, and (iii) To develop …

The Rise Of Influencer Marketing And Its Implications On Kenyan Legacy Media Houses' Revenues, Stephen Onjwaya Mbego

Master of Arts in Digital Journalism

The growth of social media influencers popularity has substantially disrupted traditional media and advertising landscapes, redefining audience engagement, brand marketing strategies, and revenue streams for legacy media houses. This study investigates the implications of influencer marketing on Kenyan legacy media, exploring shifts in audience preferences, financial impacts, and factors influencing advertisers toward influencer marketing. Building on the disruptive innovation theory and qualitative data from interviews with media professionals, influencers, advertisers, and audiences, the study reveals a fundamental shift in content consumption and advertising dynamics. Findings show that social media influencers thrive in direct audience engagement, authenticity, and niche targeting, catering …

Investigating Media Relations Strategies Used By Ugandan Universities To Enhance Corporate Image: A Study Of Four Higher Education Institutions, Walter Wekongo Washika

Master of Arts in Digital Journalism

A strong corporate image is crucial for organization's to thrive in a competitive market. Discrepancies between corporate image and corporate identity can lead to confusion among stakeholders, potentially resulting in crises that harm the institution's brand. Effective media relations strategies are essential for shaping stakeholder perceptions and strengthening corporate image. This study aimed to investigate how four universities (two public and two private universities) in Uganda use media relations to enhance their corporate image, focusing on the media relations strategies used, their effectiveness, and the challenges faced. Using Grunig's Excellence Theory from 1985, it employed a qualitative approach with in-depth …

Individual Determinants Of Premium Content Subscription Decisions In Kenya: A Case Of Nation Media Group, Lisa Wagethi Kamau

Master of Arts in Digital Journalism

The transformation in the media industry from traditional platforms of TV, radio and print to digital media platforms had necessitated a shift in business models. Traditionally, media organizations depended on circulation and advertising to generate revenues and fund their journalism, however, the revenues from these models have been dwindling, leading to massive layoffs and company closures. Many media organizations are now adopting the subscription model as a possible revenue earner, but this move has been difficult to implement. The main challenge facing the news subscription business model is that audiences have become used to free news content on the internet …

An Analysis Of The Star Newspaper Online Subscribers’ Willingness To Pay For Content, Lordrick Oswald Mayabi

Master of Arts in Digital Journalism

Newspaper publishers in Kenya continue to amass and grow numbers of online consumers having migrated to social media in the wake of the digital disruption. Despite the huge following online, newspapers continue to give out most of their content for free. But with the continued loss of advertising and sales revenue for the newspapers, some have started to seek ways of supplementing the lost revenue through charges on some of the content on their platforms. The objectives of this study were a) To analyse and understand The Star Newspapers online consumers, b) To establish the pay structure that is most …

The Influence Of Artificial Intelligence On Journalism: Exploring Ethical Considerations For Kenyan Newsrooms, Manny Grace Anyango

Master of Arts in Digital Journalism

The 21st century is defined by rapid technological advancements, among which artificial intelligence (AI) stands as a transformative force. AI's integration into journalism has redefined traditional workflows, offering unprecedented automation, efficiency, and audience engagement opportunities. However, these advancements raise significant ethical concerns, including biases, transparency, accountability, and privacy. This study examines AI's integration into journalism, focusing on Kenyan newsrooms Tuko News, Nation Media Group, and BBC to explore its impact on journalistic practices and ethics. Employing a qualitative approach, the research captures insights from journalists, editors, and technical staff, examining the specific AI tools in use, their impact, ethical challenges, …

The Uptake Of Digital Communication Tools In Corporate Communications Functions At Safaricom Plc, Melline Norleah Myendo

Master of Arts in Digital Journalism

Digital communication tools have revolutionized corporate communications. These digital communication tools have come to enhance communication efficiency, but the reality for corporates in Kenya reveals a complex web of challenges not just in uptake but also in how these tools have made corporates leverage the digital platform to tell their own stories without the gatekeeping rigors of legacy media. The primary objective of this study was to explore how corporate communication functions have optimized the uptake of digital communication tools. The specific objectives of the study were to explore the uptake of digital communication tools in corporate organisations’ marketing communications, …

The Influence Of Social Media Usage On Traditional News Consumption In Uganda: A Case Study Of Vision Group Uganda, Owor Daniel

Master of Arts in Digital Journalism

This study investigated the influence of social media usage on traditional news consumption in Uganda focusing mainly on Vision Group Uganda. The study was guided by the Uses and Gratifications Theory (UGT) and the Theory of Consumption Value (TCV) the research explored how motivations perceived value and social media engagement affected the reliance on traditional media for news. The goals included studying platform choice, evaluating the influence of interaction on news habits, and investigating the connection between social media usage frequency and conventional news consumption. Using a mixed-methods approach, the study included interviews with 18 Vision Group employees in addition …

Examining The Status Of Ai Use Guidelines In Editorial Policies Of Kenyan Digital Media Houses And Challenges In Their Formulation And Implementation In Newsrooms, Nickson Mwirigi Mbaabu

Master of Arts in Digital Journalism

Integrating AI in Kenyan digital media houses presents opportunities and challenges, underscoring the need for formal guidelines in newsrooms. This study examined the status of AI use guidelines in the editorial policies of Kenyan media houses, along with the challenges involved in formulating and implementing these guidelines. Semi-structured interviews served as the primary data collection method, conducted with editors and reporters from four purposively selected media houses: Nation Media Group (NMG), Kenyans.co.ke, Nairobileo.co.ke, and Sauce.co.ke, all based in Nairobi. A total of 14 journalists were interviewed. Additionally, editorial policies of the selected media houses were analysed to assess if AI …

Critical Environmental Communication Framework, Shumaila J. Bhatti, Srivi Ramasubramanian, Andrea Feldpausch-Parker, Bruno Takahashi, Silje Kristiansen

Media Studies - All Scholarship

This study develops a Critical Environmental Communication (CEC) framework to assess the landscape of Environmental Communication research and to what extent and in which ways critical and justice-oriented perspectives are included. The CEC framework consists of four interconnected themes: (a) Marginalized Ecocultural Identities, (b) Context and Scale, (c) Power and Agency, and (d) Justice, Equity, Diversity, Access, and Inclusion (JEDAI). Using this framework in a bibliometric analysis examining 1,297 Environmental Communication publications, we assess the occurrence of these themes in the scholarship. Our analysis found that Marginalized Ecocultural Identities, and Context and Scale were most frequently occurring, while Power and …

Re-Centering Relation In Media Literacy Practice, Paul Mihalidis, Bobbie Foster, Shannon Burth, Srivi Ramasubramanian, Melissa Tully, Patrick R. Johnson

Media Studies - All Scholarship

As calls for media literacy in formal and informal learning spaces continue to grow, educators’ understanding of media literacies and their purposes remains complex. In 2021, the authors of this paper led a multi-methods research project on media literacy education in the United States, focusing on impact and equity. Findings showed that educators share a commitment to equity and justice but are unclear on how to incorporate them into their work. In response, our research team developed a field guide that maps out equitable media literacy practices for classrooms and communities. In this study, we detail the findings from 11 …

The Media Framing Of India’S Nuclear Weapons Discourse, Sitakanta Mishra, Hely Desai

International Journal of Nuclear Security

The Indian media has had an immense role in framing public perceptions of nuclear weapons within the Indian subcontinent. Examining the largely nationalistic tone of news coverage helps analyze how the media has shaped India’s idea of its status as a nuclear weapon state. Examining the sociocultural discourse around the bomb, this paper analyzes the major influence that the Indian media has in information distribution and how that influence translates to the formation of the atomic attitudes of the masses. In situating the Indian media’s approach to nuclear weapons at large, this work studied the framing of domestic nuclear weapons …

Player 2 Has Entered The Culture War: Discourse, Ideology, And Narrative In Gamergate 2.0, Ashley C. Mccann

Theses and Dissertations--Communication

My thesis addresses the ever-evolving landscape of Gamergate 2.0. Once a reactionary misogynistic harassment movement dedicated to attacking women in video games, the new iteration of Gamergate has evolved into an entirely new community. In its new iteration, Gamergate is even less ostensibly concerned with video games and more with reactionary content, mixing together nerd media, general pop culture, and right-wing politics. To study this community, I approach the Gamergate 2.0 community as an anti-fandom and reactionary affinity space. I argue that GamerGate 2.0 exists as its own powerful reactionary community that creates a worldview consisting of the desired destruction …

The Triangle Of Social Media, Mental Health, And Activism: Lessons From July 2024 Anti-Discrimination Students Movement In Bangladesh, Md Belal Hossain

All Graduate Theses, Dissertations, and Other Capstone Projects

This project explores social media, mental health, and activism as three interconnected avenues of academic inquiry in the context of a student movement called the Anti-Discriminatory Students Movement (ADSM), that took place in July-August 2024 in Bangladesh. The movement, also called July Revolution (Bangladesh), overthrew a 16-year-ruling autocratic government and propelled the nation towards significant structural and political reform efforts. Utilizing a mixed method approach, including key informant interviews (N=6) and an online survey (N=396), it investigates how the triangle of social media, mental health, and activism evolved during this movement. Interview analysis reveals five major themes: 1) Ambiguity in …

#Mmiw On Instagram: Contemporary Representations Of Missing Indigenous Women, Girls, And Two-Spirit People​, Sydney E. Cathcart, Renu Pariyadath

University of South Carolina Upstate Student Research Journal

This research paper overlooks the disproportionate number of missing persons and violence towards Indigenous groups, particularly women. Communication research has pointed to mass media lacking coverage on missing or murdered cases of Indigenous people, contributing to invisibility of the issue and lack of attention to the problem. Individual efforts to increase sources of information have been utilized in social media to make up for where mass media lacks. Social media creators who look to raise awareness, mobilize grassroot actions, and expand community ties. Content analysis was used to analyze content in Instagram under hashtags relevant to #MMIW–Missing and Murdered Indigenous …

The Kids Aren't Alright: "Indie Sleaze Revival" And The Commodification Of Subcultures On Social Media, Lauren Mar

Scripps Senior Theses

In 2012, the “indie sleaze” subculture is accepted to have “died” — the same year Facebook bought Instagram. Named retroactively by social media in 2021, the “indie sleaze” subculture and its “revival” online provides a rich ground for investigating how and why social media converts subculture into aesthetics. Drawing on Dick Hebdige’s 1979 theory of subculture, this project considers new understandings of the political, aesthetic, and affective relationships between digital media and subcultures. In examining the evolution of “indie sleaze” from its origins and manifestations in an escapist party scene of the aughts to its online simulations from 2021 to …

Digital Orthodoxy And Political Populism In Eastern Europe: How Orthodox Media Facilitate Political Mobilization, Dmytro Garaschuk, Oleh Sokolovskyi

Occasional Papers on Religion in Eastern Europe

This article examines the intersection of Orthodox digital media and political populism in Eastern Europe, focusing on how religious institutions utilize digital platforms to facilitate political mobilization, reinforce nationalistic narratives, and undermine democratic institutions. Drawing on a comparative analysis of six countries–Russia, Ukraine, Romania, Serbia, Georgia, and Montenegro–the study identifies a shared ideological matrix that fuses populist rhetoric with theological motifs. The research highlights the strategic use of digital media by Orthodox actors to construct moral binaries, sacralize political resistance, and disseminate disinformation framed in religious language. Particular attention is given to the role of the Russian Orthodox Church and …

Applying Engagement Journalism Methods To Reach Young People In The South Bronx, Christine M. Zeiger Mrs., Judith Marks

Capstones

During the fall of 2024, engagement journalism students Christine Zeiger and Judith Marks met with more than 60 teens in the South Bronx. They also distributed digital questionnaires, which garnered 26 responses from teens and adults between the ages of 14 and 22. These questionnaires were distributed after in-person sessions we organized to gather feedback on topics we wanted to learn about more deeply.

The project’s initial goal was to understand how South Bronx teens and young adults were engaging with the November elections and use their feedback to inform election coverage for the Mott Haven Herald and Hunts Point …

Exploring The Role Of Mass Media In Enhancing Farmer-To-Farmer Extension Activities In Bosomtwe District, Ghana, Anthony Kwame Appiah, Enoch Kwame Tham-Agyekum, Fred Nimoh, John-Eudes Andivi Bakang, Fred Ankuyi

Journal of Human Sciences and Extension

Farmer-to-farmer extension has always existed among farmers. It helps to strengthen information flow, reduce extension costs, and empower farmers playing a crucial role in enhancing their livelihoods. Currently, scanty information exists on the role of mass media in enhancing farmer-farmer extension activities. It is against this background that this study was carried out. Descriptive and inferential statistics were used to analyze data from 400 farmers who were selected using the multi-stage sampling technique. The results show that, compared to newspapers, books, TV, radio, computers, and social media, the mobile phone is the most accessible and most used mass media tool …