The Rise Of Influencer Marketing And Its Implications On Kenyan Legacy Media Houses' Revenues,
2025
Aga Khan University
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 …
Individual Determinants Of Premium Content Subscription Decisions In Kenya: A Case Of Nation Media Group,
2025
Aga Khan University
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,
2025
Aga Khan University
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,
2025
Aga Khan University
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,
2025
Aga Khan University
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, …
Factors Informing The Transition From Journalism To Corporate Communications,
2025
Aga Khan University
Factors Informing The Transition From Journalism To Corporate Communications, Muyanja Robert
Master of Arts in Digital Journalism
This study investigated the shift of journalists to corporate communications, motivated by economic instability, professional obstacles, and the changing dynamics of the media sector. The study sought to evaluate the present work conditions of journalists, investigate the challenges encountered during their move to corporate communications, and analyse the motivations behind this career change. Decreasing earnings, unstable job security, and escalating workloads in conventional journalism have driven numerous journalists to pursue stability, professional advancement, and improved work-life balance in corporate positions. This transition presented problems, such as adapting to new professional standards, inter-role conflicts, and substantial emotional and identity upheavals. The …
Content Monetization Strategies In The Digital Age: The Case Of Vision Media Group And Nation Media Group In Uganda,
2025
Aga Khan University
Content Monetization Strategies In The Digital Age: The Case Of Vision Media Group And Nation Media Group In Uganda, Namata Violet
Master of Arts in Digital Journalism
This study sought to examine the strategies employed by media organizations in Uganda to generate revenue from their content within the digital landscape. The specific objectives were: (i) To establish the criteria media houses use to select content for publication in the digital era., (ii) to examine monetization strategies that mainstream media have instituted in the disrupted media environment, (iii) to assess the viability of monetization strategies that mainstream media have instituted in the disrupted media environment. The study used the qualitative approach and adopted the case study research design. It focused on two media organizations, Vision Media Group and …
Navigating Media Freedom Amidst Safety Concerns On Digital Platforms: An Analysis Of The Experiences Of New Vision Journalists In Uganda,
2025
Aga Khan University
Navigating Media Freedom Amidst Safety Concerns On Digital Platforms: An Analysis Of The Experiences Of New Vision Journalists In Uganda, Namirimu Esther Robinah
Master of Arts in Digital Journalism
This study examined the interplay between media freedom and journalists’ safety on digital platforms in Uganda, mainly focusing on Vision Group Media between 2019 and 2024. It explored the compounded challenges faced by journalists on their digital platforms, including physical assaults, legal harassment, cyber threats and psychological intimidation, within a restrictive media environment exacerbated by the COVID-19 pandemic and the 2021 elections that exposed these journalists to digital threats. The study was mainly based on the New Media Theory, which enabled a more transparent analysis of the risks faced by journalists and in order to understand digital journalists’ perspectives thoroughly, …
Critical Environmental Communication Framework,
2025
Virginia Tech University
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,
2025
Emerson College
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 …
Child Labor Advocacy Through The Years,
2025
University of New Hampshire, Durham
The Existence Of Empathy In Photographs,
2025
University of New Hampshire
Ai In Newsrooms: Assessing Perception, Challenges And Possibilities In Bangladesh’S Media Landscape,
2025
University of Kentucky
Ai In Newsrooms: Assessing Perception, Challenges And Possibilities In Bangladesh’S Media Landscape, Nadia Rahman
Theses and Dissertations--Communication
With the relentless progression of technological advancements, artificial intelligence (AI) has become a transformative force across various sectors, and newsrooms are no exception. Developed nations have already integrated AI into journalistic practices, showcasing its versatility in different news functions. However, the developing nations, including Bangladesh, a south Asian nation faces challenges in catching up, marked by technological and economic disparities. As an emerging economic force Bangladesh encounters different obstacles in the adoption of AI in its media landscape. Despite the expansiveness of its media industry, the country grapples with limited technological support and inadequate training opportunities. These challenges bring up …
Exploring Television Portrayal Of Gender-Based Violence In Uganda: A Case Of Ntv And Bukedde Tv,
2025
Aga Khan University
Exploring Television Portrayal Of Gender-Based Violence In Uganda: A Case Of Ntv And Bukedde Tv, Nakagolo Racheal
Master of Arts in Digital Journalism
The study used NTV and Bukedde TV as a case of how television in Uganda portray gender-based violence to address the critical issue of how television framing impacts societal understanding and response to gender-based violence. The research adopted the framing theory as its conceptual lens and employed a mixed-methods approach combining content analysis of television news programs with in-depth interviews with newsroom staff. The findings reveal that Ugandan television predominantly employs victim-centered narratives, focusing on physical and sexual violence while often neglecting psychological violence and systemic contributors such as entrenched patriarchal norms. The human-interest frame emerged as the most utilized, …
Social Media Usage And The Future Of Museum Outreach: A Case Of The Uganda Museum,
2025
Aga Khan University
Social Media Usage And The Future Of Museum Outreach: A Case Of The Uganda Museum, Patrick Massa Birabi
Master of Arts in Digital Journalism
Despite its cultural significance, the Uganda Museum, the oldest museum in East Africa, faced challenges of declining visitor numbers and limited social media engagement. the Uganda Museum's digital presence on platforms such as X.com and Instagram remains underutilized due to a lack of strategic alignment with its mission. This study evaluated the extent of social media use for outreach, identified associated challenges and opportunities and developed actionable recommendations for enhancing the Uganda Museum’s digital engagement. The study adopted a mixed-methods approach, which combined 381 visitor surveys with in-depth interviews with 15 museum staff members, and evaluated the Uganda Museum's social …
The Work Of An Hour: A Case Study Of Propaganda,
2025
Louisiana State University and Agricultural & Mechanical College
The Work Of An Hour: A Case Study Of Propaganda, Michael F. Russo
Faculty Publications
This research paper discusses the messaging of United States President George W. Bush and his administration regarding the U.S. led invasion of Iraq. Transcripts of presidential communications, national news programs, and public opinion polls from 2001-03 were analyzed to identify patterns in these communications. This review demonstrated techniques similar to those used in historical propaganda campaigns to sway public opinion. The introduction and repetition of key terminology from the government was followed by magnification by television news programs. These messages were broadcast despite lack of evidence of Iraq’s involvement with the 9/11 attacks or their possession of weapons of mass …
Water Justice,
2025
University of Montana, Missoula
Water Justice, Emily Ann Senkosky
Graduate Student Theses, Dissertations, & Professional Papers
My portfolio will be centered around the theme of “Water justice,” which aims to unpack people’s manipulation of riverways and the environmental costs of this practice. Rivers, and their watersheds, have served as lifeblood for human and ecological populations the world over since the dawn of man. Derived from these watersheds is a multitude of ecosystem services and freshwater necessary for the sustainability of life. But freshwater makes up only 3% of the globe’s total water supply, making it a limited and dwindling resource. As the world’s population accelerates, climate change quickens, and societal needs for freshwater advance, the manipulation …
Framing The Moment, Shaping The Movement: News Narratives And Public Response To George Floyd’S Death,
2025
West Virginia University
Framing The Moment, Shaping The Movement: News Narratives And Public Response To George Floyd’S Death, Madison B. Hall
Graduate Theses, Dissertations, and Problem Reports (ETD)
This study investigates how national and local U.S. news outlets framed George Floyd, Black Lives Matter protesters, and the surrounding protests in the immediate aftermath of Floyd’s death. Through a qualitative content analysis of YouTube news broadcasts posted between May and June 2020, coupled with thematic analysis of popular comments that viewers posted in response, this research explores media narratives and public understanding of a pivotal moment of an ongoing racial justice movement. Drawing on framing theory and construal level theory, the study identifies a range of frames (i.e., pro-accountability, anti-accountability, raw perspective, neutral, episodic, riot) used by both local …
Zippymania: A Multimedia Record Of The 2024-25 Akron Zips Men's Basketball Team,
2025
The University of Akron
Zippymania: A Multimedia Record Of The 2024-25 Akron Zips Men's Basketball Team, Drew Bailey
Williams Honors College, Honors Research Projects
This project will involve the production, promotion, and distribution of a weekly 30-minute live radio show focusing on the Akron Zips men's basketball team. After the airing of each show, the recorded episode will be published as a podcast. Additionally, a weekly column or sports blog (written by myself) will be published and serve as a companion work or supplement to the radio program.
Sexual And Gender-Based Violence Against Women In Sports: Prevalence, Impact, And Interventions In East Africa,
2025
Aga Khan University
Sexual And Gender-Based Violence Against Women In Sports: Prevalence, Impact, And Interventions In East Africa, Hesbon Hansen Owilla, Nancy Achieng' Booker, George Nyabuga, Tulinagwe Mwampanga, Samantha Agasha, Liz Awino, Ella Smith
Graduate School of Media and Communications
This study investigated the prevalence, causes, and impact of sexual and gender-based violence (SGBV) against women in sports across Kenya, Uganda, and Tanzania. Employing a mixed-methods approach, the study combined quantitative surveys with qualitative interviews to explore the scale of SGBV, its root causes, and the lived experiences of female athletes. A cross-sectional descriptive design was adopted, with data collected from athletes, coaches, administrators, and sports officials from federations and associations in the three countries. Stratified and purposive sampling techniques at the federations, clubs and within the clubs was used and this ensured representation at multiple levels of the sports …
