International Journal of Media and Mass Communication (IJMMC)

Institutional Communication: Continuity and Change in the Age of Digital Transformation – Strategies for Adaptation

2026-07-07T12:37:46+00:00

This paper explores the adaptation mechanisms of institutional communication amidst rapid
digital transformations, focusing on the equilibrium between technical variables and
professional constants. Adopting a mixed-methods design rooted in the pragmatic
paradigm, the study employs methodological triangulation to ensure robust and reliable
findings, integrating a survey of communication practitioners, in-depth interviews with elite
academic experts, and a content analysis of professional practices by the Public Relations
Society of America (PRSA).
The results reveal a state of "uneven digital adaptation." While there is high theoretical
awareness of digital variables—such as content humanization, audience empowerment, and
real-time crisis response—institutions maintain a steadfast commitment to ethics and
credibility as non-negotiable professional constants. However, a significant "procedural
gap" was identified, evidenced by the absence of formalized organizational guidelines for
digital crisis management and a lack of proficiency in advanced technical skills, including
mobile journalism and Artificial Intelligence (AI) integration.
The study concludes that institutional communication must transition from "spontaneous
adaptation" to "structural institutionalization" by formalizing digital policies and adopting
Generative Engine Optimization (GEO) to navigate the rise of generative search
algorithms. It further recommends strategic investment in human capital to bridge the skills
gap, ensuring the resilience and sustainability of institutional reputation in the digital era.

Challenges in combating fake news in the digital media environment: A field study on communicators in Emirati media institutions

2026-07-07T12:27:58+00:00

This study aimed to determine the factors contributing to the spread of fake news on digital
platforms, from the perspective of media communication professionals in the United Arab
Emirates, employing Network Theory as its theoretical base. organizational professional,
organizational, and technological elements play a role in curbing the spread of misleading
information. This is due to the increasing circulation of fake news in the digital
environment, despite the development of verification tools and increased professional
awareness. The study utilized a descriptive-analytical method and gathered data through an
electronic questionnaire from a targeted sample of 124 media professionals.
The findings revealed that the rapidity of publication, the tendency to react to current
events and digital competitive pressure are the key factors influencing the dissemination of
fake news. Additional factors include professional and organizational issues such as poor
adherence to verification processes, lack of effective internal communication, and
insufficient ongoing training. Additionally, the results indicated a statistically significant
relationship between the strength of internal network connectivity and the effectiveness of
news verification, and that combating fake news does not depend solely on content or
technical tools but is related to the network structure of communication within media
institutions. The study recommended the need to strengthen internal communication and
develop specialized training programs in digital verification, which would contribute to
building media networks that are more capable of countering fake news.

Public Knowledge and Attitude Towards News Misinformation on Social Media Platforms in Nigeria: Social media users’ knowledge and response to misinformation

2026-07-07T12:14:41+00:00

The rapid expansion of the digital landscape has fundamentally reshaped how individuals
consume information, positioning social media as a primary news source. However, this
shift has simultaneously fostered an environment highly conducive to the unchecked spread
of online news misinformation, commonly termed "fake news." This study investigates
public knowledge of, exposure to, and behavioral attitudes toward news misinformation on
social media platforms in Nigeria. Utilizing a survey research design, an online
questionnaire was administered to a randomly selected sample of 425 university students
and media practitioners across Lagos, Ogun, and Ondo States, yielding 388 valid responses.
The collected data were analyzed using descriptive statistics, including simple percentages
and mean scores.
The findings reveal an overwhelmingly high awareness of misinformation, with 97.2% of
respondents confirming direct exposure to false content. Online news blogs and gossip
forums were identified as the most prevalent hubs for spreading information disorders,
while entertainment/celebrity news and political topics ranked as the most common subject
areas contaminated by falsehoods. In terms of audience response, the majority of
participants (55.4%) actively attempted to verify suspect stories through credible channels.
However, a significant knowledge gap persists, with a notable portion of the sample failing
to understand what constitutes misinformation or actively ignoring the issue. The study
concludes that while general awareness is high, technical and critical verification skills
remain limited. It recommends the implementation of fair regulatory policies, robust public
sensitization campaigns, and regular social media literacy training to build resilience
against digital information pollution in Nigeria.

Journalism Ethics between Legislation and Practical Application

2026-07-07T12:45:28+00:00

This study was conducted under the title “Journalism Ethics between Legislation and
Practical Application. The problem of the study was represented by the main question: To
what extent does Sudanese journalism adhere to professional ethics and the regulations and
laws governing it during practical application?
The study aims to identify the extent to which Sudanese journalists implement professional
ethics and to examine the relationship between adherence to journalistic ethics and media
credibility.
The researcher adopted the descriptive-analytical method, using content analysis and
interviews as research tools. The study population consisted of employees of Sudanese
newspapers, legal professionals, members of the Press and Publications Council, in
addition to the Sudanese newspaper audience. A purposive random sampling method was
used to select the participants.
The findings of the study indicated that Sudanese journalism ethics require development
and modifications to meet the desired standards. There are clear gaps between the actual
practice of journalistic ethics and the theoretical principles outlined in professional
guidelines.
The study recommended updating press laws and regulations and training journalists to
adhere to ethical and professional standards

Impact of strategic communication on administrative efficiency and policy planning of Federal University Wukari, Taraba State

2026-07-07T12:32:26+00:00

This study examined the impact of strategic communication on administrative efficiency
and policy planning at Federal University Wukari, Taraba State, Nigeria. Specifically, the
objectives of the study were to ascertain the communication channels most frequently used
for disseminating information on university policies and decisions, assess the impact of
strategic communication on policy planning processes and decision-making, and examine
the effectiveness of strategic communication on administrative efficiency. Underpinned by
the Organisational Communication Theory, the study adopted a survey research design,
utilising a structured questionnaire to collect data from a sample of 390 respondents,
including academic staff, senior non-academic staff, and students. The findings revealed
that Federal University Wukari employs a multi-channel approach to policy
communication, with stakeholders generally viewing these channels positively. Moreover,
strategic communication was found to have a strong positive impact on policy planning and
decision-making. In conclusion, while communication systems are already contributing
positively to the university’s policy planning and administration, there is still room for
strengthening practices to achieve more effective and sustainable outcomes. Based on the
findings, it was recommended that the university should strengthen and harmonise its
communication channels, make policy planning processes more participatory, and
institutionalise structured communication routines to enhance administrative efficiency.

Social Media Enculturation of Prank Contents and Viewers` Mental Health Among Mcpherson University Undergraduates Ogun State

2026-07-07T12:22:06+00:00

This study examined the psychological effects of prank-based of social media content on
Nigerian viewers, exploring its dual role as entertainment and a potential mental health
concern. Using a quantitative type of research with survey approach and questionnaire as an
instrument of data collection, data were collected from 397 social media users,
predominantly young, educated students, via structured questionnaires. Findings reveal that
respondents find prank videos amusing, experience anxiety or emotional distress, with
noting risks of desensitization to real-life distress and reporting reduced trust in social
interactions. Study further revealed that they use pranks for stress relief, though
respondents only view them as comparable to other relaxation methods. Cultural values
significantly shape perceptions, with evidence of opposing public humiliation pranks and
significant number of respondents supporting regulation of harmful content. Grounded in
Uses and Gratifications and Affective Disposition theories, the study highlights Nigeria’s
cultural emphasis on respect as a key moderator of viewer reactions. Despite limitations
such as a youth-heavy sample and cross-sectional design, the findings contribute empirical
evidence to the global discourse on social media’s mental health impacts, advocating for
ethical content creation and platform policies to mitigate harm while preserving pranks’
entertainment value in Nigeria’s digital landscape.

Cyberbullying and its Relationship to Self-Esteem among Adolescents in the Kingdom of Bahrain: A Field Study on a Sample of Intermediate and Secondary School Students in Primary Healthcare Centers

2026-07-07T12:10:13+00:00

Technological advancements in digital communication have given rise to new patterns
of social interaction. This shift in communication tools has not been limited to the
technical aspect alone but has extended to affect the social structure. Within this
framework, we can examine several media-related problems and phenomena that have
emerged because of using digital platforms, particularly social media sites, such as
cyberbullying and online harassment, especially among adolescents.
This study aimed to investigate the relationship between exposure to cyberbullying
and self-esteem levels among adolescents in the Kingdom of Bahrain, identify
differences among cyberbullying victims according to demographic variables, and
uncover the resulting effects. To achieve the study's objectives, the study population
consisted of all Bahraini adolescents aged 12 to 16 years (males and females) who met
the school screening procedures for government preparatory and secondary schools at
primary healthcare centers in the Kingdom of Bahrain. The study employed two
research instruments: the first was a questionnaire covering aspects related to
cyberbullying, and the second was the Self-Esteem Scale developed by Dr. Farouk
Abdel Fattah and Dr. Mohamed Desouki, adapted from the Coopersmith Self-Esteem
Scale. A sample of 126 participants was selected using stratified random sampling.

The most important findings of the study concluded that the rates of cyberbullying
experienced by adolescents in the Kingdom of Bahrain are not high, but they are
increasing over time. The results also showed that cyberbullying is more common
among males than females, and that cyberbullies target those who are different from
them in appearance, race, belief, or cultural background. The study revealed that
(nervousness and anger) are at the forefront of the psychological responses resulting from adolescents being exposed to cyberbullying. The results also proved the existence of an inverse correlation between exposure to cyberbullying and low self-esteem among adolescents in the Kingdom of Bahrain.