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Journal. Media, Volume 6, Issue 2 (June 2025) – 43 articles

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14 pages, 719 KiB  
Article
Framing of China’s Soft Power in Nepal: A Case Study of Cultural and Educational Diplomacy in the Media
by Lok Bahadur B. K., Yonghong Dai, Dipak Devkota, Ashok Poudel and Zeyar Oo
Journal. Media 2025, 6(2), 88; https://doi.org/10.3390/journalmedia6020088 - 12 Jun 2025
Abstract
This research conducts a comparative content analysis of two leading English-language newspapers, The Kathmandu Post and Rising Nepal, to examine the media framing of China’s cultural and educational diplomacy in Nepal. This study employs a frame analysis methodology alongside a qualitative content analysis [...] Read more.
This research conducts a comparative content analysis of two leading English-language newspapers, The Kathmandu Post and Rising Nepal, to examine the media framing of China’s cultural and educational diplomacy in Nepal. This study employs a frame analysis methodology alongside a qualitative content analysis approach to systematically examine thirty news items published from 2021 to early 2025. Key themes were coded and examined based on frequency and contextual framing, including cultural interaction, Chinese language promotion, Confucius Institute coverage, education diplomacy, and geopolitical alignment. Rising Nepal demonstrates a clear state-centric editorial stance, frequently articulating a supportive tone that emphasizes bilateral collaboration, strategic partnership, and mutual growth, thereby highlighting a significant contrast in representational patterns. This research argues that these contrasting frames signify underlying ideological and geopolitical affiliations, rather than merely editorial choices. This research contributes to the expanding body of literature on soft power, media and culture diplomacy, and the geopolitics of influence in South Asia by integrating media framing theory with qualitative analysis. Full article
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17 pages, 433 KiB  
Article
Political Communication and the Hype Cycle: Tracing Its Evolution Across the Digital Era
by Yaron Ariel and Vered Elishar
Journal. Media 2025, 6(2), 87; https://doi.org/10.3390/journalmedia6020087 - 12 Jun 2025
Abstract
This study applies the technology hype cycle model to explore the interplay between political communication and digital technology from the mid-1990s to the present. It identifies four stages that reflect the hype cycle’s trajectory: initial optimism about the Internet’s democratic potential, subsequent disillusionment [...] Read more.
This study applies the technology hype cycle model to explore the interplay between political communication and digital technology from the mid-1990s to the present. It identifies four stages that reflect the hype cycle’s trajectory: initial optimism about the Internet’s democratic potential, subsequent disillusionment as limitations surfaced, renewed enthusiasm with the emergence of social media, and a current measured understanding of associated risks. The evolution of the digital political landscape is elucidated by synthesizing scholarly literature and documented historical accounts to trace key innovations and their impact on integrating the Internet and social media into political communication strategies. The findings highlight the critical need for enhanced media literacy and careful evaluation of technologies to uphold democratic ideals. This research contributes to the literature by providing a comprehensive perspective on the dynamic relationships between politics, communication, and emerging digital platforms, offering valuable insights for both practitioners and scholars. Full article
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13 pages, 600 KiB  
Article
“I’ve Grown up with the Queen”: Responses to Media Coverage of Queen Elizabeth II’s Death
by Kirsty Jane Anderson
Journal. Media 2025, 6(2), 86; https://doi.org/10.3390/journalmedia6020086 - 11 Jun 2025
Viewed by 125
Abstract
This study employs uses and gratifications theory and the news value of celebrity to explore comments from New Zealanders on the news coverage of the death of Queen Elizabeth II, New Zealand’s constitutional Head of State. Twenty-five participants kept a weekly diary of [...] Read more.
This study employs uses and gratifications theory and the news value of celebrity to explore comments from New Zealanders on the news coverage of the death of Queen Elizabeth II, New Zealand’s constitutional Head of State. Twenty-five participants kept a weekly diary of their news consumption and participated in focus groups to discuss their understanding of news. As the focus groups coincided with the media coverage of the Queen’s death, the participants discussed their responses to the news coverage of this event. These comments were classified by the sentiment expressed and analyzed in two age cohorts to explore the cognitive and affective responses of the participants. Overall, the participants over 26 years had more affective responses, and those under 26 years had more cognitive responses. With the older cohort, the participants experienced more media interactions with Queen Elizabeth II and had stronger grief responses and connections to her death, but it was hard to determine the full extent of any parasocial relationships. This paper concludes that uses and gratifications theory and news values can assist in understanding how audiences form connections to celebrities through the news media. In turn, these connections will impact how the news media cover celebrity deaths and the public mourning rituals of audiences. Full article
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25 pages, 1713 KiB  
Article
Anti-Sustainability Narratives in Chat Apps: What Shapes the Brazilian Far-Right Discussion About Socio-Environmental Issues on WhatsApp and Telegram
by Rose Marie Santini, Débora Gomes Salles, Marina Loureiro Santos, Luciane Leopoldo Belin and Thiago Ciodaro
Journal. Media 2025, 6(2), 85; https://doi.org/10.3390/journalmedia6020085 - 10 Jun 2025
Viewed by 230
Abstract
This study examines how socio-environmental issues are framed and disseminated in far-right WhatsApp and Telegram groups in Brazil. By collecting and analyzing over 87,962 messages shared from 2023 to 2024, we identify how the sustainability agenda is instrumentalized to deepen political polarization. Using [...] Read more.
This study examines how socio-environmental issues are framed and disseminated in far-right WhatsApp and Telegram groups in Brazil. By collecting and analyzing over 87,962 messages shared from 2023 to 2024, we identify how the sustainability agenda is instrumentalized to deepen political polarization. Using a mixed-methods approach guided by a theoretical–methodological perspective in framing theory, we applied topic modeling to identify key themes and conducted qualitative analysis to categorize hyperlinked sites shared by group participants. The results suggest that environmental discussions in these groups are often intertwined with broader cultural war narratives and economic interests, particularly agribusiness. Disinformation, conspiracy theories, and attacks on environmental policies, activists, and NGOs are common strategies used to reinforce the salience of frames that undermine sustainability efforts. This study highlights the role of chat apps in facilitating the spread of anti-environmental narratives due to their decentralized and encrypted nature. Additionally, the findings suggest that hyperlinking practices within these groups can be understood as a framing strategy that contributes to the legitimization of misleading narratives by repeatedly circulating information from biased or unreliable sources. Full article
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26 pages, 1323 KiB  
Article
“Hands off Russian Schools”: How Do Online Media Portray the Linguistic Landscape of Protests Against Minority Education Reform in Latvia?
by Solvita Burr
Journal. Media 2025, 6(2), 84; https://doi.org/10.3390/journalmedia6020084 - 7 Jun 2025
Viewed by 394
Abstract
Latvia after the collapse of the Soviet Union regained its independence in 1991. Since then, many political and social reforms have been introduced, minority education among them. Latvia began gradually abandoning the use of minority languages as mediums of instruction and switching to [...] Read more.
Latvia after the collapse of the Soviet Union regained its independence in 1991. Since then, many political and social reforms have been introduced, minority education among them. Latvia began gradually abandoning the use of minority languages as mediums of instruction and switching to teaching exclusively in Latvian as the sole state language. This caused protests by minority groups, especially by Russians—the largest minority group in Latvia. The article examines 77 online news articles by Latvian, Russian, and European media covering protests against minority education reform in Latvia between 2004 and 2024. Each news article used at least one photograph/video of placard(s) with written information from the protests. The aim of the article is to understand how different media represent the linguistic landscape of protests against minority education reform and what are the main discourses they create and maintain regarding to the linguistic landscape of such protests in Latvia. The description of the linguistic landscapes shows three main trends: (1) only journalists (most often anonymous) describe the written information expressed at the protests, (2) emphasis is on the number of placard holders at the protests, their age and affiliation with minority support organizations and political parties, (3) author(s) quote individual slogans, more often demonstrated from one protest to another, without disclosing in which language they were originally written and what problems (within and behind the language education) they highlight or conceal. The main narratives that are reinforced through the descriptions of the linguistic landscapes included in the articles are two: (1) the Russian community is united and persistent in the fight against the ethnolinguistically unjust education policy pursued by the government, and (2) students, parents, and the Russian community should have the right to choose which educational program to study at school. Full article
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16 pages, 898 KiB  
Article
An Analysis of Scotland’s Post-COVID Media Graduate Landscape
by James Patrick Mahon
Journal. Media 2025, 6(2), 83; https://doi.org/10.3390/journalmedia6020083 - 4 Jun 2025
Viewed by 338
Abstract
This article explores the challenges surrounding the Scottish media graduate landscape after the COVID-19 pandemic. Contributing factors that impact Scotland-based students and educators include a shift in the jobs market, altering pedagogies during and post-pandemic, and social drivers including fewer students choosing media [...] Read more.
This article explores the challenges surrounding the Scottish media graduate landscape after the COVID-19 pandemic. Contributing factors that impact Scotland-based students and educators include a shift in the jobs market, altering pedagogies during and post-pandemic, and social drivers including fewer students choosing media pathways of study due to the cost-of-living crisis. This study draws on insights from 40 students at five Scottish universities, all of whom graduated in the summer of 2023. The research presents a window into the mindset and expectations of this post-pandemic graduating class while drawing on current and relevant literature. In addition, the paper includes reaction from industry and academic experts in Scotland and questions what can be done to address trends surrounding the stability and sustainability of journalism education. The experts include senior broadcasters, an established media educator who has worked across further education and higher education in Scotland while also being a national news editor, and one of Scotland’s most experienced journalism educators who is the chair of the World Journalism Education Council. This work is predominantly qualitative, drawing on a mixed research approach of expert interviewing and surveys while providing recommendations for journalism educators. Full article
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12 pages, 294 KiB  
Article
The Use of Artificial Intelligence: Exploring Using Motivations, Involvement, and Satisfaction with the Case of Alexa
by Weiwen Yu
Journal. Media 2025, 6(2), 82; https://doi.org/10.3390/journalmedia6020082 - 3 Jun 2025
Viewed by 564
Abstract
Whether it is asking Alexa to set a reminder or having Google Assistant place a call, AI-powered assistants are becoming an increasingly seamless part of our daily lives. This study aims to address what predicts the users’ satisfaction with Alexa by analyzing the [...] Read more.
Whether it is asking Alexa to set a reminder or having Google Assistant place a call, AI-powered assistants are becoming an increasingly seamless part of our daily lives. This study aims to address what predicts the users’ satisfaction with Alexa by analyzing the using motives, cognitive involvement, and emotional involvement of its consumers. The variables include using motives, attention, elaboration, emotional involvement, and usage satisfaction. Alexa users (N = 299) completed a brief online survey, including Scales of Using Motives for Media, the Perceived Attention Scale, the Elaboration Scale, the Mood Adjective Check List Scale, and Television Viewing Satisfaction Scale. Participants who were at least eighteen years of age and owned and used Alexa were included in this study. An exploratory factor analysis revealed four distinct types of motivation for using Alexa: Companionship, Entertainment–Information, Work-Efficiency, and Pastime. The results from hierarchical regressions showed that Alexa usage satisfaction was predicted by Entertainment–Information and feeling positive emotions while using. Full article
19 pages, 1500 KiB  
Article
The Toy Department Has Grown Up: The 2021 International Sports Press Survey (ISPS) in Comparison to the 2011 Survey
by Thomas Horky, Joerg-Uwe Nieland and Christof Seeger
Journal. Media 2025, 6(2), 81; https://doi.org/10.3390/journalmedia6020081 - 2 Jun 2025
Viewed by 428
Abstract
Sport and sports communication is growing. Sport is an integral part of (everyday) communication in both traditional and so-called new media. Digitalization poses major challenges for sports journalism. In connection with the changing media consumption, the crisis of the majority of print media [...] Read more.
Sport and sports communication is growing. Sport is an integral part of (everyday) communication in both traditional and so-called new media. Digitalization poses major challenges for sports journalism. In connection with the changing media consumption, the crisis of the majority of print media and the increasing globalization and standardization of sports at the international level, this applies above all to daily newspapers. In addition, sports newsrooms have been described as “toy departments”. This paper discusses the findings of the 2021 International Sports Press Survey (ISPS) on the current state of the quality of sports reporting in daily newspaper and confronts these findings with the results of the 2011 study. Against the backdrop of quality journalism based on diversity, the quantitative content analysis examines 6614 articles from eight countries. The 2021 ISPS results highlighted several key findings regarding the quality and diversity of sports journalism. These included the persistent underrepresentation of women as both authors and protagonists in sports reporting, a focus on current events over in-depth research, and a limited use of sources. However, when compared to data from a decade ago, there is evidence of a slight positive trend towards increased diversity and improved quality in sports journalism. Full article
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18 pages, 1385 KiB  
Article
Universities, Culture, and Social Media: Enhancing Engagement and Community Through Digital Strategies
by Simona Bader and Alexandru Condrache
Journal. Media 2025, 6(2), 80; https://doi.org/10.3390/journalmedia6020080 - 30 May 2025
Viewed by 351
Abstract
In the digital era, social networks play a crucial role in promoting university cultural events and enhancing accessibility, interaction, and student engagement. This study examines the impact of the communication strategies employed by the West University of Timisoara (UVT) to promote the initiative [...] Read more.
In the digital era, social networks play a crucial role in promoting university cultural events and enhancing accessibility, interaction, and student engagement. This study examines the impact of the communication strategies employed by the West University of Timisoara (UVT) to promote the initiative “At UVT, Culture is Capital” within the framework of Timisoara 2023—European Capital of Culture. This research employs a mixed methodology, combining a quantitative analysis of the performance of Facebook and Instagram posts with a qualitative examination of communication strategies. The results reveal that, despite Generation Z’s preference for visual platforms like TikTok and Instagram, Facebook continues to be an effective channel for promoting university cultural events. This effectiveness stems from trust in the information shared and the strengthened community surrounding the university. Key factors contributing to the campaign’s success included the prominence of guest speakers, high-quality visual and textual content, and the organization of interactive giveaway campaigns. There was also a notable increase in student participation in events and an enhanced sense of belonging to the university community. The findings suggest incorporating more dynamic media formats, such as reels and stories, to boost engagement and explore emerging platforms favored by younger audiences. This research contributes to understanding how universities can effectively leverage social media to promote cultural events and foster a more engaged academic community. Full article
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23 pages, 1157 KiB  
Article
The Media’s Role in Preparing Russian Society for War with the West: Constructing an Image of Enemies and Allies in the Cases of Latvia, Poland, and Serbia (2014–2022)
by Marcin Składanowski, Cezary Smuniewski and Agnieszka Lukasik-Turecka
Journal. Media 2025, 6(2), 79; https://doi.org/10.3390/journalmedia6020079 - 30 May 2025
Viewed by 400
Abstract
Russia’s conflict with Ukraine, which escalated into full-scale military confrontation in February 2022, originated in 2014 with the annexation of Crimea and the backing of pro-Russian separatists in Donetsk and Luhansk. However, this war extends beyond bilateral hostilities, reflecting a broader geopolitical confrontation [...] Read more.
Russia’s conflict with Ukraine, which escalated into full-scale military confrontation in February 2022, originated in 2014 with the annexation of Crimea and the backing of pro-Russian separatists in Donetsk and Luhansk. However, this war extends beyond bilateral hostilities, reflecting a broader geopolitical confrontation with the West that aligns with Vladimir Putin’s strategic vision, as signalled in his 2007 Munich Security Conference speech. Russian security doctrines have consistently framed the West as an existential threat, a perception reinforced by state-controlled media. This study examines the role of Russian state media in shaping public perceptions of the West between 2014 and 2022. It explores how Russian media, particularly RIA Novosti, constructed adversarial narratives about Latvia, Poland, and Serbia within the framework of Russian security policy. Through qualitative content analysis, the research investigates the alignment of media narratives with official strategic objectives, the portrayal of Western nations as threats, and the intended audience of these narratives. The findings underscore the integral role of state-controlled media in Russia’s security strategy, highlighting an increasing consolidation of media control to sustain domestic legitimacy and justify external aggression. As Russia faces growing challenges, media restrictions are expected to intensify, reinforcing state-driven narratives and information isolation. Full article
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18 pages, 521 KiB  
Article
Aiming Close to Make a Change: Protest Coverage and Production in Online Media as a Process Toward Paradigm Shift
by Matan Aharoni
Journal. Media 2025, 6(2), 78; https://doi.org/10.3390/journalmedia6020078 - 30 May 2025
Viewed by 406
Abstract
This study examines the evolving relationship between online media coverage and protest movements by analyzing year-long demonstrations in Israel against Prime Minister Benjamin Netanyahu. Through comprehensive qualitative thematic analysis and content analyses of 219 online newspaper articles from five major Israeli newspapers; 324 [...] Read more.
This study examines the evolving relationship between online media coverage and protest movements by analyzing year-long demonstrations in Israel against Prime Minister Benjamin Netanyahu. Through comprehensive qualitative thematic analysis and content analyses of 219 online newspaper articles from five major Israeli newspapers; 324 social media posts across Facebook, Instagram, and Twitter; and 9 semi-structured interviews with protest leaders, this research identifies a gradual paradigm shift in protest representation in online media. The findings reveal a transition from the traditional “protest paradigm”—which frames protests as violent and remote through warlike discourse and visual distancing—toward an emerging “our protest paradigm”, characterized by rhetorical and visual proximity to protesters. This new paradigm manifests through personal testimonies in mainstream media and portrait photography on social media platforms, both creating a sense of closeness and accountability. The study further reveals a significant disconnect between protest leaders’ perceptions and legacy media, as leaders increasingly view traditional media as irrelevant despite their advisers’ recommendations to engage with it. Using polysystem theory as a theoretical framework, this research demonstrates how two media systems—legacy media and social media—operate with epistemological rigidity, challenging the previously established notion of “competitive symbiosis” between protesters and journalists. This investigation offers a novel analytical perspective through the lens of distance, illuminating how changing dynamics in online information transfer are reshaping protest coverage and production. The resulting paradigm model explains the coexistence of two simultaneous protest paradigms and provides valuable insights into the contemporary relationship between social movements, legacy media, and digital platforms in an evolving media ecosystem. Full article
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22 pages, 4823 KiB  
Article
Photojournalist Framing in the Ecological Crisis: The DANA Flood Coverage
by Carolina Fernández-Castrillo and Celia Ramos
Journal. Media 2025, 6(2), 77; https://doi.org/10.3390/journalmedia6020077 - 22 May 2025
Viewed by 508
Abstract
This research focuses on current photojournalism practices in the media representation of the climate crisis, exploring how images published by Spain’s leading digital newspapers contribute to shaping public perception of the phenomenon. Through a mixed-methods approach, this study examines eco-visual reporting in 2023—a [...] Read more.
This research focuses on current photojournalism practices in the media representation of the climate crisis, exploring how images published by Spain’s leading digital newspapers contribute to shaping public perception of the phenomenon. Through a mixed-methods approach, this study examines eco-visual reporting in 2023—a year characterized by unprecedented global temperatures—alongside an examination of the initial month of coverage of the 2024 DANA floods. The main objective of this study is to evaluate whether the visual depiction of climate change in mainstream media aligns with or deviates from the established visual patterns associated with stereotyped iconography and alarmist narratives. This research provides a taxonomy of the predominant thematic elements and their frequency, addressing key issues such as the persistence of worn-out visual tropes, the reliance on stock images, and the episodic nature of its news treatment. The inclusion of the most catastrophic climate disaster of the 21st century in Spain allows for an exploration of how the media pressure inherent to crisis situations intensifies the risk of errors in image attribution and contextualization. Finally, we offer practical recommendations to guide visual coverage toward comprehensive, accurate, and human-centered approaches, aiming to foster public trust and maximize the potential of photojournalism as a key tool in collective mobilization against the climate emergency. Full article
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19 pages, 282 KiB  
Article
The Greek Manosphere: The Case of the “No, You Are Not a Misogynist” Facebook Page
by Angeliki Alipranti
Journal. Media 2025, 6(2), 76; https://doi.org/10.3390/journalmedia6020076 - 21 May 2025
Viewed by 213
Abstract
This research is driven by the expansion and popularity of the Manosphere network in the last decade, causing online and offline harassment of women. The study examines the phenomenon of the Manosphere in the Greek digital space and, more specifically, it researches the [...] Read more.
This research is driven by the expansion and popularity of the Manosphere network in the last decade, causing online and offline harassment of women. The study examines the phenomenon of the Manosphere in the Greek digital space and, more specifically, it researches the case of the popular, anonymous, and public accessed Facebook page of “Όχι, Δεν Είσαι Μισογύνης” (No, you are not a misogynist). The study’s research questions are whether the Greek Manosphere follows the same patterns of the international Manosphere groups and how gendered identities and roles are represented in its discourse. In order to answer the research questions, the study combines the method of thematic analysis and the approach of critical discourse analysis. The “Όχι, Δεν Είσαι Μισογύνης” (OΔΕΜ) page is found to be a case of the Men’s Rights Activists subculture of the Manosphere, with the main topic of interest being the online activism against feminism. Although the Facebook page reproduces traditional gender stereotypes and representations, a crucial difference from “classic” patriarchal perceptions is that the OΔΕΜ discourse portrays women as privileged, socially dominant and violent, while men are depicted as victims, discriminated by women and the social system. This inversion of reality is executed by the misinterpretation and falsification of data, along with the appropriation of activist and feminist discourse, which could lead to latent, or overt, misogynist perception and stereotypes (re)gaining popularity. Full article
14 pages, 383 KiB  
Article
Shaping the Political Image: Kamala Harris’s Case
by Vilma Linkevičiūtė
Journal. Media 2025, 6(2), 75; https://doi.org/10.3390/journalmedia6020075 - 17 May 2025
Viewed by 372
Abstract
This research aims at identifying the prevalent conceptual metaphors in Kamala Harris’s discourse and analysing their role, function and significance in shaping her personal image and the image of her political opponent Donald Trump. This research was conducted using a qualitative research method [...] Read more.
This research aims at identifying the prevalent conceptual metaphors in Kamala Harris’s discourse and analysing their role, function and significance in shaping her personal image and the image of her political opponent Donald Trump. This research was conducted using a qualitative research method and applying a conceptual framework, encompassing political discourse analysis and Conceptual Metaphor Theory. Harris’s pre-election political discourse demonstrates a three-dimensional image formation model, including conceptual models as the main image shaping tool: conceptual metaphors aimed at Harris and the political party she represents; conceptual metaphors targeted at her political opponent Donald Trump; and bi-directional conceptual metaphors aimed at both competitors, but targeted at forming reverse images and evoking opposite connotations, with diverse goals. Conceptual metaphors, aimed at a positive formation of Harris’s image, include the following: STATE IS A BUILDING, STATE IS A PERSON and POLITICS IS A PLANT. A negative image of Trump is shaped upon the following conceptual metaphors: POLITICS IS WAR, POLITICS IS CHAOS, POLITICS IS BUSINESS, POLITICS IS A RACE, POLITICS IS FICTION, POLITICS IS A BURDEN, and POLITICS IS A RELATIONSHIP. The bi-directional group comprises such conceptual metaphors as POLITICS IS A KNIFE, POLITICS IS A CRIME, POLITICS IS LOVE, POLITICS IS A JOURNEY and POLITICS IS A BOOK. Full article
16 pages, 3057 KiB  
Article
An Analysis of Newspaper Reports on the Success of Individuals with Autism Spectrum Disorder
by Gulsen Sencan and Yakup Burak
Journal. Media 2025, 6(2), 74; https://doi.org/10.3390/journalmedia6020074 - 16 May 2025
Viewed by 381
Abstract
This study aims to change the negative attitudes towards individuals with ASD, to analyse the news published about their success. The news reports published in The New York Times and The Washington Post newspapers, which were only about the success stories of individuals [...] Read more.
This study aims to change the negative attitudes towards individuals with ASD, to analyse the news published about their success. The news reports published in The New York Times and The Washington Post newspapers, which were only about the success stories of individuals with ASD, were analysed by document analysis and content analysis, which are qualitative research methods. In this study, 40 news from the two international newspapers were analysed. It was revealed that success stories in the area of art were published more than other areas. In this study, it is noteworthy that the role of teachers, who are important sources of inspiration in the educational life of individuals with ASD, in success stories is quite low. In this respect, it may be suggested that in future studies, newspapers in the international newspapers may publish news in which the effect of teachers on the success stories of individuals with ASD is mentioned more. Full article
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19 pages, 804 KiB  
Review
From an Operational Problem to an Organizational Crisis: The Case of Patiswiss Chocolate
by Burçe Akcan and Mustafa Merdin
Journal. Media 2025, 6(2), 73; https://doi.org/10.3390/journalmedia6020073 - 14 May 2025
Viewed by 466
Abstract
In the digital age, consumer complaints have become significant indicators of operational vulnerabilities, with social media amplifying their impact. Mishandling such complaints has the potential to escalate minor issues into full-scale organizational crises, damaging brand reputation and eroding consumer trust. This study employs [...] Read more.
In the digital age, consumer complaints have become significant indicators of operational vulnerabilities, with social media amplifying their impact. Mishandling such complaints has the potential to escalate minor issues into full-scale organizational crises, damaging brand reputation and eroding consumer trust. This study employs a case study approach to examine the Patiswiss Chocolate crisis, where a single consumer complaint led to widespread backlash, executive resignation, and boycotts. The crisis is analyzed through three key frameworks of analysis: communication, marketing, and ethics, offering a comprehensive understanding of its evolution. The findings reveal that defensive or dismissive responses exacerbate reputational damage, triggering the Streisand effect, where attempts to suppress criticism amplify its spread. Ethical concerns, including misleading corporate claims and governance issues, intensified consumer backlash. From a marketing perspective, brand trust declined as consumer activism influenced purchasing behavior and retailer decisions. This study emphasizes that organizations must adopt strategic, ethical, and consumer-centric approaches to crisis management to maintain long-term brand resilience. Full article
(This article belongs to the Special Issue Communication in Startups: Competitive Strategies for Differentiation)
24 pages, 6649 KiB  
Article
Social Media Campaign Strategies: A Case Study of Political Issue Framing by 2024 Presidential Candidates in Ghana
by Alexander Tawiah
Journal. Media 2025, 6(2), 72; https://doi.org/10.3390/journalmedia6020072 - 14 May 2025
Viewed by 1550
Abstract
Despite extensive scholarship on social media political party strategies or intra-party-political campaigns across digital platforms, it remains relatively unexplored how individual presidential candidates adopt social media to frame their messages on key political issues for voter engagement, especially in the West Africa region. [...] Read more.
Despite extensive scholarship on social media political party strategies or intra-party-political campaigns across digital platforms, it remains relatively unexplored how individual presidential candidates adopt social media to frame their messages on key political issues for voter engagement, especially in the West Africa region. To fill this gap, this study examines how the two major presidential candidates in Ghana, John Mahama of the National Democratic Congress (NDC) and Mahamudu Bawumia of the New Patriotic Party (NPP), use social media platforms to frame key political issues during the 2024 election campaign. Using framing theory and digital multimodal discourse analysis as the conceptual and methodological frameworks, the study examines content on X (formerly Twitter), Facebook, and Instagram, with a focus on issues related to the economy and education, while also assessing how platform-specific affordances shape the presentation and visibility of these frames. The findings of the study reveal three core dynamics in the framing strategies of both candidates: (1) contrasting economic narratives (‘Resetting Ghana’ vs. ‘It Is Possible’), (2) competing visions of education (reform vs. continuity), and (3) platform-specific engagement patterns. These findings offer insight into how political actors leverage digital affordances beyond simple messaging tools into structured framing mechanisms and strategically construct narratives to shape public discourse and influence voter engagement. Full article
(This article belongs to the Special Issue Journalism in Africa: New Trends)
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20 pages, 10418 KiB  
Article
“The Queen Is Dead”: Black Twitter’s Global Response to Queen Elizabeth’s Death
by Kealeboga Aiseng
Journal. Media 2025, 6(2), 71; https://doi.org/10.3390/journalmedia6020071 - 13 May 2025
Viewed by 571
Abstract
On 8 September 2022, Queen Elizabeth II, the United Kingdom’s longest-serving monarch, died at Balmoral, aged 96. She had reigned for 70 years. The death of Queen Elizabeth II was met with mixed reactions worldwide. On the one hand, some mourners wanted to [...] Read more.
On 8 September 2022, Queen Elizabeth II, the United Kingdom’s longest-serving monarch, died at Balmoral, aged 96. She had reigned for 70 years. The death of Queen Elizabeth II was met with mixed reactions worldwide. On the one hand, some mourners wanted to pay their last respects to the longest-ruling monarch in the world. On the other hand, disgruntled people wanted to remember and narrate the Queen’s legacy, including her role in British colonialism. The debates opened up conversations, questioning the British Royal Family’s relevance in today’s world, particularly in light of its largely unrevised colonial history. On X, debates were rife and played out much more fiercely. In this paper, the author undertakes a digital ethnography analysis of how Black Twitter worldwide received and responded to the death of Queen Elizabeth. The study found that Black Twitter reacted to the Queen’s death by (1) resisting respectability politics; (2) resisting the erasure of Black history in Britain and beyond; (3) educating Black people about their history. The study argues that Black Twitter is an essential digital space for people worldwide to mobilize and form racial identity politics. Full article
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17 pages, 294 KiB  
Article
Media, Disasters, and the Global South: Comparing Global North and South Media Framing on Pakistan’s 2022 Floods
by Sarwar Khawaja, Shahbaz Aslam, Muhammad Yousaf, Nasir Mahmood, Noman Yaser, Syed Hassan Raza and Tahir Mahmood
Journal. Media 2025, 6(2), 70; https://doi.org/10.3390/journalmedia6020070 - 8 May 2025
Viewed by 2303
Abstract
The 2022 floods in Pakistan, one of the most recent catastrophic natural disasters, highlighted critical vulnerabilities in governance, infrastructure, and climate resilience. This study investigates the framing of the floods in newspapers from the Global North and Global South. The newspapers under investigation [...] Read more.
The 2022 floods in Pakistan, one of the most recent catastrophic natural disasters, highlighted critical vulnerabilities in governance, infrastructure, and climate resilience. This study investigates the framing of the floods in newspapers from the Global North and Global South. The newspapers under investigation included The Guardian, The New York Times, The Times of India, and Dawn. The study used a cross-sectional research design. Under the rubric of framing theory, utilizing quantitative content analysis, the study examines the prevalence of key frames in the press of the Global North and the Global South. The findings revealed a dominance of solution, vulnerability, and responsibility frames. Moreover, the Global North and Global South framed human causes, i.e., larger societal forces, as responsible, rather than natural causes. In addition, the victimization frame is more focused than community-led efforts. Notably, the solutions primarily emphasized international aid and climate adaptation, and other local governance and community adaptation frames. These results underscore the dual role of Global North and Global South media both as advocates for global climate justice and narrators of humanitarian crises, while also highlighting gaps in resilience narratives and local agency. This study contributes to framing theory by exploring the interplay of global and local narratives in disaster reporting. It emphasizes the need for balanced, actionable solutions in media discourse on climate-induced disasters to ensure climate justice. Full article
21 pages, 4612 KiB  
Article
Sòrò-Sókè: A Framing Analysis of Creative Resistance During Nigeria’s #EndSARS Movement
by Taiwo Afolabi and Friday Gabriel
Journal. Media 2025, 6(2), 69; https://doi.org/10.3390/journalmedia6020069 - 7 May 2025
Viewed by 449
Abstract
This study examines the role of creative resistance, or “artivism”, in Nigeria’s #EndSARS movement, a youth-led campaign against police brutality that peaked in October 2020. Drawing on Robert Entman’s Framing Theory, it analyzes how different art forms reframed public perceptions of the Special [...] Read more.
This study examines the role of creative resistance, or “artivism”, in Nigeria’s #EndSARS movement, a youth-led campaign against police brutality that peaked in October 2020. Drawing on Robert Entman’s Framing Theory, it analyzes how different art forms reframed public perceptions of the Special Anti-Robbery Squad (SARS) and countered government efforts to delegitimize the protests. Using a qualitative approach, the research employs purposive sampling of Twitter-sourced art forms to explore how these pieces exposed systemic injustice, amplified protester voices, and mobilized local and global support. Findings reveal that artivists personalized SARS brutality, dismantled narratives portraying protesters as criminals, and invoked moral urgency through evocative symbolism, leveraging social media’s virality to sustain the movement’s momentum. The study highlights SARS’ paradoxical role as a state-sanctioned yet reviled entity, demonstrating how creative expressions clarified this ambiguity into a clarion call for reform. By situating #EndSARS within Nigeria’s protest legacy, this analysis underscores art’s transformative power in digital-age activism, offering a blueprint for resistance against oppression. It contributes to scholarship on social movements by illustrating how art and technology intersect to challenge power, preserve collective memory, and demand accountability, with implications for future struggles in Nigeria and beyond. Full article
(This article belongs to the Special Issue Journalism in Africa: New Trends)
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19 pages, 628 KiB  
Review
Reconceptualizing Gatekeeping in the Age of Artificial Intelligence: A Theoretical Exploration of Artificial Intelligence-Driven News Curation and Automated Journalism
by Dan Valeriu Voinea
Journal. Media 2025, 6(2), 68; https://doi.org/10.3390/journalmedia6020068 - 1 May 2025
Viewed by 1320
Abstract
Artificial intelligence (AI) is transforming how news is produced, curated, and consumed, challenging traditional gatekeeping theories rooted in human editorial control. We develop a robust theoretical framework to reconceptualize gatekeeping in the AI era. We integrate classic media theories—gatekeeping, agenda-setting, and framing—with contemporary [...] Read more.
Artificial intelligence (AI) is transforming how news is produced, curated, and consumed, challenging traditional gatekeeping theories rooted in human editorial control. We develop a robust theoretical framework to reconceptualize gatekeeping in the AI era. We integrate classic media theories—gatekeeping, agenda-setting, and framing—with contemporary insights from algorithmic news recommender systems, large language model (LLM)–based news writing, and platform studies. Our review reveals that AI-driven content curation systems (e.g., social media feeds, news aggregators) increasingly mediate what news is visible, sometimes reinforcing mainstream agendas, according to Nechushtai & Lewis, while, at other times, introducing new biases or echo chambers. Simultaneously, automated news generation via LLMs raises questions about how training data and optimization goals (engagement vs. diversity) act as new “gatekeepers” in story selection and framing. We found pervasive Simon’s theory that reliance on third-party AI platforms transfers authority from newsrooms, creating power dependencies that may undercut journalistic autonomy. Moreover, adaptive algorithms learn from user behavior, creating feedback loops that dynamically shape news diversity and bias over time. Drawing on communication studies, science & technology studies (STS), and AI ethics, we propose an updated theoretical framework of “algorithmic gatekeeping” that accounts for the hybrid human–AI processes governing news flow. We outline key research gaps—including opaque algorithmic decision-making and normative questions of accountability—and suggest directions for future theory-building to ensure journalism’s core values survive in the age of AI-driven news. Full article
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23 pages, 4455 KiB  
Article
Exploring Vaccination Narratives: An Analysis of the Vaccination Media Discourses in Italy Between 2016 and 2023
by Eliana Fattorini and Enzo Loner
Journal. Media 2025, 6(2), 67; https://doi.org/10.3390/journalmedia6020067 - 30 Apr 2025
Viewed by 482
Abstract
The public debate on vaccines has been particularly relevant in Italy due to the introduction of childhood vaccination mandates and anti-COVID-19 vaccines. Our exploratory study focused on (1) identifying the media’s portrayals of childhood and adult vaccination, (2) highlighting the narratives used to [...] Read more.
The public debate on vaccines has been particularly relevant in Italy due to the introduction of childhood vaccination mandates and anti-COVID-19 vaccines. Our exploratory study focused on (1) identifying the media’s portrayals of childhood and adult vaccination, (2) highlighting the narratives used to portray individuals opposing vaccines and/or vaccine mandates, and (3) investigating the use of the term “No-Vax”. To these aims, we collected 2890 Facebook posts published by the Italian National Press Agency (ANSA) between 1 January 2016 and 31 December 2023, via the (Meta) CrowdTangle application. Data were analyzed using quantitative and qualitative techniques. Results show the presence of four main vaccine-related narratives in the pre-pandemic period (2016–2019)—i.e., vaccination as threatened by fake news, as a lifesaving practice, as a political matter, as a subgroup requirement—and three narratives during the pandemic and post-pandemic period (2020–2023)—depicting vaccinations as a long-awaited achievement, as a social requirement, and as a tool in need of confirmation. The results further show that the term ‘No-Vax’ has some negative connotations and is unable to represent the diversity of vaccine-critical positions. The media’s role in shaping public opinion suggests a need for more nuanced reporting that acknowledges the diversity of views and concerns regarding vaccination. Future research should explore how different media outlets frame vaccine hesitancy and the impact of these narratives on public health communication. Full article
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19 pages, 312 KiB  
Article
The Media’s Role in Coping with Climate Change: The Perspective of Journalists and Columnists Covering the Subject
by Vered Elishar
Journal. Media 2025, 6(2), 66; https://doi.org/10.3390/journalmedia6020066 - 29 Apr 2025
Viewed by 685
Abstract
Inspired by the Hierarchy of Influence model, the current study seeks to examine the perspectives of Israeli journalists and columnists on the media’s role in handling climate change. 25 in-depth interviews were conducted during March–April of 2021 with members of the media who [...] Read more.
Inspired by the Hierarchy of Influence model, the current study seeks to examine the perspectives of Israeli journalists and columnists on the media’s role in handling climate change. 25 in-depth interviews were conducted during March–April of 2021 with members of the media who cover the crisis. Findings indicate that the participants believe the media was failing in its mission. Explanations included fierce competition over the news, the exceptional complexity of the topic, and a lack of cooperation on the part of editors. The participants proposed two solutions for this alleged malfunction: reframing the field and providing training to journalists and editors on how to cover climate change. Full article
23 pages, 1018 KiB  
Article
Unveiling the Mechanics of AI Adoption in Journalism: A Multi-Factorial Exploration of Expectation Confirmation, Knowledge Management, and Sustainable Use
by Fangni Li and Hongyu Wang
Journal. Media 2025, 6(2), 65; https://doi.org/10.3390/journalmedia6020065 - 29 Apr 2025
Viewed by 618
Abstract
This study explores the factors influencing the sustainable adoption of AI technologies in journalism. It integrates the expectation confirmation model (ECM)—including expectation confirmation, perceived usefulness, and satisfaction—with knowledge management (KM) features (knowledge sharing, acquisition, and application), and other factors like ease of use, [...] Read more.
This study explores the factors influencing the sustainable adoption of AI technologies in journalism. It integrates the expectation confirmation model (ECM)—including expectation confirmation, perceived usefulness, and satisfaction—with knowledge management (KM) features (knowledge sharing, acquisition, and application), and other factors like ease of use, trust, and technological affinity. Data from an online survey of 396 Chinese journalists using AI for journalistic tasks were analyzed through structural equation modeling. Results show that expectation confirmation significantly influences perceived usefulness, while satisfaction is correlated with expectation confirmation, usefulness, and ease of use. Sustainable use of AI is impacted by usefulness, satisfaction, knowledge management practices, ease of use, trust, and technological affinity, with perceived usefulness being the most significant factor. These findings provide deeper insights into AI adoption in journalism, offering implications for AI developers, media enterprises, and training programs aimed at fostering sustainable AI use in journalism. Full article
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24 pages, 287 KiB  
Article
Independent Press and the Fall of Robert Mugabe: Some Empirical Reflections
by Takunda Maodza
Journal. Media 2025, 6(2), 64; https://doi.org/10.3390/journalmedia6020064 - 27 Apr 2025
Viewed by 506
Abstract
This comparative case study interrogates how Zimbabwe’s independent press reported on ZANU-PF factionalism in the period from 2014 to 2017. It focuses on two dailies, Daily News and NewsDay. These were Zimbabwe’s only privately owned newspapers at the time. The other daily [...] Read more.
This comparative case study interrogates how Zimbabwe’s independent press reported on ZANU-PF factionalism in the period from 2014 to 2017. It focuses on two dailies, Daily News and NewsDay. These were Zimbabwe’s only privately owned newspapers at the time. The other daily newspapers were The Herald and Chronicle, whose editorial was controlled by the Zimbabwe African National Union Patriotic Front (ZANU-PF) government of Robert Mugabe. Whereas scholarship on ZANU-PF factionalism and the press is still burgeoning, little has been studied about how the independent press reported on Mugabe’s succession. The study is guided by framing theory. Data were gathered through archival research and in-depth face-to-face interviews with purposively selected journalists at Daily News and NewsDay who published stories on Mugabe’s succession. Findings reveal that rival ZANU-PF factions captured bribed journalists and influenced how they reported on Mugabe’s succession. Journalism grew “factionalized” (biased) as reporters became agents of the rival ZANU-PF factions. This disabled the newspapers from playing their informative and educative roles effectively. The factionalized reports left Zimbabweans ill-informed about developments in the governing party. Full article
(This article belongs to the Special Issue Journalism in Africa: New Trends)
10 pages, 246 KiB  
Article
Raising Awareness of Gender-Based Violence Through Messages Based on Ethical Witnessing: A Spain-Based Study
by Daniel Pinazo, Sonia Agut-Nieto, Lorena Arahuete and Carolina Vázquez-Rodríguez
Journal. Media 2025, 6(2), 63; https://doi.org/10.3390/journalmedia6020063 - 27 Apr 2025
Viewed by 522
Abstract
This study takes the perspective of the theory of ethical witnessing. We analyse whether there is a difference in a discourse transmitted in a frame of reference based on ethical witnessing versus a discourse transmitted in the frame of hegemonic discourse based on [...] Read more.
This study takes the perspective of the theory of ethical witnessing. We analyse whether there is a difference in a discourse transmitted in a frame of reference based on ethical witnessing versus a discourse transmitted in the frame of hegemonic discourse based on the hierarchical testimony. This study tests the hypothesis that discourses diverging from the communication hierarchy and, consequently, from the interpretation frame established about gender-based violence, transform the elaboration, comprehension, and structure of questioning the victim’s suffering. The sample comprised 300 individuals, 85 identifying as male and 215 identifying as female. This study adopted a two-factorial (2 × 2) design comparing the testimony of gender-based violence (ethical witnessing vs. hierarchical testimony) and familiarity with the victim’s testimony (Yes vs. No). The results show that communications based on the ethical witnessing format are more effective in transforming the perception of gender-based violence than those using a hierarchical format. This study adopts the framework of ethical witnessing to examine whether discourse differs when conveyed through this lens, compared to discourse shaped by a hegemonic, hierarchical testimony. We test the hypothesis that narratives which deviate from traditional communication hierarchies—and thus from dominant interpretative frameworks surrounding gender-based violence—significantly influence how the victim’s suffering is processed, understood, and questioned. The global resonance of the #MeToo movement exemplifies the transformative potential of ethical testimony, as it amplified the voices of survivors while challenging traditional hierarchies of credibility and authority in public discourse. Full article
(This article belongs to the Special Issue Mediating Sexual Violence in the #MeToo Era)
14 pages, 1911 KiB  
Article
Facebook Is “For Old People”—So Why Are We Still Studying It the Most? A Critical Look at Social Media in Science
by Kamil Maciuk, Michal Apollo, Julia Skorupa, Mateusz Jakubiak, Yana Wengel and David C. Geary
Journal. Media 2025, 6(2), 62; https://doi.org/10.3390/journalmedia6020062 - 26 Apr 2025
Viewed by 1323
Abstract
Social media (SM) platforms allow users to communicate rapidly, exchange information, and create and share real-time content. Currently, 4.5 billion people use social media worldwide, making it an influential part of daily life. Beyond information sharing, social media facilitates communication, transfers information, and [...] Read more.
Social media (SM) platforms allow users to communicate rapidly, exchange information, and create and share real-time content. Currently, 4.5 billion people use social media worldwide, making it an influential part of daily life. Beyond information sharing, social media facilitates communication, transfers information, and serves as a platform for advertising and shaping public opinion. Researchers analyse these aspects to understand and describe societal realities. The primary purpose of this paper is to analyse social media’s impact on global research. The research included an analysis of the most popular social platforms, considering the number of Web of Science (WoS) articles relating to them and the year in which the platform was established or the Monthly Active Users (MAU) factor. Data were collected based on the WoS database in the topic (which contains texts of title, abstract, author keywords, and Keywords Plus) of the articles, where phrases containing names of SM platforms were used. Quantitative research is a type of research that analyses data numerically to find relationships and statistical regularities of searched phrases. The impact of social media on the dissemination of research and findings was analysed based on the results of the study and also on the literature data. This research reveals a lack of correlation between the number of articles indexed in the WoS and the MAU of individual social media platforms. This observation raises an important question: do social media researchers focus on studying the platforms used by the majority, thereby providing a more accurate representation of current social dynamics? This article is helpful for researchers, policymakers, and social media platform developers seeking to understand the role of social media in shaping modern communication and public discourse. The most important finding of the paper is the low correlation between the number of SM users and the impact of social media platforms on learning, as exemplified by the Twitter (Note: Twitter was an American social networking service rebranded as X in 2023. As the period of data analysed in this paper covered the years up to 2022, the authors decided to stay with the name Twitter) platform, which is the 17th largest SM platform but is the 2nd (after Facebook) in implications for science. Full article
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21 pages, 1390 KiB  
Article
Trust Pathways in Digital Journalism: Comparing Western and National News Media Influence on Civic Engagement in Egypt
by Hesham Dinana, Dina Ahmed Ali and Ahmed Taher
Journal. Media 2025, 6(2), 61; https://doi.org/10.3390/journalmedia6020061 - 23 Apr 2025
Viewed by 724
Abstract
Trust remains fundamental to an audience’s engagement with digital journalism, yet research has predominantly focused on Western contexts, overlooking trust dynamics in diverse digital environments. This study examines news media trust and civic engagement in Egypt’s evolving digital landscape, comparing Western and national [...] Read more.
Trust remains fundamental to an audience’s engagement with digital journalism, yet research has predominantly focused on Western contexts, overlooking trust dynamics in diverse digital environments. This study examines news media trust and civic engagement in Egypt’s evolving digital landscape, comparing Western and national digital news consumption patterns. Using Partial Least Squares Structural Equation Modeling with data from 426 Egyptian digital news consumers, we apply a four-factor trust model to analyze (1) the relationship between trust propensity and trust in digital news content and (2) how journalist assessment relates to both content trust and civic engagement across platforms. Our results reveal significant differences in trust formation, whereby trust propensity strongly predicts content trust for Western digital media (β = 0.440) but weakly for national digital media (β = 0.191), while journalist assessment consistently influences both content trust and civic outcomes across platforms. Our findings contribute to digital journalism theory by illuminating how journalist credibility functions as a trust anchor across platforms. For digital journalism practice, we identify platform-specific trust-building strategies for Western and national digital news organizations operating in complex media environments. This study extends digital journalism research beyond Western-centric models, demonstrating how cultural context, educational factors, and platform characteristics shape digital trust pathways. Full article
(This article belongs to the Special Issue Journalism in Africa: New Trends)
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19 pages, 357 KiB  
Article
Sexual Harassment in Academia: Analysis of Opinion Articles in the Portuguese Press
by Maria João Faustino, Isabel Ventura, Maria Helena Santos, Júlia Garraio and Carla Cerqueira
Journal. Media 2025, 6(2), 60; https://doi.org/10.3390/journalmedia6020060 - 22 Apr 2025
Cited by 1 | Viewed by 2056
Abstract
#MeToo furthered the debates about sexual harassment in academia in different contexts and locations. In Portugal, two moments drove the media debates around sexual harassment in higher education. Specifically, the allegations that emerged at the Faculty of Law of the University of Lisbon [...] Read more.
#MeToo furthered the debates about sexual harassment in academia in different contexts and locations. In Portugal, two moments drove the media debates around sexual harassment in higher education. Specifically, the allegations that emerged at the Faculty of Law of the University of Lisbon (FDUL) in 2022, and the case related to the Centre for Social Studies (CES) of the University of Coimbra in 2023. This study aimed to investigate the media coverage of these cases and their respective contributions to the national debate on sexual harassment in academia. We analysed the opinion articles published online between April 2022 and June 2023 in five Portuguese newspapers, Diário de Notícias, Jornal de Notícias, Público, Expresso, Observador, and Correio da Manhã, conducting a comparative analysis of the two cases. Sexual harassment was broadly discussed as an endemic reality, exacerbated by the precariousness and gendered hierarchical structures of academia. At the same time, there was a tendency to personalize the debate, by focusing on Boaventura Sousa Santos, CES’s emeritus director. This served as a basis for the instrumentalization of sexual violence as a form of political attack against the left, thus weakening the potential of the debates about sexual and moral harassment in academia. Full article
(This article belongs to the Special Issue Mediating Sexual Violence in the #MeToo Era)
20 pages, 1663 KiB  
Article
Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods
by Amir Hamza, Dai Yonghong and Ihsan Ullah
Journal. Media 2025, 6(2), 59; https://doi.org/10.3390/journalmedia6020059 - 19 Apr 2025
Viewed by 2044
Abstract
This study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together [...] Read more.
This study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together with behavioral patterns and social consequences. To ensure validity and reliability, the data were cross-checked with publicly available statistics from individual social media platforms, ensuring consistency in reported usage trends. Facebook held the top spot on social media before the pandemic, yet YouTube together with Instagram and Twitter gained substantial growth from pandemic-era users seeking entertainment and information as well as social contact. Facebook resumed its leadership position following the pandemic period with Instagram and YouTube staying highly popular among users. This research shows Pakistan faces an ongoing digital disparity between metropolises and rural areas, thus requiring better Internet networks alongside digital education initiatives to overcome this gap. This research shows that social media platforms must deliver cultural-specific content together with features that address Pakistani user needs. This study recognizes mental health challenges from heavy social media usage, so it recommends platform-based tools establishing better online behavior practices. This paper proposes strategic guidance for policymakers and social media platforms to establish inclusive digital progress and achieve digital balance in Pakistan. Full article
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