Department of Communication Studies

Permanent URI for this collectionhttp://197.255.125.131:4000/handle/123456789/27904

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    Audience Expectations of Advertising during the Covid-19 Pandemic: Evidence from an Approach–Avoidance Theory Study in Ghana
    (Communicatio, 2022) Yeboah-Banin, A.A.
    Covid-19 (an acronym for the coronavirus disease of 2019) has revised how businesses the world over act, including how they engage their targets. As audiences battle the barrage of COVID-19 information already fighting for their attention, the boundaries of the already complex task of catching and retaining their attention are being re-defined. A cursory observation would show that, during the pandemic, brand advertising has evolved. Promotional messages deployed during the pandemic, particularly at its onset and during peak times, often include references to the pandemic either by way of providing education or solidarising with consumers. How well is this strategy in advertising messaging fitted to audience desires and to what extent does it dis/encourage audience engagement? This article reports on a study that was informed by approach-avoidance theory and explored audience expectations of and responses to advertising messages during the COVID-19 pandemic. Survey data from a sample of advertising audiences in Ghana served as the basis of the exploration. It found that the audience deemed it appropriate for brands to include pandemic information in their advertising and were unreceptive to advertisements (hereafter ads) that have a self-serving (i.e. focused only on the brand) ethos. There were, however, nuances to preference levels towards different themes of pandemic message infusions. These, along with their theoretical implications are discussed in the article.
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    Sexual Harassment Guide For Media In Ghana And Gender Sensitive Code For Media Organisations
    (Technical Report, 2021) Yeboah-Banin, A.A.; Fofoie, I.
    This is a guide to help educate various stakeholders (employees, employers, contractors, clients etc.) in the Ghanaian media industry about sexual harassment in the hope of preventing it and proposing strategies for addressing sexual harassment incidents. Both men and women can be victims of sexual harassment but studies suggest women are more likely than men to be harassed in the workplace (Jackson & Newman, 2004). The media in Ghana is rich and diverse in scope with more women now than ever before in media practice in the country. This Guide addresses sexual harassment in the media workplace. Its goal is to educate owners, managers, employees, contractors and clients of media organisations in Ghana about sexual harassment and create a system for addressing it. The specifc objectives of the Guide are to: • sensitize media organisations and personnel on sexual harassment, and • Support media organisations to proactively address sexual harassment.