Journal. Media, Volume 6, Issue 3 (September 2025) – 37 articles

This study examines the intersection of artificial intelligence-driven personal branding strategies and female entrepreneurship within Indonesia’s unique hijabi startup ecosystem. Through a mixed-methods approach combining sentiment analysis of 2847 social media posts, in-depth interviews with 35 hijabi entrepreneurs, and machine learning analysis of branding patterns, this research reveals how AI technologies can be leveraged to create culturally sensitive personal branding frameworks for Muslim female entrepreneurs. The findings demonstrate that successful hijabi entrepreneurs employ distinct AI-enhanced communication strategies that balance religious identity, professional credibility, and market positioning. The study introduces the “Halal Personal Branding Framework,” a novel theoretical model that integrates Islamic values with contemporary digital marketing practices. Results indicate that AI-driven personal branding increases startup funding success rates by 34% and market reach by 58% among hijabi entrepreneurs when culturally appropriate algorithms are employed. This research contributes to entrepreneurship communication theory while providing practical guidelines for developing inclusive AI systems that respect religious and cultural diversity in the digital economy. Full article

This qualitative interpretive case study investigates how Zimbabwe’s independent daily newspaper, the Daily News, reported on the 31 March 2025, anti-President Emmerson Mnangagwa protests organized by war veterans. Established in 1999, the Daily News is regarded as Zimbabwe’s alternative media, but of late, the newspaper’s editorial disposition has shown symptoms associated with capture, necessitating this study. The other privately owned daily newspaper, NewsDay, has maintained its anti-government editorial stance, while the state-controlled newspapers under the Zimbabwe Newspapers Group (Zimpapers) are ZANU-PF propaganda mouthpieces. In the context of this study, “independent” means free from state interference in the media’s editorial operations. Steeped in media capture and alternative media topographies, this study also investigates whether the Daily News aligns with its alternative media stance in its reports. Further, it sought to establish if the Daily News reports were symptomatic of media capture. Findings, which were subjected to a framing analysis, suggest that the Daily News’ reports were symptomatic of capture by pro-regime forces. This eroded the diversity of opinion in a country yearning for democracy. Full article

This literature review examines the psychological safety of journalists reporting on war, conflict, and terrorism, synthesizing contemporary research on trauma exposure, mental health outcomes, and institutional support. Using a systematic search strategy, 88 peer-reviewed studies from 2000 to 2024 were thematically analyzed. Key findings reveal elevated rates of Post-Traumatic Stress Disorder (PTSD), depression, and anxiety among conflict journalists, comparable to the trauma experienced by combat veterans. Recommendations for advancing theory and research to create effective interventions to safeguard journalists’ well-being worldwide are discussed. Full article

The crisis in the media industry has led some journalists to explore professional alternatives on platforms like Patreon, Ghost, Medium, and Substack—best known for their newsletter services and member-based paid subscriptions. These platforms operate independently of social media, allowing writers to build and maintain their own communities. This article explores a contemporary model of online literary mediation through a qualitative case study that combines cultural studies approaches with in-depth interviews. Focusing on a platform called Substack, the research analyzes how cultural content—particularly book recommendations and cultural commentary—is produced by journalists and writers. Despite the increasing presence of such content in mass media, this phenomenon remains underexplored in the academic literature. This study addresses that gap by examining the practices of cultural journalists in Spain on Substack. Full article

This study examines the influence of mass media on the career choices of high school students from Brașov County, Romania, with a focus on their underlying motivational factors. Employing a quantitative design, it draws on data from a standardized questionnaire completed by 1314 students from local high schools. Descriptive and inferential statistical methods were used in the analysis. While some students identify mass media as a key source of career guidance, documentaries and career fairs are more frequently cited as trusted sources. Students’ perceptions of mass media are ambivalent: 55.1% see it as manipulative, while 41.7% and 24.7% acknowledge its informative and educational roles. Personal motivation emerges as the most significant influence, with 64.8% guided by individual talents and abilities, compared to a lower influence from family or media role models. Correlational analysis highlights the importance of personal development, creativity, and collaboration in career motivation. This study suggests that mass media indirectly shapes students’ aspirations by reinforcing values like social recognition, mobility, and identity. Finally, it reveals a strong link between career interest and expectations for respectful, stable, and growth-oriented work environments, pointing to a pragmatic orientation toward professional sustainability. Full article

Television formats are undergoing a redefinition of the audiovisual panorama marked by digitisation and the decrease in audiences. In this context, news coverage at times of special interest is an opportunity to regain relevance, and for this reason the morning magazine programmes are taking on the broadcasting of currently prevalent news, intervening in subjects traditionally reserved for news programmes. This paper analyses the news content of TV magazines in a context of hybridisation of genres that has blurred the acknowledged boundaries between the definitions of television programmes. To achieve this, we study the topics on the agenda and how the news is dealt with that is included in the two leading formats among the private and public channels with the biggest audiences in Spain: Espejo Público on Antena 3 and Mañaneros on Televisión Española. The results show that there is a process we call “news osmosis”, whereby the news is treated in a spectacular way, yet incorporating the language and aesthetics typical of the formality of news programmes. In this adaptation, the magazines impose themselves on the narration of the news scoop while restricting the thematic agenda, leaning towards a kind of reductionism in which the private channels choose to prioritise political conflict while the public channels concentrate on current incidents, understood here as newsworthy events of public interest (crimes or accidents). Full article

Fuel price increases have long been a contentious issue in Indonesia, sparking intense public and political debates. This study examines how digital media, particularly Kompas.com and Tempo.co, shape public discourse on fuel price hikes through mediatization. Using discourse network analysis, this study compares the political narratives surrounding fuel price increases during the administrations of Susilo Bambang Yudhoyono (2013) and Joko Widodo (2022). The findings reveal a shift in dominant discourse—opposition to price hikes was prominent in both periods, with government authority and economic justification emphasized in 2013, whereas concerns over rising living costs and social unrest dominated in 2022. This study highlights how mediatization has transformed policymaking from deliberative discussions into fragmented media battles, where digital platforms amplify competing narratives rather than facilitating consensus. Kompas.com predominantly featured counter-discourses, while Tempo.co exhibited stronger pro-government narratives in 2013. This study suggests that while digital media plays a crucial role in shaping policy perceptions, it does not necessarily translate into policy influence. It contributes to the broader understanding of the media’s role in policy debates. It underscores the need for more strategic government communication to manage public expectations and mitigate political unrest surrounding fuel price adjustments. Full article

Small news media organizations are increasingly reshaping the news media system in Latin America. They are stepping into the role of watchdogs by investigating issues such as corruption scandals that larger outlets sometimes overlook. However, this journalistic work exposes both journalists and their organizations to a range of security threats, including physical violence, legal pressure, and digital attacks. In response, these outlets have developed coping strategies to manage and mitigate such risks. This article presents an exploratory study of the approaches adopted to protect information and data, ensure the safety and well-being of journalists, and maintain organizational continuity. Based on a series of in-depth interviews with leaders of award-winning news organizations for their investigative reporting, the study examines a shift from a competitive newsroom model to a collaborative approach in which information is shared—sometimes across borders—to support investigative reporting and strengthen security practices. We identify strategies implemented by small news organizations to safeguard their journalistic work and propose an integrative model of news safety encompassing the following three areas of security: physical, legal, and digital. This study contributes to the development of the newsafety framework and sheds light on safety practices that support media freedom. Full article

The influence of social media personalities has grown significantly, especially among youth audiences who spend substantial time on platforms like TikTok. The emergence and popularity of different types of social media influencers accelerated during the COVID-19 pandemic in many countries, including South Africa. In turn, this period also saw a surge in youth audiences following these influencers. This rapid growth of influencer followings among young people is largely driven by specific types of content that resonate with them, thus encouraging continued engagement. However, the benefits that these young followers gain from engaging with various influencers and the factors driving their preferences for specific influencers remain underexplored, particularly within the context of South African students within higher education. Therefore, this study explores the types of social media influencers most followed by university students at a South African University and investigates the key factors that drive their preferences. A structured online questionnaire was distributed, gathering both multiple-choice and open-ended responses from students. The data were analyzed using categorical frequency counts and thematic analysis. The data highlight how students actively turn to influencers as emotional anchors, role models, and sources of practical guidance. Their engagement reflects a deep need for connection, inspiration, and identity formation in a challenging academic and social environment. These patterns show that influencer content is not just entertainment but plays a critical developmental role. Understanding these motivations helps educators, policymakers, and brands to align better with youth values. The significance of these results lies in how influencer content is now coming in to fill the emotional, cultural, and educational gaps left by traditional systems among the young South African university students in this modern era. Full article

In higher education, the employability and entrepreneurship services play an essential role in the labor market insertion of graduates. The management of public relations promotes institutional projection, the creation of networks with companies, and the dissemination of initiatives to strengthen professional skills. This research analyzes how the communication strategies of Andalusian public universities improve employability and encourage entrepreneurship. A methodological triangulation is used: literature review, analysis of social networks with Fanpage Karma, and study of corporate websites. The results show a focus on counseling, training, workshops, job fairs, and networking events, strengthening the brand of universities and their commitment to the professional development of students. Full article

In October 2024, a DANA (Isolated Depression at High Levels) triggered torrential rains across the Valencian Community, causing 227 deaths, severe infrastructure damage, and economic losses estimated at €17.8 billion. In this context of crisis, startups, despite having fewer resources and less experience than large corporations, played a significant role in crisis communication, shaping public perception and operational continuity. This study explores the communication strategies adopted by startups during and after the disaster, focusing on their activity on Instagram, TikTok, and Facebook between October 2024 and January 2025. Using a mixed-methods approach, we conducted a quantitative analysis of digital discourse through the Fanpage Karma tool, assessing metrics such as engagement, reach, and posting frequency. Sentiment analysis was performed using GPT-4, an advanced natural language processing model, and in-depth interviews with startup representatives provided qualitative insights into reputational impacts. The findings reveal that startups which aligned their discourse with the social context, prioritizing transparency and emotional proximity, enhanced their visibility and credibility. These results underscore how effective crisis communication not only mitigates reputational risk but also strengthens the local entrepreneurial ecosystem through trust-building and social responsibility. Full article

In the digital communication ecosystem, micro-influencers have influenced public response during crises, especially in complex geopolitical contexts. This paper introduces the micro-influencer impact model (MIIM), a framework for analyzing the impact of micro-influencers on crisis communication. The MIIM integrates four components (micro-influencer characteristics, message framing and delivery, audience factors, and crisis context) offering a comprehensive approach to understanding micro-influencer dynamics during crises. Cross-conflict analysis spanning Ukraine–Russia, Sudan–Ethiopia, Armenia–Azerbaijan, Myanmar, Syria, and India–Pakistan tensions demonstrates the MIIM’s broad applicability across diverse geopolitical crises, showing how factors like perceived authenticity, niche expertise, narrative personalization, and audience digital literacy consistently shape public opinion and crisis response. The MIIM synthesizes crisis communication theories, social influence models, and digital media research, providing a sophisticated framework for studying the dissemination of information and public engagement during crises. The paper proposes theoretically grounded propositions on the impact of micro-influencers, encompassing perceived authenticity, narrative framing, and influence over time, thereby laying the groundwork for future empirical research. Implications for communication scholars, crisis managers, policymakers, and social media platforms are discussed, emphasizing the MIIM’s relevance to theory and practice in crisis communication. Full article

Russia’s invasion of Ukraine has profoundly altered the global geopolitical landscape. Owing to its geographical proximity, the conflict has had a considerable impact on Europe. Marked by the professionalisation and democratisation of technology, it has underscored the growing significance of hybrid warfare, in which disinformation and propaganda serve as additional instruments of war. Within this context, the aim of this article is to examine the characteristics of false information related to the war between Russia and Ukraine in four European countries between 2022 and 2023. To this end, a content analysis of 297 hoaxes was conducted across eight fact-checking platforms, complemented by ten in-depth interviews with specialised professionals. The findings indicate that disinformation is characterised by viral audiovisual hoaxes, particularly on Facebook and X (formerly Twitter), with a notable surge in disinformation flows at the onset of the invasion. In the early months, misleading content predominantly consisted of decontextualised images of the conflict, whereas a year later, the focus shifted to narratives concerning international support and alliances. The primary objective of this disinformation is to polarise public opinion against a perceived common enemy. The conclusions provide a broader and more nuanced understanding of wartime disinformation within the European context. Full article

The framing of water infrastructure in the news influences how the public perceives future infrastructure development and associated social-environmental risks. This study examines English-language newspaper coverage of the Ken-Betwa river link, the first component of India’s National River Linking Program (INRLP) to receive approval. Data for this analysis comprised 316 newspaper articles, collected via a keyword search in LexisNexis API, from seven Indian English-language newspapers (Free Press Journal (India), Hindustan Times, Indian Express, The Economic Times, The Hindu, The Times of India (TOI), and Times of India (Electronic Edition)) published between 2004 and 2022. By applying LDA topic modeling, a type of generative probabilistic model, to this dataset, this study examines how evolving media narratives frame water infrastructure in India. Our results identify 23 distinct topics and three dominant frames: (1) a government policy frame, (2) INRLP comparative frame, and (3) environmental conservation frame. We find that these frames evolve, with early coverage emphasizing feasibility and government-led negotiations, and later articles highlighting environmental risks. Our analysis shows how media discourse reflects institutional logic and infrastructure milestones. This study demonstrates the value of computational methods for longitudinal media analysis, has the potential to reveal shifts in public discourse, and highlights power dynamics in environmental reporting. Full article

Health professionals and institutions, as users and influencers, use social networks to disseminate information and knowledge about health issues, in the case of organ donation and transplantation (ODT) to spread the social benefits of the process and increase the positive attitude towards ODT. The aim of this work was to analyse the perception and use of social networks by university students of health sciences to determine whether, in their opinion, social platforms are suitable for the promotion of ODT after participating in an educational programme specialising in ODT and communication. The students indicated that social networks are a good medium for disseminating messages about ODT, with WhatsApp standing out as the most appropriate after the programme. Eighty-six per cent say that social media can positively influence the attitude towards ODT and 65% have started to follow ODT institutional accounts on social media. Addressing communication in specialisation programmes in the field of health and ODT raises awareness of the responsible use of social media among university health students and strengthens their capacity as prescribers of the social benefits of ODT. Full article

Public attitudes toward immigration in Spain are influenced by media narratives, individual traits, and emotional responses. This study examines how portrayals of Arab and African immigrants may be associated with emotional and attitudinal variation. We address three questions: (1) How are different types of media coverage and social environments linked to emotional reactions? (2) What emotions are most frequently associated with these portrayals? and (3) How do political orientation and media exposure relate to changes in perception? A pre/post media exposure survey was conducted with 130 Spanish university students. Machine learning models (decision tree, random forest, and support vector machine) were used to classify attitudes and identify predictive features. Emotional variables such as fear and happiness, as well as perceptions of media clarity and bias, emerged as key features in classification models. Political orientation and prior media experience were also linked to variation in responses. These findings suggest that emotional and contextual factors may be relevant in understanding public perceptions of immigration. The use of interpretable models contributes to a nuanced analysis of media influence and highlights the value of transparent computational approaches in migration research. Full article

Campus climate research has long been a focus of higher education scholarship; however, studies show that inequalities and a pervasive sense of not belonging continue to negatively affect students. This paper presents the results of a campus-wide survey conducted at a Minority-Serving Institution (MSI), with a sample of 820 undergraduate, master’s, Ph.D., and non-degree students. The authors explore students’ experiences on campus in relation to their identities as well as students’ perceptions of campus climate. Specifically, the paper examines students’ intergroup relations and how these influence their sense of belonging. The survey instrument developed in the frame of this project also included questions designed to assess opportunities students have to develop key values, attitudes, skills, knowledge, and critical understanding related to intercultural and democratic competences necessary for life and work in multicultural societies. This study identifies the areas students perceive as important for development, highlighting which values, attitudes, skills, knowledge, and critical understanding they have had the opportunity to cultivate during their time at the university and those they would like to develop further. The authors hope these findings will inform efforts to strengthen institutional support for more inclusive practices on culturally diverse university campuses and provide evidence-based guidance for designing effective pedagogical interventions. Full article

This study analyses algorithmic biases in AI-generated images, focusing on aesthetic violence, gender stereotypes, and weight discrimination. By examining images produced by the DALL-E Nature and Flux 1 systems, it becomes evident how these tools reproduce and amplify hegemonic beauty standards, excluding bodily diversity. Likewise, gender representations reinforce traditional roles, sexualising women and limiting the presence of non-normative bodies in positive contexts. The results show that training data and the algorithms used significantly influence these trends, perpetuating exclusionary visual narratives. The research highlights the need to develop more inclusive and ethical AI models, with diverse data that reflect the plurality of bodies and social realities. The study concludes that artificial intelligence (AI), far from being neutral, actively contributes to the reproduction of power structures and inequality, posing an urgent challenge for the development and regulation of these technologies. Full article

Generational differences in news media trust are mainly studied in Western contexts and remain underexplored in non-Western societies. Drawing on the theory of generations, this study investigates the potential generational gaps in the levels and determinants of news media trust in China. Three analyses are conducted using data from the World Values Survey (WVS) in mainland China. Findings indicate a significant decline in news media trust levels from the Early PRC Generation (–1961) through the Cultural Revolution Generation (1962–1977), the Reform and Opening-up Generation (1978–1991), to the Globalization Generation (1992–). Notably, generation moderates the relationship between news media trust and its determinants. From older to younger generations, the influence of political trust on news media trust gradually weakens, while the impact of authoritarian personality increases. This study offers explanations for the dynamic changes in news media trust from the perspective of generational shifts. Full article

Social media platforms facilitate the dissemination of science and access to it. However, gender inequalities in the participation and visibility of communicators persist. This study examined the differences in reach and audience response between YouTube and TikTok from a gender perspective. To do so, the ten most influential science accounts on YouTube and TikTok were selected, with the sample divided equally between men and women, to conduct a comparative study. A total of 4293 videos on TikTok and 4825 on YouTube were analyzed, along with 277,528 comments, considering metrics of views and interaction. The results show that on YouTube, men received more likes and views, while on TikTok, audience response was more balanced. The participation of women on both platforms also had a differential impact, as the number of women engaging with content on YouTube negatively correlated with interaction levels, whereas on TikTok, their impact was slightly positive. In conclusion, TikTok emerges as a more inclusive space for scientific communication, though structural challenges remain on both platforms, encouraging further research into strategies that promote gender equity in online science communication. Full article

Studies commonly measure the effects of media narratives on the self immediately following exposure. We explored whether these effects on viewers’ self-esteem, self-efficacy and motivation are confined to the immediate post-exposure period and examined how they are related to the audience’s identification with the protagonist. In Study 1, participants watched movie clips that included inspiring narratives depicting protagonists who succeeded in accomplishing their goals. Implicit self-esteem was significantly higher immediately after watching than after a short break. Unexpectedly, identification was positively correlated only with delayed self-esteem. In Study 2 we changed the control condition and added explicit measures. The reduction in implicit self-esteem between the two measurement times was replicated in the no-treatment control group. Moreover, self-efficacy and motivation were higher than in the control group and were stable over time, and identification was positively related only to delayed implicit self-esteem and motivation. We conclude that the effect of inspiring narratives on the self extends beyond the immediate time of exposure, and identification with the characters contributes to this persistent effect. The findings are explained by theories of contrast and assimilation, identification and inspiring narratives. Full article

Brazil and Portugal are undeniably united because they share the same language, ocean, and, to a considerable extent, history. There has also been a profound rapprochement between the two countries at the media level, particularly in telenovelas. Brazil developed the “telenovela” genre in the 1950s and inspired Portuguese serial television fiction the most. First, Portugal saw a commitment to plots of Brazilian origin (1977—“Gabriela, Cravo e Canela”), a reality still observed today, albeit somewhat. Portuguese producers then studied and recruited Brazilian professionals when the first Portuguese narratives were created to absorb their knowledge and expertise. This research aims to measure how many telenovelas have been written by women since their broadcasting in the Portuguese–Brazilian market. This question unfolds into other questions, such as the following: What is the ratio of telenovelas written by men to women from 1951 to March 2025 in Portugal and Brazil? Is there a trend towards equilibrium, an increase or decrease in telenovelas written by men or women in the market being analyzed? To answer these questions, data was collected manually through information repositories such as “Observatório de TV” and “SP Televisão” and by watching generic telenovelas available on YouTube or the broadcasters’ channels. Portuguese and Brazilian television channels with national coverage were considered for this research. The data shows that 926 telenovelas were broadcast in the Portuguese–Brazilian market, of which 27.7 per cent were written by women, 64.1 per cent by men, 7.4 per cent were written in partnership between men and women, and 0.8 per cent have no information available. This study reveals a better balance between the number of male and female authors in Portugal than in Brazil and a downward trend in the number of female telenovela authors in Brazil after the military dictatorship. Full article

This article presents a comparative study of content generated by artificial intelligence (AI) and articles authored by professional journalists, focusing on the perspective of a Kazakhstani audience. The analysis was conducted based on several key criteria, including the structure of the article, writing style, factual accuracy, citation of sources, and completeness of the information. The study spans a variety of topics, such as politics, economics, law, sports, education, and social issues. The results indicate that AI-generated articles tend to exhibit greater structural clarity and neutrality. On the other hand, articles written by journalists score higher in terms of factual accuracy, analytical depth, and the use of verified sources. Furthermore, the research explores the significance of journalistic ethics in ensuring transparency and information completeness in content production. Ultimately, the findings emphasize the importance of upholding rigorous journalistic standards when integrating AI into media practices. Full article

This paper examines how Marley Dias’ activism on Instagram promotes racial justice, Black feminist thought, and youth mobilization through digital storytelling, representation, and audience engagement. Using a mixed-methods analysis of 744 posts published between 2016 and 2025, the study combined critical thematic coding, temporal mapping, and engagement metrics to analyze the discursive and emotional strategies behind Dias’ activism. Five key themes were identified as central to her activist work: diversity in literature, lack girl empowerment, racial justice, Black representation, and educational advocacy. The findings reveal that Dias strategically tailors her messages to suit Instagram’s unique features, using carousels and videos to enhance visibility, foster intimacy, and provide depth in education. Posts that focused on identity, aesthetics, and empowerment garnered the highest levels of engagement, while posts that concentrated on structural issues received lower, yet still significant, interaction. The paper argues that Dias’ Instagram account serves as a dynamic platform for youth-led Black feminist resistance, where cultural production, civic education, and emotional impact converge. This case underscores the political potential of digital literacies and encourages a reconsideration of how youth-driven digital activism is reshaping contemporary public discourse, agency, and knowledge production in the social media age. Full article

This study aimed to explore how social media usage influenced both parent and adolescent mental health and social identity during and after the COVID-19 pandemic through the theoretical foundational lens of social comparison theory. In-depth interviews with 24 mothers of adolescent children (ages 10–19) were conducted to address the research questions. Qualitative thematic analysis of the interview transcripts revealed eight emerging themes: (1) learning and entertainment, (2) maternal fears related to content binging and cyberbullying, (3) finding connection and comfort through social media during the pandemic, (4) ongoing digital care work as lasting maternal labor, (5) iterative dialogue: platform restrictions and content curation boundaries, (6) upward and downward social comparison, (7) fear of missing out (FoMO), and (8) third-person perception (TPP). The findings show that mothers perceive social media usage as either beneficial or harmful among adolescents (their children); upward and downward social comparison via social media exhibits more dynamic mechanisms. Moreover, this study enhances our theoretical understanding by linking social media usage to social identity, social comparison, and mental health during a global health crisis. Full article

This study examines the role of AI tools in improving public communication via social media analysis. It reviews five of the top platforms—Google Cloud Natural Language, IBM Watson NLU, Hootsuite Insights, Talkwalker Analytics, and Sprout Social—to determine their accuracy in detecting sentiment, predicting trends, optimally timing content, and enhancing messaging engagement. Adopting a structured model approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) via SMART PLS, this research uses 500 influencer posts from five Arab countries. The results demonstrate the impactful relationships between AI tool functions and communication outcomes: the utilization of text analysis tools significantly improved public engagement (β = 0.62, p = 0.001), trend forecasting tools improved strategic planning decisions (β = 0.74, p < 0.001), and timing optimization tools enhanced message efficacy (β = 0.59, p = 0.004). Beyond the technical dimensions, the study addresses urgent ethical considerations by outlining a five-principle ethical governance model that encourages transparency, fairness, privacy, human oversee of technologies, and institutional accountability considering data bias, algorithmic opacity, and over-reliance on automated solutions. The research adds a multidimensional framework for propelling AI into digital public communication in culturally sensitive and linguistically diverse environments and provides a blueprint for improving AI integration. Full article