Journal of Communication and Public Relations

Proliferation of Media Content on TikTok and Its Impacts on Traditional Television Viewing Habits in Ghana

2025-03-29T17:26:43+00:00

Premised on media substitution and uses and gratification theories, this study evaluates the increasing prominence of TikTok media content as it transforms traditional television viewing practices focusing on users between 18 and 34 years old. This research analyzed quantitative data to understand how short-form customized interactive TikTok content affects people's media habits and advertising results. User behavior has drastically evolved since people now dedicate their time primarily to TikTok rather than traditional television watching. Users transition to this platform primarily because it offers straightforward features and intelligent recommendation systems together with time-efficient content delivery. The research finds that TikTok continues to expand its influence on digital advertising landscapes. The research demonstrated that people chose TikTok ads over conventional television advertisements because they felt more connected and got better buying influences. Through its features of interactive content and user-generated material as well as viral trends TikTok functions effectively for advertisers by engaging audiences. According to the study conventional television networks need to find ways to innovate and integrate short-form digital content within their strategies for remaining relevant amid ongoing digital platform evolution. These findings suggest that the media world is transforming because viewers now interact with ads differently through TikTok and its associated apps as digital platforms take over consumer habits.

Exaggerated Narrations in Content Commodification

2025-03-29T18:57:52+00:00

Recent commodification studies tend to pay more attention to what is commodified but less to exaggerated narration that aims to boost the process specifically, particularly in Indonesia’s YouTube industry. This study aims to deconstruct how Atta Halilintar (AH), a top Indonesian YouTuber, uses exaggerated narrations as an extra flavor in his commodification practice in order to manage his power in the industry. Using Vincent Mosco’s view on commodification and multimodal critical discourse analysis framework, this study reveals how those exaggerated narrations are embedded in various aspects of the content such as titles, thumbnails, photography compositions, and conversations. The result of this study shows that AH exaggerated the narrations in his content to make it more enjoyable and subsequently easier to market both to the audience and advertising messages, no matter if the information is truly valid or not. Eventually, this action can be seen as an attempt by the content creator to do their political economy of communication agenda in the context of Indonesia’s YouTube industry, which is to help the content creator keep his power. As a consequence, this action at some point can harm the doer’s public image since there is an impression that they tend to neglect ethical values just for their political economy agenda. Thus, exaggerated narrations should get more attention in the future commodification of content studies due to insufficient conceptual exploration.

Buzzohero's Strategy in Forming Engagement through Social Commerce on TikTok Live Streaming

2025-05-06T08:28:05+00:00

Digital marketing is developing more and more significantly, especially since the Covid-19 pandemic in 2020. The decision to stay at home in several countries including Indonesia has forced various levels of society to work from home. As a result, many individuals use social media to carry out activities such as seeking entertainment, socializing, and shopping for daily necessities. This change in behaviour brings fresh air to the Indonesian advertising industry. The use of social media for commercial, entertainment and social purposes has become a new phenomenon called social media commerce. Buzzohero as a Social Media Advertising Platform takes this opportunity by optimizing the TikTok Live Streaming feature in marketing products from various brands, which are their clients. This study aims to analyse Buzzohero's strategy in forming engagement through Social Commerce on TikTok Live Streaming. This study uses a qualitative methodology with an interpretive paradigm. The data collection technique uses interviews as primary data. While the secondary data the authors obtained through observations on TikTok Live Streaming content, documentation, and literature. The results of this research analysis associated using the RACE model (Reach, Act, Convert, and Engage) as a digital marketing framework representing distinct stages of the marketing process that is widely used that facilitates the development and implementation of successful marketing strategies.

“Blame Miners, not the Government”

2025-03-29T18:59:48+00:00

One compelling example of events that attracted public interest in crisis response and image repair is the episode of a deadly explosion that rocked Ibadan, the capital city of Oyo State, Nigeria, especially because of its implications for public safety, citizens’ well-being, and the government’s reputation. However, despite the prevalence of crises among Nigerian institutions, and how crises can be politicized to lead to more crises, there is a dearth of empirical investigations on the application of Benoit’s Image Repair, particularly regarding how the government repaired its reputation during crisis. Therefore, this study, adopting the Image Repair Theory as a framework, examined how the Oyo State Government of Nigeria repaired its reputation following the recent explosion that claimed many lives and left many injured. Data were sourced from responses and communication of the Oyo State Government on the official X page. Findings revealed that the government’s denial was not accepted by the public. However, the government managed its reputation through corrective action and compensation. This paper argues that government must not be discreet with its crisis response strategies. The analysis finds that a political leader’s presence and empathy are crucial in making compensation more effective as an image repair strategy.