• Deploying Digital Media as Innovations in Marketing Government Policies and Enhancing Civic Engagement among Vulnerable Youths in Calabar

    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2020
    Group(s):
    Communication Studies, Digital Humanists, Electronic Literature, Feminist Humanities, Information Ecosystems
    Subject(s):
    Digital communications, Digital humanities, Digital media, Mass media and war
    Item Type:
    Article
    Tag(s):
    civic engagement, deployment, enhancement, youths, marketing, Digital communication, New media, Media and conflict, Youth politics
    Permanent URL:
    http://dx.doi.org/10.17613/y0p0-8c80
    Abstract:
    Governments have often sought improved ways to market their policies, which are variedly viewed as adequate or inadequate, in a bid to get the citizens actively engaged in the process of development. Digital media usage has inundated the social media space with both individual and governments presences. However, despite strong digital media presence driven by massive deployment of human and material resources, the question still arises as to how well such efforts have been used to deepen civic engagement among the citizens generally, and the vulnerable youth population that is digital media savvy. Data gathered from a sample of 900 respondents, revealed a positive correlation between digital media deployment in marketing government policies and enhancement of civic engagement among the vulnerable community provided such policies are people-oriented, and adequate marketing strategies are used. It recommends creation and deployment of digital media content as marketing tools to harness accrued gains.
    Metadata:
    xml
    Published as:
    Journal article     Show details
    Pub. DOI:
    10.15655/mw/2020/v11i2/195649
    Publisher:
    Media Watch
    Pub. Date:
    2020-5-6
    Journal:
    Media Watch
    Volume:
    11
    Issue:
    2
    Page Range:
    296 - 309
    ISSN:
    2249-8818,0976-0911
    Status:
    Published
    Last Updated:
    2 years ago
    License:
    All Rights Reserved
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