Abstracts | Social and Business Sciences
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 798

World Academy of Science, Engineering and Technology

[Social and Business Sciences]

Online ISSN : 1307-6892

798 The Impact of Migration on Early Marriage in Punjab, Pakistan

Authors: Zartasha Kalsoom, Rabia Arif

Abstract:

Early marriages are a significant concern in developing countries, impacting society through limited economic opportunities, health complications, and increased vulnerability to domestic violence. This study examines whether the external migration of a household member reduces the likelihood of early marriage for female children in Punjab, Pakistan. Migration may alleviate economic pressures or exacerbate the problem, as indicated by the MICS dataset (2011, 2014, and 2018) for Punjab, Pakistan. We addressed the endogeneity of the migration decision approach by utilizing the instrumental variable approach. We use a triple interaction variable that comprises of historic migration rates, nighttime light intensity of the migrant destination countries, and the number of adult males in migrant sending households to generate an instrument highly correlated with the migration decision but uncorrelated with the female’s marriage decision directly. Overall, we find that migration has a significant impact on early marriage; however, their examination of subgroups has yielded mixed results.

Keywords: external migration, early marriage, caregiver, instrumental variable

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797 The Digital Turn in Human Rights Paradigms

Authors: Arhal Mohamed

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The advent of digital technology has not only transformed everyday life but has also fostered the emergence of a novel form of citizenship—digital citizenship—which, in turn, necessitates the development of a corresponding framework of digital human rights. This study seeks to explore the contours of this model of digital citizenship, which navigates simultaneously between physical reality and the digital realm. It argues that digital citizenship requires a unique set of rights that reflect the ontological specificities of digital existence—rights that are not fully accommodated within traditional human rights frameworks. The analysis reveals that access to digital human rights is deeply influenced by prevailing digital inequalities, which hinder the realization of these rights in both physical and virtual domains, thereby challenging the universality of human rights in the digital age.

Keywords: homo numericus, digital revolution, digital human rights, digital inequalities, digital citizenship

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796 The Relationship Between Appearance Anxiety and Mobile Phone Addiction Among Taiwanese Elementary School Students: A Gender Difference Analysis

Authors: Feng-Yi Liu, Shu-Yung Wang

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Background and Objectives: The World Health Organization (WHO, 2021) reported that psychological distress related to body image has extended to school-age children, indicating that appearance anxiety is becoming increasingly serious among child populations. However, existing research primarily focuses on adolescent groups, with empirical studies on appearance anxiety among school-age children remaining scarce. With the advent of the digital age, the use of 3C products and mobile phone addiction may further exacerbate children's appearance anxiety. This study aims to explore the relationship between appearance anxiety and mobile phone addiction among upper elementary school students in Taiwan, and to analyze the mechanisms of gender differences involved. Methods: This study utilized data from the national ‘Children's Rights Indicators’ survey, targeting upper elementary school students in Taiwan (N=3,793). Linear regression and interaction models were employed for statistical analysis to examine the effect of mobile phone addiction on appearance anxiety and to test the moderating role of gender in this relationship. Results: The analysis revealed: (1) Mobile phone addiction serves as a significant and stable risk factor for appearance anxiety, with students showing higher levels of mobile phone addiction demonstrating more pronounced appearance anxiety tendencies; (2) Female students showed significantly higher susceptibility to appearance anxiety compared to male students (β=-0.694, p<.05), reflecting the important role of gender in the formation of appearance anxiety; (3) However, this study did not find significant gender differences in the relationship between mobile phone addiction and appearance anxiety, suggesting that the mechanism by which mobile phone addiction affects appearance anxiety is similar between male and female students. Significance and Implications: This study represents the first empirical analysis of the relationship between appearance anxiety and mobile phone addiction among Taiwanese elementary school children, filling a gap in the relevant research field. The findings help educators and parents understand the potential risks of digital media use on children's mental health and provide an empirical foundation for developing targeted prevention and intervention strategies. Future research is recommended to further explore the role of sociocultural factors in the formation of appearance anxiety and to develop mental health promotion programs suitable for school-age children.

Keywords: appearance anxiety, mobile phone addiction, elementary school students, gender differences, children’s mental health

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795 The Promise of Technological Utopia and the Reality of Capitalist Oppression: A Critical Examination of Marcuse’s Vision

Authors: Najeebullah Rahmati

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Herbert Marcuse, a key member of the Frankfurt School, imagined a future in which advanced technology would free humans from slavery and oppression. In some of his most important works, including One-Dimensional Man, Marcuse claimed that technology could develop to create a non-repressive society characterized by freedom, creativity and ecological balance. However, when capitalism is one of the modes of production, any liberatory potential would be intercepted and redirected in order to maintain or extend systems of oppression and consumer conformity. Within this paper, we examine Marcuse's hopeful vision of a technological utopia tempered by the ongoing reality of capitalist oppression. We also utilize Marcuse's critique of advanced industrial society, including "repressive desublimation" and "one-dimensional thought," by examining how concepts of structure within capitalism sterilize oppositional forces and entrap people in systems of control. The paper examines whether Marcuse's political philosophical arguments hold any currency in the era of digital capitalism, AI, and a surveillance society using a cross-disciplinary political philosophy, media theory, and the tools of contemporary critical thought. The paper pays specific attention to the tensions surrounding innovation in a neoliberal economy, in which technological advancement works to exacerbate and deepen labour exploitation, surveillance, and inequality, rather than diminish them. By critically assessing the critiques and failures of Marcuse's set of theories, the paper arrives at the conclusions that his theoretical framework provides a good way to interrogate the ideological capture of technological discourses in late capitalism and that Marcuse's insights provide critical tools that can help us reimagine the re-emancipation of technology in the 21st century. This re-evaluation of Marcuse's thoughts aims to produce a bridge between critique, and the conditions of possibility for changing the material conditions of society today.

Keywords: Herbert Marcuse, technological utopia, capitalist oppression, repressive desublimation, one-dimensional society, critical theory, Frankfurt school, digital capitalism, surveillance society

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794 Digital Resistance in a Patriarchal City: Lesbian Identity and Self-Representation on Dating Applications in Guangzhou, China

Authors: Huo Qian Ting

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This paper explores how lesbian-identifying women in Guangzhou, a city shaped by persistent patriarchal norms and heteronormative expectations, use mobile dating applications—specifically The L, LesPark, and LesDo—as platforms for identity negotiation, resistance, and community-making. Drawing on in-depth interviews and digital ethnography with 15 local app users, the research investigates how these platforms serve not only as spaces for romantic connection but also as strategic tools for constructing and performing non-heterosexual identities in a social context that demands conformity and discretion. By employing a qualitative feminist methodology and theoretical frameworks including intersectionality, counterpublic theory, and digital self-presentation, the study demonstrates how queer digital practices allow women to reframe their identities, selectively disclose personal information, and curate online visibility in ways that contest dominant gender ideologies. Many participants reported using pseudonyms, coded visual markers (e.g., rainbows, “T/P/NL” labels), and platform-specific community features (such as livestreams and queer forums) to express solidarity and belonging while maintaining safety. The findings highlight how dating apps become sites of resistance and feminist agency within urban China, where offline public spaces for queer expression remain limited. These digital tools enable users to blur the boundaries between private and public identity, create emotional intimacy under constraints, and form local networks that extend beyond the romantic to the political. The paper concludes by arguing that digital queer spaces, when grounded in localized cultural practice, offer both refuge and resistance in a male-dominated society, and should be recognized as critical arenas of everyday activism.

Keywords: guangzhou, lesbian dating apps, digital identity queer resistance, feminist methodology

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793 Diversifying News Content Through an Internship Program

Authors: Reetta Nousiainen

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In many Western countries, news organizations strive to cultivate diverse newsrooms that reflect the backgrounds of their audiences. A common assumption is that greater newsroom diversity leads to more diverse content. However, research suggests that a diverse newsroom alone does not necessarily result in more inclusive reporting, and the presence of minority journalists in the newsrooms does not automatically increase news coverage of minorities unless accompanied by broader structural changes. One way to introduce such structural change is through internship programs that bring in journalists from diverse backgrounds. This article examines news articles written by 15 immigrant background journalists during their newsroom internships in Finland. The data consists of about 150 stories that were produced during the internship. Through qualitative content analysis, I examine what kinds of topics, which sources and what kinds of angles the interns chose in their reporting. In addition, I also want to examine the storytelling of the news stories produced during the internship. The research question is: What kinds of content, perspectives, and sources are represented in news stories produced by immigrant background journalists during newsroom internships in Finland? Preliminary findings suggest that interns’ stories differ significantly from conventional Finnish news stories in terms of topics and sources. The voices of ethnic minorities appear to be particularly emphasized. Additionally, many journalists reached out to sources in their native languages outside Finland. Many topics were also found in social media groups in interns’ native languages. Additionally, the data reveals that these journalists tend to prioritize sources with lived experiences, contrasting with the Finnish journalistic tradition, which heavily relies on elite sources such as government and political actors. This tendency may derive from the interns’ backgrounds in fragile democracies, where trust in public institutions is low. Furthermore, storytelling seems to differ from the traditional Finnish news story. Often there is more variation in the structure, and the language seems to be more expressive. Previous research has noted that minority journalists sometimes describe their storytelling style as “long-winding” or “circular”, differing from Western conventions. The article highlights how non-native journalists can enrich Finnish journalism by broadening the range of topics, perspectives, and sources, as well as introducing new storytelling structures. It analyses the potential of immigrant background journalists to diversify and deepen news reporting in Finland. These findings suggest that integrating immigrant background journalists into Finnish newsrooms could enhance representation by finding topics that are often overlooked in mainstream media. My findings may also be relevant to other Western media industries seeking to foster more inclusive reporting practices.

Keywords: content diversity, newsroom diversity, content analysis, minority journalists

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792 From Assessment to Action: Embedding Behavioral Change in Collaborative Contracting Through Organizational Development and Training

Authors: Lucy Thorpe, Hana Sami

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This paper explores how behavioral change can be effectively embedded in organizations operating within collaborative contracting models, including alliances and progressive design-build. The research aims to demonstrate that behavioral assessments, training, and coaching are not simply to improve desirable soft skills but critical training initiatives that support delivery in project performance and drive the intentional creation of a collaborative culture across multiple teams and organizations. Further, it explores the direct impact of establishing an effective collaborative culture on better project outcomes (e.g. identification of risks, meeting project deadlines and objectives). This mixed-methods field research paper draws from real-world applications across major infrastructure programs, employing behavioral competency frameworks, structured workshops, feedback loops, and leadership facilitation strategies. It utilizes both quantitative and qualitative data collection frameworks, such as the tallying of verbal behaviors, non-participant field observations, surveys, questionnaires, and interviews. Results present improved psychological safety, stronger team alignment, and enhanced leadership capability across multi-organizational teams. It further demonstrates the key role collaboration plays in improving project adherence to schedules through enhancement of openness and team closeness. The paper concludes with a set of recommendations for implementing behavioral training programs pre- and post-contract award, offering a roadmap for organizations seeking to build collaborative capability as a strategic asset. This research underscores the importance of integrating learning and development with organizational strategy to meet the complex behavioral demands of modern infrastructure delivery.

Keywords: behavioral change, collaborative contracting, organizational development, training and development

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791 Grok and AI: Innovation at the Intersection of Technology and Public Opinion

Authors: Mariam Eweis, Siba Khalawi, Tala Bafaqeeh

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This survey investigated user experiences and perceptions regarding the integration of artificial intelligence (AI) on platform X, with a sample of 15 respondents. Findings indicate that most participants are regular or occasional users, and a significant majority find the platform easy to navigate. Adoption of the Grok AI assistant remains low, with only 13.3% having tried it. Transparency is a key concern, as 73.3% believe X should clearly disclose AI usage. While 53.3% noticed minor or unclear changes following AI implementation, most users (60%) do not recognize AI-recommended content. The impact of AI on user experience is ambiguous, with 73.3% unsure if it improved their experience. Notably, over half (53.3%) express ethical concerns about AI use on X.

Keywords: Grok, AI, X, assistant

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790 Between Ethics and Praxis: A Collaborative Reflection on Decolonial Praxis and Healing Justice in Migration Research with Co-Researchers in Precarity

Authors: Skye Chirape

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Many people seeking asylum in the UK face poverty and deepened marginalisation due to restrictive immigration policies, conditions worsened by the COVID-19 pandemic. This reflexive paper draws on ethically complex fieldwork with African sexual-and-gender-expansive asylum claimants to critique conventional research ethics in contexts shaped by structural violence, trauma, and precarity. Using participatory action research and healing justice frameworks, the original study engages 27 narratives from displaced co-researchers, legal caseworkers, and NGO staff to explore experiences within the UK asylum system. These accounts expose how anti-Black racism underpins structural and symbolic violence, producing intersecting racialised and gendered harms. The research praxis responded to participants’ precarity and marginalisation by employing methodologies intended to be both remedial and transformative. Co-authored by the lead researcher and few of the co-researchers who participated in the research, the paper employs reflexive decolonial participatory praxis to critically examine the ethical, emotional, and methodological tensions that arise when responding to urgent needs—such as suicide ideation, houselessness, poverty, and immigration challenges, and during COVID-19 restrictions — beyond the scope of institutional ethical protocols. Through collaboratively written reflections and case-based vignettes, the paper foregrounds the blurred boundaries between researcher and participant, and the emotional labour and relational accountability that accompany such engagements. It argues for a reframing of research ethics as situated, relational, and reparative, rooted in solidarity and co-resistance. By centring remedial practices and the voices and agency of co-researchers, this work advances decolonial and feminist methodologies in Migration studies and offers a critical intervention into the practice of ethical and transformative research with marginalised communities.

Keywords: decolonial praxis, ethics, healing justice, seeking asylum

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789 The Effect of Gender Differences on Consumer Trust in Green Brands

Authors: Marco Fabio Benaglia, Hoang Hoa Tra Linh

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Consumers today are paying more attention to buying products that are sustainable and good for the environment. Because of this, more companies are adopting eco-friendly practices, resulting in the growth of green brands. However, it's still unclear if consumers really believe these green brands are genuine. This research intends to find out if greenwashing, when uncovered, hurts the perceived genuineness of these brands in the same way it damages consumer trust. The study also explores how consumers' belief in a green brand's authenticity affects their trust in the brand and their willingness to buy green products. Finally, it investigates whether these connections are different for men and women. Previous research shows that women tend to be more sensitive to environmental and ethical concerns, while men often focus more on products' functional and practical aspects. These gender-based differences present an interesting dynamic in understanding how consumers develop trust in green brands based on their perceived authenticity, particularly within the theoretical frameworks of the Theory of Planned Behavior and Social Identity Theory. The results show that greenwashing significantly damages how authentic consumers think a green brand is, emphasizing the negative effects of dishonest marketing. The research also highlights the moderating role of gender on consumer trust in the brand, confirming that women tend to prioritize ethics and social factors while men are more focused on functionality. Overall, this study aims to add to the understanding of green marketing and provide useful ideas for both researchers and businesses on how to manage sustainable brands effectively in a competitive market through a strict policy of authenticity and transparency. Additionally, by tailoring marketing messages to different gender segments, companies can enhance consumer engagement and build trust.

Keywords: consumer trust, green brands, authenticity, gender differences

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788 Cinema and Digital Immersive Storytelling in the Age of AI: Reimagining Narrative Practices in Journalism and Mass Communication

Authors: Chan Ka Lok Sobel

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The rapid advancement of artificial intelligence (AI) and immersive technologies—including Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—is profoundly reshaping the landscape of cinema and journalism. This paper explores how AI-powered tools and immersive storytelling formats converge to redefine narrative structures, audience engagement, and journalistic practices in the digital era. Historically, cinema and journalism shared the mission to document, inform, and provoke emotional resonance through compelling storytelling. Today, generative AI technologies—through natural language processing, image synthesis, automated video editing, and virtual avatar creation—expand narrative possibilities beyond traditional linear formats. Immersive media further transforms the audience’s role from passive viewers to active participants, fostering deeply experiential encounters with content.Through selected case studies—including The Daily 360 by The New York Times, AI-assisted documentary productions, and VR-enhanced public communication campaigns—this research critically examines both the opportunities and the ethical challenges arising from AI-driven and immersive storytelling. While AI optimizes production and enhances personalization, issues of authenticity, potential manipulation, and algorithmic bias remain pressing concerns. Furthermore, immersive formats reconfigure how audiences perceive and interact with media, challenging creators to adopt new literacy and narrative strategies. This paper proposes a balanced, ethically aware, and audience-centric approach for integrating AI and immersive technologies into journalistic and cinematic practices. By doing so, future communicators and media educators can leverage these tools not as replacements for human creativity but as enablers of richer, more inclusive, and more impactful storytelling.

Keywords: immersive media, ai in cinema and journalism, digital storytelling, interactive narratives, audience engagement

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787 Cinema and Digital Immersive Storytelling in the Age of AI: Reimagining Narrative Practices in Journalism and Mass Communication

Authors: Chan Ka Lok Sobel

Abstract:

The rapid advancement of artificial intelligence (AI) and immersive technologies -including virtual reality (VR), augmented reality (AR), and mixed reality (MR)- is profoundly reshaping the landscape of cinema and journalism. This paper explores how AI-powered tools and immersive storytelling formats converge to redefine narrative structures, audience engagement, and journalistic practices in the digital era. Historically, cinema and journalism shared the mission to document, inform, and provoke emotional resonance through compelling storytelling. Today, generative AI technologies -through natural language processing, image synthesis, automated video editing, and virtual avatar creation- expand narrative possibilities beyond traditional linear formats. Immersive media further transforms the audience’s role from passive viewers to active participants, fostering deeply experiential encounters with content. Through selected case studies -including The Daily 360 by The New York Times, AI-assisted documentary productions, and VR-enhanced public communication campaigns- this research critically examines both the opportunities and the ethical challenges arising from AI-driven and immersive storytelling. While AI optimizes production and enhances personalization, issues of authenticity, potential manipulation, and algorithmic bias remain pressing concerns. Furthermore, immersive formats reconfigure how audiences perceive and interact with media, challenging creators to adopt new literacy and narrative strategies. This paper proposes a balanced, ethically aware, and audience-centric approach to integrating AI and immersive technologies into journalistic and cinematic practices. By doing so, future communicators and media educators can leverage these tools not as replacements for human creativity but as enablers of richer, more inclusive, and more impactful storytelling.

Keywords: immersive media, AI in cinema and journalism, digital storytelling, interactive narratives, audience engagement

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786 Rebranding the Nation through Journalism: Strategic Narratives and Symbolic Power in the Age of Media Diplomacy

Authors: Mihriban Akyol Akin

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In the contemporary media ecosystem, journalism is no longer merely a vehicle of information—it functions as a strategic actor in shaping national identity, soft power, and global image. This paper explores the evolving role of journalism in nation branding, emphasizing the narrative dimension of how countries present themselves to international audiences. By analyzing the interplay between media narratives, political communication, and cultural symbolism, the study investigates how journalistic storytelling becomes instrumental in crafting and circulating a nation’s "brand persona."Drawing upon theoretical frameworks from public diplomacy, branding theory, and narrative analysis, this research examines case studies such as Turkey's transition from “From Turkey to Türkiye” and South Korea’s media-driven cultural diplomacy through K-dramas. The paper argues that journalism serves both as a mirror and a tool of nation branding—mirroring collective identity while actively shaping perception through symbolic storytelling. The study highlights the dual agency of journalists as both narrators and nation-branding agents in the post-truth era, where strategic communication intersects with state interests and global competition. Through qualitative content analysis and discourse mapping, the paper identifies how certain recurring narratives—such as modernity, tradition, resilience, or inclusivity—are embedded in media texts to reposition national images. Ultimately, the research contributes to an interdisciplinary understanding of journalism as a soft power mechanism, emphasizing its role in crafting compelling, credible, and culturally resonant narratives that shape how nations are perceived in the global arena.

Keywords: nati̇on brandi̇ng, narratives, journalism, storytelling

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785 Keeping It in The Family: Unlocking the Potential of Successors in Indian Family-Owned Business

Authors: Paras Khushalani

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Small and medium-sized enterprises (SMEs) contribute significantly to global economies, accounting for up to 35% of GDP in developed nations and nearly 50% in industrialised countries. A majority of these enterprises are family-owned businesses (FOBs). However, only 15% of FOBs survive into the third generation, not due to issues of competitiveness or market demand, but primarily because of poor succession planning. As such, succession remains one of the most widely examined topics in family business research. India, where most SMEs are also FOBs, faces a similar challenge. If the country is to maintain its momentum as one of the world’s fastest-growing economies, ensuring the continuity of these family businesses is vital. Central to successful succession is the integration of the next generation (NG) into the business. Aligning the aspirations and interests of NG with what the FOB has to offer becomes a critical first step. While global studies have explored succession extensively, the Indian context is often overlooked or grouped with other regions. Yet, India’s strong collectivist culture—distinct from the individualism typical of Western societies—deeply shapes personal and professional decision-making, especially in family structures. This study explores why NG individuals in India choose to join—or not join—family-owned businesses, focusing on privately held FOBs where both ownership and management remain within the family. Using a hermeneutic method, the research involved semi-structured interviews with 18 NG individuals, resulting in 20 case perspectives—10 from those who joined their FOB and 10 from those who did not. The participants represented a wide range of industries, educational backgrounds, geographies, and family structures, ensuring diverse insights and broader applicability. The findings present a nuanced understanding of how career decisions among NG are shaped by the complex interplay of personal aspirations, family dynamics, and business considerations. Drawing from the resource-based view (RBV), family systems theory, and socio-emotional wealth theory, the research proposes a framework explaining how individuals weigh multiple factors—both tangible and intangible—when deciding whether to enter the family business. This framework highlights the importance of transparent communication about roles and expectations, the presence of mentoring relationships, and the perceived alignment between personal growth opportunities and business objectives. It also acknowledges societal influence and the significance of family harmony in these decisions. For business leaders, this study offers actionable insights to encourage NG engagement, such as fostering open dialogue, defining clear career pathways within the business, and modelling leadership behaviour. For academics, the research opens further avenues to test the framework’s applicability across different cultures and to refine the understanding of succession dynamics using interdisciplinary theoretical approaches. Ultimately, the findings hold relevance for family business owners, policymakers, and scholars aiming to ensure the sustainability and institutionalisation of FOBs within India's SME landscape.

Keywords: family-owned small and medium enterprise in India, hermeneutics method to understand succession, next generation perspective for family-owned business, succession in family-owned business

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784 Media Responsibility in Conflict: Hate Speech and Lessons From Ethiopia’s Tigray War

Authors: Tsigabu Hailekiros Nigusse

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This study examines the role of media during the Ethiopia’s Tigray conflict (2020–2022), focusing on the propagation of hate speech and its implications. Using a content analysis of conflict-related media outputs and key informant interviews with journalists and experts, the research evaluates how media responsibility was upheld or breached in a wartime context. The analysis reveals that a significant portion of war coverage especially from state-aligned and social media contained hate speech that demonized adversary groups and potentially fueled inter-ethnic hostility. Interview insights indicate that journalists faced intense political pressures, lacked clear guidelines on hate speech, and witnessed the normalization of extreme rhetoric. The findings underscore that media outlets often fell short of ethical standards, inadvertently escalating tensions through dangerous narratives. Lessons from the Tigray war highlight the urgent need for conflict-sensitive journalism practices, stronger self-regulation against hate speech, and collaborative efforts by media institutions, regulators, and tech platforms to prevent incitement to violence. This paper offers recommendations to strengthen media responsibility in conflict situations, aiming to balance freedom of expression with the imperative to avoid harm.

Keywords: hate speech, conflict, media ethics, Tigray war, journalism, responsibility, Ethiopia

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783 Broadcasting Hate: Analyzing Genocidal Rhetoric and Hate Speech in Ethiopian Media During the Tigray War

Authors: Tsigabu Hailekiros Nigusse

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The two-year civil war in northern Ethiopia, Tigray region (2020–2022) was fought not only with troops and weapons but also with words. This study analyzes how Amharic language media became a conduit for hate speech and genocidal rhetoric during the Ethiopia–Tigray War. Focusing on major outlets Ethiopian Broadcasting Corporation (EBC), Amhara Mass Media Agency (AMMA), Ethiopian Satellite Television (ESAT), and Fana Broadcasting Corporate (FBC) and their affiliated social media channels, we examine dehumanizing language, incitements to violence, and framing of Tigrayans as existential enemies. A qualitative content analysis of broadcasts and posts from 2020–2022 reveals escalating hate narratives, from describing Tigrayans as ‘weeds’ and ‘cancers’ to explicit calls for their extermination. This article contextualizes these findings within the literature on media incitement to genocide and Ethiopia’s polarized media landscape. The selected outlets, due to their wide reach and political alignment, actively amplified extremist messaging that painted the Tigrayan ethnic group as subhuman and disloyal. Visualized trends indicate that hate speech peaked during critical war moments and was often coordinated with military or political campaigns. The discussion reflects on how such dangerous speech influenced public opinion and fueled atrocities, drawing parallels to historical cases like Rwanda. We conclude by stressing the need for accountability and media ethics reforms, as Ethiopia’s case starkly illustrates how broadcasting hate can intensify conflict and endanger an entire population.

Keywords: media, hate speech, war, genocide, framing, propaganda

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782 Entrepreneurship Built on Cultural Heritage in Thematic Villages of Eastern Poland - Problems and Challenges

Authors: Anna Mazurek-Kusiak

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A thematic village is a village with a specialization and its own original theme. Such a village integrates residents and local entrepreneurs, creates new jobs, and provides additional sources of income for farmers. To achieve this, it uses its tradition, culture, identity and authenticity. The aim of the work is to indicate the problems and beliefs that leaders of thematic villages have to deal with and why entrepreneurship in rural areas is developing poorly. The research was conducted using the diagnostic survey method, using direct and telephone interviews with leaders of thematic villages in the Lublin province and study visits to these villages. The main problems of thematic villages of Eastern Poland are: problems with defining a thematic village, lack of cooperation in the local environment (jealousy), fear of entrepreneurs starting their own business, inability to issue invoices, seasonality of activity, offer for individual order (no attractions ‘off the shelf’, no offers for individual tourists), poor promotion, lack of road and tourist attraction markings, lack of involvement of residents.

Keywords: cultural heritage, tourism, tradition, regional food

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781 The Role of Independent Cinema in Promoting SDG 3 (Good Health and Well Being) : A Case Study of Bestiary and Mental Health Representation

Authors: Sarah Maheswari

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Mental health stigma is still an issue in many Indonesian communities, especially among men, where traditional ideas about masculinity that inhibit emotional expression and vulnerability are still embedded. This idea arises because of an ideal image of a man who has direct power, strength and authority to regulate the roles and functions of women who are under male leadership. This study examines how the independent film Bestiary becomes a medium for mental health advocacy in line with Sustainability Development Goal 3 on good health and well-being. Including mental health awareness and support. Through a qualitative approach and semiotic analysis, this study explores the film Bestiary from the symbolism, visual storytelling, and character development of an actor who is struggling with psychological decline and searching for identity. Followed by outlining how cinematic elements such as lighting, color gradation, and mise-en-scène represent mental stress, identity crises, and societal pressures on masculinity. This study highlights how independent films can be a tool for social change.

Keywords: masculinity, mental health stigma, bestiary, sustainability development goals 3, Indonesian independent cinema, semiotic analysis

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780 Comparing Psychological Problems of Afghan Immigrant Adolescents and Iranian Adolescents

Authors: Sajed Yaghoubnezhad

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Ongoing crises in Afghanistan, including prolonged war, political instability, and economic hardship, have forced many families to flee their homeland, resulting in widespread migration. This displacement has exposed Afghan adolescents to significant psychological challenges, such as heightened levels of anxiety, depression, and aggression. To explore these issues, a study was conducted using a descriptive-causal comparative method involving 50 Afghan male migrant adolescents (mean age: 15.30 years, SD: 1.57) and 50 Iranian male adolescents (mean age: 16.34 years, SD: 1.72) aged 12 to 17. Data were collected using standardized tools, including the Depression, Anxiety, and Stress Scale (DASS-21), the Buss and Perry Aggression Questionnaire, and the Post-Trauma Symptoms Scale. The findings revealed that Afghan male migrant adolescents exhibited significantly higher levels of anxiety, depression, and aggression compared to their Iranian peers. These differences highlight the profound impact of migration-related stressors, such as cultural dislocation, economic struggles, and social marginalization. Interestingly, no significant difference was observed in post-traumatic stress disorder (PTSD) symptoms between the two groups, suggesting that trauma exposure may be a shared experience among adolescents in conflict-affected regions. The study underscores the urgent need for targeted support services, including psychological counseling, educational opportunities, and social integration programs, to address the mental health challenges faced by Afghan migrant adolescents. By providing these resources, policymakers and humanitarian organizations can mitigate the adverse effects of migration and foster resilience. Ultimately, such efforts can improve the quality of life and mental well-being of these vulnerable adolescents, enabling them to build a more stable and hopeful future.

Keywords: adolescent migration, Afghanistan, psychological problems, anxiety, depression, aggression

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779 Visual Communication: The Power of Images, Colors, and Symbols

Authors: Lubna Yusuf Moosa

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Visual communication is an essential method of conveying information, emotion, and cultural narratives through images, symbols, color, and typography. It makes things understandable, captures attention, and aids recall. This study explores some ofthe most significant facets of visual communication, namely in media, branding, and film. Visual components in narrative, advertising, and cultural identity are discussed. Through sample analysis of films and new media, this paper emphasizes the contribution of visual communication in shaping audience perception and engagement. The study places focus on color psychology, typography, and visual composition in message construction. The study reveals that effective visual communication enhances clarity, emotional resonance, and audience engagement, hence qualifying it as a critical instrument of contemporary media and communication.

Keywords: visual communication, color theory, film aesthetics, media representation, typography, cultural symbolism

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778 Insight of the "300 Million" Strategy with the Integrated Critical Realism Conceptual Framework

Authors: Jingfan Zhou

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Beijing 2022 Winter Olympics kept its promise of "Engaging 300 million individuals in winter sports". However, less is known about how Beijing achieved this ambitious goal and whether this legacy could be sustained after the Games. With the integrated conceptual model combining Critical Realism (CR) and the "Three-Source" Theory, this paper analyzed the efficiency and effectiveness of the "300 Million" strategy’s execution from the dimension of ideal and social reality. By adopting a qualitative approach with triangulation, we carefully examined how the three essential mechanisms impact the legacy delivery process and its relevant social sustainability before and after the Games. The findings indicate that the pre-game legacy benefits extend beyond the key stakeholders of Beijing 2022 to include the general public. However, the long-term leverage effects remain uncertain due to evolving conditions. Additionally, our results support the notion that the successes within the Chinese sports system provide adaptive lessons. For extension, this study suggests initiating an ice-breaking effort to establish bilateral pathways to ensure the successful transfer of legacy and sustain the enthusiasm of winter sports participation in the post-Games period. We anticipate that this study will bring significant inspiration to IOC`s Knowledge and Games Learning (IKL) program while providing some references to international collaboration in terms of improving social sustainability and stimulating regional development.

Keywords: Beijing 2022 Winter Olympics, integrated conceptual model, social sustainability, critical realism, knowledge and games learning

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777 Linguistic Pluralism in European Media Policies: Recommendations for Candidate Countries

Authors: Merve Ergüney

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This study examines the legal foundations, policy frameworks, and best practices regarding linguistic pluralism in European media policies, offering recommendations for candidate countries. A qualitative approach is adopted, providing a descriptive analysis of EU policy documents and successful national implementations to identify standards and guidelines for linguistic diversity in media governance. The European Union (EU) promotes linguistic pluralism as a fundamental principle of its cultural and media policies. This approach is rooted in the Treaty on European Union (TEU), the Charter of Fundamental Rights, and the Audiovisual Media Services Directive (AVMSD). These frameworks emphasize the protection of minority languages, media accessibility, and the importance of linguistic diversity for democratic participation and cultural inclusion. The study analyzes how linguistic diversity is encouraged in the media sector under EU policy documents and how these policies are implemented in member states. Additionally, successful practices in certain EU countries, such as Finland, Belgium, and Spain, are examined. These include multilingual media regulations, public support for minority languages, and incentives for digital content production in multiple languages. This analysis highlights how linguistic pluralism is integrated into the media sector and how media policies are shaped accordingly. Finally, the study proposes policy recommendations for candidate countries. In alignment with EU standards, it evaluates the necessary steps for integrating linguistic pluralism into media policies and how candidate countries can benefit from existing best practices. By offering strategic insights for policy alignment, the study aims to support candidate countries in developing a more inclusive media environment that reflects linguistic diversity.

Keywords: linguistic pluralism, European Media Policies, audiovisual media services directive (AVMSD), multilingual broadcasting

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776 Emojis, Memes, And Hashtags: The Semiotic Revolution of Social Media and Its Impact on Digital Communication

Authors: Vladimir Predvil

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Semiotics, the study of signs and their meaning in communication, has undergone significant transformation with the rise of social media. Classical semiotic theories laid the foundation for understanding how linguistic and visual signs are perceived and interpreted within society. However, the emergence of social media has given rise to new signs, both visual and interactive, that reshape communication methods. Emojis, memes, and hashtags are three key semiotic elements in this evolution. Initially designed as simple symbols to express emotions or ideas concisely, emojis have become essential in digital communication. These visual signs simplify online interactions, enabling users to quickly convey feelings and intentions while adding an emotional dimension often absent in traditional written text. Memes, which consist of modified and reinterpreted images or videos, have also gained immense popularity. Used to convey messages or illustrate situations humorously, memes communicate complex ideas in seconds, drawing on shared social and cultural contexts. Their rapid spread and adaptability make them powerful tools for shaping discourse in the digital era. Hashtags, meanwhile, have evolved into powerful instruments for categorization and mobilization. By grouping ideas under a single keyword, they allow users to form communities around specific topics. A hashtag such as #BlackLivesMatter extends beyond mere information retrieval, serving as a means of expressing ideologies and mobilizing collective action. Hashtags thus function as collective and shared signs, deeply rooted in contemporary social and political concerns. The semiotic evolution driven by social media profoundly influences communication. Signs have become increasingly fluid, contextual, and interactive. Instead of relying solely on words, communication now heavily incorporates images, videos, and symbols, making exchanges more dynamic and engaging. This shift marks a transition toward a more visual and immediate mode of expression, where brevity and impact take precedence over lengthy textual discourse. The impact of this transformation is far-reaching. Messages today are more visual, instantaneous, and often infused with humor, directly affecting social interactions. This phenomenon is particularly evident among younger generations, who favor direct and fast-paced communication suited to a digital world where information must circulate rapidly. The way individuals interpret and use signs continues to evolve, reinforcing the idea that meaning is constructed through social interactions and collective interpretations.As social media platforms continue to develop, the semiotic landscape will likely expand, introducing new forms of expression and redefining communication patterns. The ability to understand and adapt to these evolving signs is crucial in navigating the digital communication space. In essence, social media has transformed semiotic practices, shifting the way meaning is conveyed, shared, and understood in an increasingly interconnected and visually driven world.

Keywords: semiotics, social media, ferdinand de saussure, emojis

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775 The Role of Fact Brokers in Debunking Fake News: Analyzing Social Media Networks and the Cessation of Misinformation

Authors: Akkaranai Kwanyou

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Fake news has become a pressing issue, influencing public perception, political stability, and crisis management. While extensive research has explored misinformation in democratic societies, its dynamics in authoritarian contexts remain underexamined. This study investigates the role of Fact Brokers in debunking fake news on Twitter in Thailand, where media control and censorship limit institutional fact-checking efforts. By applying social network analysis (SNA) to real-world Twitter data from 2019 to 2023, this research examines how Fact Brokers influence misinformation cessation, focusing on speed and reach. The methodology includes k-core decomposition, betweenness centrality analysis, and machine learning-based classification of fake news and debunking posts. The findings reveal that Fact Brokers significantly accelerate the debunking process, particularly when they possess high network centrality. Moreover, the study identifies distinct patterns in misinformation spread across different topics, such as politics, health, and disaster-related fake news. The research contributes to misinformation studies by integrating network dynamics into debunking models and offering insights into effective intervention strategies. These results provide valuable implications for policymakers, social media platforms, and fact-checking organizations in mitigating misinformation within restricted media environments.

Keywords: fake news, fact brokers, social media, Thailand

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774 Fake News, Post-truth and Democratic Accountability in Nigeria: Critical Analysis of the News Framing of Governor Ortom’s Administration, 2015 – 2019

Authors: Vitalis Torwel, Tina Tsafa

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Fake news is a threat to democracy. This informs the call in March 2019 by Facebook CEO Mark Zuckerberg of the need for government regulation of fake news content on the Internet to save the “integrity of elections”. In addition to its effect on credibility of elections, fake news, which is the dissemination of false narratives, exposes voters to a noisy signal of government performance by overrating the performance of failed governments and elected leaders. In this way, fake news can negatively impact good governance and democratic accountability. Against this backdrop, this research examines the sources of fake news and explores the possible impact of fake news on elections and democratic accountability in Nigeria, with focus on the news framing of Governor Ortom’s administration between May 2015 and May 2019. This period corresponds with the first four-year term of the administration of Governor Samuel Ortom of Benue State, Nigeria, who underperformed in all aspects of democratic governance and yet won reelection for a second term in March 2019. The research specifically examines the framing of the performance of Governor Ortom’s administration in news reports, evaluates the major sources of news about Governor Ortom’s administration, and assesses the presence or non-presence of post-truth language in the news reports.

Keywords: fake news, post-truth, news framing, democratic accountability

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773 University Social Responsibility And Environmental Change Communication In Malaysia

Authors: Jamilah Ahmad

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This research examines the role of University Social Responsibility (USR) in promoting climate change communication in Malaysia. As centers of knowledge and innovation, universities have a responsibility to tackle climate challenges in the country through USR initiatives that blend education, research, and community engagement. University leaders play a crucial role in driving these initiatives, as their leadership is vital for fostering a culture of sustainability and innovation through strategic institutional approaches. The research highlights case studies of Malaysian universities that are implementing programs focused on climate literacy, developing green campus initiatives, and engaging in community-based projects that encourage grassroots climate action. Furthermore, the discussion emphasizes the importance of digital innovation in enhancing USR-driven climate communication, using tools such as online platforms, social media, and virtual collaborations. The study also addresses several challenges, including resource constraints, the necessity for interdisciplinary approaches, and the alignment of USR goals with national climate policies. In conclusion, this research offers recommendations for enhancing USR initiatives in Malaysia to support the Malaysian Government's Agenda on Sustainable Development Goals (SDG).

Keywords: social responsibility, Malaysia, environmental communication, university engagement

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772 Factors Influencing Contact Centre Agents’ Behavioural Intention to Adopt Technology and Their Perceived Usefulness in Enhancing Service Delivery

Authors: Modjela N., S. S. Mkhomazi

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Adopting technology in contact centres is essential for improving service delivery and operational efficiency. This study explores the factors influencing contact centre agents’ behavioural intention to adopt technology and their perceived usefulness of technological tools in enhancing service delivery. The study employs convenience sampling, a non-probability sampling technique. A total of 133 participants were selected from a population of 200. Descriptive data was analysed using the Statistical Package for the Social Sciences (SPSS). A quantitative research approach was used, with data collected through surveys administered to contact centre agents at CTMM. The study discovered that contact centre agents are more inclined to adopt technology when they perceive it as beneficial in improving efficiency, reducing workload, and enhancing customer interactions. Technologies that reduce workload, improve response time, and streamline customer interactions are perceived as more useful. The findings provide insights into how these factors shape agents’ willingness to embrace technology and its impact on customer service efficiency. The study’s outcomes will contribute to the literature on technology adoption in public sector contact centres and offer recommendations for improving technological integration to enhance service quality.

Keywords: contact center, technology adoption, behavioural intention, perceived usefulness, service delivery, technology acceptance model, public sector

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771 Who Heard Us and Who Sees Us: Public Service and the Portuguese Radio on Instagram

Authors: Matilde Almeida

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The present study aimed primarily to understand whether the communication strategy employed by a public service radio station on Instagram significantly differs from that of a private radio station, in order to investigate the influence of public service and its goals. Among the group of Portuguese public service radio stations, Antena 3 was selected for its significant presence on Instagram, while Rádio Comercial was chosen from the private sector using the same criterion. Additionally, two studies were used as inspiration for the structure and organization of this research: More than a Picture – The Adaptation of European Generalist Radio to Instagram by Piñeiro-Otero and Martín-Pena (2020), and Visualising a Non-Visual Medium through Social Media by Ferguson and Greer (2018). Through a quantitative methodological approach, all Instagram posts from 2023 by the selected radio stations were extracted via API (Application Programming Interface). A random sampling was conducted, allowing the generalization of the findings to the entire set of posts for the year, with a margin of error of ± 2.10%. The content analysis technique was also employed. This research revealed significant differences between the communication strategies of Antena 3 and Rádio Comercial, producing results that contradict the prevailing trends in the conclusions of the aforementioned studies. Not only is the influence of the nature of the radio station evident in the communication through Instagram, but it is also noted that “Community” is not a theme with significant presence in either of the analyzed stations. Thus, new data is provided for the academic discussion of radio in the digital world. This work was produced during my master’s degree in Audiovisual and Multimedia, at ESCS in Lisbon (2024).

Keywords: radio, social media, antena 3, rádio comercial, instagram, public service

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770 Strategies for a Tourism Driven Hospitality Management

Authors: Vikramaditya R. Jakkula

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Any tourist is lured towards captivating destinations for touring. He gets physically excited, mentally rejuvenated, and spiritually elevated by visiting amazing locations of splendor and beauty. Tourists willingly travel to engage in activities that transcend their experiences to reality. Tourism management is an applied field of study and area of professional practice devoted to the design, development, and management of leisure and recreation. In this paper, we focus on various strategies that can be applied to Tourism Driven Hospitality Management via overall strategy and top strategy. We also focus on various components that help impact the development of strategy for a destination, which are service operations, tourism travel, and tourism education. We find that the strategies can be applied to improve all levels of tourism driven hospitality.

Keywords: event, hospitality, strategy, tourism

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769 The Double-Edged Sword of Women's Fashion in the Performance of Power: A Study of Marie Antoinette's Pouf Hairstyles

Authors: Xinyue Zheng

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In late 18th-century France, Marie Antoinette elevated the decorative function of hairstyles into a powerful symbol of authority through her towering and intricate pouf creations. These elaborate hairstyles not only underscored her prominence within the ‘theater of power’ but also mirrored broader political and cultural dynamics, serving as mediums of influence while challenging traditional power structures. However, this power was inherently dual in its impact: it amplified women’s visibility in society yet simultaneously invited ridicule and criticism for defying prevailing aesthetics and moral norms in the late 18th, ultimately casting Marie Antoinette as a scapegoat for the decline of the old regime. The study of Marie Antoinette's pouf hairstyles thus unveils the role of fashion as both a historical symbol of power and a reflection of its dual influence on women's agency and subjectivity.

Keywords: fashion studies, culture studies, gender studies, history

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