This study explores the construction of Chengdu’s city image ontheChinese short video platform Douyin. As social media has become a core channel for city brand communication, short videos have become an important means of influencing the public’s perception of cities. As a popular tourist destination andaculturally active city, Chengdu provides an ideal case study for examining howdigital media narratives construct city image. Based on the theoretical framework of frametheory, this study starts with three dimensions: visual frame, narrative frame, andemotional frame. Specifically, the researchers have conducte..
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The shift to hybrid flexible learning in response to the global pandemic and post-pandemic changes has accelerated the need for digital tools in higher education. This study aimed to explore the lived experiences of higher education institution faculty specifically in the Province of Bukidnon, Philippines, regarding their use of digital tools in teaching. Employing hermeneutic phenomenology, the study utilized a digital competence survey and interviews to gather data from nine faculty teaching general education subjects ensuring that they taught diverse students from different academic programs. The findings r..
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Ini adalah kajian penerokaan yang bertujuan untuk meneroka kebiasaan, persepsi dan cabaran yang berkaitan dengan teknologi kecerdasan buatan (AI) dalam talian di kalangan pelajar pasca siswazah di Universiti Pendidikan Sultan Idris (UPSI). Kajian ini menggunakan metodologi penyelidikan kualitatif untuk mendapatkan pandangan yang mendalam tentang pengalaman dan perspektif pelajar pasca siswazah mengenai penggunaan alat AI dalam proses pembelajaran mereka. Persoalan kajian menumpukan pada tahap kebiasaan dan pemahaman tentang alatan AI dalam talian dalam ..
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Abstract: Effective communication between institutions and their users is essential for resolving issues promptly and efficiently. Despite this, many existing ticketing systems continue to rely on basic forms or manual processes, which often lead to delays, misunderstandings, and a lack of transparency. This paper presented a project that introduces an enhanced solution which an AI-driven Ticketing System designed to help institutions manage and respond to user-reported issues more effectively, while keeping users informed throughout the process. Drawing inspiration from Schramm’s Model of Communication, the sy..
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This study critically examines the applicability of Stella Ting-Toomey’s Face-Negotiation Theory (FNT) in interpreting intercultural communication dynamics between two culturally related yet nationally distinct communities: the Cocos Malays of Tawau, Sabah, and those residing in the Cocos (Keeling) Islands of Australia. Despite sharing common ethnic and linguistic origins, these communities have developed divergent communicative norms influenced by differing socio-political systems, colonial legacies, and national identities. Face-Negotiation Theory posits that facedefined as an in..
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Visual languages inherent in films often remain elusive to learners, resulting in misconceptions, diminished appreciation, and a failure to grasp the underlying messages. Forty senior high school students’ participants of Baybay City, Leyte, Philippines, were assessed for their knowledge and comprehension of the visual languages employed in a regional short film. They interpreted symbolic codes of the establishing, conflict, and denouement scenes and deciphered their meanings through Semiotic Analysis. Kress and Van Leeuwen's Descriptive Visual Social Semiotic Analysis revealed participants' latent need for so..
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The increasing global popularity of international television dramas (particularly K-dramas and C-dramas) has had a significant impact on audience behavior, mainly in terms of media consumption and travel goals. This conceptual paper analyses the influence of Korean and Chinese dramas on Malaysian audiences, with a focus on how these narratives contribute to screen tourism. The paper investigates how televised cultural representations influence audiences' cultural perceptions, emotional connections, and travel motivations, using a framework that includes media influence and cultural perception, emotional engage..
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The proliferation of fake news on social media presents a significant threat to democratic integrity and public trust. This study examines the informational and social gratifications that drive fake news sharing, focusing on Malaysian social media users. Anchored in the Uses and Gratifications Theory (UGT), the research investigates three predictors of social needs (homophily, status seeking, and socializing) and three predictors of informational needs, (altruism, information seeking, and information sharing) —and assesses the moderating role of perceived source credibility. A quantitative survey was conducted..
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This study examines the role of digital campaigns in addressing social issues, with a specific focus on how the integration of Naqli (revealed knowledge) and Aqli (rational knowledge) enhances the effec>veness of these campaigns among Muslim youth. Digital media campaigns are increasingly recognized for their potential to drive social change, especially when they incorporate both ethical and ra>onal frameworks. Through a hands-on learning approach, par>cipants engaged in iden>fying social issues arising around them, while proposing solutions to these issues based on the integra>on of knowledge. ..
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In the digital age, food has evolved beyond sustenance to become a medium of self-expression, cultural identity, and social connection—particularly within digital and social media spaces. However, mainstream platforms often deliver fragmented experiences, lack personalized discovery, and overlook opportunities to support global goals such as Zero Hunger (SDG 2) and Responsible Consumption (SDG 12). This paper presents FoodSnap, a social media application developed to enhance food engagement through personalized discovery, community-driven content, and advocacy for responsible consu..
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Relying solely on text in education presents challenges such as reduced attention spans and learner disengagement. Integrating relevant visual elements, such as images, icons, and diagrams, can enhance understanding, particularly for abstract concepts. For learners who are not fluent in the language of instruction, visual rhetoric transcends linguistic barriers, making educational content more accessible. This study focuses on the role of visual rhetoric in open distance learning (ODL), aiming to illustrate how visual elements can improve accessibility ..
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