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

© Media Watch 11 (2) 296-309, 2020

ISSN 0976-0911 | E-ISSN 2249-8818

DOI: 10.15655/mw/2020/v11i2/195649


Deploying Digital Media as Innovations in 

Marketing Government Policies and Enhancing 

Civic Engagement among Vulnerable Youths in Calabar


Presly ‘Ruke Obukoadata, Ngozi Eje Uduma, 

Patrick Ene Okon, & Jacqueline Ulam
University of Calabar, Nigeria


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.


Keywords: Digital media, civic engagement, deployment, enhancement, youths, marketing, government policies




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Presly ‘Ruke Obukoadata (Ph.D., University of Uyo, Nigeria, 2015) is currently an Associate Professor of Mass Communication at University of Calabar, Nigeria. He was formerly Chair of the Communications and Multimedia Design Program at the American University of Nigeria. Dr. Obukoadata specializes in brand communications, media studies, communication for development, new media metamorphosis as well as investigation of the intersections between communication, media and human ecology. 

Ngozi Eje Uduma (Ph.D., University of Uyo, Nigeria, 2015) is currently senior lecturer and Head of the Department of Mass Communication at Alex Ekwueme Federal University, NdufuAlifo Ikwo. Dr. Uduma is a former State Director of the National Orientation Agency, an agency of government saddled with changing attitude and beliefs of the citizens. She has interests in development and organizational communication, new media and group communication uses and displacements. 

Patrick Ene Okon (Ph.D., University of Uyo, Nigeria, 2004) is a senior lecturer of Mass Communication at the University of Calabar where he teaches courses in journalism, media studies, publishing and public relations. He has experiences from time spent at the nation’s legislative and executive arms which he brings to bear in classroom and research encounters. 

Jacqueline Ulam is currently pursuing a doctorate degree in communication studies. Ulam has interests in public relations, media psychology and philosophy.