How digital media is shaping democracy, public health, by Akerel

Oluwakemi Elizabeth Akerele is a lecturer at the department of political science, international relations, and mass communication, Landmark University. She recently earned her PhD in mass communication from the University of Ilorin, Nigeria, and has developed a strong and internationally visible research profile in media, health, and political communication. She is a recipient of the University award of Research Excellence in 2025 for her publications in high-ranking Q1 and Q2 journals, as well as the Best Publication by Citation in the College of Business and Social Sciences. Oluwakemi has consistently demonstrated how research can extend beyond academia to influence public awareness, policy, and civic engagement. In this interview with INIOBONG IWOK, she shared her academic journey, her passion for using digital media to drive societal change, and her ongoing research on how online platforms empower women, shape public opinion, and challenge cultural norms. Excerpts:

Can you tell us about your research interests and what drives your work?

My research focuses on digital communication, political participation, and public health communication. I am particularly interested in how digital communication, especially social media, influences behaviour and democratic outcomes in contemporary societies. With the continuous advancement of digital communication technologies and their growing acceptance among media audiences, particularly the youth, social media has become a powerful platform that significantly shapes opinions, decisions, attitudes, and behaviours, including lifestyle choices.

What drives my research is the need to understand this influence more deeply and to explore how these digital tools can be responsibly leveraged for individual and societal well-being. I am interested in how digital communication can be used to promote public health, strengthen democratic participation, and support good governance. My work, therefore, sits at the intersection of media studies, political communication, and health communication, with a strong emphasis on societal impact.

Congratulations on recently earning your PhD! What inspired you to study Mass Communication and pursue a doctorate?

My decision to study Mass Communication was influenced by my father, who loved watching the 7 pm news. Although he was not formally educated, he loves education and was deeply interested in national events and believed that staying informed was important.

Whenever he watched the news, he would ask me to sit with him. At that time, I did not fully understand what the broadcaster was saying, but my father would explain the stories and often speak about how respected and important news broadcasters were in keeping people informed.

Those moments shaped my early interest in communication and influenced my choice of course at the university. I initially entered the field with the intention of becoming a newscaster.

However, as I progressed through my undergraduate and masters studies, my interests evolved. I became more drawn to public relations and advertising, and gradually developed a deeper interest in how communication shapes public perception, behaviour, and social outcomes.

That intellectual curiosity eventually motivated me to pursue a doctorate degree, where I could engage more rigorously with theory and research and contribute more meaningfully to scholarly and societal conversations about media, democracy, and public health.

How did your PhD experience influence your current research trajectory?

My PhD experience significantly shaped my research direction, shifting me from a general interest in social media communication to a more structured, theory-driven, and practice- oriented approach to understanding media influence in society. Although my engagement with social media research began much earlier, the doctoral training gave it a clearer direction and depth.

I started conducting social media research in my second year as an undergraduate, where I carried out a mini research project on the Arab Spring Revolution, focusing on the impact of Facebook on the dethronement of Hosni Mubarak in Egypt in 2011. I built on this interest during my undergraduate thesis, examining the influence of social media on Nigerians’ participation in the 2012 fuel subsidy removal protest. During my master’s programme, I further explored digital communication by investigating the privacy paradox among Nigerian youth, particularly their perception of privacy and patterns of self-disclosure on Facebook. My doctoral training helped me become more intentional in linking communication practices to measurable social and political outcomes, particularly in relation to broader development goals. It strengthened my capacity to think critically about research design, methodological rigour, and the importance of grounding studies within established theoretical frameworks.

The PhD process also broadened my interdisciplinary outlook. I began to see more clearly how digital communication intersects with political participation, public health behaviour, and governance. This shift influenced the direction of my subsequent research, including my publications in international journals and my ongoing work on social media peer-driven communication and health behaviour among young people.

PhD positioned me to contribute more meaningfully to international scholarly conversations while maintaining a strong focus on societal relevance. It also clarified my long-term research trajectory, which centres on examining how digital communication can be harnessed to improve democratic engagement and public health outcomes.

Your recent publications appeared in international journals. What are the key findings from your latest research?

Thank you. My recent publications have appeared in high-ranking international journals, including Taylor Francis, Elsevier, and Springer Nature.

The most recently published in Springer Nature in 2026 examined social media peer-driven communication and Human Papillomavirus (HPV) vaccine uptake among young women in Nigeria. The findings demonstrated that beyond low awareness or cost barriers, stigma and sociocultural expectations strongly inhibit preventive behaviour (vaccine uptake) among the targeted population.

Many female youths in Kwara State perceive the HPV vaccine as relevant only for sexually active individuals, which discourages discussion and uptake.

Public cases, such as a popular Nigerian gospel artist who recently died from cervical cancer, highlight how stigma around sexuality suppresses open conversation about reproductive health and prevents young women from seeking help or vaccination. The study also revealed that platforms like WhatsApp, YouTube, and Instagram are particularly effective for public health campaigns.

Harnessing these platforms for peer-driven health communication can help break the silence around cervical cancer, reduce stigma, and encourage young women to take preventive action.

The other work published in Taylor; Francis in 2025 focused on domestic violence against women in Nigeria. Our findings highlight the powerful role of social media in unifying public opinion and supporting victims.

For instance, the public case of Osinachi, who died from domestic violence in 2021, demonstrated how social media encouraged many Nigerian women experiencing abuse to share their stories, speak out, and take critical steps to protect themselves. Social media helped reduce the fear of isolation and rejection, shaped public attitudes toward survivors, and challenged the stigma around women who are divorced or single mothers.

The research also addressed cultural and religious perspectives, particularly the pervasive culture of “familism,” which often protects abusers and silences victims. It challenges societal norms that tie a woman’s value to her marital status or ability to endure abuse. The findings underline the need to sensitise communities about the worth of girls and women beyond marriage.

Both studies illustrate how digital communication can shape public opinion, support vulnerable populations, and address cultural barriers. They demonstrate the societal relevance and impact of my research, highlighting my ongoing commitment to using communication to promote public health, democratic engagement, and social well-being.

Why is digital communication so important in emerging democracies like Nigeria?

Digital communication is essential in emerging democracies like Nigeria because of its widespread use, especially among younger generations often referred to as Gen Z. This generation was born in the era of evolving digital technologies, and much of what they know and do is tied to digital media.

While family and religion remain important socialisation agents, today’s youth are also socialised by digital platforms, which significantly shape their access to information, opinions, and civic awareness.

Many young citizens show limited interest in traditional politics and governance and rarely engage with traditional news media, even online.

Digital communication, however, provides opportunities to build their interest, enhance their political knowledge, and increase their efficacy. By leveraging social media, these platforms can equip young people with the understanding and motivation to participate actively in governance, thereby supporting democratic processes and fostering a more engaged citizenry.

Congratulations! You recently received an Award of Excellence from Landmark University. What does this recognition mean to you?

Thank you very much. Yes, I recently received the University Award of Research Excellence from Landmark University, and this recognition means a great deal to me. I am grateful to the management of Landmark University for this honour, to my mentor, Professor Adesina Lukman Azeez of the University of Ilorin, for his invaluable counsel, and to all my co-authors who have collaborated with me on research publications.

This award signifies that my research is making an impact beyond local contexts and motivates me to continue advancing societal development through high-quality research published in international journals. It reflects my early-career contributions and consistency in producing work in high-ranking Q1 and Q2 journals.

Additionally, it recognises the social relevance of my research, as evidenced by receiving the best article by citation in the College of Business and Social Sciences.

How do you see your research contributing beyond academia?

Beyond academia, my research is really about making a difference in people’s lives. For instance, my study on domestic violence in Nigeria showed how social media can bring women together, help them speak out, and challenge cultural norms that often silence victims.

Seeing how these platforms reduce fear and give women a voice has made me realise that research can directly inform awareness campaigns and community initiatives.

Similarly, my work on social media communication and HPV vaccine uptake shows how platforms like WhatsApp, Instagram, and YouTube can be used to tackle stigma and encourage young women to take preventive health measures. These insights can guide health educators, NGOs, and policymakers on how to reach young people effectively and address barriers that go beyond just knowledge or cost.

For me, the most exciting part is seeing how research can move from papers to real-world impact, whether it is helping communities understand the value of speaking out, supporting democratic participation, or improving public health strategies. I hope my work continues to provide practical guidance on how digital communication can be harnessed for social good, not just in Nigeria but in emerging democracies more broadly.

What are your future research directions?

My future research builds on the insights I gained during my PhD. I plan to expand my work on digital communication to explore how misinformation, political engagement, and technology influence the health and civic behaviour of young adults.

I am particularly interested in understanding how algorithms shape what people see online, how this affects their knowledge and decision-making, and how it influences their confidence in engaging with civic or health issues.

I also want to study how peer-driven communication on social media can be used to improve public health outcomes, encourage democratic participation, and address societal inequalities.

Ultimately, my goal is to produce research that not only adds to academic knowledge but also provides practical guidance for policymakers, health practitioners, and civil society organisations — both in Nigeria and in other emerging democracies.

With years of experience in Nigerian journalism, Iniobong Iwok has built a reputation for deep political insight, compelling storytelling, and consistent, fact-driven reporting.

Over the years, he has gained extensive experience reporting and writing incisive political analysis. Iniobong has interviewed key political figures across Nigeria and covered major national events, including the 2019 and 2023 general elections.

A versatile journalist, he also has strong experience in education reporting and sector analysis. His work reflects a deep commitment to good governance and public accountability.

Iniobong holds a B.Sc. in Sociology from the University of Ilorin and an M.Sc. in Sociology (Development Specialisation) from Lagos State University.

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