THE ROLE OF STRATEGIC MEDIA RELATIONS IN COUNTERING DISINFORMATION AND PROMOTING DIALOGUEINDIGITALPEACEBUILDINGINITIATIVES.
TEMISAN ETIETSOLA
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ABSTRACT
The rise of disinformation in digital spaces poses a significant threat to peacebuilding initiatives, especially in conflict-prone societies where online narratives can exacerbate divisions or incite violence. While digital peacebuilding has gained traction through the use of online platforms, apps, and storytelling campaigns, the role of strategic media relations remains under-explored. This study investigates how structured engagement between peace organizations and media actors, particularly across news and social media platforms, can enhance the effectiveness of digital peacebuilding initiatives. A descriptive survey design was used. Four research questions and four hypotheses guided the study. The study sampled 143 respondents from a target population of 222 media professionals, NGO peace-builders, digital advocates, and government officials. Data were collected using a structured questionnaire, analysed using descriptive and inferential statistics, including Pearson correlation via SPSS Version 26. Results reveal a statistically significant relationship between media partnerships and the capacity to counter disinformation, build trust, and promote dialogue in digital spaces. The study contributes to scholarship by re-framing media engagement as a proactive peacebuilding tool, offering a scalable framework for designing interventions that strengthen resilience against disinformation. Recommendations include capacity building for media actors, development of proactive engagement frameworks, and investment in hybrid digital communication strategies.
Key Words: Strategic media relations, Digital peacebuilding, Disinformation, Dialogue promotion
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