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        <title>Frontiers in Communication | New and Recent Articles</title>
        <link>https://www.frontiersin.org/journals/communication</link>
        <description>RSS Feed for Frontiers in Communication | New and Recent Articles</description>
        <language>en-us</language>
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        <pubDate>2026-09-05T09:25:15.158+00:00</pubDate>
        <ttl>60</ttl>
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        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1927762</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1927762</link>
        <title><![CDATA[When AI travels through history: digital narratives, visual credibility, and epistemic injustice on the “Chloe VS History” channel]]></title>
        <pubdate>2026-09-04T00:00:00Z</pubdate>
        <category>Perspective</category>
        <author>Cristián Londoño-Proaño</author>
        <description><![CDATA[The emergence of historical channels mediated by artificial intelligence (AI) on social media platforms constitutes an emerging communicative phenomenon that the academic literature in visual communication has not yet addressed in a systematic way. Chloe VS History, a YouTube and TikTok channel, offers a paradigmatic case of this new digital narrative. Based on three consolidated theoretical frameworks: the grammar of visual design by Kress and van Leeuwen, the gatekeeping theory by Shoemaker and Vos, and the concept of epistemic injustice by Fricker, the convergence construct of visual hyperrealism is proposed to name the simultaneous intersection of three conditions: the production of images of technical fidelity indistinguishable from a real record, a distribution environment without institutional verification mechanisms, and a good part of audiences without critical tools to evaluate that content. It is proposed that this convergence could generate a form of new epistemic risk that none of the three frameworks, in isolation, manages to fully capture, and that would help explain how a historical inaccuracy could be perceived as true without encountering any institutional or cognitive barrier. The central problem is not the use of AI in itself, nor the story as content, nor entertainment as a format, but its specific articulation in an ecosystem where visual credibility operates independently of factual fidelity. Ethical implications are derived for the individual production of historical content with AI and for the role of distribution platforms, and the analytical limits of the case are discussed in order to open an empirical research agenda in this emerging field.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1819486</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1819486</link>
        <title><![CDATA[Localization and content strategy for Kazakh-language media: what youth usage patterns reveal]]></title>
        <pubdate>2026-09-04T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Ulbossyn Yessenbekova</author><author>Gulzhauhar Bolatova</author><author>Daurenbek Serkebayev</author><author>Saule Tapanova</author><author>Ashekey Saurbayeva</author><author>Ardak Mutarbek</author>
        <description><![CDATA[This study examines Kazakhstani youth's reading and media-consumption shifts toward digital platforms and analyzes how these shifts shape the use and perceived availability of Kazakh-language content in contemporary digital communication. Drawing on an online survey of young people conducted between February and April 2024 (N = 1,570; aged 14–35) across all 20 administrative regions of Kazakhstan, the study examines language practices (language of thought and language of online communication), reading-format preferences, and content demand, and tests their relationship with the frequency of Kazakh-language media consumption and satisfaction with the quantity and quality of Kazakh-language digital content. The findings are interpreted as applying to the study sample and as a basis for future replication using probability-based samples. Descriptive statistics and inferential analyses indicate that the digital environment is now the dominant channel for youth information consumption, accompanied by reduced reliance on print and broadcast formats. Results show that language practices are strongly associated with Kazakh-language engagement: respondents operating primarily in Russian or English digital environments report substantially lower frequency of consuming Kazakh-language content than those who operate primarily in Kazakh, while demographic effects are more limited. The findings also suggest uneven satisfaction with Kazakh-language content availability, pointing to gaps in informational and educational/scientific materials. The study concludes that strengthening Kazakh-language presence in new media requires localization and content strategies that improve visibility and discoverability across platforms, expand high-demand knowledge content, and support language policy goals through digitally native distribution and community-oriented communication.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1947995</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1947995</link>
        <title><![CDATA[Explaining OTT continuance and positive word-of-mouth: the roles of content perceptions, ease of use, trust, and engagement]]></title>
        <pubdate>2026-09-04T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Jorge Serrano-Malebrán</author><author>Diana Veneros-Alquinta</author><author>Marcelo Taito</author>
        <description><![CDATA[IntroductionOver-the-top (OTT) services must retain users and encourage favorable recommendations in an increasingly competitive digital entertainment market. This study examined how content perceptions and perceived ease of use influence brand trust and customer engagement, and how these constructs relate to OTT continuance intention and positive word-of-mouth intention among users in Chile.MethodsA cross-sectional survey was conducted in Chile between August and September 2024. Data from 282 OTT users were analyzed using partial least squares structural equation modeling (PLS-SEM), complemented by importance-performance map analysis (IPMA). Drawing on the Stimulus-Organism-Response (S–O–R) framework, content perceptions and perceived ease of use were conceptualized as service-related stimuli, brand trust and customer engagement as organism-level states, and OTT continuance intention and positive WOM intention as post-adoption responses.ResultsContent perceptions positively influenced brand trust and customer engagement, whereas perceived ease of use positively influenced brand trust but not customer engagement. Brand trust and customer engagement positively influenced OTT continuance intention and positive WOM intention, while OTT continuance intention also positively influenced positive WOM intention. IPMA identified customer engagement as the main improvement priority for both OTT continuance intention and positive WOM intention, combining relatively high importance with comparatively low performance.DiscussionThese results indicate that different service-related stimuli activate distinct organism-level mechanisms: content perceptions are associated with both confidence- and involvement-based pathways, whereas perceived ease of use is associated primarily with a trust-based pathway. Content perceptions emerge as the main upstream driver of favorable post-adoption outcomes, while the IPMA findings highlight customer engagement as a particularly actionable managerial priority for strengthening both retention and advocacy. These findings extend the S–O–R framework to OTT post-adoption behavior in Chile by showing that service-related stimuli and organism-level states play different roles in generating retention and advocacy.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1953623</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1953623</link>
        <title><![CDATA[From Digital Bravado to authorship: a layered competency model for generative AI in interactive audiovisual production (games/XR)]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Hypothesis and Theory</category>
        <author>Kris Alexander</author><author>Thoreau Bakker</author>
        <description><![CDATA[Generative AI is accelerating audiovisual production in games and extended reality (XR), yet it also introduces a distinct socio-technical risk: creators can produce complex, plausible outputs faster than they can meaningfully verify, maintain, or author them. We term this phenomenon Digital Bravado - a misalignment between perceived competence and actual capability that arises when knowledge remains externalized in the model rather than internalized by the creator. While related to automation bias, AI overreliance, the Dunning-Kruger effect, and cognitive offloading, Digital Bravado is domain-specific: it is particularly consequential in interactive audiovisual production, where meaning is enacted through motion, timing, and feedback. Drawing on research-creation methods grounded in the authors' full development and dual-store release of the mobile interactive experience Sleep Train, this Conceptual Analysis proposes a four-layer competency model (AI Literacy → Production Infrastructure Literacy → Engine and Tool Integration Literacy → Critical Literacy) to help creators and educators use generative tools as collaborators without surrendering voice, intentionality, or care. Two practical artifacts, a model overview and a self-assessment rubric, are offered as propositional tools to support curriculum design, reflective practice, and further validation. The framework aims to make Digital Bravado visible and to provide a developmental pathway beyond it.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1852950</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1852950</link>
        <title><![CDATA[Organizational dedifferentiation: neural gradient axes and communication hierarchy in healthcare organizations]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Perspective</category>
        <author>Moeki Nemoto</author>
        <description><![CDATA[Communication failures remain a leading cause of sentinel events in healthcare settings, yet the mechanisms by which organizational communication hierarchies form, function, and fail remain undertheorized. Prior work reconceptualized the Balanced Scorecard (BSC) as a constitutive communication mechanism through Communication Constitutes Organization (CCO) four flows theory; however, a principled account of why such hierarchies erode over time was lacking. This paper proposes that three functional gradient axes of the human neocortex—sensory-association (SA), modulation-representation (MR), and visual-somatosensory (VS)—offer a disciplined analogy for the communication hierarchy of healthcare organizations: the SA axis maps onto vertical strategic integration in BSC implementation; the MR axis parallels the tension between organizational self-structuring and activity coordination in CCO theory; and the VS axis corresponds, more loosely, to interprofessional communication differentiation and integration. Drawing on the neuroscientific finding that gradient differentiation follows an inverted-U trajectory and declines through dedifferentiation, the concept of organizational dedifferentiation is introduced: progressive erosion of communication hierarchy in mature healthcare institutions, manifesting as SA collapse, MR rigidification, and VS homogenization. Unlike existing lifecycle theories, this framework offers a candidate mechanism, a tentative collapse sequence, and three diagnostic indicators—SA coherence index, MR balance ratio, and VS integration score—proposed as measurable in principle before overt communication failure occurs. Active constitutive BSC use is proposed as a functional organizational analogue of cognitive reserve—by analogy rather than biological equivalence—that may help sustain communication hierarchy against dedifferentiation. This perspective opens a new interdisciplinary research agenda at the intersection of organizational communication theory and cognitive neuroscience.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1739545</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1739545</link>
        <title><![CDATA[Communicating wicked sustainability problems in a natural history museum – communication models, dilemmas, and societal transformation]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Lena Theiler</author><author>Simone Rödder</author>
        <description><![CDATA[IntroductionSustainability problems such as biodiversity loss are difficult to communicate due to their complex, interrelated systems, divergent perspectives and controversies, scientific uncertainties, and pressing political decisions.MethodsBased on qualitative interviews and document analysis, this study investigates how the public communication of wicked sustainability problems is realised in a natural history museum.ResultsIt finds that the museum staff employs the Dissemination, Dialogue, and Participation communication models to address the inherent characteristics of wicked sustainability problems, namely Complexity, Uncertainty, Controversy, and Urgency. The study also uncovers communication dilemmas, including the challenge of balancing sustainability issues with leisure experiences and avoiding moral authority.DiscussionThe research emphasises the strength of combining communication models to appropriately reflect the multifaceted nature of wicked sustainability problems. By advancing the understanding of science communication on sustainability problems in a museum context, this research contributes to the development of innovative communication strategies for sustainability and ecosystem protection.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1957396</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1957396</link>
        <title><![CDATA[Editorial: Workplace bullying and harassment: exploring the darkside of workplace communication]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Editorial</category>
        <author>Stacy Tye-Williams</author><author>Loraleigh Keashly</author>
        <description></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1895277</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1895277</link>
        <title><![CDATA[Empowerment or exploitation? reconsidering women's social media entrepreneurship in the gig economy]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Opinion</category>
        <author>Ajimon George</author><author>Neethu Jose</author><author>T. J. Amal Sharin</author>
        <description></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1869027</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1869027</link>
        <title><![CDATA[How listeners evaluate credibility in science podcasts: a qualitative focus group study of affective closeness and cognitive transparency]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Angelika Taetz-Harrer</author><author>Jan P. Ehlers</author><author>Julia Nitsche</author>
        <description><![CDATA[Science podcasts are increasingly prominent in public-facing science communication, but little is known about how listeners evaluate their credibility under everyday audio conditions. This exploratory qualitative study used a shared episode from a German public-service science podcast and three focus groups with ten adults. The transcripts were analyzed using deductive-inductive structuring qualitative content analysis. Participants’ accounts were organized around two functionally distinct but related dimensions. The affective-closeness dimension captured relational responses associated with voice and prosody, narrative self-disclosure, direct address and interaction, and familiarity through repeated listening. The cognitive-transparency dimension captured participants’ perceptions that communicative features supported access to evidence, epistemic status marking, and structural orientation. Participants often related approachable, relational communication to the expectation that the basis and status of scientific claims could be located and examined when needed. The findings do not establish that credibility consists of these dimensions or that a particular balance between them produces credibility. Rather, they support a context-bound, empirically grounded interpretative model of credibility evaluation in the shared-stimulus setting. The study further derives a preliminary, listener-informed checklist for reflective podcast production and publication. This heuristic requires validation across audiences, genres, topics, production settings, and cultural contexts.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1898043</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1898043</link>
        <title><![CDATA[Mapping the terrain and the talk: a conceptualised model of patterns of communication and their SWOT in educational groups]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Jennifer Ijei</author><author>Stella Aririguzoh</author><author>Ada Peter</author><author>Tolulope Kayode-Adedeji</author><author>Moses Beredugo</author><author>Thelma Ekanem</author><author>Aramide Aluko Afolayan</author>
        <description><![CDATA[BackgroundThe patterns of group communication determine the way of learning, being involved, and knowledge building among students. The SWOT analysis, as an explanatory framework of the processes of learning, being involved, and building knowledge among students, is under-theorised in educational communication research in relation to the patterns of group communication.PurposeThis paper, based on a theoretical framework that includes SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, was used to analyse group dynamics in the educational setting through archetypal patterns of group communication: Maypole, Round Robin, Hot Seat, and Free-Floating.ProcedureThe framework was synthesised from literature across various disciplines and was informed by focus group discussions with 28 male undergraduate students from three selected institutions in Delta State, Nigeria. The qualitative data were presented to empirically illustrate and modify the proposed conceptual framework, rather than testing it, and were analysed using thematic analysis.FindingsCommunication patterns act as structuring forces between individual agencies (Social Exchange Theory) and social structure (Social Identity Theory). The Maypole pattern concentrates on power and risks groupthink, whereas the Round Robin and Free-Floating patterns encourage equal participation and learning. Certain patterns strengthen and improve opportunities and diminish weaknesses and threats.ContributionThe article has a role in communication theory as it discusses the agency-structure dilemma in learning institutions and offers the teacher a diagnostic tool to strategically choose and apply patterns of communication in order to maximise learning. Empirical testing is provided with formal propositions.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1862301</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1862301</link>
        <title><![CDATA[Knowledge economy, artificial intelligence and media industries: pathways to organizational sustainability in the era of digital transformation]]></title>
        <pubdate>2026-09-03T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Abdulla Ebrahim Altaher</author><author>Elsir Ali Saad Mohamed</author><author>Rania Dafalla</author><author>Umhani Abusabbah El Sheikh Eltayeb</author><author>Bahaeldin Ali Bashir Hamid</author>
        <description><![CDATA[This study examines how media organizations in the Gulf region mobilize knowledge economy principles and sustainable innovation frameworks to enhance organizational sustainability amid rapid digital transformation and the accelerating adoption of artificial intelligence (AI) technologies. Grounded in an integrated theoretical framework that synthesizes knowledge economy theory with sustainable innovation perspectives, the research investigates institutional readiness to transition toward knowledge-based models, AI's role in supporting operational and economic sustainability, structural knowledge transformations associated with digitization, and the ethical–social dimensions of technological change. A descriptive-analytical design was employed using a structured questionnaire administered to a purposive sample of 400 media professionals in Bahrain and the United Arab Emirates, yielding 390 valid responses (97.5% response rate). The instrument demonstrated acceptable internal consistency (Cronbach's α = 0.84) and a confirmed five-factor structure. Descriptive and inferential analyses—including chi-square tests, independent-samples t-tests, one-way ANOVA, and Spearman's rank-order correlations—were conducted to examine associations among the study's empirical axes. Findings reveal strong consensus regarding insufficient supportive regulatory policies for AI (69.0%) and significant concern about AI's potential impact on traditional jobs (62.8%). While respondents report high agreement that digital transformation improves knowledge management (82.9%) and that AI enhances efficiency and cost reduction (86.7%), persistent training gaps (75.7%), infrastructural constraints (61.3%), and substantial ethical uncertainty (only 39.0% agree that ethical considerations are adequately addressed) remain salient. Inferential analyses confirm a statistically significant negative association between perceived ethical adequacy and job-security anxiety, and a positive association between training availability and perceived organizational readiness. The paper proposes a three-pathway conceptual model—capability, governance, and cultural—that operationalizes the joint predictions of knowledge economy and sustainable innovation theory, and formulates practice-oriented recommendations for policymakers and media leaders.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1875348</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1875348</link>
        <title><![CDATA[The influence of social determinants of health on heat illness prevention and seeking/trusting information sources among Florida residents]]></title>
        <pubdate>2026-08-31T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Alejandro Mena</author><author>Andres F. Manrique</author><author>Ashley McLeod-Morin</author>
        <description><![CDATA[Heat-related illnesses (HRIs) are a growing public health concern, particularly in the context of global climate change. Vulnerable populations, such as agricultural and outdoor workers, face disproportionate risks of HRIs. This study investigates associations between social determinants of health (SDOH) profiles and prevention behaviors, trust in information sources, and frequency of information-seeking related to extreme heat among Florida residents. Using a Bayesian Profile Regression (BPR) approach, we identified four clusters based on six sociodemographic and contextual variables from an online survey administered to 500 Florida residents, including income, education, race/ethnicity, occupation, political orientation, and urban/rural status. Logistic regression models were then used to examine associations between these clusters and key HRI-related outcomes. Cluster 3, characterized by low income, low education, rural residency, agricultural work, and high proportions of Hispanic and Black people, showed elevated odds of low prevention and distrust in institutional information sources. Clusters 2 and 4 demonstrated more selective distrust of government-affiliated platforms. These findings underscore the need for targeted, culturally responsive health communication strategies tailored to the diverse SDOH profiles influencing heat-related vulnerability.Take-home messageSocial determinants of health profiles are associated with differences in prevention behaviors and trust in information sources during extreme heat. Populations characterized by lower income, lower education, and rural/agricultural backgrounds may experience greater heat-related vulnerability, highlighting the need for culturally responsive and targeted communication strategies.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1888672</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1888672</link>
        <title><![CDATA[Digital influence and conscious consumerism: how social media shapes Saudi Women’s Ramadan purchase behavior]]></title>
        <pubdate>2026-08-31T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Khuloud Aldakhil</author><author>Sherif Badran</author>
        <description><![CDATA[This study tests an integrated model of how social media dependence, advertising content type, and influencer-related social proof shape conscious consumer behavior among Saudi women during Ramadan, and examines whether this relationship is homogeneous across age, education, and income. A cross-sectional survey of 408 Saudi women was conducted during Ramadan 1447 AH (2026 CE) using a 29-item validated questionnaire and non-probability purposive sampling. Data was analyzed using simple linear regression, PROCESS macro mediation (Model 4), and Kruskal–Wallis tests. Social media platform reliance was significantly associated with conscious consumer behavior (R2 = 0.436, β = 0.660, p < .001); authentic personal content was a stronger predictor of engagement than promotional content (R2 = 0.488, β = 0.699, p < .001); and social proof cues were more strongly associated with purchase-relevant trust than direct influencer endorsement (R2 = 0.417, β = 0.646, p < .001). Content-engagement interaction fully mediated the path from content type to conscious consumer behavior (β = 0.371, 95% CI [0.282, 0.463]). No significant differences by age, education, or income were observed (Kruskal–Wallis, all p > .05, η2 < .01). Implications: These findings suggest that, within this sample, engagement-driven and social-proof-driven mechanisms are more strongly associated with conscious purchase behavior than direct promotional or influencer-led messaging, and that the Ramadan period may be associated with reduced demographic differentiation in social media-driven consumer behavior. Contributions: This study offers an empirically tested integrated framework linking media dependence, content processing, and social validation mechanisms to conscious consumer behavior in a Ramadan-specific, Saudi female sample, and proposes two theoretical propositions for further testing—the “influencer paradox” and the “Ramadan cultural universality hypothesis.”]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1876890</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1876890</link>
        <title><![CDATA[When more specs mean less engagement: rhetorical move structures and behavioral engagement in influencer-generated product review videos]]></title>
        <pubdate>2026-08-31T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Hanqing Gong</author><author>Qunhang Xu</author><author>Xiaotong Zhang</author>
        <description><![CDATA[IntroductionInfluencer-generated product review videos (IGPRVs) are an important form of electronic word-of-mouth for high-involvement products such as smartphones, but relatively little is known about how their rhetorical organization relates to behavioral viewer engagement.MethodsThis study used move analysis to examine the proportional distribution and temporal configuration of rhetorical moves in 54 flagship smartphone review videos from Bilibili. The videos were annotated through a human-AI collaborative coding procedure with satisfactory intercoder reliability (kappa = 0.72). Behavioral Engagement Rate was operationalized as likes, coins, and shares relative to views.ResultsTechnical verification (M4) occupied 48.56% of average video duration and was negatively correlated with behavioral engagement (r = −0.42, p = 0.002), whereas critiquing (M6; r = 0.47) and contextualizing moves (M2; r = 0.40) showed positive correlations. At the corpus level, videos containing prolonged uninterrupted M4 sequences tended to exhibit lower behavioral engagement, whereas videos interspersing technical evidence with evaluative and contextualizing discourse tended to exhibit higher behavioral engagement. Creator-level analysis suggested that stable differences across influencers contributed to this pattern.DiscussionBy conceptualizing temporal configuration as a dimension of rhetorical organization and introducing LC4MP as an interpretive perspective, this study extends move analysis to platform video and advances communication research on how technical information is structured over time.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1900979</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1900979</link>
        <title><![CDATA[English in Hindi prime-time television news: a comparative study of linguistic hybridity across four Indian news channels]]></title>
        <pubdate>2026-08-31T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Manisha Sinha</author>
        <description><![CDATA[This study examines patterns of English usage and linguistic hybridity in Hindi prime-time television news through a comparative analysis of four leading Indian news channels: Aaj Tak, Zee News, NDTV India, and TV9 Bharatvarsh. Drawing on sociolinguistics, media discourse studies, and World Englishes, it analyses how English lexical items are incorporated into Hindi news discourse through code-mixing, code-switching, lexical borrowing, and hybrid compounds. A mixed-methods approach combines corpus analysis of prime-time news broadcasts with a questionnaire survey examining audience perceptions of English use in Hindi television news. Because the broadcast corpus was collected during July 2020, at the early stage of the COVID-19 pandemic, the study also captures the emergence of health-related English neologisms in Hindi news discourse. Although the dataset represents a specific historical period, it provides a valuable snapshot of linguistic innovation during a time of rapid social and public health change. These observations offer insights into processes of lexical innovation, semantic adaptation, and language change during a period of significant societal disruption. The findings indicate that English functions as an integral component of contemporary Hindi television news discourse rather than merely a supplementary linguistic resource. Although all four channels employ English, the distribution and communicative functions of English lexical items vary across channels in line with editorial style and institutional identity. English appears to be strategically employed to convey authority, immediacy, technical precision, and newsworthiness, while it may also function as a resource for audience engagement and channel branding. Overall, the study contributes to research on sociolinguistics, media discourse, bilingualism, and World Englishes by demonstrating how Hindi television news has developed a distinctive bilingual media register shaped by globalization, institutional practices, and changing audience expectations.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1863794</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1863794</link>
        <title><![CDATA[Do text-based hooks predict engagement? A measurement framework and a cautionary null result for ICH short videos on Douyin]]></title>
        <pubdate>2026-08-31T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Xiwen Xu</author><author>Chenyu Wang</author>
        <description><![CDATA[Intangible Cultural Heritage (ICH) promotion on social media faces unique challenges, especially on feed-based, short- video platforms like Douyin. This study examines Intangible Cultural Heritage (ICH) videos on Douyin by decomposing the concept of a “hook strategy” into 24 distinct features and ranking their relative importance to user engagement. Our contribution is primarily a measurement framework that decomposes the otherwise loosely defined notion of a “hook” into concrete, reproducible textual and verbal features, together with a comparison of how strongly these features are associated with engagement in a large ICH corpus. We do not aim to predict engagement—which in this cultural-communication setting is inherently high-variance—but to compare the relative importance of these features. The findings reveal that importance concentrates in title-level and title–text features—Title Sentiment Score (TSS), Title–Text Semantic Similarity (TtSS), and a mutually-collinear semantic-magnitude block (Title and Text Semantic Density and their difference, TSD, tSD and TtSD). Because the random forest cannot separate this collinear block and does not generalize out of sample (held-out R2 ≈ 0), we test these associations in a covariate-adjusted regression layer that controls for length and corrects for multiple testing. Only Title Semantic Density survives: concise, focused titles (higher title-embedding magnitude) are associated with higher likes and comments after adjusting for length (β ≈ 0.30–0.35, FDR-p < 0.02). The remaining high-importance features—including title sentiment—are not robust to adjustment, and unadjusted correlations are weak because several measures co-vary with length. We read this gap between importance rank and adjusted association as a substantive result: most text-based hook signals do not survive proper adjustment, and engagement is dominated by exposure. The contribution is thus a reproducible measurement framework, one robust association (title focus), a construct-validity critique of norm-based semantic measures, and a cautionary negative result for text-only accounts of short-video engagement, pending experimental validation.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1905570</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1905570</link>
        <title><![CDATA[Monetizing achievement: flow experience, game genre, and in-game consumption in the marketing communication of virtual goods]]></title>
        <pubdate>2026-08-28T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Yunyan Huang</author><author>Joston Gary</author>
        <description><![CDATA[Background and objectiveOnline games combine gameplay with commercial communication through rankings, rewards, item descriptions, progression systems, and competitive feedback. These features communicate the functional and symbolic value of virtual goods, yet the psychological processes associated with players’ consumption responses remain insufficiently explained within Advertising and Marketing Communication. This study examines the associations among Achievement Motivation, Flow Experience, Game Genre, Player Type, and Online Game Consumption Behavior by integrating achievement motivation theory, flow theory, and person–situation interactionism.MethodsA laboratory-based cross-sectional correlational study was conducted with 300 online game players recruited through Credamo in 2024. Credamo was used only for participant recruitment. Participants attended an offline laboratory in Hengqin, Guangdong, played their preferred online game for 60 min, and completed a post-session questionnaire. Online Game Consumption Behavior was represented by four ordered categories of monthly in-game expenditure. Player Type was classified as light or heavy according to weekly gaming time, while Game Genre was coded as a competitive or noncompetitive game context. The proposed associations were examined using regression-based moderation and mediation analyses with 5,000 bootstrap samples.ResultsAchievement Motivation was positively associated with Online Game Consumption Behavior (B = 0.609, p < .001) and Flow Experience (B = 0.528, p < .001). Flow Experience remained positively associated with Online Game Consumption Behavior after Achievement Motivation was included in the model (B = 0.617, p < .001). The indirect association through Flow Experience was statistically different from zero [B = 0.326, 95% CI (0.229, 0.479)], while the direct association remained significant (B = 0.283, p < .001). Player Type did not significantly moderate the association between Achievement Motivation and Online Game Consumption Behavior (B = −0.044, p = .173). Game Genre showed a significant moderating association (B = 0.220, p < .001), with a stronger positive association in competitive game contexts.ConclusionsThe findings connect online game consumption with a commercial communication environment formed through gameplay systems and purchase-related information. Flow Experience statistically accounted for part of the association between Achievement Motivation and Online Game Consumption Behavior, while Game Genre was associated with variation in the strength of this relationship, with a stronger positive association in genres coded as competitive. The results suggest that the meaning communicated through virtual goods may be more closely related to player motivation when competition and visible performance comparison are central to gameplay.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1889790</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1889790</link>
        <title><![CDATA[The algorithmic authenticity paradox: toward a cultural trust calibration framework for AI-mediated strategic communication in high-context bilingual societies]]></title>
        <pubdate>2026-08-28T00:00:00Z</pubdate>
        <category>Conceptual Analysis</category>
        <author>Ammar Mohamed</author>
        <description><![CDATA[This rapid integration of generative AI into strategic communication has spurred a growing body of research on AI authorship disclosure, trust, and authenticity. Theoretical models, which include the Machine Heuristic, Trust Calibration, and Source Credibility frameworks, were developed and tested in Western, low-context, monolingual cultural environments. They do not adequately address the cultural and linguistic dynamics in audience responses to AI-mediated communication in high-context bilingual societies. Therefore, there is a need for a new theoretical model that can better explain how disclosure of AI authorship interacts with cultural and linguistic variables to produce differential trust outcomes. Drawing upon emerging experimental evidence from Gulf Cooperation Council (GCC) audiences, this article presents the Cultural Trust Calibration Framework (CTCF), an integrative model that explains how disclosure of AI authorship interacts with cultural and linguistic variables to produce differential trust outcomes. The proposed model is developed based on the integration of cross-disciplinary scholarship from communication, cross-cultural psychology, and human–AI interaction research. The framework posits three primary concepts: (1) the Algorithmic Authenticity Paradox, a structural contradiction between AI transparency capabilities and AI's incapacity to manifest cultural-relational authenticity; (2) Cultural Trust Calibration, the process by which high-context culture receivers dynamically adjust their trust on the basis of linguistic, modal, and cultural cues; and (3) Bilingual Trust Asymmetry, the differential effect of AI disclosure in the same bilingual audience. The CTCF develops seven testable hypotheses for empirical research, articulates operational measures for each construct, and outlines a research agenda for the emerging field of culturally calibrated AI communication scholarship. The paper also presents ethical implications for health, government, and crisis communication in multilingual high-context environments, particularly related to culturally differentiated disclosure. The framework offers the initial systematic theoretical description of how culture and language together regulate the AI disclosure penalty established through recent experiments, broadening Western AI-trust theory to a much more extensive cultural-communicative domain.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1931016</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1931016</link>
        <title><![CDATA[Cultural values and AI influencers: how trust and attachment drive decision confidence among consumers in the beauty and fashion market]]></title>
        <pubdate>2026-08-27T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Ebenezer Arthur Duncan</author><author>Winston Asiedu Inkumsah</author><author>Rockson Opare-Boateng</author>
        <description><![CDATA[IntroductionAI influencers are increasingly used in beauty and fashion marketing, but evidence on what drives consumer trust in emerging markets is limited. In collectivist contexts such as Ghana, cultural values may shape evaluations of AI agents. This study examines how cultural values and AI-driven influencer credibility influence trust, attachment, and decision confidence among young consumers in Ghana's beauty and fashion sector.MethodsData were collected from 817 Ghanaian social media users aged 18–45. Partial least squares–structural equation modeling was used to test seven hypotheses on direct effects and mediation.ResultsAll seven hypotheses were supported. Cultural values significantly enhanced AI-driven influencer credibility. Both cultural values and AI-driven influencer credibility significantly increased influencer attachment. AI-driven influencer credibility strongly predicted trust in AI-driven influencers. Trust significantly influenced decision confidence. Cultural values also had a direct effect on decision confidence. Trust mediated the relationship between AI-driven influencer credibility and decision confidence. The model explained 50.4% of variance in decision confidence.DiscussionThe findings extend Source Credibility Theory to AI agents in an emerging market. In collectivist contexts, cultural values build credibility for AI influencers, which promotes trust and attachment. For practice, brands targeting young consumers in emerging markets should use cultural cues to strengthen AI influencer credibility and focus on trust in AI campaigns for beauty and fashion. The study is limited to Ghana's youth market. Cross-cultural replication is required. This is the first study of AI influencer credibility among youth in sub-Saharan Africa's beauty and fashion sector.]]></description>
      </item><item>
        <guid isPermaLink="true">https://www.frontiersin.org/articles/10.3389/fcomm.2026.1856077</guid>
        <link>https://www.frontiersin.org/articles/10.3389/fcomm.2026.1856077</link>
        <title><![CDATA[Framing COVID-19 across contrasting media systems: a corpus-assisted analysis of BBC and Al Arabiya coverage on X, 2020–2022]]></title>
        <pubdate>2026-08-26T00:00:00Z</pubdate>
        <category>Original Research</category>
        <author>Saud Shbeer</author>
        <description><![CDATA[This study examines how two leading news organisations operating in contrasting political and media systems, the BBC in the United Kingdom and Al Arabiya in Saudi Arabia, framed COVID-19 in content distributed through their official X (formerly Twitter) accounts between January 2020 and February 2022. The comparison is motivated by systemic contrast rather than institutional equivalence: the BBC is a publicly funded broadcaster with editorial independence operating in a liberal-democratic media system, while Al Arabiya is a privately owned pan-Arab network operating within a state-influenced media environment. Drawing on framing theory and Hallin and Mancini's comparative media systems framework, the study combines qualitative framing analysis with corpus linguistic methods applied to a bilingual dataset: 11,451 English-language BBC articles (3,576,484 tokens) and 826 Arabic-language Al Arabiya articles (387,479 tokens, of which 310,174 are content words) linked from the two accounts. Eight frames were identified across both corpora. Qualitative frame analysis is complemented by two statistical tests: a chi-square test of the frame distribution between outlets, and log-likelihood keyness testing comparing the early pandemic phase (March–May 2020) with the vaccination phase (December 2020–February 2021) within each corpus. The frame distributions differ significantly between outlets [χ2(7) = 364.4, p < 0.0001], though with a modest effect size (Cramér's V = 0.162); standardised residuals show the association is driven by the Uncertainty, War, Authority-Centric and Human-Interest frames, while Government Handling and Economic Consequences do not differ significantly. Keyness results confirm a decisive and statistically robust narrative shift in both outlets, from an early vocabulary of outbreak, containment and protective equipment to a vaccination-dominated vocabulary. Culturally specific patterns are also evident: the Al Arabiya early-phase keywords foreground curfew, Ramadan and communal prayer, while its vaccination-phase keywords foreground the state health platform Sehaty. Frame distribution shows the BBC emphasising uncertainty and government criticism, and Al Arabiya emphasising commitment and transparency, collective mobilisation and state authority, with both outlets converging on authority-centred framing during the acute outbreak. The study contributes a bilingual, longitudinal account of how political structures, cultural values and institutional roles shape pandemic framing across divergent media systems.]]></description>
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