Research exposes how newspaper headlines shape public perception, conflict narratives and ideological division.
The defence was conducted before a six member jury chaired by Professor Tanda Vincent, with Professors Victor N. Cheo and Asonganyi Esther serving as rapporteurs. The panel also included Professors Njimeli Alexandre, Muluh Henry and Wega Simeu. The work was jointly supervised by Professor Victor N. Cheo, Professor of Communication, and Professor Asonganyi Esther, Associate Professor of Linguistics at the University of Bamenda.
The study by Dr Bah Tokoh interrogates the relationship between language, ideology and social practice in Cameroonian newspaper headlines published between 2017 and 2023. It focuses on media portrayals of the North West and South West crisis, the Boko Haram insurgency and the post 2018 presidential election period, all of which have significantly shaped national discourse.
Using a mixed methods approach, the research analysed 250 purposively selected headlines from Cameroon Tribune, The Post, The Guardian Post, La Nouvelle Expression and L’Œil du Sahel. The qualitative analysis applied Jeffries’ textual conceptual functions within a critical stylistic framework, while quantitative data was gathered through questionnaires administered to 250 readers across Bamenda, Buea, Yaoundé, Douala, Bafoussam and Maroua.
The findings revealed a strong correlation between linguistic choices and ideological positioning in newspaper headlines. According to the study, Cameroon Tribune adopted a largely positive tone consistent with a pro government agenda. The Post employed emotive language advocating for marginalised communities and political reform. The Guardian Post reflected a more conciliatory and centrist posture, while La Nouvelle Expression favoured an evocative tone supporting multiple perspectives. L’Œil du Sahel, the study found, displayed an advocative tone rooted in ethno regional considerations.
Dr Bah Tokoh concluded that these linguistic patterns mirror underlying politico economic interests and contribute to ideological fragmentation among readers. He warned that unchecked editorial bias can deepen polarisation in an already fragile socio political environment.
The thesis recommends stronger government action to address structural inequalities, a nationwide journalist retraining programme and increased support for a responsible private press. It also calls for inclusive language policies aimed at fostering social cohesion and national unity.
Beyond its academic contribution, the research carries practical implications for journalism practice in Cameroon. It provides a framework for media professionals to better understand the power of language in shaping perceptions, encouraging more balanced and ethical reporting, particularly in conflict sensitive contexts.
Speaking after the defence, Dr Bah Tokoh who is currently the station Manager of CBC Radio Bamenda, urged young researchers to pursue studies that address real social problems and propose workable solutions. He stressed that doctoral research should strengthen society rather than inflame existing tensions and encouraged respect for academic institutions, supervisors and scholarly guidance.
By bridging academic inquiry and media practice, Dr Emmanuel Bah Tokoh’s work positions him as a key voice in conversations on conflict reporting, media responsibility and national cohesion at a time when Cameroon’s information space remains deeply influential and contested.
By Bakah Derick for Hilltopvoices Online
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