Post-graduate scholar Gilles Yumo Nyuydzewira has earned a terminal degree following his successful defence of a Doctor of Philosophy (PhD) in Information and Communication Sciences at the Advanced School of Mass Communication (ASMAC) in Yaounde last week. Yumo’s research work, which highlights the critical role of media in shaping public understanding and response to health emergencies, earned him a distinction from the five-member jury of varsity dons who awarded him “mention tres honorable” – the highest grade.
Yumo defended his PhD thesis titled “Covid-19 Media Discourse and Public Perception: The Local Construction of a Social Threat in Cameroon,” on Friday February 14, 2025, before a jury chaired by distinguished Hepato-Gastroenterologist Prof. Njoya Oudou. Other members of the jury included: the Director of ASMAC, Prof. Francios Marc Modzom; acclaimed researcher in media, politics and public opinion in Sub-Saharan Africa, Prof. Thomas Atenga of the University of Douala; revered Professor of Political Science at the University of Yaoundé II, Moluh Yacouba; and the former Director of ASMAC, Prof. Laurent Charles Boyomo Assala, who supervised the thesis.
In his thesis, the candidate presented an in-depth analysis of how the media handled the COVID-19 crisis and the public’s perception of it. He called on the government to develop a comprehensive health and crisis communication strategy and recommended the need for media institutions to enhance their decision-making processes, particularly when covering sensitive health issues.
“The media must be proactive and not allow pessimists to dominate discussions when a real health hazard emerges,” Yumo posited. “Media institutions should develop mechanisms to effectively disseminate content that promotes healthy living and awareness during crises.”
Charmed by his mastery of the subject and presentation, likewise the relevance of the subject, the jury awarded Yumo a PhD with distinction.
Prior to being awarded a PhD, Yumo earned a Bachelor’s degree and a Master’s in Journalism and Mass Communication from the University of Buea. He told reporters that studying for a terminal degree required burning the midnight candle.
“Every PhD fellow will agree that the hardest part of the program is often the ability to maintain and sustain yourself by self-motivation. You start a PhD because you’re passionate about a subject matter,” he said. “Personally, I was able to overcome these challenges because I am not only a team person but an independent researcher.”
After a successful defense, Yumo said the next chapter of his career is to keep making a positive impact in media development, health and crisis communication – with a solution focus.
“More publications from articles to books are next in line,” he said.
When Yumo is not in the classroom teaching or in the office doing research, the prince of the Nso Fondom will probably be playing football or socializing with friends as he takes delight in sharing boozes especially when networking with buddies of Wimbum Keep Fit (WIKEEF); a veteran football club in Yaounde.
