Digital Media Use: Analyzing Facebook Engagement for Unity Building in South Sudan

Abstract

Kenyi Betuel B. Marle

Social media platforms have emerged as powerful tools for communication, advocacy, and community organizing in conflict-affected communities. However, there is limited empirical evidence on how Facebook pages facilitate interaction about peace and unity in South Sudan. This paper examines how the Kajo Keji Unity Tournament (KKUT) Facebook page facilitates interaction about unity building, peacebuilding, and development activities in South Sudan. Through qualitative content analysis of 76 Facebook posts randomly selected from 2025 and 2026 comprising 9,877 total words, the study employed Voyant Tools as a digital research aid to support thematic identification and interpretive analysis. Kelman's (1958) social influence theory served as the analytical lens. The analysis revealed five major themes: (1) sports as a vehicle for unity and peace, (2) community building and engagement, (3) deterring drug misuse and harmful behaviors, (4) transparency and accountability, and (5) resilience and healing in post-conflict contexts. Engagement patterns demonstrated consistent interaction with tournament updates (45-80 reactions, 10-28 comments) and tribute posts (15-77 reactions, 2-40 comments). The KKUT page serves as a digital platform for promoting sports as a vehicle for unity, deterring drug misuse, and fostering community engagement among the Kajo Keji diaspora and local population. However, challenges including digital divides, language barriers, and the dual nature of social media as both a tool for peace and potential vehicle for polarization remain significant considerations.

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