Department of Communication Studies

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“It Began With A Dm”: A Study Of Young Ghanaian Twitter Users’ Search For Intimacy Online
(University Of Ghana, 2020-07) Asare, N.A.G.
Recent statistics have shown a rapid growth in the use of social networking sites among Africa’s youth (Ngwainmbi, 2017). The increasing popularity of these sites highlights how social networking sites have gradually become a place of convergence (Hughes and Palen, 2009), making these sites powerful social intermediaries which mediate how people meet, maintain and negotiate their relationships. This study sought to explore how young Ghanaian adults use Twitter for self-presentation, to create, negotiate, and maintain their intimate relationships, to express their sexual agency and to redefine the traditional codes of intimacy by drawing on the theory of impression management. Using in-depth interviews conducted with 12 young Ghanaian Twitter users, the study found out that young Ghanaian Twitter users use the tool in very similar ways to negotiate their online-based intimate relationships. The findings revealed that Twitter has different implications for how relationships at different stages of evolution are conducted and is enabling a change in the way love and intimate relationships are conducted traditionally.
An Assessment Into The Relevance Of Public Relations In Tertiary Institutions In West Africa: The Case Of Ghanaian And Nigerian Universities
(University Of Ghana, 2021-10) Kyei, M.A.
This study examined the relevance of public relations in tertiary institutions in two West African countries— Ghana and Nigeria. The study was undertaken within the framework of the excellence theory. A qualitative in-depth interview was employed for data collection. Six institutions were purposively sampled — three in Ghana and three in Nigeria. The study noted that functions performed by the public relations units in the selected institutions are media and community relations, internal communication and content management. Tenets of the excellence theory were used as parameters to establish the relevance of public relations in tertiary institutions. The findings revealed that in some institutions, the senior public relations executive is a member of the dominant coalition. Again, it was revealed that the public relations units also perform other functions outside the core PR duties. Some challenges faced by the public relations units are inadequate funds and lack of qualified personnel and equipment. The fundamental parameters of the excellence theory were met hence the excellent practice of public relations in the selected institutions provide the benchmark for institutional relevance. The study recommends that for effective implementation of public relations functions, the senior public relations executive shouldbe a member of the dominant coalition. Again, the senior public relations executive should play the manager role and not the technician role or both. Also, it is important to separate the core publicrelations functions from other duties. In addressing the challenges identified, the public relationsunits should be well- resourced with adequate budget and equipment as well as qualified personnel. KEYWORDS: public relations, functions, relevance, challenges.
Radio Management Practices: A Study Of Selected Private Radio Stations In Sekondi-Takoradi
(University Of Ghana, 2021-12) Flintwood-Brace, J.
Located in the Political Economy Tradition of the Media, this study explored the management practices of selected radio stations in Sekondi-Takoradi (Radio Maxx, Aseda FM, Spice FM, Empire FM and Kyzz FM) as proxy for understanding how normative management practices in Ghana are enacted vis-a-vis the economic considerations that characterise the industry. The study combined in-depth interviews, document analysis and observation to explore the management practices of the radio stations pertaining to the areas of programming, human resource management, financial management and audience management. The findings of the study showed that the stations did not contribute much to Sekondi-Takoradi's creative economy because, for the most part, the stations expend resources on buying content from Accra-based radio stations. This practice denies the local economy any form of patronage that could have resulted from the local production of programmes in Sekondi-Takoradi. Additionally, the stations rely on talents from outside the Sekondi-Takoradi Metropolis, which indicates that the stations do not have any viable talent grooming programmes that benefit local talents in Sekondi-Takoradi. The study also found that the radio stations did little or no formative research to guide their programming decisions. The implication of their failure to investigate their audiences’ needs, is homogenised competition among the stations; where all five stations air very similar programmes with very few variations. The study also sought to discover what constitutes the management structures of the radio stations, and how the management structures impact management practices. The study found that three out of the five stations do not have Human Resource Departments, which indicates problematic HR practices in the radio stations. The study ultimately concluded that even though private radio stations operate to maximise profits, there are a number of factors that condition the market model upon which these stations are set up and operated.
Analytic Study Of Social Media Use And Influence On Public Relations In Ghana
(University of Ghana, 2022-04) Dziewornu-Norvor, W.K.
This study sought to analyze Ghanaian public relations practitioners’ use of social media and influence on public relations practice. Using the uses and gratification theory and dialogic theory of public relations as a lens, the study sought the views of 20 public relations practitioners. Essentially, the interviews sought information on how public relations deploy social media in their work, how their work is influenced, the challenges associated, and the competencies required to navigate the evolving world of social media and public relations. The study found that public relations practitioners in Ghana were well informed of social media platforms and employed them in their duties and are unanimous in agreement that social media have reshaped mainly the mechanism by which they interact with their publics by bringing them closer to their target audience. It was also revealed that work output and efficiency was positive because practitioners could get to their publics in real-time and interact seamlessly. Finally, the study revealed that practitioners may be under-utilizing social media and may not be reaping the benefits that abound primarily because training in the proper usage and deployment of social media platforms is not abreast with the evolving technology of social media. Despite these significant findings, there were other issues that the study could not address, including the views of organizational publics and the use of the quantitative approach, which would have made it possible to obtain a significant enough sample and thereby make it possible to generalize the findings of the study. Accordingly, the present study recommends that researchers investigate the extent to which social media mediate the relationship between organizations and their publics and find out whether the relationship mediated by social media is stronger or otherwise than the one by traditional/legacy media.
Acceptance And Use Of Language Translation Tools In The Learning Environment: A Tam-Based Study Of Francophone Students Studying In Ghana
(University Of Ghana, 2022-06) Ofori, H.
This study is a qualitative exploration of the experiences of francophone students with the use and utility of language translation tools for navigating the communication challenges they face in a foreign language learning environment. The Technology Acceptance Model (TAM) underpinned this study. A total of 20 francophone students from the Ghana Institute of Languages (GIL) were interviewed. There were similarities between the findings of this study and those of many previous studies, in the revelation that while translation tools do have some functional utility, their inability to reflect the imperatives of context in meaning making impose limitations on their reliability in enabling competent communication. However, while the threshold for error may be low in fields such medicine and healthcare, the lack of complete accuracy of language translation tools was perceived to be less of a barrier to students in the foreign language learning environment. Furthermore, the findings show that perceptions of the usefulness and ease of use of different translation tools informed the preferences of francophone students for particular types of language translation tools. Finally, similar to conclusions by Tabiri and Budu (2017), notwithstanding individual testimonies about experiences of foreign language anxiety (FLA), a shared opinion among the informants was that immersing into the language and culture of the target language gives them the opportunity to interact with Ghanaian English speakers, which would in turn, increase their English language proficiency. Future studies may consider including a quantitative dimension that would pick on the indicators identified in the present study, in order to increase breadth as well as generalisability of findings.
Audience Expectations Of The Ghanaian Media Framing Of The 2012 Energy Crisis
(University Of Ghana, 2022-03) Baimbill-Johnson, F.
This study examines audience perception (Students, Academics, Policymakers) of media reporting of Ghana’s energy crisis of 2012 in the Daily Graphic and Daily Guide newspapers. While earlier studies focused solely on the reporting of the crisis in the media, this study compares journalists’ rationale and audience perspectives of media reporting on the Ghana energy crisis. Drawing on audience reception and framing theories and a semi-structured interview with civil society activists, journalists, academics, students, and spokesperson of the Electricity Company of Ghana (ECG), the study finds that, there is a divergence between journalists’ rationale and audience perspectives of media reporting of Ghana’s energy crisis of 2012. The finding has broad implications for media reporting of crisis in Ghana and much of sub-Saharan Africa.
The Role Of Public Relations At The Ghana Education Service
(University Of Ghana, 2023-06) Agyemang, E.S.
This study examined the role of public relations at the Ghana Education Service (GES). It focused on the activities of public relations, looked at how public relations can help to accomplish the mission and vision of GES and also examined factors which hinder the practice of public relations at the GES. Moreover, the study examined the views of stakeholder publics on the practice of public relations at the GES and how the GES factors the views of these stakeholder publics into its mission and vision. The study delved into what can be done in order to improve the practice of public relations at the GES. Excellence theory was the only theory that underpinned the study. The study adopted the qualitative research methodology and gathered data via in-depth interview with public relations practitioners at the GES and focus group discussions with stakeholder publics of GES. The study revealed that the common public relations activity at the GES is writing because all practitioners indicated they perform writing activities. Other activities undertaken by practitioners in GES were media engagement and crisis communication. The study found that at the GES not all public relations practitioners were regarded as management members. This situation hinders the public relations practice because some practitioners are not able to make their opinions known to management of the GES especially at the district level. Furthermore, practitioners at the GES are faced with the challenge of financial constraints and misinterpretation on the concept of public relations. This impedes the work of practitioners. The study was limited to the Greater Accra region; only public schools in the Greater Accra region were used so it recommended that future studies could look the other political administrative regions of the country. Future studies could also obtain responses from teachers and parents of private schools to help broaden the role that public relations plays at the GES.
Gendered Dynamics In Digital Media Entrepreneurship In Ghana: A Study Of The Experiences Of Digital Media Owners
(University Of Ghana, 2022-10) Zegbla, G.D.A.
Existing research has documented gender imbalances in traditional media particularly with regard to leadership and ownership. The rise of digital media was deemed by scholars as the long-awaited answer to correcting the absence of women in media management and ownership, and through that correcting other fault lines such as stereotypical and limited coverage of women’s issues. In this study, I explore how the digital space is opening up media ownership and management to women and compare the unique opportunities and challenges they and their male colleagues face. The study was guided by feminist media and the Feminist Political Economy of the Media logic, and relied on in-depth interviews with a purposive sample of men and women who have ventured into digital media ownership by starting commercialised news websites and YouTube channels. Findings show that men and women have economic motives for venturing into digital media entrepreneurship. Women are further driven by lower entry costs in contrast to men who draw other inspiration from the flexibility digital media offers for managing multiple digital media platforms. Other findings include the fact that in managing their digital media enterprises, men draw support from strangers and friends who believed in the quality of their work while women draw support heavily from family and friends. Key words: Digital media, Entrepreneurship, Gender, Motivations and experiences, News websites, YouTube
Ghanaian Newspapers Framing Of The First Female Vice-Presidential Candidate Of A Major Political Party In Ghana In The 2020 General Elections
(University Of Ghana, 2022-10) Gyawu, B.
This study examined the media framing of the first female Vice-Presidential candidate of a major political party in Ghana’s 2020 general elections. Specifically, the study examined the prominence, gender stereotypes in media reporting and the framing of stories related to the candidate. The quantitative content analysis was employed in conjunction with a coding guide to gather stories related to the candidate in the Daily Graphic and Daily Guide newspapers. Guided by the framing and liberal feminists’ theories, findings suggest variation in the frequency of reporting of the first female Vice-Presidential candidate in the two newspapers. While the Daily Graphic provided greater coverage, the Daily Guide lagged in reporting on the candidate. Additionally, stories on the first female Vice-Presidential candidate were mostly placed on pages other than the front page, back page, and center page, with most stories having positive gender stereotypes. Significantly, male reporters covered more stories on the candidate than their female counterparts. The study concluded that women politicians receive less coverage during elections and their stories less prioritized on prominent pages by Ghanaian newspapers. The study recommended that the Ghanaian media, particularly the print media, increase their coverage of female politicians during any general elections. The study also proposed that Ghanaian media outlets and practitioners step up efforts to combat gender inequality through increased public awareness and the design of gender transformative programmes that seek to promote gender transformative change at the individual, societal, and systemic levels across all spheres of life, particularly in the political arena.
Challenging Gender Stereotypes? A Textual Analysis of Gender Roles in Ghanaian Contraceptive Advertisements
(University of Ghana, 2016) Ampah, L.K.
With females and males taking on diverse and non-traditional roles in recent times, scholars are divided as to whether television advertisers are reflecting these new gender roles or not. Guided by gender role theory, this study aimed at identifying the varied roles females and males are portrayed in, when advertising contraceptives on Ghanaian television. Three television contraceptive ads which mirror gendered differences were textually analyzed. Specifically, a model was adapted from the scholars: Goffman (1979), Kang (1997) and Cameron (1998) in the identification of gender roles and representation. The research's findings indicate that, on the surface, contraceptive ads appear to be gender neutral but they largely reiterate patriarchal ideology or male superiority over females. In conclusion, the gendered portrayals in contraceptive ads continue to reinforce gender stereotypes in the Ghanaian society.
Challenging Gender Stereotypes? A Textual Analysis of Gender Roles in Ghanaian Contraceptive Advertisements
(University of Ghana, 2016) Ampah, L.K.
With females and males taking on diverse and non-traditional roles in recent times, scholars are divided as to whether television advertisers are reflecting these new gender roles or not. Guided by gender role theory, this study aimed at identifying the varied roles females and males are portrayed in, when advertising contraceptives on Ghanaian television. Three television contraceptive ads which mirror gendered differences were textually analyzed. Specifically, a model was adapted from the scholars: Goffman (1979), Kang (1997) and Cameron (1998) in the identification of gender roles and representation. The research's findings indicate that, on the surface, contraceptive ads appear to be gender neutral but they largely reiterate patriarchal ideology or male superiority over females. In conclusion, the gendered portrayals in contraceptive ads continue to reinforce gender stereotypes in the Ghanaian society.
A Comparative Analysis Of The Coverage Of Ghana And Nigeria In The Punch And Daily Graphic Newspapers
(University Of Ghana, 2022-09) Ababio, D.S.
Researchers have been examining the importance and scope of international communication since communication technologies permitted messages to cross national borders. This style of forming minds to appreciate issues positively or negatively has been known as framing in media circles. "The Hopeless Continent," represented what many view to be a disproportionate amount of negative coverage of Africa (Ikon, 2016). Literature is therefore limited on the framing of Ghana by Nigeria and vice versa generally as well as on issues of diplomacy, child abuse and immigration in the print media. Thus, the extent to which the print media in both countries frame these topics as it relates to both countries is the focus of this study. Using content analysis, the study’s objectives was to examine how Nigerian and Ghanaian media cover issues of child abuse, how diplomatic relations between Nigeria and Ghana are framed by the media of both countries and find out how the Ghanaian and Nigerian media frame issues of immigration. Findings from the study revealed that news reports in both countries were framed negatively making each country look bad in the eyes of each other’s citizens, which confirms the negative stereotypes found by Serwornoo (2021) in his study on the negative representation of Africa in the Western media. This study therefore recommends among other things, that future studies should aim at investigating the coverage of both nations through other forms of media by generating data from various sources such as radio, television and the internet to widen the scope of findings.
Gender In Journalism: A Study Of The Newsroom Experiences Of Female Journalists In Multimedia Group Limited
(University Of Ghana, 2021-03) Nyanney, D.
This study explored the newsroom experiences of female journalists in Multimedia Group Limited, in order to ascertain whether gender played a role in the news production practices and to examine how female journalists in Multimedia Group Limited, experience gender in the newsroom. Underpinned by the phenomenological theory, the study employed the qualitative research design that purposively sampled 10 female journalists for an in-depth interview. The data was collected using a semi-structured interview guide. The study revealed that, although in the same newsroom, the experiences of female journalists varied from person to person. This was because of the meaning and perceptions everyone attached to their experience with a particular issue. The study found that, roles assigned to female journalists were not based on their gender but based on their capabilities to perform a particular role or task. Also, female journalists viewed their male counterparts as work colleagues. The study further found that, gendered practices existed in the newsroom but was minute, however, not to detriment of the career of female journalists, but for the efficiency and effectiveness in news production. In addition, the study revealed that, gender roles were implicated in the assignment of news beats only if the beat covered feminine areas like menstruation, pregnancy, and child-birth complications. It is recommended that, Multimedia Group Limited train all staff (both male and female journalists) on the job to increase their capabilities and efficiency in news production. This will help reduce and prevent the incidence of gender disparity. Also, female journalists of Multimedia Group Limited need to be self-motivated to increase their work rate. This will help prevent the incidence of only hardworking male journalists obtaining the opportunities in the company.
Performing Gender Fluidity In Mediated Popular Culture In Ghana
(University Of Ghana, 2022-04) Agyei-Yeboah, D.
This study examined the performative of gender fluidity in Ghanaian music videos. The study draws on Judith Butler’s theory of performativity as well as the feminist perspective as theoretical foundations. Furthermore, through purposive sampling of five music videos, Fairclough’s model of Critical Discourse Analysis (CDA) was employed as an analytical framework. The findings suggest that gender fluidity is performed through androgyny and drag performance in Ghanaian music videos. Gender fluidity in Ghanaian music videos follows global trends with the shattering of gender binaries and blurring of what it means to be male and female. However, gender fluidity in Ghanaian music videos is nuanced as it manifests only in the fashion and movements of characters. While performers of gender fluidity in Ghanaian music videos have shown a predilection for going against societal understanding of gender binaries, they do not reflect it in their lyrics. Also, certain expressions of gender fluidity are a means to an end; simply to create a comic effect and drive home a message. As a result, these expressions do not necessarily present an authentic portrayal of gender fluidity. This study also found that the performance of gender fluidity in Ghanaian music videos poses a challenge to the conservative gender binaries in the Ghanaian society through depictions of drag queens and androgynous women. Keywords: Gender identity, performativity, gender fluid expression, drag, androgyny
Ghanaian Newspapers Framing Of The First Female Vice-Presidential Candidate Of A Major Political Party In Ghana In The 2020 General Elections
(University Of Ghana, 2022-10) Gyawu, B.
This study examined the media framing of the first female Vice-Presidential candidate of a major political party in Ghana’s 2020 general elections. Specifically, the study examined the prominence, gender stereotypes in media reporting and the framing of stories related to the candidate. The quantitative content analysis was employed in conjunction with a coding guide to gather stories related to the candidate in the Daily Graphic and Daily Guide newspapers. Guided by the framing and liberal feminists’ theories, findings suggest variation in the frequency of reporting of the first female Vice-Presidential candidate in the two newspapers. While the Daily Graphic provided greater coverage, the Daily Guide lagged in reporting on the candidate. Additionally, stories on the first female Vice-Presidential candidate were mostly placed on pages other than the front page, back page, and center page, with most stories having positive gender stereotypes. Significantly, male reporters covered more stories on the candidate than their female counterparts. The study concluded that women politicians receive less coverage during elections and their stories less prioritized on prominent pages by Ghanaian newspapers. The study recommended that the Ghanaian media, particularly the print media, increase their coverage of female politicians during any general elections. The study also proposed that Ghanaian media outlets and practitioners step up efforts to combat gender inequality through increased public awareness and the design of gender transformative programmes that seek to promote gender transformative change at the individual, societal, and systemic levels across all spheres of life, particularly in the political arena.
A Study Of Public Relations Role In Promoting Corporate Social Responsibility In Select Telecommunications Companies In Ghana
(University of Ghana, 2019-10) Frimpong, E.
This study was premised on the notion that the act of practising public relations in a socially responsible organization played a vital role in advancing corporate social responsibility. Thus, public relations practitioners needed to have a deeper perspective about their work so as to effectively contribute meaningfully in projecting the image of their organizations through corporate social responsibility. The research therefore sought to find out the contributions of public relations in enhancing and promoting corporate social responsibility practice by studying two leading telecommunications companies in Ghana. Specifically, this study investigated the linkage between public relations and corporate social responsibility in Ghana; how public relations practitioners viewed their roles in corporate social responsibility; the contributions that public relations make in promoting corporate social responsibility; and some constraints that hinder public relations professionals‘ promotion of corporate social responsibility. This study was grounded in two theories: the stakeholders‘ theory and legitimacy theory. With the help of a semi- structured interview guide, the qualitative in-depth interview was the method upon which the research data for this study was gathered. The study‘s findings revealed a positive and a symbiotic relationship between public relations and corporate social responsibility because the two contributed extremely in the image building of the organization. The study also discovered four key roles played by public relations in the promotion of corporate social responsibility. The roles are: communicative role; advisory role; recommendation role; as well as monitoring and evaluation of effects. The significant contribution of this study is the empirical dimension it brings to the scholarship on the role public relations plays in helping organizations leverage their corporate social responsibility activities. Based on the findings of this study, it is therefore recommended that a mixed method approach be employed by future researchers to uncover all the missing link in this study.
The Use of the Internet as a Means of Communication by University of Ghana Students
(University of Ghana, 2003) Boateng, E.T.
This study was conducted with the aim of finding out the extent of students' use of the Internet and its applications on the University of Ghana campus. The kinds of communication students did on the internet were investigated; so were the extent of students' familiarity with the Internet and the problems faced during students' internet usage. Both the qualitative and quantitative methods were used for sampling, data collection and analysis of data. The main findings of the study indicated that students were aware of the Internet and some of its applications. All the respondents used the Internet and were familiar with, except about a tenth of them who could not use the technology for lack of the necessary training and skills. It was also discovered that respondents used the Internet mainly for emails. The main obstacles to students' use of the Internet were the lack of Internet in their various departments and the lack of adequate funds for accessing the Internet from Internet cafes. A significant relationship has been established between gender and students’ choice of internet applications. That is, among resident students of the University of Ghana, from which the sample was drawn for this study, gender is likely to influence the kind of application students choose for communication on the internet. In addition, one’s age or the course one offers is likely to influence how often one uses the internet for communication.
Assessment of the Role of Public Relations Practitioners in Corporate Organisations in Ghana
(University of Ghana, 2020-07) Sackey - Acquah, C.
The study examined the roles of public relations practitioners in Ghanaian organizations. It further explored the specific activities performed by public relations managers and technicians as well as factors that influenced role enactment among practitioners in organizations. The study was conducted within the framework of the role theory. Thirteen Ghanaian public relations practitioners and members of the Institute of Public Relations (IPR) were purposively sampled to take part in the study. Using a qualitative methodology and in-depth interviews as the method for data gathering, the study found that more public relations practitioners played managerial roles than technician roles in organizations. However, it was also observed that all practitioners performed elements of both managerial and technician functions. Findings from the study suggested that factors such as academic qualification, years of work experience, performance or competence, size of public relations department and organizational policy and strategy influenced the roles that public relations practitioners played in organizations. Based on the findings of this study, it is recommended that the overlap in the activities performed by managers and technicians should encourage Ghanaian practitioners to improve on their skill sets to help them fit into work environments that require that public relations practitioners perform activities that are characteristic of both roles.
Portrayal of Women in Televised Beauty Pageants: A Content Analysis of Miss Ghana and Miss Malaika
(University of Ghana, 2021-03) Adu, D.A.
This study examined the portrayal of women in television productions with a focus on beauty pageants. Two televised pageants, Miss Ghana and Miss Malaika were studied underpinned by objectification and male gaze theories. Segments of the programmes were content analysed to ascertain manifestations of objectification. The segments were the introductory, performance, interview and evening gown sessions. The overarching question that guided this study was “Do beauty pageants (Miss Ghana and Miss Malaika) objectify or empower contestants and in what ways? The study also examined the similarities and differences in the ways the two television products depicted women. Findings showed that physical appearance (attractiveness) and body exposure were common features in two segments and that not all segments of both beauty pageants depicted women as sexual objects. Other segments depicted women in non-sexualizing ways. Sexually objectifying images were observed more in the introductory and performance segment’s than the interview and evening gown segments. However, the interview segments showed that the televised pageants depicted women in empowering ways. Key indicators of objectifications were observed as body exposure and physical appearance. Some recorded comments by judges and camera shots also directed audiences’ attention to “gaze” at particular parts of contestants’ bodies. Camera focus played a role in depicting women as sex objects. Also observed was as an effort to make the ladies ‘perform’ a certain standard of ‘femininity’.
Audience Perception of Gender Role Reversal in Television Adverts: A Study of Residents of Darkuman-Nyamekye
(University of Ghana, 2019-10) Gyimah, B.A.
This study examined perception of Ghanaians about television advertisements with gender role reversals and its effect on attitude towards brand. The Cultivation Analysis theory underpinned the study. It was conducted quantitatively, using the survey method and a sample of 195 respondents of Darkuman-Nyamekye, a suburb of Accra, Ghana. The study found that, respondents are generally receptive of adverts with gender role reversals and hence express a positive attitude towards it. Also, it was found that audiences with a positive attitude towards adverts with gender role reversal express a more positive attitude towards brands that portray such ideas in their adverts. Another finding of the study was that, most respondents grow up in environments that are very stereotypical with regard to gender roles defining what a man and a woman should do but interestingly, they grow up having non-traditional ideologies and embrace the portrayal of role reversals as a norm leading to them preferring it over stereotypical ones. The study also found that consumers of adverts are advertising literates and hence watch adverts with critical minds questioning every content they engage with. Advertisers should therefore be mindful to keep the consumer in mind by replicating what the consumer’s expectations are in order to produce messages that resonate with them.

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