University of Ghana http://ugspace.ug.edu.gh SOCIAL MEDIA AS A PLATFORM FOR POLITICAL INFORMATION: A SURVEY OF UNIVERSITY OF GHANA STUDENTS BY CHARLES YAW GYAGRI (10183243) A LONG ESSAY PRESENTED TO THE UNIVERSITY OF GHANA, LEGON, IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF ARTS IN COMMUNICATION STUDIES JULY, 2016 University of Ghana http://ugspace.ug.edu.gh DECLARATION I, Charles Yaw Gyagri, declare that with the exception of references and acknowledgements duly made, this Research Project is my original work under the supervision of Dr. Margaret Amoakohene. I further declare that this Long Essay has not been submitted to any other institution for the award of any degree, diploma or certificate. ………………………………….. ….……………………………… Dr. Margaret I. Amoakohene Charles Yaw Gyagri (Supervisor) (Student) Date: ……………………………. Date:……………...................... i University of Ghana http://ugspace.ug.edu.gh DEDICATION I dedicate this work to my son, Isaac and my lovely daughter, Hillary. I also dedicate it to my parents and siblings who have been of immense support to me throughout this journey. Your confidence in my abilities and capabilities has been the driving force to achieving my academic goals. I would not have come this far without your support. ii University of Ghana http://ugspace.ug.edu.gh ACKNOWLEDGEMENT To God Almighty, I say thank you for the strength you granted me to go through this course. I would like to express my profound gratitude to my supervisor, Dr. Margaret Amoakohene of the Department of Communication Studies, University of Ghana for guiding me through this project work. My thanks also go to Professor Audrey Gadzekpo for the motivation and encouragement throughout my study. In fact, my interest in political communication stems from the advice of the good professor. Special thanks to Dr. Godwin Etse Sikanku, Dr. Gilbert Tietaah, Miss Sarah Akrofi-Quarcoo, Professor Kwame Karikari, Professor Ansu Kyeremeh and the entire faculty for guiding us through this journey. To my parents, brothers and sisters, I would like to thank you for supporting me in diverse ways. To end, I say a special thank you to Reverend Amoah of the Evangelical Church of Ghana for providing the foundation for my university education. Had it not been you, I wouldn’t have come this far. To all my friends, I appreciate you for helping me in one way or the other. God bless you all. iii University of Ghana http://ugspace.ug.edu.gh ABSTRACT This study examined how social media is being used as a platform for political information. The study was guided by three main objectives: (i) to find out the extent to which University of Ghana students use social media as a platform for accessing political information, (ii) to investigate the preferred communication channels used in accessing political information, (iii) to understand whether University of Ghana students view social media as a credible and reliable platform for political communication. A survey design was used as the method for carrying out the research. This involved administering questionnaires, as tools for data collection. The study found that social media is used several times daily by University of Ghana students for different purposes. Of particular interest of the use of social media is social interaction with family and friends. Entertainment news is perhaps the second reason why University of Ghana students subscribe to social networking sites. The study also found that social media is the most preferred communication channel for accessing political information. In addition, the study found that respondents do not have trust in the political information they read on social media, even though majority believe it plays an important role in the provision of such information. iv University of Ghana http://ugspace.ug.edu.gh TABLE OF CONTENTS DECLARATION………………………………………………………………………………i DEDICATION………………………………………………………………………………...ii ACKNOWLEDGEMENT……………………………………………………………………iii ABSTRACT…………………………………………………………………………………..iv TABLE OF CONTENTS……………………………………………………………………...v LIST OF TABLES…………………………………………………………………………...vii LIST OF CHARTS………………………………………………………………………..…vii CHAPTER ONE INTRODUCTION 1.0 Background………………………………………………………………………………..1 1.1 Problem Statement………………………………………………………………………...4 1.2 Research Objectives………………………………….........................................................4 1.3 Research Questions…………………………………………………………………….….5 1.4 Importance/Significance………………………...................................................................5 1.5 Operational Definition..……………………………………………………………………6 1.6 Structure of the Study……………………………………………………………………...6 CHAPTER TWO THEORETICAL FRAMEWORK AND LITERATURE REVIEW 2.0 Introduction………………………………………………………………………………..8 2.1 Uses and Gratification Theory…………….........................................................................8 2.2 Technology Acceptance Model…………………………………………………………..10 2.3 Related Studies…….……………….…………………………………………………….11 v University of Ghana http://ugspace.ug.edu.gh CHAPTER THREE METHODOLOGY 3.0 Introduction………………………………………………………………………………14 3.1 Research Design…………………………………………………………………….……14 3.2 Population Sample ………………………………………………………………….……15 3.3 Sample Selection Procedure ………………………………………………………...…...15 3.4 Data Collection Procedure…………………………….………………………...………..16 3.5 Data Collection Tools…………………………..……………………...…………………17 3.6 Data Analysis………...……………………………………………………….……….....18 CHAPTER FOUR FINDINGS AND DISCUSSION 4.0 Introduction………………………………………………………………………………19 4.1 General findings………………………………………………………………………….29 4.2 Discussion………………………………………………………………………………..31 CHAPTER FIVE CONCLUSION AND RECOMMENDATION 5.0 Introduction………………………………………………………………………………35 5.1 Summary of findings……………………………………………………………………..35 5.2 Conclusion………………………………………………….……………………..……...36 5.3 Limitations of the study……………………………………………………………..……36 5.4 Recommendation…………………………………………………………………………37 BIBLIOGRAPHY…………………………………………………………….38 vi University of Ghana http://ugspace.ug.edu.gh APPENDIX Questionnaire…………………………………………………………………41 LIST OF TABLES Table 1: Age distribution of respondents................................................................................19 Table 2: Frequency of programme level of respondents.........................................................20 Table 3: Which social networking site do you subscribe to?..................................................21 Table 4: Which of the following are of interest to you on social media?................................22 Table 5: Which channel (s) do you often get political information?.......................................24 Table 6: Frequency of social media usage...............................................................................25 Table 7: Do you follow politicians on social media?..............................................................25 Table 8: Have you ever posted a question or comment on a government official's page or a politician's page?......................................................................................................................26 Table 9: If yes, did the government official or politician respond to your queries or comment?................................................................................................................................26 Table 10: Political information on social media cannot be trusted.........................................27 Table 11: Cross-tabulation of the gender of respondents against their interest in political information on social media....................................................................................................29 LIST OF CHARTS Chart 1: Do you believe that social media plays a role in the provision of political information?........................................................................................................................….23 Chart 2: In general terms, do you find political information on social media credible and trustworthy?..............................................................................................................................38 vii University of Ghana http://ugspace.ug.edu.gh viii University of Ghana http://ugspace.ug.edu.gh CHAPTER ONE INTRODUCTION 1.0 Background Increasingly, social media is becoming a very important channel for political communication in the 21st century in terms of its use as a tool for political campaign and activism (Gustafson, 2012). Although, the traditional media channels for political information still exist, the explosion of new communication technologies in recent times has played a significant role in the dissemination of news, including political news. The features of Web 2.0 are instruments of interaction and participation, enabling many democratic institutions to gain from this development, as young people continue to move away from the traditional mass communication media to the internet as their preferred source for information and political or election news is no exception (OECD, 2009). Social media enables people to communicate, engage in knowledge sharing and social interactions irrespective of their geographical locations and cultural differences. The new media has made communication between people even more interactive. Young people continue to access and use social media comfortably to build relationships through the online network. In fact, they are said to have been born with the new forms of technology and so long as they are concerned, those tools have become part of their day-to- day activities. In contemporary times, social media can be said to be gaining force and having a monumental influence in shaping public discussions and communication in general. In the individual’s private life, information sharing with family and friends is a major reason for using social media. In the business sphere, the new technology is transforming the way 1 University of Ghana http://ugspace.ug.edu.gh business transactions are done as more and more business organizations continue to adopt the channel as a means to reaching out to their customers, clients and other stakeholders. Indeed, most business organizations now adopt the new media as playing a key part of their overall marketing and advertising strategy. In the area of public affairs, social media is transforming the democratic system by making government activities, programmes and policies more transparent and open to citizens. This makes it possible for the citizenry to engage public office holders on issues that are of interest to them. Having access to information on governance is considered as an important component of democratic participation, which enables citizens to make informed decisions (Bertot, Jaeger, Munson & Glaisyer, 2010). The first distinguished application of social networking sites to canvass for votes from the electorates was the 2008 U.S presidential election, in which Obama and his campaign relied heavily on the internet to woo the voting population, particularly young adults. Johnson and Kaye (2014) assert that Obama’s intensive reliance on the internet, particularly social media, during the 2008 presidential election was said to be extremely critical to his election victory. His campaign used social networking sites to relate to the voting community and succeeded in mobilizing volunteers to support his presidential bid. Thus, the 2008 election underscored the intrinsic value of using the new media as an instrument for political persuasion. A research conducted by the Pew Foundation in the United States found that 83 percent of young adults from age 18-24 were subscribers of social networking sites in 2008, and majority of that number used the new media for political purposes at the time. Consequently, social media users have bloated, at the same time many political actors have taken to the new media to make their political views known. 2 University of Ghana http://ugspace.ug.edu.gh Social media platforms make it possible for citizens to engage in political activities during elections and political campaigns. Social media brings both political elites and voters closer to each other. Politicians are able to communicate faster to their constituents in a manner that is targeted. Likewise, citizens are able to communicate and interact with their elected officials at any given time. This interaction between constituents and their elected officials on social media reduces the intermediate role of the traditional mass media. An important characteristic of democratic governance is the ability of citizens to participate in government. Accurate and comprehensive knowledge and information must be available to citizens and this will enable them formulate and articulate their own responses to political events, hence their capacity to engage and participate in the political development of the state. What distinguishes the internet from traditional media, at least in theory, is that the former offers ordinary citizens unobstructed access and the ability to voice their political views and opinions to a worldwide audience. A major reason that makes the internet more appealing to political leaders and their followers in general is the user-controlled form of communication it offers. Social media usage for political purposes in Ghana cannot be underestimated. In 2014 for instance, some citizens used social media to mobilise the public to demonstrate against the government regarding erratic energy supply at the time. This was referred to as the #dumsorvigil spearheaded by an actress, Yvonne Nelson. A Civil Society Organisation known as Occupy Ghana also used social media as an instrument of mobilisation to demonstrate against the government on bad economic conditions (according to the group). This was referred to as #OccupyFlagstaffhouse. 3 University of Ghana http://ugspace.ug.edu.gh This study conducts an investigation into how students of the University of Ghana use social media as an avenue for accessing political information. 1.1 Problem statement The increase in use of social media has attracted attention from many political communication researchers around the world. Elsewhere, research has been done to discover the effectiveness and impact of social media as a new communication channel that enables individuals obtain political information. In general, research on social media for political purposes is still growing and has been centred on the United States of America. Very little is known about the importance and effectiveness of the social media for political discourse in other countries. In Ghana, the number of social media users continues to grow at a faster rate, and increasingly politicians and other public officials are beginning to recognise the power of social media as yet another platform for interacting with citizens. On the other hand, citizens are beginning to use the medium to express their views and opinions on government policies and programmes. Political parties have also established their presence on social networking sites. However, there are inadequate studies on social media as a platform for political communication in Ghana, hence the need for this scholarly investigation. 1.2 Research objectives  The main objective of the study is to find out the extent to which University of Ghana students use social media as a platform for accessing political information. 4 University of Ghana http://ugspace.ug.edu.gh  A second objective is to investigate whether University of Ghana students prefer social media as a medium for political information as against traditional media such as radio, television and newspapers.  Another objective of the study is to examine whether users view social media as a credible and reliable platform for political communication. 1.3 Research Questions This study seeks to answer the following research questions: RQ1. To what extent is social media used as a platform for accessing political information by University of Ghana students? RQ2. What are the preferred communication channels for accessing political information by University of Ghana students? RQ3. What is the perception of University of Ghana students regarding the credibility and trustworthiness of social media as a channel for political information? 1.4 Importance/Significance To attempt to answer the question of why this type of study is important, not only to the political communication field, but also the democratic process, one must look at the significance of using social media as a new way for social and political interaction. This study will assist students of political communication in identifying the gaps that currently exist in the use of social media as a source of political information. It will also help identify other topics of research interests in this area. The researcher hopes to make a 5 University of Ghana http://ugspace.ug.edu.gh contribution to the body of knowledge available to other students interested in the field of political communication. 1.5 Operational definition Social media: “A group of internet-based web applications that build on the ideological and technological foundations of web 2.0 that allow the creation and exchange of user-generated content” (Kaplan & Haenlein, 2010). Examples are Facebook, Twitter, WhatsApp, Youtube and Instagram. Political communication: “All forms of communication undertaken by politicians and other political actors for the purpose of achieving specific objectives; communication addressed to these actors by non-politicians such as voters and newspaper columnists; and communication about these actors and their activities, as contained in news reports, editorials, and other forms of media discussion of politics” (McNair, 2011:4 ). Political information: “News stories, discussions and interviews about such issues as budget analysis, elections, the various political parties, people’s involvement in the day-to-day administration of the country” (Asante, 1996: 140). 1.6 Structure of the study This study is presented in five chapters. Chapter One gives the background to the study and offers an understanding of the concepts and variables which are of interest to the researcher. The chapter also outlines the problem statement, objectives, research questions and significance of the study. 6 University of Ghana http://ugspace.ug.edu.gh Chapter two presents the theoretical framework that underpins the study. The Uses and Gratification theory as well as Technology Acceptance Model (TAM) underpin this study. In addition, the chapter presents a review of related scholarly literature in the area of social media use for political purposes. In chapter three, details of the research methodology are presented. The research design, sampling procedure, data gathering process and analysis of the data are presented in detail. Chapter four focused on the findings and discussion of the study. Chapter five is the final chapter. It draws conclusions and limitations of the study and gives recommendations for further studies. 7 University of Ghana http://ugspace.ug.edu.gh CHAPTER TWO THEORETICAL FRAMEWORK AND LITERATURE REVIEW 2.0 Introduction This chapter will examine the theoretical framework upon which the study is based. The chapter will also review the related scholarly resources on the use of social media as a platform for political information. 2.1 Uses and Gratifications Theory The emergence and extensive adoption of new forms of communication technologies in recent years has strengthened the relevance of uses and gratifications research. Uses and gratifications theory best explains the motives behind individuals taking up an innovation in a particular society. The assumption of the theory stems from the fact that audience members are considered to be active and goal-oriented, having the capacity to evaluate and assess all the various purposes a particular medium may serve. These audience members are persistently seeking out media messages that may satisfy their needs (Katz, Blumler, & Gurevitch, 1974). Early research on uses and gratifications can be traced to the 1940s, with studies examining why people were paying attention to radio formats, shows on quiz and soap operas (see Cantril and Allport, 1935 on the radio audience; Herzog 1940, 1944 on quiz programs; and Lazarsfeld, 1940 on the functions of the media). Most of these studies argued that the media had the capacity to fulfilling the everyday needs of audiences. Hence, there was a shift from the traditionally powerful effects model of mass media research to a functional perspective where the audience member was seen as playing an active role. According to Klapper (1963, 8 University of Ghana http://ugspace.ug.edu.gh P.527), the audience member must be restored to “his rightful place in the dynamic, rather than leaving him in the passive, almost inert, role to which many older studies relegated him.” The advent of television as a medium for mass communication also gave rise to similar studies in the late 1940s and 1950s. Eventually, uses and gratification was applied to research of the media and political discourse (Blumler & McQuail, 1969). The theory has also been applied to studies of internet usage. Users of the internet are considered to be relatively more engaged in the communication process as compared to other media channels. Uses and gratifications theory also suggests that audience members deliberately select media channels that satisfy their needs. Again, audience members are able to identify their motivations for making such media choices (Katz et al., 1974). Palmgreen, Wenner and Rayburn (1980) further strengthened the understanding of uses and gratification by illustrating the difference between gratifications obtained and gratifications sought. Some research has shown that gratification obtained helps us to forecast why an individual may likely use a particular medium. Other studies have shown that if a particular medium satisfies the individual’s gratifications sought, repeated or regular use will occur (Rayburn, 1996). Lichtenstein and Rosenfeld (1983) have also argued that it is extremely important to understand those two gratifications (gratification sought and gratification obtained) in order to appraise how audiences use a variety of media products and how their expectations influence their media habits. Uses and gratification is relevant for this study because social media users are considered to be seeking media messages consciously and on purpose. They have the capacity to choose social networking sites that are applicable to their purpose for using such. Accordingly, users of the technology are considered active and not passive participants. Again, social media is 9 University of Ghana http://ugspace.ug.edu.gh considered as user-centred and because of this important feature it provides, uses and gratifications research helps us in understanding the specific motivations for using newly emerging communication technologies. 2.2 Technology Acceptance Model (TAM) The adoption and acceptance of social media and other information systems can be predicted by the technology acceptance model which was introduced by Fred Davis in 1989. Davis (1989) was inspired by the theory of reasoned action propounded by Fishbein and Ajzen (1975). In their model, Fishbein and Ajden (1975) argued that a person’s actual behavior is determined by his or her prior intention and the beliefs the person would have towards the stated behavior. Davis (1989) took up this model and conducted an interview of experienced computer users and introduced perceived ease of use and perceived usefulness as the two main factors that influence their behavior. According to Davis (1989), perceived ease of use and perceived usefulness of a system are the basis for an attitude towards an information system or a new technology, which in turn determines the intention to use and ultimately generates the actual usage behavior. In other words, an individual will cultivate an actual behavior to use a new technology upon reflecting on the perceived ease of use and perceived usefulness of that technology. Perceived ease of use refers to the degree to which an individual believes that using a particular technology will be free of effort. On the other hand, perceived usefulness refers to the degree to which the individual believes that using the technology will be beneficial or useful to him or her. The technology acceptance model further posits that users’ attitudes toward technology are very crucial in determining how they come to accept new communication technologies. 10 University of Ghana http://ugspace.ug.edu.gh Many studies on the use of social media for political communication have used the technology acceptance model to address why people accept or reject a technology and how user acceptance is influenced by the characteristics of the technology in question. Hence, this theory will be relevant for this study since it will help us understand the motives behind the adoption and acceptance of social media by University of Ghana students. 2.3 Related Studies There exist a rich body of research work that focus on the role of Web 2.0 technologies in political campaigns and political communication in general. The 2008 presidential campaign in the United States has revealed how Web 2.0 tools have become an important instrument for political communication and persuasion (Towner & Dulio, 2011; Hoffner & Rehkoff, 2011). Clearly, social networking sites could be used to relate and circulate political news to the voting population. It became obvious that young adults became interested in political discussions and activities by using social media as the communication channel. Baumgartner and Morris (2010) examined the political uses of new communication technologies by young people during the early phase of the 2008 presidential primary season of the United States. Over 3,500 respondents, with ages ranging from 18 to 24 described as young adults in certain contexts were sampled for the study just before the Iowa caucuses. The study found that social media are accepted by young people as a potential source of information with majority of them receiving their news from these platforms. A survey by Stieglitz, Brockmann and Xuan (2012) on the use of social networking sites for political communication in Germany also found that German citizens were increasingly engaging political parties on social media. They conducted a survey of members of the German parliament to examine the importance of social media for the German political class. 11 University of Ghana http://ugspace.ug.edu.gh The study identified a strong growth on the use of the social media by German politicians in the last few years. Stieglitz et al (2012) further found that majority of German politicians were now eager to engage their constituents more on social media than before. Their findings showed that social media has become an important platform for political engagement both for politicians and the citizenry at large. Kushin and Kitchener (2009) also investigated the use of Facebook for online political discussion in the United States. They formed an online group which was focused on United State government policies regarding torture as a means of obtaining information from suspected terrorists. The findings showed that Facebook is a rightful and legitimate platform that can be used for political discussions. Their findings also showed that expressions of political viewpoints were mainly skewed towards like-minded participants. The findings also revealed that political discussion on Facebook is a two-way communication process that appears to have enhanced interactivity of online discussions amongst members of an online group. Okoro and Adibe (2013) in a study investigated social media and political participation in Nigeria during the 2011 general elections. They surveyed 384 youths from each of the six geo-political zones in Nigeria. The study found that 77 percent of the respondents subscribed to one social media platform or the other. Their findings also revealed that 76 percent of respondents used social media for political information during the 2011 general elections. Okoro and Adibe (2013) concluded that while social media was used for political participation during the 2011 elections by majority, others used it to spread false information, hate and inciting messages and digitally manipulating images and videos in an attempt to commit fraud and discrediting their opponents resulting in several data and identity theft. 12 University of Ghana http://ugspace.ug.edu.gh On the subject matter of credibility and trustworthiness of social media information, Johnson and Kaye (2009) argued that those who frequently use social media are more likely to consider it credible than those who seldom use it. They opined that those who frequently use it are more adapted and are capable of sieving information they consider or perceive as credible. Johnson and Kaye (2014) also found that highly interested people in politics who use social media view these sites as credible sources for their political news than those less interested in political affairs. Political information via social media may tend to satisfy the expectations of politically interested users and consequently be perceived as credible. 13 University of Ghana http://ugspace.ug.edu.gh CHAPTER THREE METHODOLOGY 3.0 Introduction This chapter discusses the steps, sampling procedure and method of data collection used to respond to the objectives and research questions that have been enumerated for the study. 3.1 Research design Research design refers to the method used to carry out a research. Cooper and Schindler (2003) define research design as “the scheme, outline or plan that is used to generate answers to research problems.” This research is conducted based on the quantitative approach. A survey design was the most appropriate way to collect original data, using standardised questionnaires. According to Babbie (2004), the purpose of a survey is to make inferences from a sample to a population. The survey method is a valuable tool in collecting original data from a large population difficult to observe. There are a number of advantages of using the survey method. First, administering a questionnaire is a simple process. Secondly, the data collected are consistent due to the fixed- response alternatives. It is also simple to code and interpret the findings (Malhotra, Birks & Wills, 2012). The survey method also creates some challenges. First, participants may not be willing to give the requisite information. Secondly, the fixed-response alternative method may reduce the rate of validity for some specific types of research data, such as peoples’ beliefs or convictions, which are better explained using qualitative methods. All things being equal, in 14 University of Ghana http://ugspace.ug.edu.gh spite of the challenges that the survey method poses, it remains the most used method for collecting primary data (Malhotra etal, 2012). 3.2 Population sample For purposes of this study, the researcher concentrated on University of Ghana students between the ages of 18 to 33 years. This is because this age group is technologically savvy as they have grown up around computers and are extremely active on the internet and particularly on social media. From this population, the researcher selected a sample size of 120 students from the University of Ghana, Legon. According to Wimmer and Dominick (2010), the “required sample for a study depends on at least one of the following factors: project type, project purpose, project complexity, amount of error tolerated, time constraints, financial constraints and previous research in that area.” The choice of this sample size is informed by the project type as well as the limited time available for the study. 3.3 Sample selection procedure A sample of 120 University of Ghana Students who were mainly Distance Learning students was used for this study. The sample comprises 60 males and 60 females. Stratified sampling was used because males and females were treated as separate homogenous groups. Respondents were drawn from each of the five traditional halls (Legon hall, Commonwealth Hall, Akuafo Hall, Volta Hall and Mensah Sabah Hall) of the University of Ghana. Each of the halls was represented by 24 respondents. In Legon, Mensah Sabah and Akuafo Halls, 12 males and 12 females were selected from each of them. However, in the case of 15 University of Ghana http://ugspace.ug.edu.gh Commonwealth Hall and Volta Hall, 24 males and 24 females were selected respectively. The reason is that both halls are single-sex occupied. However, in selection of respondents at the halls of the University, the study used a convenience sampling method, which is “characterized by a non-systematic approach to recruiting participants that often allows a potential participant to self-select into the sample” (Schonlau, Fricker & Elliott, 2002, pg. 33) was used. Although statistical inference can be problematic with convenience sampling because it is a non-probability method (Babbie, 2004; Schonlau et al., 2002), when a large group of members is easily identifiable but identifying the entire population of the group is nearly impossible, collecting data through convenience sampling is most effective (Babbie, 2004). 3.4 Data collection procedure The researcher used questionnaires as the main means of obtaining data. This was done by conducting a face-to-face administration of questionnaires to the population sample. The researcher was assisted by two trained field staff that complemented the efforts in data collection. The researcher and his assistants went to the halls of the University and administered the questionnaire to the sample in their various rooms. Because respondents were university students, their understanding of the questions was much appreciated and this made it easier for the researcher and his team to complete the process as per schedule. The researcher read out the questions to the respondents and asked them to select from the fixed-response alternatives. Where there were multiple choices, respondents were notified and they answered accordingly. 16 University of Ghana http://ugspace.ug.edu.gh 3.5 Data collection tools A questionnaire was administered face-to-face to the sampled population with a request to answer the questions therein. One advantage of a face-to-face questionnaire administration is that it is easier to locate appropriate respondents to answer the questionnaire. The issue of missing data and illegible handwriting is taken care of, since the researcher or his trained staffs record the responses themselves. The use of visual aids and or graphics can be part of a face-to-face questionnaire. Face-to- face questionnaire administration also promotes data quality. It also allows researchers a maximum level of control over the data collection process. Face-to-face surveys also offer the highest response rates (De Leeuw, & Van der Zouwen, 1988). The disadvantages of face-to-face questionnaires are that they are time consuming, more labour intensive and expensive than other methods. Again, where it is almost difficult to reach some respondents, this method can be very challenging. For instance, when you are dealing with students, it is sometimes difficult to have access to their residential apartments as this may be restricted. The presence of the interviewer may also be intimidating to respondents and this may potentially affect their answers (Czaja, R. & Blair, J., 1996). In the survey, closed-ended questions were used. According to Baxter and Babbie (2004), this method offers greater uniformity of answers, and it is more easily amenable for statistical analysis compared to open-ended questions. Kerlinger (1993) contends that this type of instrument simplifies the state of the data analysis in view of the fact that the information so that is obtained is already well organized. Furthermore, open-ended questions are harder to interpret to fully understand the meaning of the responses. 17 University of Ghana http://ugspace.ug.edu.gh A pilot of ten respondents was conducted to assess the effectiveness and also respond to any issues that could arise. Good practice requires that a ‘pilot’ or ‘pre-test’ is conducted on a small sample of respondents before actual use. The pilot helps you test the ability of respondents to answer the questions. Where there are areas of confusion or errors, corrections are made before the actual use. In this instance, all issues that were raised during the pilot were addressed by the final version was issued. Respondents used for the pilot were not included in the actual sample for the study. 3.6 Data analysis Statistical Package for Social Sciences (SPSS) was used to analyse the data. Findings were presented in tables and charts. These statistical tools enable one to give an account on numerical characteristics of the population as presented by the sample. It facilitates summary of raw data into easily readable forms enabling display of information from which conclusions and recommendations can be made. For the analysis of this project, frequency tabulation, percentages and inferential statistics were used. Interpretations of the findings are also discussed in detail. 18 University of Ghana http://ugspace.ug.edu.gh CHAPTER FOUR FINDINGS AND DISCUSSION 4.0 Introduction This chapter presents the analysis and interpretations of the data. The research sought to find out how social media is being used as a platform for political information by University of Ghana students. The researcher administered 120 questionnaires (see Appendix 1) to the target population as shown in table 1. All the copies administered were retrieved. Respondents were made up of 60 males and 60 females. Data from the questionnaires was organised and coded for analysis using the Statistical Package for Social Sciences (SPSS). The analysis and interpretation took into account the research questions and objectives of the study. Tables and charts have been used to analyse and present the findings of the study. Table 1: Age distribution of respondents Age Group Frequency Valid Percent 18 - 21 26 21.7 22 - 25 64 53.3 26 - 29 23 19.2 30 - 33 7 5.8 TOTAL 120 100.0 19 University of Ghana http://ugspace.ug.edu.gh This study sought to establish the ages of the respondents. The findings showed that majority of the respondents were between 22-25 years old, representing 53.3 percent of the total number of respondents. This is followed by 21.7 percent of respondents representing those in the 18-21 age bracket. The least of the respondents constituted those above 30 years, representing 5.8 percent of the respondents, while 19.2 percent also made up those in the 26- 29 age group, as indicated in table 1 above. Table 2: Frequency of programme level of respondents Level Frequency Valid Percent 100 14 11.7 200 15 12.5 300 35 29.2 400 49 40.8 600 7 5.8 Total 120 100.0 Respondents were also selected from different levels of study. Level 400 made up the highest number of respondents with a percentage of 40.8. The second highest is level 300 which was made up about 29 percent of the respondents. Those in level 200 constituted 12.5 percent while 11.7 percent were those in level 100. A handful of respondents were made up of post- graduate students who represent 5.8 percent of the total respondents. 20 University of Ghana http://ugspace.ug.edu.gh Table 3: Which social networking site do you subscribe to? Responses Percent of Cases of subscription NETWORKING SITE N Percent FACEBOOK 102 26.1% 85.0% WHATSAPP 112 28.6% 93.3% TWITTER 37 9.5% 30.8% YOUTUBE 62 15.9% 51.7% INSTAGRAM 57 14.6% 47.5% OTHER 21 5.4% 17.5% Total 391 100.0% 325.8% Respondents were asked which social media platforms they subscribe to. Table 3 above shows a summary of the findings. Majority of respondents subscribe to WhatsApp, representing 93.3 percent of all cases. Facebook maintains a significant amount of subscription and is the second most subscribed to networking site as 85 percent of the respondents have reported of being subscribed to it. This is followed by Youtube with a 51.7 percent subscription, while 47.5 percent of respondents subscribe to Instagram. Twitter followed by 30.8 percent while other social networking sites such as Imo, Google Plus, Viber, Skype among others also have a subscription rate of 17.5 percent. 21 University of Ghana http://ugspace.ug.edu.gh Table 4: Which of the following are of interest to you on social media? Responses Percent of Cases of interest on social INTEREST N Percent media INTERRACTION WITH 90 31.8 75.0% FRIENDS/FAMILY POLITICAL NEWS 50 17.7% 41.7% PRODUCT NEWS 36 12.7% 30.0% SPORTS NEWS 34 12.0 28.3% ENTERTAINMENT 73 25.8% 60.8% NEWS Total 283 100.0% 235.8% For majority of the respondents, social interactions with friends and family remain the primary reason for using social media. As can be seen in table 4 above, 75 percent of respondents use social media for social interactions with their friends and family. Entertainment news is the second biggest reason why University of Ghana students may use social media, representing 60.8 percent of respondents. Apart from social interactions and entertainment news, political news is also of significant interest to University of Ghana students. Interest in political news constituted 41.7 percent of respondents. This is followed by product news which represented 30 percent, while sports news represented 28.3 percent of respondents. 22 University of Ghana http://ugspace.ug.edu.gh CHART 1 The chart above presents an interesting scenario of the perception of respondents about the role social media plays in the provision of political information. Approximately, 97% of respondents believe social media plays a role in the provision of political information. Only about 3% disagree with this assertion. 23 University of Ghana http://ugspace.ug.edu.gh Table 5: Which channel (s) do you often get political information? Responses Percent of Cases of media channels CHANNEL N Percent RADIO 60 24.5% 50.0% TELEVISION 61 24.9% 50.8% NEWSPAPERS 21 8.6% 17.5% SOCIAL MEDIA 65 26.5% 54.2% THROUGH INTERACTION WITH 34 13.9% 28.3% FRIENDS OTHER 4 1.6% 3.3% Total 245 100% 204.2% From the table above, social media can be seen as the most preferred communication channel for political information by University of Ghana students. Majority of respondents representing 54.2 percent of all cases selected social media as the channel through which they get political information. This is followed by Television and Radio with 50.8 percent and 50 percent respectively. Interaction with family and friends is another channel for political information by University of Ghana students. This is represented by 28.3 percent of all cases. The Newspaper is represented by 17.5 percent, while the other is represented by 3.3 percent of all the cases. 24 University of Ghana http://ugspace.ug.edu.gh Table 6: Frequency of social media usage Frequency Valid Percent ONCE DAILY 6 5.0 SEVERAL TIMES 98 81.7 DAILY ONCE IN A WEEK 1 0.8 MORE THAN ONCE IN 8 6.7 A WEEK LESS OFTEN 6 5.0 NO ANSWER 1 0.8 Total 120 100.0 Approximately, 82 percent of the respondents use social media several times in a day. Another 6.7 percent of respondents use social media more than once in a week. Five percent of respondents use social media once daily while another five percent use the channel less often. Table 7: Do you follow politicians on social media? Frequency Valid Percent YES 42 35.0 NO 78 65.0 Total 120 100.0 From the table above, majority of the respondents representing 65 percent do not follow politicians on their social media networks. The findings also show that 35 percent of respondents follow politicians on social media. 25 University of Ghana http://ugspace.ug.edu.gh Table 8: Have you ever posted a question or comment on a government official or a politician's social media page? Frequency Valid Percent YES 22 18.3 NO 98 81.7 Total 120 100.0 Only a handful of respondents, 18.3 percent have ever posted questions or comments directed at politicians on social media. Majority of the respondents representing 81.7 percent have not posted any questions or comments directed at politicians on social media. Table 9: If yes, did the government official or politician respond to your queries or comment? Frequency Percent Valid Percent YES 5 4.2 23.8 NO 16 13.3 76.2 Missing 99 82.5 100.0 Total 120 100 Out of the total number of respondents, 4.2 percent of them who posted questions or comments on social media directed at politicians, received responses from them. Another 13.3 percent of the respondents did not receive any responses from the politicians. The remaining 82.5 percent of the respondents did not post any questions or comments directed at politicians, and so they are represented as ‘missing’ since no answers were required. 26 University of Ghana http://ugspace.ug.edu.gh Table 10: Political information on social media cannot be trusted Frequency Valid Percent STRONGLY AGREE 16 13.3 AGREE 58 48.3 DISAGREE 33 27.5 STRONGLY DISAGREE 9 7.5 NO ANSWER 4 3.3 Total 120 100.0 One of the aims of the study was to find out the perception of University of Ghana students regarding the credibility and trustworthiness of social media as a channel for political information and communication. And so, respondents were given a statement and requested to strongly agree, agree, disagree, or strongly disagree with the statement. About 13 percent of the respondents strongly agreed, while 48.3 percent agreed that political information on social media cannot be trusted. The findings also show that 27.5 percent of the respondents disagreed, while 7.5 percent strongly disagreed with the statement. Only about three percent of the respondents had no answer to the statement. 27 University of Ghana http://ugspace.ug.edu.gh CHART 2: Respondents were also asked to state in general terms whether or not they trust political information on social media. Majority of the respondents representing 53.3 percent said, in general, they do not trust political information on social media. The other 46.7 percent of the respondents perceive information on social media as credible and trustworthy. Comparing chart 2 and table 10 which are similar in nature, both have produced almost the same results with majority of the respondents perceiving information on social media as not being credible and therefore cannot be trusted. 28 University of Ghana http://ugspace.ug.edu.gh Table 11: Cross-tabulation of the gender of respondents against their interest in political information on social media. WHICH OF THE Total FOLLOWING ARE OF INTEREST TO YOU ON SOCIAL MEDIA? POLITICAL NEWS MALE 28 28 FEMALE 22 22 Total 50 50 Table 11 shows the findings of the cross-tabulation between gender and their interest in political news on social media. Out of the total number of respondents who selected their interest in political news on social media, 56 percent of them are males whiles 44 percent are females. This means that males are more likely to sign on to social media for political information compared to their female counterparts. 4.1 General findings A major finding of this study is that social media is being used by University of Ghana students several times daily for different purposes and political information seeking is one of such reasons. The study found that 81.7 percent of the respondents use social media several times daily. The findings also show that social interaction with family and friends representing 75 percent of respondents is the primary reason why University of Ghana students use social media. Aside from social interactions with family and friends, entertainment news is the second area of interest for University of Ghana students on social media. It recorded 60.8 percent of the 29 University of Ghana http://ugspace.ug.edu.gh total respondents. Political information, representing 41.7 percent of the respondents is the third area of interest on social media for University of Ghana students. The study also found that social media is the most preferred communication channel for accessing political information. About 54 percent of respondents prefer social media as the medium to accessing political information. The study further found that social media plays an important role in the provision of political information. Almost all respondents (97%) said yes when asked about whether they believe social media plays a role in the provision of political information. In addition, the study found that respondents do not have trust in the political information they read on social media. About 53 percent of respondents said, in general, they do not trust political information on social media, even though majority believe it plays an important role in the provision of such information. The study again found that males are more likely to sign on to social media for political information compared to their female counterparts. Out of the total number of respondents who selected their interest in political news on social media, 56 percent of them are males while 44 percent are females. Further from the data collected, it is clear that WhatsApp is the most subscribed to social networking site representing 93.3 percent, followed by Facebook at 85 percent of the all cases. Youtube came third at 51.7 percent, while Instagram is fourth at 47.5 percent of all cases. Interestingly, Twitter came fifth at 30.8 percent of all cases. 30 University of Ghana http://ugspace.ug.edu.gh 4.2 Discussion The purpose of this study was to examine the use of social media as a platform for political information among students of University of Ghana. The first focus of the study was to find out the extent to which social media is being used as a platform for accessing political information. The study also examined the preferred communication channels for accessing political information by University of Ghana students. It further sought to determine the perception of University of Ghana students regarding the credibility and trustworthiness of social media as a channel for political information. In order to explore the issue, a quantitative research approach was used, collecting data using a survey method, and statistically analysing the results using the SPSS. About 82 percent which forms majority of the respondents use social media several times daily. This means that social media can be used effectively to get the youth interested in political issues and reduce youth apathy to political involvement and participation. The findings revealed that social media has been accepted by University of Ghana students since majority of the respondents (65%) consider it as the primary source of news for them. This confirms the technology acceptance model by Davis (1989), which assumes that an individual will cultivate an actual behavior to use a new technology upon reflecting on the perceived ease of use and perceived usefulness of that technology. This finding is also similar to that of Baumgartner and Morris (2010), who examined the political uses of new communication technologies by young people during the early phase of the 2008 presidential primary season of the United States. They found that social media is accepted by young people as a potential source of information with majority of them receiving their news from these social media platforms. 31 University of Ghana http://ugspace.ug.edu.gh Thi s study further found that majority of the respondents (75%) use social media for social interactions with family and friends. Political information ranked third at 41.7 percent in the areas of interest after social interaction with family and friends, while entertainment news is second at 60.8 percent of the respondents. This contrasts with the findings of Okoro and Adibe (2013) in a study in which they investigated social media and political participation in Nigeria during the 2011 general elections. They found that 76 percent of respondents who were the majority used social media for political information during the 2011 general elections. Again, respondents were asked to list their preferred communication channel (s) for political information. The research found that social networking sites have become an important additional arena for politics. They are a resource for political news, information seeking and civic engagement that enable citizens to be abreast with public affairs. The findings revealed that social media was the most preferred communication channel for accessing political information. Television came second with radio placing third in that order. This finding confirms the uses and gratifications theory which assumes that audience members are active and deliberately select media channels that satisfy their everyday needs. The third objective of the study was to determine the perception of University of Ghana students regarding the credibility and trustworthiness of social media as a platform for political information. And so respondents were asked to either confirm or refute whether they trust political information on social media, in general terms. 53.3 percent of respondents said, in general, they do not trust political information on social media while 46.7 percent have reported that in general, they trust political information on social media. On the subject matter of credibility and trustworthiness of social media information, Johnson and Kaye (2009) argued that those who frequently use social media are more likely to consider it 32 University of Ghana http://ugspace.ug.edu.gh credible than those who seldom use it. They argued that those who frequently use social media are more adapted and are capable of sieving information they perceive as credible. Okoro and Adibe (2013) also argued that while social media was used for political participation during the 2011 elections by majority, others used it to spread false information, hate and inciting messages and digitally manipulating images and videos in an attempt to commit fraud and discrediting their opponents resulting in several data and identity theft. They therefore concluded that information on social media cannot be entirely trusted. The same question regarding the credibility of social media was asked on a likert scale in the form of a statement: “Political information on social media cannot be trusted,” where “1” means strongly agree and “5” means, strongly disagree. 61.6 percent of respondents either agree or strongly agree that political information on social media cannot be trusted. What is interesting though is the fact that even though majority believe social media plays a role in the provision of political information, at the same time they do not trust such information. Another 35 percent completely disagree with this statement and only about three percent have no answer to the statement. On the subject matter of which social networking site is most subscribed to, the data revealed that WhatsApp is the most subscribed to social networking site at 93.3 percent, followed by Facebook at 85 percent of the respondents. This is followed by Youtube with a 51.7 percent subscription, whiles 47.5 respondents subscribe to Instagram. Twitter follows by 30.8 percent while other social networking sites such as Imo, Google Plus, Viber, and Skype among others altogether, also have a subscription rate of 17.5 percent. In addition, there was a general agreement among respondents that social media plays a role in the provision of political information by giving citizens the opportunity to participate in political affairs. Almost all respondents (97%) believe social media plays a role in the 33 University of Ghana http://ugspace.ug.edu.gh provision of political information. This will enable citizens to have their say on political issues. The study also found that males are more likely to sign on to social media for political information compared to their female counterparts. Out the total number that chose political information as their area of interest on social media, 56 percent of them are males whiles 44 percent represents females. 34 University of Ghana http://ugspace.ug.edu.gh CHAPTER FIVE CONCLUSION AND RECOMMENDATION 5.0 Introduction This chapter therefore presents a summary of key findings from which conclusions are drawn and recommendations made. 5.1 Summary of findings The study found that social media is being used several times daily by University of Ghana students for different purposes. Of particular interest of the usage of social media is social interaction with family and friends. Entertainment news is perhaps the second reason why the University of Ghana students subscribe to social networking sites. It is also significant to point out that quite a good number of the respondents selected political information as their area of interest on social media. The study further established that social media is the most preferred communication channel for accessing political information. This is confirmed by the findings in table 6 of chapter four, where 54.2 percent of respondents selected social media as their preferred platform for political information. Television still maintains a significant and commanding position as a medium through which political information is accessed by University of Ghana students. Radio also provides them with political information, aside from social media and television. In addition, the study found that majority of the respondents, in general, do not trust the political information on social media, even though they believe it plays an important role in the provision of such information. 35 University of Ghana http://ugspace.ug.edu.gh The findings further revealed that WhatsApp is the most subscribed to social networking site, compared to the others. Facebook maintains a significant position placing second to WhatsApp. Interestingly, Youtube and Instagram performed better than Twitter, placing third and fourth respectively. 5.2 Conclusion This research study was done with the aim of answering three research questions. It aimed at finding out the extent to which social media is being used as a platform for accessing political information by University of Ghana students. The study also sought to understand the preferred communication channels for accessing political information. It was also designed to know the perception of University of Ghana students regarding the credibility and trustworthiness of social media as a channel for political information. The study established that social media is actually a channel through which University of Ghana students access political information. Social media is a great avenue for the dissemination of political information given the frequency with which it is being used as demonstrated in the findings of the study. To reduce youth apathy to political engagement and participation, there is the need to use social media for the spread of credible political information and not the spread of propaganda. 5.3 Limitations of the study Like any scholarly work, this study has its own limitations. The first limitation is that the findings of the study cannot be generalized because the sample for the study was drawn from the distance-learning category of University of Ghana students. At the time of the study, the regular students were on vacation and could not be part of the sample population. The distance-learning category of students is considered to be individuals working in 36 University of Ghana http://ugspace.ug.edu.gh organizations and who do not have the full time to pursue their education. These students cannot be said to be representative of the student body of University of Ghana. Again, convenience sampling was used to select respondents for the study. This is a non- probability method of sampling that makes it difficult for the researcher to generalize the findings of the study. 5.4 Recommendation This study recommends public education on the use of social media for political purposes particularly among young people. Since the youth rely heavily on social media several times daily for gratifying their needs, it is important for the political elite to use social networking sites to circulate political information so as to reduce youth apathy in governance and politics. Political leaders and their parties, as well as their supporters who use the new technology must ensure that the information they put out there is accurate, reliable and trustworthy. Efforts should also be made towards checking and regulating social media usage in order to minimize the sometimes false information that is being peddled around. There is the need to rather maximize the benefits of the technology especially for political purposes and the electoral process. It is also the recommendation of this study that research in this field is pursued vigorously since the social media is increasingly becoming an important and a fast growing communication channel for many Ghanaians, especially the youth. Research in the role of social media use in a presidential election in Ghana would be a good topic idea to pursue. 37 University of Ghana http://ugspace.ug.edu.gh BIBLIOGRAPHY Asante, C. (1996). The Press in Ghana: Problems and Prospects. Lanham MD: University Press of America. Babbie, E. R. (2004). The practice of social research. (10th ed.). Belmont, CA: Wadsworth Publishing. Baumgartner, J. C. & Morris, J. S. (2010). “MyFaceTube Politics. 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OECD Broadband Portal. 02/26/2010. http://www.oecd.org/document/54/0,3343,en_2649_34225_38690102_1_1_1_1,00.html. Okoro, N. & Adibe, K. N. (2013). Social media and political participation in Nigeria during the 2011 general elections: the lapses and the lessons. Global Journal of Arts Humanities and Social Sciences Vol. 1, No. 3, pp.29-46, September 2013. Published by European Centre for Research Training and Development UK (www.ea-journals.org) Palmgreen, P. C., Wenner, L. A., & Rayburn, J. D. (1980). Relations between gratifications sought and obtained: A study of television news. Communication Research, 7, 161- 192 Pew Research Center (January, 2009). Adults and social network websites. Retrieved March 14, 2010, from http://www.pewinternet.org/Reports/2009/Adults-and-Social- 39 University of Ghana http://ugspace.ug.edu.gh Network-Websites/1-Summary-of-findings/One-third-of-American-adult-internet- users-have-a-profile-on-an-online-social-network-site.aspx?r=1 Rayburn, J. D. (1996). Uses and gratifications. In M. B. Salwen & D.W. Stacks (Eds.), An integrated approach to communication theory and research (pp. 97–119). Mahwah, NJ: Lawrence Erlbaum Associates, Inc. Schonlau, M., Fricker Jr., R. D., & Elliott, M. N. (2002). Conducting Research Surveys via E-mail and the Web. Arlington: VA: RAND Publications. Stieglitz, S., Brockmann, T., & Xuan, L. D. (2012). "Usage Of Social Media For Political Communication." PACIS 2012 Proceedings. Paper 22. Towner, T.L. & Dulio, D.A. (2011). The Web 2.0 Election: Does the Online Medium Matter? Journal of Political Marketing, 10 (1), 165-188. Wimmer, R. D., & Dominick, J. R. (2010). Mass media research: An introduction (38th Ed.). Belmont, CA: Wadsworth. 40 University of Ghana http://ugspace.ug.edu.gh APPENDIX Questionnaire My name is Charles Yaw Gyagri, of the University of Ghana, undertaking a research project for the award of Master of Arts (MA) in Communication Studies. The topic I am researching on is: “Social media as a platform for political information: A survey of University of Ghana students.” I would be most grateful if you could provide answers to the questionnaire. Please note that the information sought is purely for academic purposes only and will be treated with strict confidentiality. Demographic Data Q1. Age Group 1. 18 – 21 2. 22 – 25 3. 26 – 29 4. 30 – 33 Q2. Gender 1. Male 2. Female Q3. Level 1. 100 2. 200 3. 300 4. 400 5. 600 SECTION ONE: Social Media Usage Q4. Which social networking site(s) do you subscribe to? 1. Facebook 2. WhatsApp 3. Twitter 4. Youtube 5. Instagram 6. Other (specify)………………….. 41 University of Ghana http://ugspace.ug.edu.gh Q5. Which of the following are of interest to you on social media? 1. Interaction with friends/family 2. Political News 3. Product News 4. Sport News 5. Entertainment News Q6. How often do you use social networking sites? 1. Once daily 2. Several times daily 3. Once in a weekly 4. More than once in a week 5. Less often 6. Never 7. No answer Q7. How often do you post content on your profile on social media? 1. Once daily 2. Several times daily 3. Once in a weekly 4. More than once in a week 5. Less often 6. Never 7. No answer SECTION TWO: Social Media and Political Engagement Q8. Do you often try to know about what is happening in politics in Ghana? 1. Yes 2. No Q9. Which channel (s) do you often get political information? 1. Radio 2. Television 3. Newspapers 4. Social Media 5. Through interaction with friends 6. Other (specify)………………… Q10. Do you follow politicians on social media? 1. Yes 2. No 42 University of Ghana http://ugspace.ug.edu.gh Q11. Have you ever posted a question or comment on a government official’s page or a politician’s page? 1. Yes 2. No Q12. If YES, did the government official or politician respond to your queries or comment? 1. Yes 2. No Q13. Do you believe that social media plays a role in the provision of political information? 1. Yes 2. No Q14. Social media platforms are a modern way to keep abreast with political information. 1. Strongly Agree 2. Agree 3. Disagree 4. Strongly Disagree 5. No Answer Q15. Social media platforms enable you to have your say on political issues. 1. Strongly Agree 2. Agree 3. Disagree 4. Strongly Disagree 5. No Answer Q16. Social media can get people interested in political affairs. 1. Strongly Agree 2. Agree 3. Disagree 4. Strongly Disagree 5. No Answer Q17.Political information on social media cannot be trusted. 1. Strongly Agree 2. Agree 3. Disagree 4. Strongly Disagree 5. No Answer 43 University of Ghana http://ugspace.ug.edu.gh Q18. In general terms, do you find political information on social media credible and trustworthy? 1. Yes 2. No 3. Thank you for answering this questionnaire. 44