Exploring the Role of Social Media in Mobilizing Social Movements in Ghana: A Comparative Study of Occupy Julorbi House Protest and Fix the Country Movement

Abstract

This study examines the role of social media in mobilizing social movements in Ghana, focusing on two influential cases: the Occupy Julorbi House protest and the Fix the Country movement. Both movements utilized platforms such as Twitter, Instagram, and TikTok to frame sociopolitical issues, engage the public, and coordinate offline activism. Using a quantitative descriptive design, the research surveyed 384 respondents to analyze platform preferences, engagement levels, and perceptions of these movements’ impact on public discourse and policy. Data collection was conducted through online surveys, and the analysis was carried out using SPSS to generate descriptive statistics and cross-tabulations for detailed insights. The findings indicate that Twitter is the most popular platform, preferred by 29.2% of respondents, with Instagram and TikTok following closely. Social media was shown to be effective in awareness-building, as 81.3% of respondents first learned of the Fix the Country movement through social media, while 78.4% learned of Occupy Julorbi House through the same means. Active engagement was significant, with 73.4% of respondents sharing content and participating in hashtag campaigns, leading to offline mobilization, as 73.2% and 71.9% joined physical protests organized by Occupy Julorbi House and Fix the Country, respectively. While Fix the Country resonated more broadly (57% of respondents felt strongly connected to its message compared to 54.4% for Occupy Julorbi House), challenges included misinformation, government surveillance, and limited direct influence on policy. Only one-third of respondents perceived that either movement directly influenced government decisions, although 57.3% believed Fix the Country led to significant societal change. Based on these findings, the study recommends enhancing digital and media literacy to help citizens critically engage with information online, addressing the digital divide by improving internet infrastructure in underserved areas, and fostering stronger connections between online and offline activism to increase policy influence. Additionally, activists are encouraged to establish formal dialogue channels with policymakers to help translate social media momentum into actionable policy outcomes. Future research should explore the long-term policy effects of social media-driven activism in Ghana and its impact across diverse demographics, offering a more comprehensive understanding of digital platforms in Ghanaian civic engagement and activism.