Exploring Social Media Use in the Media Space: A Case of GBC

Abstract

The purpose of this study is to explore the reasons why Ghana Broadcasting Corporation has not effectively employed social media in the phase of media pluralism in Ghana. Qualitative method, interpretive philosophy, inductive approach, exploratory design, and purposive sampling technique were used to sample six respondents of Ghana Broadcasting Corporation. Interview guide was used to collect primary data from respondents. Narrative and analytical approach were used to analyse interview responses. The result shows that: desire of management of Ghana Broadcasting Corporation to follow technology trend, cost efficiency, convenience and customer feedback are the reasons Ghana Broadcasting Corporation is embracing social media. Viewers and listeners of perceive that Ghana Broadcasting Corporation’s social media programmes are locally focused, appealing and socially responsible. Unreliable internet infrastructure, high cost of internet data, insecurity are the main factors constraining effective use of social media by Ghana Broadcasting Corporation. Multiple visibilities, creative content, instant messaging, independence of Ghana Broadcasting Corporation and credibility of followers are some measures that Ghana Broadcasting Corporation can employ to effectively use social media for broadcasting activities. Based on the findings, the study recommends that management of Ghana Broadcasting Corporation should continue supporting social media strategies with more investment to enhance is benefits. Broadcasting activities should focus on Ghanaian issues, and offer quality and sufficient information for viewers and listeners. Security systems should be improved to ensure boost confidence of viewers and listeners who rely of their content.