The Role of Digital Platforms (X and Facebook) in Shaping Opinions in Ghana’s Election

Abstract

This study explores the transformative role of digital platforms, particularly Facebook and X (formerly Twitter), in shaping public opinion and electoral outcomes in Ghana. The research investigates the central question: How do digital platforms influence public opinion formation and voter behavior during elections in Ghana? Drawing on a qualitative research approach, the study integrates content analysis of social media data, surveys with voters, and interviews with political campaign strategists to analyze the interplay of algorithmic curation, echo chambers, targeted advertising, and misinformation. The findings reveal that digital platforms significantly impact voter mobilization, public discourse, and political polarization. Algorithmic curation and targeted advertisements amplify campaign messages but often reinforce existing biases, creating echo chambers that deepen ideological divides. Misinformation emerges as a major challenge, undermining informed decision-making during electoral periods and influencing voter trust in political systems. The study also highlights demographic factors such as age, gender, and socioeconomic background, which shape platform usage. Younger voters favor X for its immediacy and brevity, while older voters gravitate toward Facebook for in-depth discussions and community interactions. Moreover, the research underscores the dual-edged nature of digital platforms, which foster civic engagement but also present risks of manipulation and information distortion. It explores how political actors utilize these platforms to their advantage, employing targeted advertising and strategic messaging to sway voter behavior. The study’s findings contribute to the growing body of literature on digital politics in developing democracies, offering valuable insights into the implications of social media use for Ghana’s electoral processes. Through addressing gaps in understanding how digital platforms affect democratic engagement, this research provides actionable recommendations for policymakers, political actors, and civil society to leverage social media ethically and effectively. It emphasizes the need for regulatory frameworks, media literacy campaigns, and collaborative efforts to mitigate misinformation while maximizing the democratic potential of digital platforms.