The use of Social Media for PR Activities by Feminist Groups in Ghana: A Cyberethnographic Perspective

Abstract

In recent times, social media has been adopted in diverse facets of life. One of the areas of social media adoption that has received significant attention has been within the domain of Public Relations. Consequently, the adoption of social media into Public Relations, which has been moderated by the relevance of two-way communication, has occasioned the use of these two in different disciplines. This study argues that there has been a rise in the use of social media to facilitate dialogic communication among feminist movements and groups globally. As such, the study was conducted to examine how social media platforms, based on the ideas of Public Relations, have been used to enhance dialogic communication between these women’s groups and their public. This study was guided by four core objectives, which ultimately sought to understand the use of social media by two popular feminist groups in Ghana encompassing Women in Law and Development, Africa (WiLDAF) and Women in Public Relations (WiPR). The study adopted the use of cyber-ethnography and interviews to investigate this while paying close attention to the opportunities and challenges social media presents to feminist groups in Ghana. The study focused on observing the social media interactions of the two feminist groups from November 2020 to November 2023. This was also capped with interview sessions with Public Relations professionals from the sampled women’s groups. The study highlights the importance of considering technical and structural challenges when using social media to advance feminist interests in Ghana. While social media can build virtual communities, enhance advocacy, and amplify feminist voices, it is crucial to consider technical and structural issues. To effectively use social media, feminist groups should use analytical and engagement tools, social listening tools, and collaborative content creation to understand their target audiences and consolidate the relevance of social media for their movements.