Comparative Analysis Of The Impact Of Traditional And Digital Media On Consumer Attitudes, Behaviours, And Trust In A Brand In Ghana: A Case Study Of MTN Mobile Money Service

Abstract

This study examines the professional experiences of journalists working in privately owned radio stations in Accra, Ghana, focusing on how they report on MTN Mobile Money (MoMo) within the country’s evolving hybrid media environment. While extensive research exists on media influence and mobile money adoption in Ghana, little attention has been given to the journalists who shape the narratives surrounding MoMo, an essential financial service relied upon by millions. Guided by an interpretivist philosophy and employing a qualitative phenomenological design, the study explores the lived experiences of 17 journalists purposively selected from various privately-owned radio stations. Data were collected through semi-structured interviews and were analysed thematically to reveal the underlying structures, motivations, and challenges shaping journalistic practice in this context. The findings reveal six interconnected themes. First, journalists deliberately adapt MoMo-related content across platforms, demonstrating strategic divergence between radio and digital media. Radio is used for broad awareness and trust-building, while digital platforms provide depth, interactivity, and behavioural nudges. Second, the invisible hand of commercial influence shapes editorial decisions. Although explicit censorship is rare, journalists acknowledge subtle pressures arising from MTN’s status as a major advertiser, leading to self-censorship or moderated framing of negative stories. Third, the study uncovers a dual model of trust-building: radio fosters affective, relationship-based trust, whereas digital media builds cognitive trust through evidence, transparency, and audience engagement. Fourth, journalists face an ethical conflict, the watchdog versus business partner dilemma, as they attempt to balance public interest responsibilities with the commercial survival of their stations. Fifth, the study highlights significant operational challenges, including limited access to timely corporate information, the technical complexity of mobile money systems, the speed-driven pressures of digital news, and the risks of misinformation. Finally, journalists propose practical recommendations centring on transparency, proactive corporate communication, and investment in public digital financial literacy. The study concludes that reporting on MTN MoMo is a complex, negotiated process shaped by platform dynamics, commercial structures, ethical considerations, and the technical demands of financial reporting. It contributes to scholarship by offering a nuanced understanding of media practice in Ghana, introducing the dual trust model, and highlighting the political economy of newsroom–corporate relations. The findings have implications for media organisations, policymakers, and corporate actors, emphasising the need for stronger editorial independence, improved communication of financial literacy, and more transparent engagement between journalists and service providers. Recommendations for future research include audience-centred studies, newsroom ethnographies, and investigations of corporate communication strategies.