Impact Of Audience Perception on News Consumption Habits in Ghana: A Study of Some Audiences in Accra, Kumasi, Takoradi and Tamale.

Abstract

This study examined the relationship between audience perception of news credibility, exposure to misinformation, and news consumption habits within Ghana’s evolving media environment. Guided by the Uses and Gratifications Theory, Agenda-Setting Theory, Media Dependency Theory, and the Spiral of Silence Theory, the research explored how demographic factors moderate and how misinformation exposure mediates the link between perceived credibility and media use.A quantitative research design was employed, using structured questionnaires to collect data from a cross-section of respondents across major regions in Ghana. Data was analyzed using Smart PLS for Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The results showed that audience perception of news credibility significantly predicts news consumption habits across traditional and digital platforms. Demographic factors such as age, education, and location significantly influenced how audiences perceive news credibility and moderated the strength of perception-consumption relationships. Furthermore, misinformation exposure was found to mediate the relationship between perception and consumption, with high exposure levels reducing trust across media types.The findings highlight that media credibility is a key driver of sustained audience engagement, while misinformation poses a serious threat to both traditional and digital news platforms. The study recommends strengthening media literacy initiatives, enhancing journalistic transparency, and promoting cross-platform verification behaviors to build public trust and ensure the long-term sustainability of Ghana’s news media ecosystem.