What question did this study set out to answer?

The study aims to understand how social media affects communication in urban Ghana.

March 2, 2026Open Access

Social Media and Communication Patterns in Urban Ghana: An Ethnographic Study

AAAmma AgyemanNoguchi Memorial Institute for Medical Research KAKofi AsareUniversity of Ghana

Key Points

The study aims to understand how social media affects communication in urban Ghana.
Conducted ethnographic research through participant observation and semi-structured interviews.
Performed content analysis of online interactions.
Focused on usage patterns of social media platforms like WhatsApp and Twitter.
75% of participants use WhatsApp for group messaging.
60% use Twitter for public discussions.
Younger participants show higher engagement in digital activism.
Social media influences communication but does not fully replace traditional interactions.

Abstract

Urban Ghana faces rapid technological advancement, particularly in social media usage. An ethnographic study was conducted through participant observation, semi-structured interviews, and content analysis of online interactions. Urban Ghanaians predominantly use WhatsApp for group messaging (75%) and Twitter for public discourse (60%), with younger participants more likely to engage in digital activism. Social media significantly influences communication practices but does not uniformly replace traditional modes of interaction. Educational institutions should incorporate social media literacy into curricula to enhance critical thinking about online interactions.

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