From Screen to Home: How Soap Operas Shape Spousal Communication Among Ghanaian Couples

Purpose: This study explored how soap opera viewing is perceived to shape verbal and non-verbal spousal communication among married couples in the Cape Coast Metropolis, Ghana. Design/Methodology/Approach: A qualitative case-study design was used. Purposive, criterion-based sampling selected 10 married couples (20 participants in the Cape Coast Metropolis) who watched soap operas at least three times a week for at least one hour per day. Data were collected through face-to-face semi-structured interviews and analysed thematically. Findings: Participants reported diverse preferences, particularly among wives, and described adopting endearments, polite language and emotional expression from soap operas. They perceived possible benefits, including affection, intimacy, shared humour and fewer disagreements, alongside risks such as insecurity, neglect and unrealistic comparisons. Reported coping strategies included selective viewing, distinguishing drama from real life, open spousal discussion, seeking advice and balancing viewing with other activities. Research Limitation: The study draws on self-reported accounts from a purposively selected sample of 10 couples in one Cape Coast metropolis. The findings are context-specific and do not establish causal effects or statistical generalisability. Practical Implication: Couples and counsellors may use critical discussion of televised relationship portrayals to negotiate realistic expectations and communication preferences. Producers may also consider how storylines model relational behaviours. Social Implication: The findings support media literacy and culturally sensitive conversations about romance, gender roles and relationship expectations within Ghanaian households. Originality/Value: The study offers a context-specific qualitative account of how viewers interpret and negotiate soap-opera messages within marriage. It applies uses and gratifications theory to relational outcomes, including how communication practices may be adopted, resisted and managed between partners.