Social Media's Influence on Urban Ghanaian Communication Patterns

Urban Ghanaians are increasingly engaging with social media platforms as primary means of communication. A mixed methods study combining surveys (N=300) and ethnographic observations to analyse social media usage frequency, content types, and their impact on traditional communication channels like face-to-face interactions. Social media users in urban Ghana reported a significant shift towards digital communication for daily tasks such as scheduling appointments and sharing news. The study highlights the growing dominance of social media over traditional communication methods among urban Ghanaians, necessitating a reevaluation of communication strategies by both individuals and institutions. Educational programmes should be developed to help users navigate the complexities of digital communication while maintaining face-to-face interactions. Policy makers need to consider these changes in developing communication guidelines for public spaces. Urban Ghana, Social Media, Communication Patterns, Mixed Methods Study