The Influence of Media on Voting Behavior in Ghana: The Case in Western North Region

Abstract

The media have strong impact on Ghanaians’ voting decisions. Parties in multiple democracies have since harnessed the use of the media in our political process. The objective of the study was to investigate how the media influence voting behavior in the Western North Region of Ghana. In this study, Purposive and convenience sampling techniques were used. The study adopted qualitative and quantitative research designs. Questionnaires and interview guides were used to collect data. A sample size of 404 respondents was studied. The study revealed that voters in the study area have access to communication devices for obtaining information through political campaigns, advertisements on broadcast, social, print, support, and transit media, which all have a significant impact on voting behavior in the study Region. The study revealed that 65.6% of those polled said the media had a major influence on their voting behavior in the 2020 general elections in the research Region. The study also revealed that party affiliation, party manifesto, current economic conditions, family and friends, and current government performance were other factors that influenced voting behavior in the study area apart from the media. The study, therefore, suggested that the technical infrastructure of the media in the study Region be expanded since voters demand increased and improved access to and usage of the media to get information on political parties’ operations in order to shape their voting behavior. Also, media sanity should be strengthened in the study Region.