THE INFLUENCE OF SOCIAL MEDIA ON THE VOTING BEHAVIOUR OF TERTIARY STUDENTS IN THE WA MUNICIPALITY: GHANA’S 2016 GENERAL ELECTIONS IN PERSPECTIVE

Abstract

The study assessed the influence of social media on the voting behaviour of tertiary students in the Wa Municipality: Ghana’s 2016 general elections in perspective. The agenda setting theory was adopted to serve as guidance for the study. Purposive and Simple random sampling techniques were employed in selecting the respondents for the study. In all 383 respondents were selected for the study. Tools employed for data collection were interview guide, questionnaire and Focus Group Discussions. The findings show Whatsapp as a frequently used social media tool. The study established that, 107(30.1%) of respondents from the four schools (UDS, Wa Poly, Jahan Training College of Education and the Wa Nursing Training College) reported that political parties employ social media very extensively. The findings further revealed that, some messages received from the NPP reported by respondents were; “vote nana for change, NPP’s transformation plan, National ID for every Ghanaian, One district; one factory, Good Education, For Jobs, Free SHS, one village; one dam, restoration of allowances, One million dollar per constituency, Better NHIS, Better salaries. Respondents revealed that some used social media to attack opponents, spread false rumours, hate and inciting messages, and digitally manipulate images, messages and videos. Institutions such as the National Communication Authority (NCA), and Ghana Independent Broadcaster Association (GIBA) should become more proactive in the censorship of the political campaigns of politicians. The study concludes that social media really influenced voters’ decisions. The study recommends that, the National Communication Authority (NCA), and Ghana Independent Broadcaster Association (GIBA) should be more proactive in the censorship of the political campaigns of politicians.