BRAINS LEGACY UNIVERSITY

MASS MEDIA COMMUNICATION’S ROLE IN COMMUNITY DEVELOPMENT

THROUGH DEVELOPMENT JOURNALISM

BY

ABU ABDUL-GANIYU

THESIS SUBMITTED TO THE GRADUATE SCHOOL RESEARCH DEPARTMENT,

FACULTY OF SOCIAL SCIENCES AND ARTS, BRAINS LEGACY UNIVERSITY, IN

PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER

OF ARTS DEGREE IN SOCIAL SCIENCES

OCTOBER 2023

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 DECLARATION

Candidates’ Declaration

I hereby declare that this thesis, is the result of my own effort and that no part of it has been
presented for another certificate in this University or elsewhere.

Candidate’s Signature: Date: 20th October, 2023

Name: Abu Abdul-Ganiyu

Supervisor’s Declaration

I hereby declare that preparation and presentation of this project work was supervised in
accordance with the guidelines on supervision of thesis laid down by Brains Legacy University.

Supervisor’s Signature: Date: 19th October, 2023

Name: Dr. Frank Williams

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 ABSTRACT

In Ghana, the huge gap between broadcasting in the North and South has greatly contributed to
the underdevelopment of the North. Studies showed that, most Media Stations are centered in the
South and mostly ignore contents propagating the development needs of the North. These Media
houses only broadcast or publish events organized in the North, and even so, publish only excerpts
of the programme, rather than delving more into researching about the development needs of
Northern Ghana.

The study aimed at assessing the role Mass Media Communications plays in Community
Development, with focus on the Wa Municipality of the Upper West Region. Using content
analysis and reporting outcomes of Sungmaale fm in the Upper West Region, as well as interviews
with Media Personalities and audiences, the study revealed how Mass Media has contributed to
the development of some deprived communities in the Upper West Region. The study revealed
awareness of the fact that community members are conscious about the role mass media is
supposed to play in development, and are willing to share ideas and resources towards the
realization of this mandate, but are always ignored by media stations in their planning and
programming.

The study recommended the establishment of more television stations in the Upper West Region,
as Radio Stations are now choked, and there is the need for a vibrant television to broadcast audio-
visuals, to better place the development needs of the Upper West Region on the National Agenda.
Also, seminars should be organized for journalists in the Upper West Region, sensitizing them on
the need to practice development journalism. The NCA should also lessen license requirements
for Media Stations willing to establish outlets or subsidiary TV Stations in the Upper West Region.

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 ACKNOWLEDGEMENTS

I am highly indebted to my supervisor, Dr. Frank Williams, Brains Legacy University, for his

guidance throughout the process; from proposal to final thesis. I am also grateful to all lecturers

and staff of Brains Legacy University, for your continuous support throughout my study period

with the University. I am eternally grateful to Baba Jamal, the General Manager of Sungmaale

FM, for providing me adequate information needed to carry out this research. I acknowledge the

support of the staff of Sungmaale FM and all Media Personalities in the Upper West Region, for

their immense contribution towards the success of this thesis. To all Radio listeners and community

representatives who contributed to the research in any way, I am grateful to you all.

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 DEDICATION

This work is dedicated to Abdul-Ganiyu Seidul-Khayr, my son. .

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 TABLE OF CONTENTS

CONTENT PAGE

TITLE PAGE i

DECLARATION ii

ABSTRACT iii

ACKNOWLEDGEMENTS iv

DEDICATION v

TABLE OF CONTENTS vi

LIST OF TABLES ix

LIST OF ABBREVIATIONS ix

CHAPTER ONE: INTRODUCTION

Background to the Study 1

Statement of the Problem 4

Objectives of the Study 7

Research Questions 7

Significance of the Study 8

Scope and Limitations of the Study 8

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Organization of the Study 9

CHAPTER TWO: LITERATURE REVIEW

Introduction 10

History of the Broadcast Media in Ghana 10

Media Presence in Northern Ghana 13

Conceptual Framework of the Study 15

CHAPTER THREE: MASS MEDIA AND NATIONAL DEVELOPMENT

Introduction 19

Historical Overview of Mass Media in Development 19

CHAPTER FOUR: RESEARCH METHODOLOGY

Introduction 22

Profile of Study Area 22

Profile of Media House Selected for Study 23

Population of the Study 24

Research Design 24

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Sampling Procedure 25

Sources of Data 26

Data Collection Instruments 26

Reliability and Validity 27

Data Collection/Fieldwork 27

Fieldwork Challenges 28

Data Processing and Analysis 28

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

Introduction 30

Research Summary 30

Summary of Results 30

Conclusion 31

Recommendation 31

Area for Further Studies 32

BIBLIOGRAPHY 37

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APPENDICES

Interview Guides 33

LIST OF TABLES

1 Poverty by Location 5

2 North - South Disparities in Basic School Enrolment 6

LIST OF ABBREVIATIONS

AGRIMAG Agriculture Magazine

BBC British Broadcasting Corporation

BC Before Christ

CSIR Centre for Scientific and Industrial Research

DEPSOCOM - Diocesan Department of Social Communication

DFID Department for International Development

FM Frequency Modulation

TV Television

NCA National Communications Authority

GBC Ghana Broadcasting Corporation

GCBS Gold Coast Broadcasting System

GDPC Ghana Development Planning Commission

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GIJ Ghana Institute of Journalism

GNA Ghana News Agency

GTV Ghana Television

URADEP Upper Regions Development Project

URA RADIO - Upper Regions Agricultural Radio

NPP New Patriotic Party

NDC National Democratic Congress

PNDC Provisional National Defense Council

UNICEF United Nations International Children Education Fund

USAID United States Agency for International Development

UHFTV Ultra High Frequency Television UN United Nations

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 CHAPTER ONE

INTRODUCTION

Background to the study

The Media is one of the most powerful tools in the world. Media has the means to change
mindsets and behaviours. Media has the ability to change tradition. But most of all, Media has
the ability to engender development initiatives. This is one key role the Media has always
played. Especially, for rural inhabitants who have no voice at all. The role the Media has played
in the development of communities in the Upper West Region needed to be researched on.

Lasswell enumerates the main functions of communication as follows: “Communication is

something someone does to someone else; the communicator, mass media, particularly,
newspapers and radio, play a crucial role in collecting and distributing information; Interpreting
that information and writing editorials suggesting reactions to it; and Educating the public”
(Agee at. al., 1985) However, other communication scholars, including Paul Lazarsfeld, Carl
I. Hovland and Robert K. Merton, disagree with Lasswell’s all-powerful theory of the mass
media. They instead propose a minimal-effects theory, arguing that cause of audience rather
functions among and through a nexus of mediating factors and influences (Agee et. al., 1985:
31). One major proponent communication may not be an all-powerful tool, it is a necessary
cause and, in some instances, a sufficient cause of social change (Agee et. al.,: 1985). In the
context of development, communication aims to stimulate debate and concientize people for
participatory decision-making as well as the acquisition of new knowledge and skills (Razier
and Restrepo-Estrada, 1998). In his analysis of the role of communication in the development
process, Homik points out that mass communication could serve as a “low cost loud speaker”
for developing countries. Since such countries usually have little money to employ the services
of several experts to educate the masses on technological innovations, the mass media become
an extension of the experts’ voice (Hornik, 1989).

Fabrizio (2007) acknowledged the role of the media in reducing poverty through its ability to
raise public awareness and debate, and shift public and political opinion. This power of the
Media could always lead to policy change. Hatem (2005) admits that the role of the media in
achieving the Millennium Development Goals (MDGs) has also been an area of interest for
some researchers. Reporters played diverse roles in the attainment of the Millennium

1
Development Goals (MDGs). Key among these were tracking progress of MDGs, developing
stories on how countries were performing, which countries were likely to achieve the MDGs
and which countries were not, reasons why some countries were performing and others were
not, reporting on the consequences of the MDGs to the people’s daily lives, reporting on the
role of civil society organizations in the attainment of SDGs and reporting success stories and
achievements towards 2015. These and many more were done by the Media and encompassed
key development areas (including agriculture, education, health, water and sanitation) engaging
communities, empowering women, partnerships, fostering public-private partnerships, among
many others. (Hatem, 2005).

The Accra Evening News, followed by Morning Telegraph at Secondi, then the Daily Mail at
Cape Coast, were initiatives of Dr. Kwame Nkrumah after he had returned from abroad and
entered the newspaper industry. These newspapers persistently advocated for instant self-
governance. Besides English, the evening news was published in other languages namely Twi,
Ga, Ewe, Fanti, Hausa and French. By 1993, there were close to 100 publications in Ghana, made
up of 36 newspapers, 22 sports weeklies and 35 lotto papers. By 2004, the number of
newspapers had fallen to just over 70, consisting of 17 monthlies, 5 bi-monthlies, 4 quarterlies,
30 weekly papers, 10 bi-weeklies and 6 dailies. The decline in the papers was for economic
reasons. The increased number of papers that came with the liberalization of media space in
1993 sparked competition in the newspaper industry. Many newspapers which could not keep
afloat simply collapsed. Between 2004 and 2008, majority of the papers recapitalized and
returned to the newsstands. As the newspaper industry blossomed, the number of publications
as at 2008, more than quadrupled to over 300 newspapers (including nine dailies) and
magazines (Gadzekpo, 2008).

The first Media presence in Northern Ghana was Upper Region Agricultural Radio (URA
Radio) which was established on 4th June 1986, as part of the Upper Region Agriculture
Development Programme (URADEP). The radio station was set up to assist the work of
extension officers in disseminating agricultural messages to the farmers. Initially, it broadcast
programmes in Gurune, Dagaare and Kusal. English Language was not used except for
continuity announcement. Later, Kasem, Sissali and Buli languages were added to the
broadcasts. It covered the whole of the Upper East and Upper West Regions and parts of the
Northern Region. Most of the programmes of URA Radio focused on agriculture, culture,
education and health. It made extensive use of drama for educational purposes (Alalbilla,

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2011). URA Radio had great impact on the development efforts of the Upper East and West
Regions. As the communication component of the URADEP project, URA Radio assisted
Agricultural Extension Officers to disseminate messages on improved agricultural practices.
This led to increased agricultural production.

After the establishment of URA Radio, it took more than a decade for a second radio station to
be established in Northern Ghana. Radio Progress was established by the Wa Diocesan
Department of Social Communication (DEPSOCOM) and began official broadcast on 14th
February, 1997. It was registered as a community radio station under a Non-Governmental
Organisation, Mass Media for Development. The station was aimed at satisfying the
information and communication needs of the people of Upper West Region (Naikuur, 2004).
Radio Savanna was established in 1997 through the collaborative effort between the Ghana
Broadcasting Corporation and the Non-Formal Education Division of the Ministry of
Education to promote adult literacy within the Northern Region. Its programmes are broadcast
mainly in Dagbani and Gonja. It covers almost all the Northern Region except
Saboba/Chereponi, East Mamprusi and Zabzugu/Tatale districts. Radio Savanna was followed
by Radio Upper West, another GBC FM station which resulted from a collaboration between
the Upper West Regional Coordinating Council and district assemblies within the Region and
GBC. The station went on air on 10th November, 2000.

Television transmission in Ghana only benefits the urban areas and the programmes are
basically entertainment oriented, neglecting the development needs and aspirations of the
country. (Asante, 1999) Radio and television serve the elitist needs of urban minorities and that
the “content of electronic media rarely reflects development problems and needs of the rural
majority, which not only lacks access but also the means for contributing to and participation
in these media offerings” (Eilers and Oepen 1991: 296). According to Gadzekpo (2008) , there
is disproportionate coverage of rural, poor and marginalized groups in favour of the more
affluent, elite and business/corporate interest groups. It can be argued therefore that by
neglecting the majority of its constituents, not only is the media not living up to the expectations
of the community in which it operates, it is also denying them of choices in the menu of news
that could have been provided (Gadzekpo, 2008: 20). Gadzekpo (2008: 14) further posited that
there is creative and sustained coverage of developmental issues such as poverty and little
attempt is made to draw Ghanaians’ attention to important social issues. Also, marginalized
groups, including women and rural communities are often neglected in terms of broadcasting

3
coverage. With this background, the paper intends to investigate the role Mass Media in the
Upper West Region has played in national development.

Statement of the Problem

Mass Media is meant to influence development and advocate for even distribution of National
resources. To what extend has this been done? Most vibrant Media Stations are centered in the
South, ignoring the development needs of the North; this is one reason the North has remained
the poorest part of the country. Until recently, the North did not have Television Stations to
report its development needs in audio-visuals. All reportage was centered on the South, creating
a huge gap between the North and South in terms of development reportage.

The period 1874-1957 was the genesis of uneven development between the North and South
owing to “policies of colonial development and satellization in which resources were being
identified and exploited according to metropolitan needs”. For instance, the construction of
railway lines was concentrated along the cocoa growing parts of the country and the coastal
areas to facilitate cocoa transportation at the time (Songsore, 2003:54). As a result of high
poverty levels in the North, many people migrated to other parts of the country. As far back as
1948, 5 percent of the indigenes of the Upper Region had migrated outside Northern Ghana
(Songsore, 2003). The economic crisis of the late 1970s and early 1980s as well as the
Economic Recovery Programmes and Structural Adjustment Programmes which followed the
crisis did little to improve the plight of the North. Owing to uneven allocation of resources in
favour of mining and cocoa growing areas of the South renewed growth stimulus which such
programmes aimed at igniting. Northern Ghana was left out of this all-important means of
minerals nor was it an industrial region, the area suffered much of the economic hardships of
the Economic Recovery Programme and the Structural Adjustment Programmes (Songsore,
2003). Consequently, in the 1990s, though poverty declined in Northern Ghana, the rate of
decline was slower than other parts of the country. In 1991/92 when the poverty line was 370.89
Ghana cedis per annum, 73 percent of residents within the Rural Savannah fell below the
poverty line.

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Also, since independence, inadequate health facilities and health professionals have been the
bane of healthcare delivery in Northern Ghana. Between 2001 and 2004, the highest number
of patients per doctor was recorded within the Northern Region. In 2004, the ratio was 81,338
patients to a doctor as against the national average of 17,733. Greater Accra had 6,550 patients
per doctor the same year. With the paucity of health professionals and facilities, it was not
surprising that fewer people have access to health services. Between 2001 and 2003, the three
regions of the North recorded the least antenatal care coverage with Northern Region trailing
the pack with as low as 2.9 percent by 2003, as compared to the Ashanti Region which recorded
17.8 percent of antenatal care registrants (GSS, 2007). Again, the nutritional status of Northern
children has remained poor over the years. For instance, in 2003, Northern Region recorded
the highest number of both severe stunted (21.8%) and stunted children (48.8%). Upper West
(34.1%) and Upper East (31.7%) followed in child stunting Upper East has the poorest access
to primary education (61.9%) followed by Upper West Region (67.1%). The Report mentioned

5
sparse population distribution, poverty and general deprivation in Northern Ghana as reasons
for the poor access to primary education. At the secondary education level, the disparities are
even greater. While the national average for access to secondary education is 43.3 percent that
of the three regions of the North is 15.5 percent (GSS, 2007). Poor access to education explains
the low literacy rates within Northern Ghana. While Greater Accra has an illiteracy rate of 18.4
percent, Ashanti Region, (35%) and Eastern Region (36.4%), Upper East, Northern and Upper
West regions have 76.5 percent, 76.2 percent and 73.4 percent respectively (GSS, 2007).
Perhaps one reason for the high illiteracy is the low school attendance recorded in that part of
Ghana. For the age groups 6 — 11 and 12-15, school attendance averaged as high as 70 percent
in Ghana. Northern Ghana, on the other hand, had only 30 percent average attendance with the
exception of the under 15 male population for Northern Region which was as high as 63.3
percent possibly resulting from the influence of Tamale which has become a cosmopolitan
centre.

Few studies have been directly linked to specific development projects development reportage
or advocacy reportage have brought into being. It is important, therefore, to investigate what
advocacy or development reportage has been able to bring forth in the development of the
Upper West Region. The problem for investigation, therefore, is why there appear to be
inadequate development initiatives in the Upper West Region, championed by local media
reportage.

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Objectives of the Study

The general objective of the study is to assess the role Sungmaale FM, has played in community
development through development journalism.

The paper specifically sought to:

• Uncover the development projects that have been implemented successfully from
advocacy/development reportage.
• Understand the programming style of the radio station and audience engagement styles.
 Investigate the contributions of media personalities to development journalism, and what
can be done to support them better practice it.
• Understand the perceptions of radio listeners about the role of mass media in community
development.
• Make recommendations aimed at enhancing the role of the mass media in speeding up the
development of deprived communities.

Research Questions

The study sought answers to the following questions:

• What development intervention have been successfully championed by advocacy reportage

of Sungmaale FM?

• What programming and audience engagement style does Sungmaale FM employ in

broadcasting?

• What are the perceptions of Radio listeners about the role of Mass Media in Community
Development?

• How can the role of Mass Media be enhanced in speeding up the development of deprived
communities?

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Significance of the Study

The study will unveil the role local Mass Media is already playing in community development.
The study will challenge journalists to practice development journalism, as it is the sure way
to development. Radio listeners will also be investigated about their perceptions of the media
in community development, this will also challenge them to contribute their quota to media
stations to serve them better. Results of the study will encourage other Media Stations to resort
to advocacy reportage, to help deprived communities meet their development needs.
Government, donor agencies, community development specialists and other development
planners could use the findings of the study to inform their policy decisions.

The Ministry of Information, the National Media Commission and the National
Communications Authority (NCA) in their policy formulation and implementation. The study
could convince the National Communication Authority, to award Licenses to broadcasters who
want to open broadcast stations in the Upper West Region, because there is the need for more
Television Stations to broadcast development needs in audio-visuals.

Scope and Limitations of the Study

The study focused on the Wa Municipality of the Upper West Region. Wa Municipal is one of
the eleven districts of the Upper West Region, Ghana. Originally created as an ordinary District
Assembly in 1988 when it was known as Wa District, until two parts of the District were later
split off by a decree of President John Agyekum Kufuor, on July 2004 to create Wa East
District (from the east) and Wa West District (from the west) respectively; thus the remaining
part was later elevated to Municipal District Assembly status in the same year to become Wa
Municipal. The Municipality is located in the southern part of Upper West Region and
has Wa as its capital town, which also serves as the regional capital of the Upper West Region.
(www.wamunicipal.gov.gh)

Five media personalities were selected from Sungmaale FM for the sampling. Ten other Media
personalities were selected from three selected Media Stations namely, Legacy TV, Tungsung
Radio and WFM. Sakpayiri, Kumbiehi and Bamahu Communities were also selected, to
understand listeners’ perceptions about the role of Mass Media in Community Development.

8
Serial Callers and Media Monitors from the NPP and NDC caucuses were also engaged to
understand their perceptions about the role of Mass Media in Community Development.

Organization of the Study

The study is made up of five chapters. Chapter one gives a general background to the study
and also introduces the problem that was investigated. It further presents the objectives, research
questions, significance of the study as well as the scope and limitations of study.

Chapter two reviews existing literature. It begins with a historical overview of development
before focusing on the varying interpretations of development.

Chapter three delves into mass media and development. It commences with a historical
overview of the media’s role in development.

Chapter four describes the methodology of the study. It delves into the profile of the study,
profile of media house selected for the study, population of the study, research design,
sampling, data collection and data collection instruments, data processing and analysis and
validity and reliability.

The last chapter of the study delves into the research summary, summary of results, conclusion,
recommendation and area for further research.

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 CHAPTER TWO

LITERATURE REVIEW

Introduction

This chapter delves into available literature on broadcast media and development in Ghana.
Aside the history of broadcast Media in Ghana, it also delves into the conceptual framework of
the study.

History of the Broadcast Media in Ghana

Radio broadcast commenced in Accra and was later extended to Kumasi. Later Secondi,
Koforidua and Cape Coast also got their share of the national cake. Northern Ghana was for a
long time without this useful mode of communication. According to Ansah (1985) the colonial
government of Governor Sir Arnold Hodson established a radio service in the Gold Coast on
July 31, 1935. This took the form of a small wired relay station called ZOY which the British
Broadcasting Corporation (BBC) set up in an Accra private bungalow to relay its programmes
to an initial audience of some 300. By the end of 1935, there were 400 subscribers, and by
February 1936, 750 homes in Accra could receive the radio signals. Coverage was later
extended to Kumasi, Sekondi and Koforidua via re-diffusion centers which were set up by the
BBC (Twumasi, 1981). The initial reason for establishing the radio station was to provide
information, education and entertainment for Accra residents.

Ansah (1985: 21) contends that, “radio was to cater for the information, cultural and
entertainment needs of the political and educated elite who consisted of European settlers,
colonial administrators and the small group of educated Africans”. Koomson (1994) supported
this view by recalling that broadcasting was introduced into Ghana to serve the needs of the
colonial masters or settler communities. This medium of communication was designed to
inform the colonial administrators about news from the metropolis in order to sustain cultural
links with the imperial centre and thereby re-affirm colonial authority in pre-independence
Ghana (Koomson, 1994). World War II propelled the expansion of broadcasting in Ghana since
the “Allies” used this medium as a propaganda tool against Nazi Germany. By 1939, a small
1.3 kW transmitter had been installed in Accra on experimental basis. With the onset of the
War, a 5 kW transmitter broadcasting on high frequency was installed to serve the Gold Coast
and neighbouring countries. This explains why between July, 1935 and the commencement of

10
World War II, the number of radio subscribers rose from 350 to 4,000. By March 1945, as
many stations were used to broadcast counter-propaganda in French to the neighbouring French
colonies. There were also Ewe broadcasts for those in Togo.

During the war period, increasing use was made of local languages in broadcasting. In 1953,
as 5,850 people had subscribed to radio. From 1940 to 1942, the broadcasting local languages
were given 18 hours of airtime a week. This was, however, used to counter the anti-colonialist
propaganda of the nationalist press and accorded 58 hours a week (Ansah, 1985). Acting on
the recommendations of a commission set up to advice the colonial government on
broadcasting issues, the Gold Coast Broadcasting System (GCBS) was established in 1954.
This was transformed into a full-fledged Ghana Broadcasting System in September, 1962 and
later christened the Ghana Broadcasting Corporation (GBC). A year prior to GBC’s name
change (June 1, 1961), Ghana had inaugurated an external broadcasting system beamed on a
100- kilowatt transmitter to link Ghana with the rest of Africa, North America, Europe, Japan
and Australia. The programmes were broadcast in Arabic, English, French, Hausa, Portuguese
and Swahili (Asante, 1996). Until 1995, the government-owned Ghana Broadcasting
Corporation (GBC) and its eight regional affiliates were the only broadcast media in the
country. GBC consisted of a television service and three radio channels.

The GBC radio system included two national short-wave networks - GBC 1 and GBC 2 - and
three FM stations namely “Radio GAR” in Greater Accra, URA Radio, a regional FM station
in Bolgatanga, and a community FM station in Apam. GBC 1 used to devote 70 hours a week
to broadcast in six Ghanaian languages namely, Akan (Twi), Dagbani, Ewe, Ga and Hausa, as
well as English. Though the six languages made a fraction of the 44 languages that were spoken
in Ghana at the time, they were understood by 85 percent of the population (Ansah, 1985). As
part of the station’s daily schedule, it aired national and international news in English. Specific
portions of the news were translated from English into local languages in a predetermined
schedule (Windborne, 1999).

In 1993, the Fourth Republican Constitution began the process of liberalizing the media
systems. It included the National Media Commission, which would act as a barrier between the
state-owned media and government (Heath, 1998). As government dragged its feet in issuing
licenses for the establishment of privately owned radio stations, a group known as the
Independent Media Corporation of Ghana (IMCG), led by Dr. Charles Yves Wereko Brobby,
set out to test the establishment by applying for the registration of a frequency, 96.2 MHz to

11
operate Radio Eye. This happened on May 14, 1994. On September 5, 1994, the group sent a
reminder to the Frequency Board on the earlier request, and received the response that
frequency allocation had been suspended, pending the establishment of the National
Communications Authority. Following this, a private station, Otec FM, a Twi language station
in Kumasi, was established followed by some stations in Sekondi-Takoradi. The IMCG sent
another letter on September 23, 1994 to remind the Frequency Board about some allocations it
had made and expressed shock at the turn of events. The group further lodged a complaint with
the National Media Commission over the Frequency Board’s conduct. Following the
complaint, the Frequency Board wrote to the IMCG to assure the group that their application
was under consideration (Heath, 1998).

Nothing happened until November 19, 1994 when Accra residents woke up to hear a new radio
station, Radio Eye, broadcasting on 96.2 MHz. The station was brutally shut down by security
agencies. However, shortly after that, licenses for private media were issued. In 1995, JOY-
FM went on air in Accra. By 1998, commercial UHF TV networks, eleven pay-per-view
wireless cable re-broadcast services, and four pay-per-view satellite cable re-broadcast services
were also given licenses (Heath, 1998). Since the airwaves were liberalized in 1996, the
National Communications Authority has granted licenses to about 24 television stations and
137 FM radio stations to operate in the country (NCA, 2007). An estimated 130 FM stations
are on air in addition to four free-on air and four pay per-view television stations (Gadzekpo,
2008). The dynamic programming mix on the airwaves in Accra has so challenged GBC’s
monopoly over the audience and advertisers that GBC has been forced to change its approach
from a somewhat pedantic and plodding style to more lively broadcasts (Gadzekpo, Karikari,
& Yankah, 1996). After the establishment of radio in the Gold Coast, it took 30 years for the
commencement of television. Planning, preparation and training of personnel with the support
of the Canadian Broadcasting Corporation (CBC) alone took six years.

After independence, Ghanaian media changed its focus from assisting in the independence
struggle to communicating development messages. To this end, the media has initiated
programmes aimed at educating farmers. The rural radio programmes commenced with a pilot
project from 1964 - 65 (Kyeremeh, 1992). A successful evaluation of the rural radio fora
motivated the Ghana Broadcasting Corporation (GBC) to organize similar projects in various
parts of the country aimed at enlightening farmers on new ways of enhancing agricultural
productivity. The radio fora worked on the principle of “Listen, Discuss and Act” (Ansah,

12
1985). Several other rural radio education experiments included the civic education scheme of
1967 - 72, which was an in-school English teaching project, and an extension education project
in the Upper Region. Tete wo bi (a heritage programme), Kuaye mu adwene (hints on farming)
and Radio badwa (Rural Radio Forum) were all Akan language rural listening programmes
with their equivalents in Ewe, Dagbani, Hausa, Ga and Nzema (Ansu-Kyeremeh, 1992).

Certainly, as Ansah (1985) noted, most rural radio programmes were produced within the
communities and had instant feedback mechanisms since listeners had opportunities to
contribute to such programmes. While “Rural Sign-Post” was aimed at science programme,
“Our Agricultural Front”, was introduced on GTV. This programme sought to introduce
farmers to the latest scientific and technological discoveries in agriculture, and generating
interest in backyard gardening as well as agriculture in support of the “Operation Feed
Yourself’ campaign. The Provisional National Defense Council (PNDC) Government changed
the name of the programme “Our Agricultural Front” to “AGRIMAG”, in 1982. The scope of
new agricultural methods, informing viewers on the government’s agricultural policies and
getting feedback from farmers to the policy makers and science researchers (GBC Radio News
Editor, 2000).

Media Presence in Northern Ghana

For Northern Ghana, Upper Region Radio (URA Radio), was the first Agriculture
Development Programme (URADEP). The radio station was set up to assist the work of
extension officers in disseminating agricultural messages to the farmers. Initially, it broadcast
programmes in Gurune, Dagaare and Kusal. English Language was not used except for
continuity announcement. Later, Kasem, Sissali and Buli languages were added to the
broadcasts. It covered the whole of the Upper East and Upper West Regions and parts of the
Northern Regions. Most of the programmes of URA Radio focused on agriculture, culture,
education and health. It made extensive use of drama for educational purposes (Alalbilla,
2011). URA Radio had great impact on the development efforts of the Upper East and West
Regions. The communication component of the URADEP project, improved agricultural
practices. This led to increased agricultural production. Moreover, it brought about integration
of diverse ethnic groups within the Upper East and West Regions since through radio people
learnt each other’s culture through the languages used on air and music. Also, residents of these

13
regions had renewed confidence in themselves since they could now air their views on many
issues of local and national significance. Additionally, the Radio provided ordinary people
access to information from other parts of the country. The URADEP project imported many
radio sets at subsidized prices for farmers. This increased access to radio within the Upper
Regions. The Radio made ordinary people realize that they too counted in the scheme of things
(Alalbilla, 2011).

After the establishment of URA Radio, it took more than a decade for a second radio station
to be established in Northern Ghana. Radio Progress, established by the Wa Diocesan
Department of Social Communication (DEPSOCOM), began official broadcast on 14th
February, 1997. It was registered as a community radio station under a Non-Governmental
Organisation, Mass Media for Development. The station was aimed at satisfying the
information and communication needs of the people of Upper West Region (Naikuur, 2004).
Radio Savanna was established in 1997 through the collaborative effort between the Ghana
Broadcasting Corporation and the Non-Formal Education Division of the Ministry of
Education to promote adult literacy within the Northern Region. Its programmes are broadcast
mainly in Dagbani and Gonja. It covers almost all Zabzugu/Tatale districts. Radio Savanna was
followed by Radio Upper West, another GBC FM station which resulted from a collaboration
between the Upper West Regional Coordinating Council and District Assemblies within the
Region and GBC. The station went on air on 10th November, 2000. After the Upper Regional
Agricultural Development Project (URADEP) folded up, URA Radio, and later Radio
Savanna, continued to be used in support of agricultural extension work. One such project
which made extensive use of the two radio stations was a long-term research programme,
“Resource degradation in sub-Saharan Africa: policies to support sustainable soil fertility
management and soil and water conservation among resource-poor farmers in semi-arid areas”.
This was a collaborative effort between the Overseas Development Institute (ODI), United
Kingdom and the University for Development Studies, Tamale and funded by the Department
for International Development (DFID). (Naikuur, 2004).

Eventually, the research team decided to use URA Radio and Radio Savanna for such extension
services, using six local languages namely Dagbani and Gonja for Radio Savanna, and Kusaal,
Kasem, Gurune and Buli for URA Radio. The programmes were produced in magazine format,
featuring drama, topical talk and discussion, interspersed with jingles and traditional music. A
skeleton script, prepared by representatives from UDS Faculty of Agricultural Engineering and

14
a local NGO, Trax, was discussed by six acting troupes, who adapted the texts and situations
to culturally appropriate forms for each language group. Broadcast three times in each of the
selected languages between March and April, 2001, the programme was almost an hour-long
and contained information and advice on proper soil and water conservation methods
(Chapman, Blench, Kranjac-Berisavljevic and Zakariah, 2003). Aborampah and Anokwa
(1984:107) noted that in Ghana, “the growth of mass media and its use as exemplified by
cinema, have not brought any significant changes in the life of the mass people”. With the
liberalization of the media industry in 1993, many expected a more active participation of the
media in development. However, Asante (1999) regretted that little efforts were made by
Ghana’s media institutions to accelerate and sustain national development. According to
Asante (1999), some scholars are particularly concerned about the media’s failure to promote
the development of rural communities.

Conceptual Framework of the Study

The concept of development journalism, which the study is modeled around, was first coined
and introduced to international discussion at the Philippine University of Los Banos. The
concept of development journalism became essential as a result of the realization by some
communication experts that western models of journalism do not suit the developmental
aspirations of developing countries. Thus, launched in an economically backward country to
provide certain minimum living standards to its people” (Valanilam, 1979 cited in Kunczik,
1992: 83).

Quebral (1975), one of the brains behind this concept, assigned development journalism the
task of emancipating deprived groups including the urban poor, the rural poor and women as
well as assisting them to actively participate in the political processes that determine their
destinies. In Fleury (2008) view, development journalism is all about good journalism and good
journalists. He argued that the development journalist is one who is industrious enough to look
beyond the polished news releases and briefings put out by well-endowed foreign
organizations, and curious enough to find local sources of expertise. Such a journalist must be
brave enough to present home-grown solutions to pressing development problems. Aggarwal
(1979, 1981), on the other hand, noted that a journalist covering the development beat is duty
bound, and expected to “critically examine, evaluate and report on the relevance of a
development project to national and local needs, the difference between a planned scheme and

15
its actual implementation, and the difference between its impact on the people as claimed by
the government and as it actually is (cited in Dare, 2000:164).

According to Smith (2008), this type of development journalism encourages a cooperative

effort between citizens of the nation and the outside world. Based on the definitions of
development journalism, two basic types of development journalism, “investigative” and
journalism”, were identified. Built on the assumption that there is freedom of the press, the
investigative form of development journalism does a critical reappraisal and evaluation of
development projects to determine their usefulness. For authors who doubt the effectiveness of
democracy in the development efforts of developing countries, the authoritarian-benevolent
style of development journalism is favoured. This style of journalism entails the selective
manipulation of information for the welfare of the public (Kunczik, 1992). Similarly, Smith
(2008) identified two types of development journalism. According to him, the first is a new
school of journalism which came to the fore in the 1960s. This type conditions in developing
nations and ways to improve them. It also documents the conditions within a country so that
the larger world can understand them. Thus, 95 of development journalism is similar to
investigative reporting, but it focuses on “benevolent-authoritarian doing identifying ways in
which the nation can be helped. It also serves as a tool for empowerment (Smith, 2008).
Additionally, development journalism focuses participation in developmental planning. It
advocates the interests of the marginalized in place of the views of the policy makers and the
government (Namra, 2004). Namra (2004) also stressed that the mass media are best suited for
carrying out health campaigns such as anti-Aids campaigns, sharing information about new
discoveries and inventions or communicating information that is important for civil society.
Indeed no modem society can claim adherence to democracy, social and economic justice,
national integration, social discipline and economic progress without the active and oriented
help of the mass media.

The second type of development journalism identified by Smith (2008) is similar to the
“benevolent-authoritarian journalism” of earlier research. This type of journalism is controlled
by the government of the nation involved and serves on the needs of the poor, deprived and
marginalized and ensures their effective journalists who practice this type of journalism travel
to remote areas to report on happenings there. This type of journalism acts as a tool for social
justice, speaking for the voiceless, looking at the strengths and weaknesses of a country and in
so dictatorial leader. (Smith 2008)

16
Smith (2008) recommended that journalists offer leadership, build role models and promote
new norms and practices instead of simply mirroring events and processes. For him,
development journalism should be able to indulge in campaigns and at the same time keep its
integrity and independence intact. According to him journalists must come up with problems
of communities.

Berman (2004) argued that the long held journalistic practice of objectivity and neutrality are
antiquated principles which are universally observed. According to her, advocacy journalism
will be the single most crucial element which ensures change in the world. She stated that when
writing news stories, there will always be some form of implicit bias, whether political,
personal, or metaphysical, intentional or subconscious. For Berman (2004), this is not
necessarily a rejection of the existence of an objective reality, merely a statement about
journalists’ inability to report in a value-free fashion. Advocacy journalists argue that media
sources claiming to be free of bias often advance certain political ideas which are disguised in
a so-called objective viewpoint. They contend that the mainstream media reinforce majority-
held ideas, marginalizing dissent and retarding political and cultural discourse.

For Careless (2000), advocacy journals which are also referred to as alternative publications,
have a declared bias, a publicly acknowledged editorial point of view, and their masthead.
According to Careless (2000), in cases when the mainstream media ignores, trivializes or
seriously distorts happenings within a community, such a community needs its own media. In
the view of Careless when a group of misinformation is spread about them, then they need their
own face and voice. However, being an advocate journalist is not the same as being an activist.
In spite of the fact that a cause may be dear to a journalist's heart, there are lines which should
never be crossed by a professional journalist. Advocacy journalism is not about shouting
slogans and cliches or ranting and raving about a certain cause of action. (Careless 2000) stated
that most mainstream media have vested interest on issues related to development and cannot
be trusted to advance the cause of the disadvantaged in society who desperately need more
social services. According to her, the disadvantaged community believes that a journal
advocating on their behalf understands their needs. That aside, the whole story is not often
being told in the major media. Since society is made up of various communities of varying
interests and the mass media aims at the whole pool, such media skims the surface of or totally
ignores the needs of smaller communities. Berman further argues that, the advocacy media is
targeted at a smaller audience and can delve deeper into the concerns of marginalized

17
communities. Again, editors of the advocacy media assume their readers are also reading
mainstream publications. Therefore, advocacy media often try to answer, clarify, balance or
refute unfair publications in the mainstream media (Berman, 2004).

18
 CHAPTER THREE

MASS MEDIA AND NATIONAL DEVELOPMENT

Introduction

This chapter delves into mass media’s contribution to development with a focus on the
Ghanaian media’s contribution to the country’s progress.

Historical overview of Mass Media in Development

Merrill (1971) argues that, the earlier communication researchers erroneously used
communication interchangeably with the mass media. When they outlined the role of
communication in the development process, they argued on the basis of the mass media’s
contribution to development. By disregarding the potential of interpersonal communication and
indigenous forms of communication, Lerner, Schramm and others presented a rather myopic
and jaundiced view of message dissemination. Even some scholars who followed the classical
theorists in the 1970s and 1980s were rather slow in recognizing the developmental value of
forms of communication other than the mass media. (Merrill, 1971).

Lerner (1958), noted that communication systems are both indicators and agents of social
change. According to him, the mass media teach new skills, attitudes and behaviours and
communicate to large groups of people (Lerner, 1958: 82). Mobility, the capacity to move
across time and places, could be experienced either directly or indirectly through the media
since the media act as mobility multipliers. This goes without saying that the spreading of
attitudes and behaviour favourable to social change should be the major task of the mass media
in development (Lerner, 1958).

Schramm (1964) argued that: the structure of communication reflects the structure and
development of any society. The size or the communication activities, the development of mass
media and their audience, the transfer of the individual communication roles of traditional
society to organizations, the stretching out and multiplicity of society, the ownership of mass
media facilities, the purposeful development, use and misuse of the mass media -these reflect
the political development and philosophy of the society. The content of the mass media at any
given time reflects the value pattern of the society. The pattern of communication networks,

19
which determines who shares it with whom, reflects the homogeneity of the culture and
geography within a society” (Schramm, 1964 cited in Akinfeleye, 2008:58).

Daniel Lerner’s findings were supported by Lucian Pye and Wilbur Schramm’s research. Pye
(1963) posited that the media is amplifying factors in society which inform people about
happenings in and around them. Schramm (1964) emphasized on the role of information in
national development. First, he believed that information has a watchman function whereby at
the onset of development the watchman is required to survey the wider landscape. Second,
information has a policy function since a developing country must spread its essential decision-
making more widely. This ensures the active participation of its people and enables the people
to support modernity and change their lives and beliefs accordingly. Third, information has a
teaching function. Anytime development is progressing satisfactorily, everyone involved in
skills to learn - agriculture, mechanical and electronic, health and literacy (Schramm, 1964).
Lerner (1957), Pye (1963) and Schramm (1964) based their analyses of communication effects
on the hypodermic model propounded by communication theorists, including Walter Lipmann
and Harold D. Lasswell.

Schramm (1964) is also of the view that the mass media can bring about flee and adequate flow
of information to create awareness regarding the potentials of society as well the process learns.
In the process of development, every sector of society has new a forum for discussion,
leadership and decision making as add fuel to dissatisfaction and desire for change. In
Schramm’s words: criticized by other communication scholars, including Paul Lazarsfeld, Carl
I. Hovland and Robert K. Merton. They instead proposed a minimal-effects theory, arguing
that “mass communication ordinarily does not serve as a necessary and nexus of mediating
factors and influences” (Agee et. al., 1985: 31). One major proponent of the minimal effects
theory, Joseph T. Klapper, admits that though mass communication may not be an all-powerful
tool, it is a necessary cause and, in some instances, a sufficient cause of social change (Agee
et. al.,: 1985). Based on the minimal effects theory of the media, Joseph Klapper reviewed the
findings of Lerner (1958) and others which suggested a strong mass communication effects on
people’s attitudes.

William Hocking identified five requirements that societies expect of the mass media: a
common carrier of ideas; a representative picture of the society; truth and meaning of the news;
full access to developmental information; and clarification of the goals of the society (Cited in
Akinfeleye, 2008:60). A former United States President, Thomas Jefferson, is reported to have

20
said: “if it were left for me to decide whether we should have a government without the mass
media or the mass media without a government, I should not hesitate a moment to choose the
latter” (Jefferson, 1963).

In advocating for liberalization of the media, Africans were also looking at the role that the
media plays in are essential for fostering transparency and accountability to enhance
democratic engine room of democracy. The media do not only monitor in terms of information
flow, direction and intensity. Added to this is the fact that the media is duty-bound to expose
corrupt acts (Akinfeleye, 2008). For Yankah (2004), the media is responsible for fostering
transparency and accountability. As tools for national development, the media should give
representative, unbiased and accurate picture of the aspirations and socio-philosophical
foundation of the society in which they operate. The media must also act as educators by
clarifying development ideas towards which society must drive (Akinfeleye, 2008).

Afteh (1994) expressed worry that in the absence of effective regulation of the Ghanaian media
and the unfettered freedoms accorded them, broadcasting organizations could become engines
of fraud, indecency or excessive violence (Balezas, 2004). Epstein (1973: 180) further
proposed that the production of television news can dictate a predetermined understanding of
stories that strips “The entire process of reconstructing stories tends to fulfill preconceived
expectations about how various events occur”. (Epstein, 1973: 180). In his study of TV network
news and weekly news magazine coverage, Gans (1979) observed, “News supports the social
order of public, business, and professional, upper-middle-class, middle-aged, and white male
sectors of society”. He cited the “enduring values” of this social class as ethnocentrism. Critical
theorists are of the view that the media give privilege to the voices of powerful individuals
while marginalizing those of the powerless. This often happens either owing to the ownership
structure costs of market entry, advertising pressure and common sense (Campbell, 1991a:
116).

21
 CHAPTER FOUR

RESEARCH METHODOLOGY

Introduction

This chapter of the thesis covers the profile of the Study Area, Research Design, Research
Philosophy, Profile of Selected Media House, Study Population, Sampling Procedures, Sources
of Data, Data Collection Instruments, Reliability and Validity, Data Collection/Field Work,
Data Processing and Analysis and Field Work Challenges.

Profile of Study Area

Upper West Region is located at the North Western corner of Ghana with latitude 9.8°- 11.O°
North and longitude 1.6°- 3.0 West, bounded by Burkina Faso to the North. It covers a
geographical area of 18,476 square kilometers, representing 12.7% of the total land area of
Ghana. Upper West Region is the seventh largest region in Ghana in total area, and it is made
up of 11 districts. By virtue of its location, the Upper West Region has the potential for
international and inter-regional trade and other bilateral relations. Upper West has many
tourists sites; the Jirapa Safari at Royal Cosy Hills Hotel; the
Wechiau Hippopotamus Sanctuary is located southwest of Wa, along the Black Volta River in
the Wa West District; the Gwollu Wall in the Sissala District which is the hometown of one of
Ghana's past presidents - Dr. Hilla Limann. The major economic activity of the Upper West
Region is agriculture. Crops grown include corn, millet, peanuts, okra,
and rice. Sheep, goats, chicken, pigs and guinea fowls are raised for meat and eggs.
(www.wikipedia.com).

The study focused on the Wa Municipality of the Upper West Region. Wa Municipal is one of
the eleven districts of the Upper West Region, Ghana. Originally created as an ordinary District
Assembly in 1988 when it was known as Wa District, until two parts of the District were later
split off by a decree of President John Agyekum Kufuor, on July 2004 to create Wa East
District (from the east) and Wa West District (from the west) respectively; thus the remaining
part was later elevated to Municipal District Assembly status in the same year to become Wa
Municipal. The Municipality is located in the southern part of Upper West Region and

22
has Wa as its capital town, which also serves as the regional capital of the Upper West Region.
(www.wamunicipal.gov.gh)

British vigorously supported educational development in the southern sectors of the country,
they only encouraged minimal education in the Northern Territories beyond standard six and
actually discouraged missionary efforts at promoting education in the North (Bening, a
deliberate policy of denying more evident in the 1972). The colonial masters’ attitude towards
education in Northern Ghana was aptly captured in a remark by the Chief Commissioner of the
then Northern Territories to the effect that: only “a few crumbs from this feast of instruction
might well be spared for the children of this dependency” (Bening, 1971: 24). The colonial
government implemented Northern Ghana its fair share of education so that residents of those
areas could serve as “cheap untrained docile labour” for the southern cocoa-mining economy
(Songsore, 2003:66).

Profile of Media House Selected for the Study

Sungmaale Community FM was established in 2012, to champion the development needs of

the Wa Municipality. As a community radio station, its programmes have been designed
towards social transformation and development. Sungmaale FM’s mission is to become the
mouth piece of the Upper West Region, with the mission to advocate for peace, social and
environmental justice through independent media and programming neglected by the
mainstream. Sungmaale FM embraces and promotes the creative, cultural and political vitality
of the local community.

Sungmaale Fm is located in Wa, the Regional Capital of the Upper West Region; It is precisely
at Wa Sokparyiri, at the top floor of the Kinkass Storey building and transmits on a dial of 90.5
frequency modulation (FM). The Radio Station has a staff strength of 21. Sungmaale 90.5FM
speaks Wale, Dagaare and English. Its airwaves cut across the entire Wa Municipality and parts
of Wa West, Wa East and Nadowli/Kaleo Districts. Sungmaale FM operates from 5.00.am to
11.30pm daily. (www.sungmaalefmonline.com).

Boni and Mensah (1998), pined that Community Radio is usually owned by members of the
community. This implies that the community members who are usually motivated by
community consciousness and willingness to pool resources, agree that they want their own

23
radio station in order to advance their community interests. The participatory nature of the
station also means that open-fora are held monthly or bi-monthly for the station’s management
to report on its activities and receive feedback from the community members. It is also
mandatory that Annual General Meetings are convened where reports are presented to
community members and officers are elected to steer the affairs of the station (Boni and
Mensah, 1998). Fairchild (2001:93) supports that, such a station must have a volunteer group
drawn from the community to plan programming, production, news gathering, assisting
management and contributing towards policy-making of accountability.

Through the radio, community members define the type of development they want. This
enables them have high morale and stresses the community loyalty rather than group loyalty.
The radio also connects community members to outside organizations and government
establishments to speed up development (Fraiser and Estrada, 2001). In an attempt to articulate
the voices of women and children, community radio stations have been established in some
countries for marginalized groups of people. (Berrigan, 1979). Another important role of
community radio stations is that they highlight and encourage positive cultural values while
dissuading negative values. In Ghana, all community radio stations have weekly programmes
during which they challenge negative customs like female genital mutilation, obnoxious
widowhood rights and abuses of the dowry system while promoting positive values (Naaikuur,
2004).

Population of the Study

The target population from which the sample was selected was made up of staff of Sungmaale
FM, Media Personalities, Media Monitors, Serial Callers, Radio Listeners and Local
Community Members within the Wa Municipality of the Upper West Region.

Research Design

Research design is the overall strategy that a researcher uses to integrate the different components of a
study in a coherent and logical way. This ensures that the researcher effectively addresses the research
problem. It is considered as the blueprint for collecting, measuring and analyzing data (Ader,
Mellenbergh, & Hand, 2012). Research design can be divided into fixed and flexible research designs.

24
In fixed designs, the design of the study is determined before the main stage of data collection takes
place. Fixed designs are usually driven by theory. This means that the researcher knows in advance the
variables he/she needs to control and measure. (Robson, 1993). This study adopted fixed research
designs namely, survey design and in-depth interviews.

There are two basic survey designs; cross-sectional surveys and longitudinal surveys. In cross-sectional
surveys, data are collected at one point in time from a sample selected to represent a larger population.
Longitudinal surveys, on the other hand, consists of either trend surveys of a sample population at
different points in time, or a study of the same population each time data are collected, although samples
studied may be different. Longitudinal surveys could also be in the form of panel surveys where data is
collected at varying points in time with the same sample of respondents (Owens, 2002). This study used
cross-sectional survey design. This design was appropriate for the study because it made it possible for
the researcher to study samples of the population.

The design for this research also took the form of in depth interview. In depth interview is a qualitative
research design used to conduct intensive individual interviews with a small number of respondents to
explore their views on a particular idea, programme, or situation (Boyce and Neale, 2006). When a
researcher wants to obtain detailed information about a person’s thoughts and behaviours or to explore
new issues in detail, in depth interviews are used. Such interviews are appropriate in place of focus
group discussions in instances where the potential participants feel uncomfortable talking openly in a
group, or when the researcher wishes to distinguish individual opinions from the perspectives of an
entire group. (Boyce and Neale, 2006). In depth interviews are usually conducted using thoroughly
composed interview guide to ensure that the interview covers all the topics that are crucial to for
addressing the research questions (Sarantakos, 2005).

For this study, survey was conducted, as well as in depth interviews with media personalities in the Wa
Municipality of the Upper West Region. Interviews were conducted with Serial Callers and Media
Monitors of the NPP and NDC caucuses, as well as sample listeners from Sakpayiri, Kumbiehi and
Bamahu communities. In depth interview was considered appropriate for this study since it creates a
forum for confidential and secure conversations between the researcher and the respondent.
Respondents were relaxed and gave information without being interrupted or influenced by other
respondents.

Sampling Procedures

Five media personalities were selected from Sungmaale FM for the sampling. Ten other Media
personalities were selected from three selected Media Stations namely, Legacy TV, Tungsung
25
Radio and WFM. The reason for sampling these media houses was to ascertain their awareness
of the role the Media has to play in community development and to ascertain how well they
are playing this role. As Sungmaale FM is being investigated, the staff also gave insights about
their success stories. The researcher was also able to investigate their programming and
audience engagement style.

Media Monitors and Serial Callers from the NDC and NPP caucuses respectively, are known
Radio listening organizations, who make constructive contributions towards the development
of Media space. They as well take part in media advocacy and play a key role when a
development project is to be implemented through Media advocacy. The researcher was able
to ascertain their contributions in advocacy Media and their perceptions about the role of the
Media in National development. Radio listeners from Kumbiehi, Sakpayiri and Bamahu were
sampled to investigate their knowledge about projects Sungmaale fm has been able to advocate
for them, and further assess their perceptions about the role of the Media in National
Development.

Sources of Data

The primary data for the study were collected using in depth interviews, structured interviews
and surveys. Secondary data, on the other hand, were obtained from reports, manuals and
brochures at the National Communications Authority, the National Media Commission, Ghana
Broadcasting Corporation, Graphic Communications Group Limited and Metro TV. Some
secondary data were also retrieved from the website of Metro TV, New Times Corporation, the
Ghanaian Chronicle and Public Agenda. The secondary data gathered were mainly profiles of
the media houses which were selected for the study. Such data also consisted of information
on the activities of other media houses in Ghana. The Upper West Regional Library was another
source of secondary data for the study.

Data Collection Instruments

In depth interview was used by the researcher, to collect information from respondents. The
researcher earlier schedules with respondents to know their available time. The researcher then
meets the respondent up at their pace. The schedule was written and printed. It contained ten
open-ended questions and three closed-ended questions.

26
Reliability and Validity

The reliability of a content analysis study refers to its stability, or the tendency for coders to
consistently re-code the same data in the same way over a period of time. Reliability also has
to do with reproducibility or the tendency for a group of coders to classify category membership
in the same way; and accuracy, or the extent to which the classification of a text corresponds
to a standard or norm statistically (Busha and Harter, 1980).

Regarding data sources, both primary and secondary, have been listed, while data collection
methods and processes have been explained. Sample of interview guide is also attached as
appendices. Validity of instruments has to do with the capacity of the instruments to measure
what the study set out to establish. Efforts were made to ensure validity came in two forms;
namely, internal validity and external validity. The first attempt at ensuring internal validity
was the construction of a research design to limit errors. To achieve this, the study objectives
were clearly stated and the categories of data were made easy to identify. Again, internal
validity was attained by ensuring that items used measured the content they were intended to
measure and were based on the objectives of the study. Finally, the researcher approximated
internal validity through consistently checking the data collected against the stated objectives
of the study.

External validity concerns itself with ensuring that the results of the study can be generalized
to a wider context beyond the present study. To this end, media reportage was studied over a
one-year period to make up for the possibility of seasonal changes influencing reportage and
programming. Again, a variety of data sources was resorted to validate the data collected from
other respondents.

Data collection/Fieldwork

Data collection commenced in February, 2023 and ended in September, 2009. Data collection
was scheduled systematically for the various samples. February and March were dedicated to
investigating Sungmaale FM’s contribution to community development through advocacy.
This was accompanied by community attestation, that, those projects really stemmed from
reportage and advocacy of Sungmaale FM. April, May and June were dedicated to collecting
data from Media Personalities; what they have been consciously doing to promote development

27
through advocacy journalism. This data was collected from Media Personalities at Sungmaale
FM, Legacy TV, Tungsung Radio and WFM. July was dedicated to collecting data from the
two listening giants, Media Monitors and Serial Callers, from the NDC and NPP caucuses,
about their perceptions of the role of the Media in community development. August and early
September were dedicated to three selected communities’ radio listeners, Kumbiehi, Sakpayiri
and Bamahu, to collect data on their perceptions of the role of the Media in community
development and what could be done to better facilitate the role.

Fieldwork Challenges

Poor employment conditions made it very difficult to meet most of the Media Personalities
sampled for the research. Most of them are not paid, and hence are always away on their side
jobs, instead of being at the Station, making it very difficult to meet them.

Data Processing and Analysis

Content analysis was used in analyzing data because it is a useful method of evaluating public
information. This method focuses primarily on the characteristics or content of messages,
determining what kind of “meanings” the words may represent. Holsti (1969) defined content
analysis as any technique for making inferences by objectively and systematically identifying
specified characteristics of messages. Content analysis is a research tool focused on the actual
content and internal features of media. It is used to determine the presence of certain words,
phrases, characters, or sentences within texts or sets of texts. Texts can be defined broadly as
book chapters, essays, interviews, discussions, newspaper headlines and articles, historical
documents, speeches, conversations, advertising, theater, conversation, or really any
occurrence of communicative language (Sarantakos, 2005).

Palmquist (2008) contended that content analysis is qualitative analysis used primarily in the
social sciences. It is a systematic, replicable technique for compressing many words of text into
fewer content categories based on explicit rules of coding. It often involves building and
applying a “concept dictionary” or fixed vocabulary of terms on the basis of which words are
extracted from the textual data for statistical computation. Due to the fact that it can be applied

28
to examine any piece of writing or occurrence of recorded communication, content analysis is
used in a large number of fields, ranging from marketing and media studies, to literature and
rhetoric, ethnography and cultural studies, gender and age issues, sociology and political
science, psychology and cognitive science, as well as other fields of inquiry. Additionally,
content analysis reflects a close relationship with socio- and psycholinguistics, and is playing
an integral role in the development of artificial intelligence (Palmquist, 2008). Sarantakos
(2005) identifies four major types of content analysis namely descriptive, contextual,
comparative and particularistic content analysis. Descriptive content analysis identifies and
describes the main content of data chronologically and thematically using narratives to make
such description. Mayring (2000) proposes various ways of analysing qualitative data during
content analysis. One could employ summative content analysis by reducing data in such a way
that important elements in the text is retained making it clearer and more transparent.

The researcher could, alternatively, use inductive category construction. Here, summarizing is
taken to another level by gradually developing categories from the data. The third technique
open to the qualitative researcher is explicating content analysis which aims at explaining
unclear parts of the text. This is done through controlled and systematic gathering of extra
information either using information from the same protocol or sources outside the protocol.
Structuring content analysis is done by developing structures by putting the material in some
kind of order. The order could either be formal criteria, content criteria type or dimension
criteria or criteria related to dimensions of scales. This eventually leads to the development of
dimensions of structuration that can be divided into single categories. The final technique of
qualitative analysis outlined by Mayring (2000) is objective analysis. This technique aims at
uncovering latent structures of meaning which lie behind single forms of action and which
guide individual action. It entails objective and subjective interpretations of social situations.

29
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

Introduction

This chapter presents the summary of the study, conclusions drawn from findings and
recommendations made to enhance the role of Mass Media in community development.

Research Summary

This study emerged from the background of evidence that the Mass Media has contributed little
to community development in Wa Municipality. The study investigated the role the Mass
Media played in community development; what media personalities are consciously doing to
promote development through advocacy reportage and went further to engage listeners on their
perceptions about the role of the media in community development. The study was based on
the concept of development journalism which advocates for positive and constructive reportage
to promote development. The study analysed the programming and audience engagement style,
and outcomes of advocacy reportage of Sungmaale FM, a Community Radio Station situated
in the Upper West Region.

Summary of Results

From the results and discussions thus far, the thesis findings can be summarized as follows:

 The Ghanaian media concentrates its coverage on partisan political issues to the
detriment of development reportage.
 Local Mass Media in the Upper West Region is not practicing development journalism
enough, even though the little development journalism they have practiced have yield
results.
 Community members are aware of the role the Media is supposed to play in
development and are willing to contribute ideas and resources to help the Media achieve
this. But the Media Stations have always ignored them and do not involve them in the
running of the Stations.

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  Most local radio listeners in the Upper West Region are more interested in partisan
programmes, rather than development oriented ones.
 Most Media Personalities in the Upper West Region feel relaxed with Media work and
practice less development journalism, due to poor employment conditions.
 Kumbiehi Community members are dissatisfied with Media performance, because the
Media has failed to advocate for their road to be constructed, despite the numerous
times community members approach Media Stations.

Conclusions

More need to be done in the field of development journalism, to better highlight the
development needs of the poor and marginalized to inform policy decisions in the national
agenda. The underdevelopment of the Upper West Region can be attributed to the fact that,
until recently that the Region had their first television station; Legacy TV, there existed no
broadcast TV Station to propel development through audio-visual advocacy reportage.

According to Daasus (2009), media men and women practice little development journalism,
owing from the fact that the media has no consistent plans aimed at using communication for
development. The media, instead, concentrates on coverage of planned events which often
yield routine news reports articulating the views of persons in authority.

There is therefore the need for more television stations to be established in the Upper West
Region. This will by far sell our development needs to policy makers. Even with multiple
television stations, it is not assured that, the development needs of the Upper West Region
would be met, until journalists are sensitized on the need to practice development journalism.

Recommendations

 The NCA should lessen the process of license acquisition for broadcasters seeking to
establish Television Stations in the Upper West Region. Audio-visuals in necessary in

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 highlighting development needs of deprived communities. Ansah (1985), is of the view
that Television can help by producing magazines and documentaries highlighting some
of the deplorable conditions in our rural areas so that public opinion can become
sufficiently sensitized. In recognition of the development of the audio-visual medium,
government, NGOs and private organizations could sponsor the training of indigenes
and bond them on completion of their training programmes, to practice development
journalism within the districts where they benefited from.
 The NCA should as well subsidized broadcasting charges for Media outlets operating
in the Upper West Region, to enable them survive the phenomenon of low earnings,
stemming from the strings of poverty in the Region.
 The local Mass Media in the Wa Municipality should do more advocacy reportage,
rather than political propaganda programmes.
 Radio listeners should be included in the programming schedules of Radio Stations.
The programming and audience engagement style should align with the needs of the
listeners and should translate into positive impactful community development.
 Chiefs and Traditional authorities should add their voices and encourage local Media
houses to practice development journalism. Community leaders should also take
initiatives to bring forth, their development needs for advocacy broadcasting.
 Media personalities should continue to do more and seek the support of the local
community to represent and air the views of the voiceless and marginalized.

Areas for Further Studies

There is the need for further studies into how advocacy reportage could turn the fortunes of the
Upper West Region around. There is also the need for further research into the low performance
of Media Stations in the Upper West Region and the reason for the delay in establishing
broadcast television stations in the Upper West Region. Also, there is the need to further
investigate why Chiefs and traditional leaders are not actively involved in the programming
planning of Media Stations, and why Media Stations are more interested in political
propaganda progrmmes rather than development oriented ones.

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APPENDICES

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