Sixteenth International Conference on New Directions in the Humanities

Abstract

The advancement of information and communication technologies is transforming relationships, politics, and society. One popular development is Facebook, a monolithic application and social networking service connecting people and organisations via the Internet. There is a rise in vigilantism in Ghana. Since the assumption of power by the New Patriotic Party in January 2017, some members, supporters, and affiliate groups have unlawfully taken over public office, seized and occupied public property, or evicted occupants of state buildings to press their demands from the government. These happenings have been attributed to lack of direct access to political parties and officials due to limited time during “phone-in” segments on political programmes in mass media. This project considers Facebook usage in political communication in Ghana. The case of two political parties addresses the gap by demonstrating how Facebook, as alternative media, can be used by political parties to engage and interact with supporters in dealing with issues and grievances to forestall the use of public violence for their demands. This study extends findings to propose a participatory-interactive approach for political communication and engagements in promoting participation, mutual relationships, and understanding between political stakeholders in Ghana. Framed within political communication and through the theoretical frameworks of technology appropriation, agenda setting, and relationship management, this study explores how Facebook usage in political communication can enhance relationship and engagement. Using interviews, observation, and content analysis, it documents the utility of Facebook in political communication and interrogates how it resonates with political activities in Ghana.