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Social Media Usage Patterns Among Ghanaian Digital Natives and Digital Immigrants: a Study Into Intergenerational Communication

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Social Media Usage Patterns Among Ghanaian Digital Natives and Digital Immigrants: a Study Into Intergenerational Communication University of Ghana http://ugspace.ug.edu.gh SOCIAL MEDIA USAGE PATTERNS AMONG GHANAIAN DIGITAL NATIVES AND DIGITAL IMMIGRANTS: A STUDY INTO INTERGENERATIONAL COMMUNICATION RAMATU MUSTAPHA DADZIE (10319485) THIS THESIS IS SUBMITTED TO THE UNIVERSITY OF GHANA, LEGON IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF PHD SOCIOLOGY JULY 2017 i University of Ghana http://ugspace.ug.edu.gh DECLARATION I, Ramatu Mustapha Dadzie, do hereby declare that except references to other people’s works which have been duly acknowledged, this work is the result of my own field investigation conducted under the supervision of Prof. Dan-Bright Senator Dzorgbo, Rev. Prof. Michael Perry Kwaku Okyerefo and Dr. James Dzisah, all of the Department of Sociology. I also declare that as far as I am aware, this thesis has not been presented in whole or in part for another degree elsewhere. Finally, I declare that in spite of the diverse assistance received, I am solely responsible for my misrepresentation or interpretation of data that may occur in this thesis. Prof. Dan-Bright Senator Dzorgbo Ramatu Mustapha Dadzie (Principal Supervisor) (Student) ........................................................... ....................................................... Rev. Prof. Michael Perry Kwaku Okyerefo (Co-Supervisor) .......................................................... Dr. James Dzisah (Co-Supervisor) ........................................................ 10th July, 2017 ii University of Ghana http://ugspace.ug.edu.gh DEDICATION This work is dedicated to my parents, Mr. Mustapha Dadzie and Madam Maimouna Dadzie, to my husband, Mr. Shahadu Adam and my two children, Aiman Yumzaa Shahadu and Aisha Saha Shahadu iii University of Ghana http://ugspace.ug.edu.gh ACKNOWLEDGEMENT The accomplishment of a task of this nature is only possible through the guidance of God Almighty and certain individuals. First and foremost, I acknowledge with thanks the protection, strength and wisdom from God Almighty with whose help I am able to do more than I could ever ask or imagine. My heartfelt appreciation goes to my supervisors, Prof. Dan-Bright Senator Dzorgbo, Rev. Prof. Michael Perry Kwaku Okyerefo and Dr. James Dzisah, all of the Department of Sociology, University of Ghana for the concern, the diligence, the particularity and dedication they showed during the supervision of this work. I wish to thank Prof. K. A. Senah of the Sociology Department of the University of Ghana for the immense help and guidance he provided in the successful writing of this thesis. I thank you very much, Prof. Senah, for the amazing feedback and insight you provided to my ideas. I also thank Prof. Akosua Darkwa and Dr. Sylvia Gyan, all of UG Sociology Department as they have helped me along my journey in a big way. My deepest thanks and appreciation go to my parents, Mr. Mustapha Yusif Dadzie and Madam Maimouna Dadzie of Cape Coast, who encouraged me with their unwavering support, prayers and love. I also wish to acknowledge my husband, Shahadu Adam, who kept me company through the highs and lows and supported me from the beginning to the end of my entire Ph.D. program. Thank you for being there. I sincerely thank all my brothers and sisters: Isu, Aisha, Adiza, Alimatu-Sadia, Musa, Fati and Rakia, whose patience, love and affection helped me throughout this difficult task. My thanks also go to my friends and colleagues, particularly, Mary Sefa Boampong, for their encouragement and friendship throughout the Ph.D. program. Finally, I thank all those who in diverse ways, helped to make this work possible. iv University of Ghana http://ugspace.ug.edu.gh ABSTRACT Social media has become common place in Ghana. The younger generation adopted the use of social media at the beginning of the millennium. Their usage habits characterised and dominated the social media-scape. However, due to the subsequent ubiquity and penetration of social media in Ghana there is an increased involvement of the older generation in the use of social media. Social media has become the central communication media for both the young and older generations as well as increasing mediated communication between the two generational cohorts. With the two different generations intercommunicating with the media that has always been seen as the preserve of the younger generation, anecdotal evidences abound to suggest that there is miscommunication between the two generations when they intercommunicate as a result of the lack of understanding of each other’s communicative habits and usages. Such miscommunications sometimes degenerate into generational distancing, increasing the generational gap. Using the mixed method approach, this study sets the overarching objective to explore the patterns of usage of social media between the two generational cohorts in Ghana and how the characteristics of their communicative practices on social media influence intergenerational communication. The purpose of this study is the illumination on the complexities of intergenerational communication through social media To achieve the overarching objective of the study, v University of Ghana http://ugspace.ug.edu.gh The origin, growth and development of the media in Ghana is analysed from a historical perspective. The analysis reveals that the prevalence of social media is a reflection of the democratisation of the media landscape in Ghana. The pattern of social media usage between the young and older generations is explored with the findings that social media usage is prevalent with both generational cohorts. However, there are significant variations in the patterns of usage in terms of, ownership of devices, site subscription, motives for subscription, activities undertaken and time spent connected to sites between the two generational cohorts. Education and financial capabilities are key factors that enable both generations to engage in social media usage. The interactional experiences, perception and attitudes of the two generational cohorts in their use of social media are also explored. Based on participants’ experiences, DN and DI have different perceptions of the same concept of control, exposure, vulnerability and empowerment in using social media. At the same time, DI have the penchant to be more cautious while DN have an enthusiastic attitude towards social media in general. The characteristics of their social media communicative practices and how they influence intergenerational communication is analysed. The analysis reveals that the characteristics of social media communicative practices of the two generational cohorts are predisposed towards generational perspectives as well as the nature of the social media as a technology. Social media, in spite of it multimodal means of communication than previous communication media, suffers from the lack of social cues that are needed to take into cognisance the cultural ambiences that surround intergenerational communication to ensure success. vi University of Ghana http://ugspace.ug.edu.gh The study concludes that, social media usage has brought DN and DI together through communication on similar networks, applications and platforms. However, the use of social media as the means of communication between the two generations accentuates generational communication gap because it lacks the required social cues to moderate the behavioural and cultural aspect of the communication processes. In other words, the underlying gap in intergenerational communication is not solely the result of generational differences and differentiated use but rather as a result of the use of the available cues left to the communicator using a medium with leaner social cues than could be found in face-to-face interaction. vii University of Ghana http://ugspace.ug.edu.gh TABLE OF CONTENTS DECLARATION ........................................................................................................................ ii DEDICATION ........................................................................................................................... iii ACKNOWLEDGEMENT ......................................................................................................... iv ABSTRACT ................................................................................................................................ v TABLE OF CONTENTS ......................................................................................................... viii FIGURES .................................................................................................................................. xii TABLES .................................................................................................................................. xiii LIST OF ABBREVIATIONS .................................................................................................. xiv CHAPTER ONE ......................................................................................................................... 1 1.1. Background to the Study ............................................................................................. 1 1.2. Problem Statement ...................................................................................................... 7 1.3. Objectives of the Study ............................................................................................... 9 1.4. Significance of the Study ............................................................................................ 9 1.5. Limitation of the Study
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