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