ABSTRACT
The study examined media advocacy as practiced by Civil Society organizations in pushing for
development agenda in Ghana. The study employed an exploratory research design and a sample
size of three(3) CSOs namely Ghana Integrity Initiative, Media Foundation for West Africa and
the Centre for Democratic Development using the purposive sampling technique. Underpinned
by the Agenda Setting and the Two-step flow theory, interviews were conducted for data
collection. Interviews were then transcribed and analyzed using thematic analysis approach. The
findings revealed that, CSOs use various strategies accompanied with different media forms
depending on their target audience and the specific issue at hand. It also found that media
advocacy plays a significant role in their work towards development as it reaches a wider
audience in the shortest possible time. The outcome of their media advocacy, either results in a
policy or behavioral change, contributing to the development agenda in Ghana. It also found that
the use of social media for media advocacy cannot be overlooked in this era of smart phone
usage especially in serving as a tool and a platform for building relationship with media
practitioners.
The study recommended that further studies can be done on the external communication
relationship between CSOs and media institutions taking special focus on the costs and benefits
in their media advocacy roles.
ANOWA, P (2021). THE USE OF MEDIA ADVOCACY BY CIVIL SOCIETY ORGANIZATIONS (CSOs) IN PUSHING DEVELOPMENT AGENDA IN GHANA. Afribary. Retrieved from https://tracking.afribary.com/works/the-use-of-media-advocacy-by-civil-society-organizations-csos-in-pushing-development-agenda-in-ghana
ANOWA, PEARL "THE USE OF MEDIA ADVOCACY BY CIVIL SOCIETY ORGANIZATIONS (CSOs) IN PUSHING DEVELOPMENT AGENDA IN GHANA" Afribary. Afribary, 30 Mar. 2021, https://tracking.afribary.com/works/the-use-of-media-advocacy-by-civil-society-organizations-csos-in-pushing-development-agenda-in-ghana. Accessed 21 Nov. 2024.
ANOWA, PEARL . "THE USE OF MEDIA ADVOCACY BY CIVIL SOCIETY ORGANIZATIONS (CSOs) IN PUSHING DEVELOPMENT AGENDA IN GHANA". Afribary, Afribary, 30 Mar. 2021. Web. 21 Nov. 2024. < https://tracking.afribary.com/works/the-use-of-media-advocacy-by-civil-society-organizations-csos-in-pushing-development-agenda-in-ghana >.
ANOWA, PEARL . "THE USE OF MEDIA ADVOCACY BY CIVIL SOCIETY ORGANIZATIONS (CSOs) IN PUSHING DEVELOPMENT AGENDA IN GHANA" Afribary (2021). Accessed November 21, 2024. https://tracking.afribary.com/works/the-use-of-media-advocacy-by-civil-society-organizations-csos-in-pushing-development-agenda-in-ghana