A PRESENTATION AT EVIDENCE-BASED COMMUNICATION, AWARENESS RAISING & ADVOCACY, TRAINING FOR GHANA AWARENESS RAISING GROUP (GARG) AND EIFL-PLIP GHANA PROJECT REPRESENTATIVES, ERATA HOTEL, ACCRA, TUESDAY, OCTOBER 16, 2012

THE GHANAIAN MEDIA ENVIRONMENT

K. Ansu-Kyeremeh(Professor, School of Communication Studies, University of Ghana, Legon)

INTRODUCTION

There is a symbiotic relationship between the library and the media.

The library may actually be considered a medium because it stores and makes able massive information which educates, informs, and entertains just as the media do.

INTRO (CONT’D)

Thus, in considering the relationship, it is reasonable to suggest that the library is constantly locked in fierce competition with other sectors of society to appropriate its share of media space and airtime in promoting its services and attracting patronage.

Factors in effectively accessing space and airtime include a)Recognition of editors’ judgment criteria (first

stage to get it on the roster for consideration) – consider interactive lunch with the editor, inviting the editor to visit the library and any other form of interaction

b) News value of a contribution

Factors in effectively accessing space and airtime include

c) Interest (competing interests)

- Public (value of news to society)

- Headline (economic value of news – what will sell

FACTORS IN EFFECTIVELY ACCESSING SPACE AND AIRTIME INCLUDE (CONT’D)

TYPES OF CONTRIBUTION:

a) Feature article b) Letter to the editorc) Rejoinder [directly affected or concerned] d) Story (newspaper), footage, radio actuality

insets e) On-set live or recorded appearance

TYPES OF CONTRIBUTION: (CONT’D)

f) Phone-in or letter (radio and TV). g) Text messagingh) Multimedia and Convergence approach

- The older media may also be reached through the newer social media (including information you put on your website, facebook, etc.)

CHARACTERISTICS OF ATTRACTIVE CONTRIBUTION:

1) Strong public or economic interest

2) Human attribute that will encourage readers and audience to relate to story/contribution

3) Information current

4) Relevant content

5) Timely

Media EnvironmentThe prevailing media environment in Ghana is one

of a pluralistic system with multiple communication outlets and access points.

MEDIA ENVIRONMENT (CONT’D)

Communication is not only in various formats (radio, television, etc.) but has a hitherto unknown feedback input – input and output access.

MEDIA ENVIRONMENT (CONT’D)

There is also a high degree of cross-sourcing (newspaper review most popular radio [and television] programme).

MEDIA HOUSES Newspapers

State-owned (2 publishing houses [Graphic Communications Group and New Times Corporation] putting up some eight newspapers)

Private Newspaper Proprietors Association (numerous publications, including ‘container’ ones; different periodicity)

MEDIA HOUSES (CONT’D)Magazines

Mainly business [BFT, etc.] – outlet for attracting business people to the library and library issues [donating to large print, talking, etc. as part of Corporate Social Responsibility]

Radio - State-owned, private commercial, and campus,

community (20 in Accra over 271 nationwide (August 7, 2012)

MEDIA HOUSES (CONT’D)Television

Total 10; State-owned (1 [GTV] only one with nationwide coverage); Private commercial: Crystal [3 channels], TV3, Metro TV, NET2, TV Africa, Viasat 1, eTV)

Mobile PhoneMultipurpose, untapped functions such as

‘What’s up,” ‘Jokes’ and texting. Need to understand the power of the mobile

phone which appears underestimated

MEDIA HOUSES (CONT’D)

MEDIA HOUSES (CONT’D)Online newspapers

www.graphic.com.gh;newtimes.com.gh;www.dailyguidenews.com; www.ghanaian-chronicle.com; www.graphic.com/mirror

Online radio: ww.myjoyonline.com;

www.peacefmonline.com; www.citifmonline.com; www.adomonline.com

THANK YOU