Exploratory Study on Audience Perception of Information Credibility on Media Platforms in Ghana

Abstract

Using a focus group discussion, this study sought to understand how media audiences perceive information in the media environment in Ghana. The study found out that the prevalence of fake news on social media platforms serves as a disincentive to consumers of media messages from giving attention to information from some media platforms. Legacy media, radio and television, for many of the participants, present credible information on its platform with the belief that rigorous scrutiny is done by the media organisation before information is shared with their audiences on air. Though participants in the group discussions are often dismissive of media information they have doubts about, they occasionally, not routinely, verify information from news portals they deem credible. Participants also rely on their intuition to assess the truthfulness or otherwise of a story.