Branding stem on social media in Ghana a study of branding narratives on facebook

Abstract

This study investigates the increasing global focus on Science, Technology, Engineering, and Mathematics (STEM) education, particularly in African countries like Ghana. Recognizing STEM as crucial for tackling development challenges and narrowing the digital gap, this research explores the role of Facebook in disseminating STEM-related activities. The study aims to analyze specific branding strategies, identify emerging themes and uncover challenges and opportunities within STEM narratives on Facebook. The study uses a qualitative research methodology to probe the use and experiences in the STEM landscape. Data collection involved analyzing textual and visual content from Facebook to gain insights into diverse branding strategies employed by organizations. The findings indicate that organizations effectively use Facebook to highlight the importance of STEM through engaging content. Dynamic branding strategies, including online STEM seminars, Facebook Live sessions, and gamification emerged as impactful strategies within the Ghanaian context, showcasing the transformative potential of social media in STEM promotion. Prominent themes in the narratives revolved around the emphasis on STEM education, aligning with the global recognition of STEM as a catalyst for innovation and development. Gender inclusivity becomes a noteworthy theme, challenging stereotypes by featuring women in diverse STEM roles. The study identifies opportunities within STEM branding narratives on Facebook, particularly through increasing engagement metrics. This points to a growing interest in STEM content, offering an opportunity to leverage social media platforms for community-building, collaboration, and knowledge-sharing within the STEM sector. The observed increase in engagement metrics signifies a receptive audience, fostering an optimistic outlook for the future of STEM communication on Facebook.