Abstract:
This study sought to investigate how television content is used to promote CSR in Ghana,
using Vodafone Healthline television show as a case for detailed investigation. The
Vodafone Healthline television show is a flagship television show produced and sponsored
by the Vodafone Ghana foundation. This study explored how Vodafone Healthline is
produced; the contribution of Healthline to the promotion of Vodafone’s CSR activities,
and viewers’ perspectives of the Healthline television show. A multiple case study design
was used for the study that involved the use of face-to face interviews and focus group
discussion as techniques for data collection. Primary data for this study was obtained from
purposively sampled members of the Vodafone Health-line production team and residents
of the Oyibi and Ashaiman communities in the greater Accra region. It was realized that
the Vodafone Healthline television show production process is elaborate and procedural
involving formative research, consultation and collaboration with stakeholders. Also, the
success of Vodafone health-line TV show has been leveraged by Vodafone Ghana as a
launch pad for the development and promotion of other Vodafone CSR initiatives. In
addition, viewers of Vodafone healthline TV show have a positive perception about
Vodafone Healthline. The show is perceived as relevant and quality in terms of picture,
sound and presentation style. The study concludes that the successful use of television
content to promote CRS initiatives is the result of the popularity of television programming
and the collaborative production style.
Description:
A DISSERTATION IN THE DEPARTMENT OF COMMUNICATION AND
MEDIA STUDIES, FACULTY OF FOREIGN LANGUAGES EDUCATION AND
COMMUNICATION SUBMITTED TO THE SCHOOL OF GRADUATE
STUDIES, UNIVERSITY OF EDUCATION, WINNEBA, IN PARTIAL
FULFILMENT OF THE REQUIREMENT FOR AWARD OF THE MASTER OF
ART (BUSINESS AND ORGANIZATIONAL COMMUNICATION) DEGREE.