Harnessing Social Media for Activism: A Case Study of Tweets Driving Change in Ghana

ABSTRACT The use of digital platforms has changed how concerns in society are tackled in recent years, primarily related to social activism. The popularity of the #FixTheCountry Twitter (now X) campaign has raised awareness of the need for better social fairness, public services, and governance in Ghana. However, there is limited understanding of how such online movements mobilize public sentiment and drive societal change. This study addresses this gap by employing netnography, a methodology suited to understanding online activities and communities, to investigate the role of Twitter (X) as a tool for social activism. Social activism is used to describe particular efforts taken to effect change, frequently through digital channels. The #Fixthecountry campaign specifically serves as a case study, which illustrates the rise of digital social activism in Ghana. The data we analyzed using Python to understand the implications for societal good and social activism were the result of over 1 million tweets gathered through the Twitter API. The findings highlight that digital platforms, particularly Twitter, can potentially amplify marginalized voices and foster inclusive dialogue. We provide a three‐fold contribution in this paper. First, methodological insights into the promotion of social activism by employing netnography as a tool for dissecting the digital landscape of Ghana. Second, guidelines to inform policy development based on the findings from the analysis. Third and most importantly, we contribute rich insights into societal good through digital means and show how marginalization can be tackled by giving voice to individuals through social media. The study emphasizes the importance of leveraging social media to promote public welfare and equitable social systems.