Technological innovation in healthcare: media framing of medical drone technology deployment in rural Ghana

Abstract Purpose In 2019, Ghana introduced Medical Drone Technology (MDT) to facilitate the delivery of essential medical supplies and vaccines to remote communities. This study applies framing theory to analyze how online news media covered MDT, focusing on the sources cited, subjects reported, story types, tone, and frames, and how these elements shaped the discourse on universal health care. Design/methodology/approach We conducted a content analysis of online news articles, identifying the sources cited, thematic emphases, tone, and dominant frames. Findings We found that the coverage was largely driven by official sources, particularly the government and Zipline, the company implementing MDT. Political discourse constitutes about 60 % of the reporting, often emphasizing claims of improved efficiency and expanded access to universal health care. We identified five dominant frames: endorsement and support, unfavorable reviews, claims of access to UHC, COVID-19 response and service to remote villages, and dispelling privacy concerns. Additionally, we argue that reliance on official perspectives limits the diversity and depth of the coverage. Practical implications Our findings show that media framing plays a central role in shaping public perceptions of health technologies. We recommend that journalists include a wider range of stakeholder perspectives to provide more balanced reporting. Originality/value Our study is the first study to systematically analyze online media framing of MDT in Ghana, revealing how source selection and framing influence public understanding of technological innovations in healthcare.