The impact of media and technology on gender roles in Ghanaian marriages

The rapid expansion of media, social media, and digital technologies is reshaping gender norms globally, with significant implications for Ghanaian marriages. This qualitative study explores how these digital influences transform traditional marital roles, drawing on in-depth interviews with 28 married individuals in urban and peri-urban communities. Using reflexive thematic analysis informed by postcolonial feminist and cultural hybridization frameworks, the study finds that globalized media simultaneously empowers women through alternative role models and disrupts intergenerational transmission of indigenous gender expectations. Technological tools, such as modern appliances and remote work, blur task divisions yet sometimes reinforce gendered standards through constant connectivity. Social-media-driven feminist movements strengthen women’s autonomy but can trigger backlash when Western-centric narratives dominate. Overall, media and technology act as both catalysts for equity and sources of cultural tension. The study recommends couple-centred digital literacy and co-created media interventions to promote marital equality while preserving Ghana’s cultural foundations.