Blogging, content creation and journalism: where do their boundaries lie?

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Journalism in Ghana has come a long way from the difficult times of the „culture of silence“ and the era of the crime of defamation. Today's media environment is more open, vibrant and diverse than ever before. The enactment of the Right to Information Act 2019 (Act 989), the repeal of the criminal defamation law and the general freeing up of the media space have sparked tremendous public interest in media events across the country.

The framers of the 1992 Constitution of Ghana were fully aware of the power and importance of the media to national development. Therefore, Chapter 12 is devoted exclusively to the media and recognises its role in ensuring that citizens have access to accurate, free and impartial information.

Once the media assumed the role of the „fourth estate“ - albeit not explicitly named in the constitution - it became a key watchdog of democracy. They keep an eye on the powerful, help the public understand national issues and provide a space for citizens to express their views on matters of national importance.

In recent years, however, bloggers and content creators have entered the media space in a big way. Many of them report on topics of public interest and take on the role of citizen journalists. This shift has been made possible, among other things, by Article 162(3) of the Constitution, which provides that no one needs a license to establish or operate a newspaper, magazine or other media outlet. This freedom has opened the door for anyone with at least the basic ability to write or tell stories to engage in public communication.

Moreover, the rise of social media has blurred the lines between traditional journalists and digital content creators. Thanks to a smartphone and an internet connection, anyone can now report on events, express opinions or even deliver „breaking news“ - activities that were previously reserved for professionally trained journalists.

Although many bloggers and content creators today practice activities similar to journalism, it is important to stress that journalism is a profession based on professional training, standards and ethics. It is not just about publishing information on the internet. Professional journalists are governed by a strict code of ethics that requires accuracy, fairness, balance and objectivity. They do not take sides, they do not make up stories and they do not favour sensationalism over the truth.

Some content creators believe that the constitutional right to free speech automatically equates them with trained journalists. While Article 21(1)(a) guarantees freedom of speech, expression and the press to all citizens, this does not mean that it abrogates the need for professionalism and ethical conduct in journalism.

For journalists, the provision of Article 21(1)(a) is crucial because it guarantees both their right to write and express freely and the right of the media to operate without prior censorship. This is why many people who write or create content on social media today want to identify with journalism.

There is nothing wrong with involving bloggers and content creators in citizen journalism. On the contrary, they enrich the public debate and expand the flow of information. But if they are to be considered journalists in the true sense of the word, they need to learn the craft. Journalism requires specific skills: report writing, fact-checking, interviewing, source checking, knowledge of ethics and media law, and responsible reporting. It is not enough to just post arbitrary content on social media.

In an interview with Kofi, an independent journalist, it was mentioned that event organisers today often give more weight to bloggers and content creators than traditional journalists because of what they call „trends and numbers“. Many prefer online buzz and high levels of engagement to a well-written article in print or electronic media.

However, Kofi points out that „trending“ alone does not mean real impact. An event can be popular on the wrong platform or with the wrong audience, with little to no real effect. Journalists, on the other hand, focus on stories that serve the public interest - with an emphasis on depth, accuracy and relevance, not just numbers.

Francis Kokutse, an experienced journalist with more than 40 years of experience, explains that journalists are professionals trained either by formal education or by working directly in newsrooms. They write for established media houses, follow ethical rules, adhere to accepted stylistic standards and carefully check facts before publishing information.

Bloggers, and more recently content creators, emerged especially with the advent of digitalisation since the mid-1990s. Unlike journalists, many of them are not bound by ethical rules, do not adhere to an established writing style and often do not consider fact-checking a priority.

The rapid growth of social media has further strengthened their influence and today they share media space with traditional journalists. The emergence of websites, the WordPress platform and other digital tools has allowed them to compete with traditional media, as digital content is spreading and gaining popularity much faster.

In addition, these digital platforms lack „gatekeepers“ - editors and editorial oversight - which allows publishing without the control mechanisms common in traditional media. Journalists, on the other hand, must take into account social norms, ethics and the legal framework before publishing information.

It is therefore worrying that many event organisers today rely on bloggers, content creators and influencers simply because of their high number of followers on social media. However, it is not clear whether they are only concerned about online popularity.

There is evidence that some people with high follower counts use bots to artificially increase their online presence. This raises the question of whether organisers are actually getting value for their investment. While traditional media continue to provide credible and verifiable information, the same cannot always be said of content produced by bloggers and content creators.

Dr. Kwadwo Asong Boateng, senior lecturer at UNIMAC, explains that social media - often referred to as new media - was created to deepen democracy. Their purpose was to disrupt the dominance of large institutionalised organisations that had previously dominated the media landscape. When media are owned by large commercial institutions, they become „gatekeepers“ - deciding what information enters the public space and filtering content according to their own interests and ideology.

Social media has disrupted this model. It has opened up the space for anyone who wants to gather, create and share information - which is the very heart of democracy: freedom of speech and expression. Today, an individual with only a mobile phone can decide what to record and what to publish. Information has been democratised. Anyone can engage in an exchange of views, as long as they avoid gossip, scandalous content and the spread of fake news. However, this openness also makes social media difficult to control.

According to Dr Boateng, it is not entirely accurate to label social media users as biased. People simply share information according to their own views, preferences and values. „I gather and share information from my point of view,“ he noted. „Let's not immediately label that as bias.“ He added that if a political party owns a medium - traditional or digital - it is natural that it will promote its own ideology. Social media has expanded the space so much that everyone has become an independent producer, disseminator and publisher of content.

This shift is also evident in the public administration. „Today every minister has his own media team that accompanies him everywhere,“ he said. In communication studies, this phenomenon is referred to as mediatisation - the process of individuals becoming aware of themselves as media actors. As a result, they adjust and broadcast their lifestyles and daily activities and determine for themselves what the public will see. They produce their own content and shape their own narratives.

Dr. Boateng recalled that in the early 1990s, academics warned that social media would challenge traditional journalism - and that prediction came true. Traditional journalists, he said, are highly skilled but often bound by institutional rules and the interests of media owners. Bloggers and influencers, on the other hand, are motivated by follower numbers and audience engagement rates. They have more flexibility and creative freedom than traditional media, which are highly structured and regulated. They focus on the amount of content produced and their own influence.

Yet Dr Boateng insists that traditional journalism still retains the credibility that makes journalists authoritative voices in society. Institutional constraints, however, continue to weaken them in the face of competition. In many countries today, journalists work for established media outlets while running their own blogs and social media accounts to build their own audiences. This may be the way forward for traditional media professionals as well.

Despite the changes brought about by digitalisation, traditional media remain the most trusted and reliable source of factual information.

As the media ecosystem continues to evolve, the real question is not whether bloggers and content creators should exist - they are already here. The question is whether they are willing to embrace the principles that define ethical journalism.

Fiifi Nettey, Media Consultant, Accra

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