COURSE: COMMUNICATION RESEARCH DESIGN

TOPIC: THE IMPACT OF POP MUSIC ON YOUTH BEHAVIOR IN GHANA.

LECTURER: MARCIA ABONIE

GROUP 2, SUB GROUP 4

NAMES INDEX NUMBERS

Alice Koranteng BACS25386

Eugenia Eshun BACS25034

Marilyn Kwenorkie Quaye BACS25304

Amanda Shobo BACS25007

Priscilla Tetteh BACS25484

Atta Kwesi Duodo BACS25201

Pop music has gained immense popularity worldwide and has even become a reflection of
cultural trends and societal issues. The study explores the impact of pop music on the behavior of
young people. The study also examines how pop music has surpassed most music genres and
how the youth embrace the genre. To achieve this objective, a qualitative research method was
adopted for the study where interviews were used as specific methods for gathering the data. The
study also used existing theories and concepts to explore the reasons and methods by which
popular music influences the youth.
1.0 Introduction

This study focuses on the impact of the pop music on youth behavior. It covers the background

of the study, statement of the problem, the objectives of the study and the organization of the

study.

1.1 Background to the study

According to Mbaegbu (2015), music is an important element of many people's lives in Africa.

Folklore/tales and dirges music have long been an important element of celebrations such as

birth, puberty, marital rites, festivals, and death (Asare, 2015). However, in an age of mass

communication, urbanization and technological advancement, people now have the ability to

choose their own musical surroundings. Thus, faced with a variety of choices individuals can

pick the sounds, which please them best (Owen 1995). Pop music is an abbreviation of popular

music, a contemporary music genre that appeals to a wider audience. It often includes a

danceable tempo, easy to remember lyrics and simple notation. Pop music is often found on

mainstream radio stations and across a range of countries and culture. Music in general is an art

that, in one guise or another permeates every human society. Hence no society is without music

(Mbaegbu, 2015). In today’s society, the youths enjoy pop music a lot. Social media has also

contributed to the youths love for pop music. Pop music’s are heard every day on the various

social media platforms, and now youths can even mainstream this pop music’s on platforms like

Apple Music, Facebook, Spotify, etc. The United States and Great Britain are the origins of pop

music in the late 1940s and early 1950s. The phrase “pop music” was first used to describe

popular music that was not jazz or classical in the 1950s. The name became more famous when

disc jockeys, played songs that were not considered classical or jazz on the radio. Pop music
consists of short, catchy songs with lyrics that are easy to remember and are often accompanied

by moderately simple musical arrangements. It is normally illustrated by a verse-chorus

structure, an emphasis on melody over rhythm, and often features accompaniment by electric

guitars or electronic keyboards. The term “pop music” was first used in the 1950s to describe

popular music that was not jazz or classical. The name received further attention when it was

used by disc jockeys, who played songs on the radio that were not considered classical or jazz.

Pop culture has always had a significant influence on everything from fashion trends to society

values. Pop music's addictive rhythms and remarkable melodies possess the power to unite

individuals from diverse backgrounds by overcoming language barriers and cultivating a sense of

common experience. Pop music has unquestionably influenced culture. It has the power to shape

social mores, establish style standards, and inspire individuals to accept their true selves. Pop

music continues to have a significant impact on our culture, whether it is through catchy hooks

or meaningful words. Popular This research indicates that exposure to sexual messages, violence,

stereotypes, and substance abuse has produced significant changes in attitudes and behaviors in

youth.

1.2 Statement of the Problem

Pop music with its widespread reach and influence has been observed to have a significant
impact on the behavior of the youth. However, the extent and nature of this impact, whether
positive or negative, remains unquantified and under-researched. This lack of comprehensive
understanding hinders the development of effective strategies to harness the potential benefits
and mitigate any adverse effects of pop music on youth behavior.

1.3 Objectives of The Research

The study will look at these objectives;

 To understand the influence of pop music on the behavior and attitudes of Ghanaian
youth.
 To examine the role of pop music in shaping the cultural identity of the youth in Ghana.
 To investigate the impact of pop music on the academic performance of Ghanaian youth.

1.4 Research Questions

1.5 Significance of the study

The study is extremely useful to up-coming hip pop artiste, students, researchers, who may like
to conduct similar studies. The study will be invaluable to the youth on how they absorb pop
music.
METHODOLOGY

2.0 Introduction

This part of the research will concentrate on the proposed research approach for this study. This

includes sampling technique, research method, research design, research population, mode of

data collection, sample size, source of data.

2.1 Research Method

Saunders et al (2016) explain that a research technique is a broad strategy defining how a

researcher intends to approach the research problems at hand. They went on to highlight that

there are primarily two major research approaches: quantitative and qualitative. Quantitative

research is utilized to gather numerical data or data that can be converted into statistical

information to quantify a particular problem. In contrast, qualitative research is employed to

uncover patterns in thoughts and opinions, enabling researchers to delve deeper into the issue.

Qualitative research typically begins with assumptions, a particular perspective, the potential use

of a theoretical framework, and an exploration of the meanings that individuals or groups

attribute to social or human problems (Creswell, 2007). Salvador (2016) emphasizes that the

choice between quantitative and qualitative methods depends on the specific research questions

at hand, as each approach has its unique strengths and is better suited to answer certain types of

questions that the other may not be equipped to address. Carol (2016) argues that qualitative
research is valuable for exploring new ideas and gaining a deeper understanding of perspectives.

It achieves this by examining a smaller sample in more detail. In contrast, quantitative research

utilizes numerical data to explain phenomena on a larger scale, concluding a broader sample.

Consequently, to better understand the research study “The Impact of Pop Music on Youth

Behavior”, a qualitative research method was adopted for the study. The purpose behind this was

to establish a personalized and in-depth question-and-answer session. This approach allowed the

researchers to gather the unique perspectives of each participant and explore topics and issues

related to the subject matter in greater depth.

2.2 Research Design

According to DePoy and Gitlin, (2010), the research design is the blueprint for data collection,

measurement, and analysis that embodies the overall framework of research. It focuses on the

techniques and methods of collecting data and analyzing it. Therefore, a research design is about

choosing the best approach or method for collecting data. This approach allows for a systematic

and logical integration of all study components, ensuring that the research problem is effectively

addressed. The research design for this study is Grounded theory, which attempts to collect rich

data, identify patterns and themes on a topic of interest for theory building.

2.3 Research Population

Population encompasses not only the individuals under investigation but also the total number of

units associated with the issue or phenomenon of interest (Weeks, 2020). It includes individuals

who share common characteristics, beliefs, values, and behaviors (Kumekpor, 2002). For the

purposes of this research, the total population comprised of all the students at UniMAC.

Understanding the population is crucial in research as it helps establish the scope and boundaries
of the study. This definition ensures that the study remains manageable and feasible, as it allows

for a targeted examination of the characteristics, beliefs, values, and behaviors of these

individuals. Studying a specific population within a well-defined geographic area facilitates data

collection and analyses (Buchstaller & Khattab, 2013). This approach enhanced the validity and

reliability of the findings, as it captured the diverse perspectives and experiences within the

population of interest (Buchstaller & Khattab, 2013).

2.4 Sample Size

Sample design refers to a carefully devised plan that outlines the approach for selecting a

representative subset, or sample, from a larger population before any data collection takes place

(Wimmer and Dominick, 2011). In the context of this study, the sample size for the study is 4

individuals of which 3 are from UniMAC-IJ. The respondents were selected because of their

youthfulness and keen interest in pop music. For anonymity reasons, the identity of the

respondents was replaced with pseudonyms throughout the study. This selection provided a

comprehensive understanding of the topic under investigation, allowing for the collection of in-

depth data on the impact of Pop music on youth behavior.

2.5 Sampling Technique

The sampling method chosen for this study was purposive sampling. According to Taherdoost

(2016), Purposive sampling is one of the most often utilized qualitative sampling procedures

because it assures that participants are chosen on purpose based on their relevance to the research

at hand. In line with Palinakas (2015), purposive sampling is employed to identify and gather

information from individuals or groups who possess significant knowledge about the
phenomenon under investigation. The researchers agreed to use 4 respondents as the sample size.

The respondents were also chosen to allow for a more detailed exploration of their experiences

and perspectives on the study in accordance with the research method employed for the study.

The idea behind purposive sampling is that researchers can better understand a subject by

selecting participants or samples they believe can offer appropriate answers to the research

question, thereby enhancing the depth of the study.

2.6 Sources of Data

The study relied on primary sources of data. As described by Harvey (2012), primary data

sources consist of first-hand data collected by researchers themselves during a specific research

inquiry. In the case of primary data, researchers administer and collect responses that will be

utilized to examine the phenomenon being studied. Within this study, the primary data was

gathered through interviews conducted which includes an upcoming hip pop artist from the

University of Media, Arts, and Communication - Institute of Journalism. The primary data

provided new insights into understanding the topic under study.

2.7 Data Collection Method

In this study, data collection was a phone and face-to-face in-depth interviews. An interview took

place on the University of Media, Arts, and Communication - Institute of Journalism (UNIMAC-

IJ) campus with Respondent 1, 2 and 3. Respondent 4 was available for a phone interview on

Wednesday 31st October, 2023. To guide the interview process, an interview guide was

developed. The interviews in this study followed a semi-structured format, including a series of

open-ended inquiries. Dossetto (2020) argued that open-ended questions are designed to elicit
responses that go beyond simple yes or no answers, encouraging respondents to provide detailed

viewpoints. This approach facilitates a deeper understanding of the subject matter and provides

additional insights. During the data collection process, detailed notes were taken, and audio

recordings were also made.

2.8 Data Presentation and Analysis

The audio recordings were transcribed into text and paired with notes taken through the data
collection process. Transcribing the audio recording was done manually by listening to the
recordings and transcribing word for word.

2.9 Ethical Considerations

Before conducting the interviews, participant’s consents were sought out. Participants were
reassured that their anonymity would be protected throughout the research process.

FINDINGS AND DISCUSSIONS

This part is focused on analyzing the results obtained from the semi-structured interview that was
used as a data collection tool. Youths including an underground artist who is doing hip hop
music was sampled and interviewed for the study. The findings from the interview were based on
the research question of the study,

 How does pop music influence the behavior and attitudes of the youth in Ghana?
 What role does pop music play in shaping the cultural identity of the youth in Ghana?
 What is the impact of pop music on the academic performance of the youth in Ghana?

Based on the research questions, the researchers asked the respondents how pop music has
influenced their behavior and attitudes of the youth in Ghana and below were their responses;

R1 “I listen to some songs that talk about betrayals, and watching out for friends because
some friends don't really have our interests at heart, so it has changed how I relate with some
people. Things happened to me and I felt were relatable in the songs so it made me change
and do what they claim they did.”
R2 “It does happen but not very frequently. Some of the songs I listen to actually draw up
emotions and even force me to behave in certain ways so pop music actually has some
influence on my character.”
R3 “I'll say there are many because for me it's mainly through my utterances, the things I
say, my expression, and some words I use as a result of some lyrics I have heard or listened
to.” For example, in a situation where I want to say ‘ajeii’ I will be like fuck or damn just
something to show like a shock, surprise, or hurt
R4 “My behavior or attitude has never been influenced by pop music.”

Based on the research questions, the researchers asked the respondents the role pop music plays
in shaping the cultural identity of the youth in Ghana and this was what they said;

R1 “I feel like we are in a different world, a world of our own and they also have what they
feel and what they believe in, so I think, right now, it's Jay- Z, and some others but we have
our own ideologies and that one also influences how music is made. For example, Jay BaHd
and Asakaa Boys, have their own genre of music. They produce and that defines some people
in the Ashanti Region who call themselves Kumerican and this has become a new wave which
we are all moving towards. It has also been involved in the Grammy nomination category
recently and that feels defining.”
R2 “Pop music is something Ghanaians have adopted so I wouldn't say it actually shape
perception of Ghanaian culture. I will say I knew the culture before. I got introduced to pop
music so it doesn't actually influence but there is some particular type of music that talks
about the Ghanaian culture.”
R3“I don't follow them so much and I would even say a bunch of them don’t promote so
much of our culture. Ghanaian culture rather I'll say has shaped my understanding of
foreign culture because. I don't listen to Ghanaian pop music but the few I listen to have
made me know things are changing and changing fast.”
R4 “When I listen to High Life songs. I am an ‘adademu’ fun so when I listen to the lyrics of
the song it tells me more about the Ghanaian society, what we use to do, what we don't longer
see and what we can do to improve society.”

Based on the research questions, the respondents were asked how pop music has impacted their
academic performance and they responded saying;
R1 “I listen to Drake and Kendrick Lamar and these people are highly intellectual. I
sometimes get some words and some expressions, phrases I use in my school work I got them
from these artistes. I feel like it has had a very big impact on my education.”
R2 “I just listen to pop music for fun and nothing more to impact the academic performance.”
R3 “In my general academic performance I wouldn’t say yes but then I will say it has helped
my control over the language we are speaking right now which is English. I will say I listen a
lot to foreign pop music like of Kendrick Lamar, Drake and most of these people rap in their
songs, and if you know rap it’s about like poetry. I am somebody who really likes poems so
listening to these people has really improved my diction, and my control over the language
which one way or the other helped me improve my English obviously when I was in school. It
helped me do better in my English courses.”
R4 “let me relate it to the course we read last semester, media, culture, and Society in that
course we learned something about music, how music has influenced society, how some youth
react to the lyrics, and all that so it has impact it has an impact.”

CONCLUSION OF THE STUDY

This analysis and discussion captured the objectives and also helped answer the questions by
analyzing the data and making meaning out of it.
REFERENCE

Wright, O. (n.d.). Popular Music in Ghana: The Democratization of Culture.

These sets of Interview Questions are designed to seek information on The Impact of Pop Music
on Youth Behavior.

Your response will help the researchers achieve the stated objectives required. Since the study is
for academic purpose, your answers to these questions shall be highly appreciated and
considered confidential.

INTERVIEW QUESTIONS

TOPIC: The Impact of Pop music on Youth behavior.

1. Can you share any instances where you felt your behavior or attitudes were influenced by pop
music?

2. What kind of emotions or feelings do you usually experience when you listen to pop music?

3. Do you believe that pop music has shaped your perspective or understanding of Ghanaian
culture? Can you give examples?

4. How do you think pop music represents the youth culture in Ghana?

5. Have you ever noticed any impact of pop music on your academic performance? If yes, can
you describe it?

6. Do you think listening to pop music while studying helps you concentrate better or does it
cause distractions?