Understanding Media Usage Patterns of Students and Faculty via a Media Acceptance Approach: A Case of a Multi-campus University in Ghana

Abstract

The study explores media usage configurations primarily of students (n = 221) but also lecturers (n = 82) in a multi-campus university in Ghana. Constructs measured comprised the ownership and access to digital devices, the frequency of use, and the usage satisfaction of 53 media tools and services relevant for learning which were categorized as: digital devices and hardware, text media, general web tools and e-learning tools and services. Based on the responses, media acceptance was established by means of a media acceptance model. Results suggest mobile digital devices and mobile Internet, particularly cellular mobile data are ubiquitous, yet internet at homes remain scarce. Intensely used media by students and lecturers are not remarkably differentiated, however, significant differences exist between students at the main campus and satellite campuses, regarding the acceptance of some media tools. E-learning tools and services were the least accepted media, which to a large extent can be attributed to a deficit in the internet infrastructure on the campuses, however the lines that delineate the acceptance of digital devices, text media and web tools appear blurred. Preferences for external media ranked higher compared to the university’s internal media offerings although they were mostly communication media. Investments in Internet technologies and infrastructure could increase the intensity in the use of e-learning tools and services, and enhance the opportunities for technology enhanced learning across all campuses.