Mundy, DeanBisilki, Isaac2024-08-072024-08-072024-08-07https://hdl.handle.net/1794/29725This dissertation explores the strategic use of social media in environmental sanitation campaigns in the sub-Saharan African country Ghana. It offers insights into the phenomenon of social media use by Environmental Sanitation Organizations (ESOs). That is, whether these ESOs are strategic in using social media as powerful, ubiquitous channels of communication to influence pro-environmental sanitation behaviors.The dissertation also addresses gaps in literature on social media use in sanitation campaigns in the global south, where social media have become commonplace, therefore; seen as potential tools for driving social change. It applies the framing theory through the lens of Snow and Benford’s (1988) typology of framing to examine whether the ESOs in Ghana are being strategic in their use of social media in sharing information on sanitation problems. The mixed-methods approach was used in collecting data through interviews with four Chief Public Relations professionals of selected ESOs and a content analysis of these ESOs’ Facebook posts, which underwent thematic analysis with conclusions drawn. Findings show that public relations professionals who use Facebook as a communication tool are strategic in creating messages on sanitation on the platform despite the high number of posts that had no specific frame. The motivational frame was the most used strategic frame while the prognostic frame elicited the highest engagement and positive valence. This preceding finding particularly has implications for the framing theory, specifically the Snow and Benford’s (1988) typology of frames, as it brought to light the potential of the prognostic frame in health messaging. Thus, the study has advanced the application of this typology, which has been mostly applied in the study and analysis of communication by environmental social movement organizations. Recommendations are offered for practical implementation to enhance the understanding and ability of public relations professionals in the environmental sanitation sector to leverage the potentials of social media in advancing sanitation causes, such as positive attitudes and behaviors for improved sanitary conditions and health in Ghana.en-USAll Rights Reserved.EnvironmentHealthPublic relationsSanitationSocial mediaStrategic communicationElectronic Thesis or Dissertation