Gospel music celebrities and self -presentation on social media the case of Joe Mettle and Diana Antwi Hamilton

Abstract

This study investigated self-presentation of gospel music celebrities on social media (Facebook and Twitter). The study selected two Ghanaian gospel music celebrities as participants based on the number of followers they attract on social media and their avid use of the medium. The study also investigated the dominant issues the gospel celebrities engaged in with their audience on social media and further examined the tone of views expressed by their audience and the type of self they presented on social media. Using Erving Goffman’s presentational self and the reader response theory, the study qualitatively analysed the general experiences of the gospel celebrities through the posts they shared on Facebook and Twitter. The study employed Cyber ethnography and interviews as data collection methods. The findings of the study indicated that the gospel music celebrities mostly shared posts and tweets on music, wishes and gratitude, evangelism and advertisements in engaging with their audiences. The study also showed that the gospel celebrities presented the public self and public-private self-online. It was further revealed that gospel celebrities presented themselves in that manner to gratify their social media followers and increase their followership. The motivation for this study was stemmed from the fact that even though studies on social media engagement and celebrity culture abound, very little attention has been given to the study on celebrity musicians especially in the Ghanaian context. Also, the two musician celebrities are the only two Gospel Musicians who have won the Vodafone Ghana Music Awards in Ghana since its inception. The study would serve as valuable source of motivation and reference for upcoming gospel musicians. The study recommends that account managers of the celebrities must find ways to communicate appropriately with disgruntled fans, and give them better explanation of events instead of hiding or deleting their messages.