Investigating the social influence of gambling advertisement on basic schools-a case study of Sempe West Basic School James Town, Accra

Abstract

This study investigates the social influence of gambling advertisements on basic school students, Sempe West Basic School, James Town-Accra. It explores how exposure to such advertisements may influence the behaviour of these students, potentially leading to changes that affect their academic performance. The study employed a qualitative research approach, using interviews and focus group discussions to gain in-depth insights into students’ perceptions, experiences, and behavioral responses to gambling advertisements. The research approach involved using semi-structured interviews and focus group discussions. A purposive sample of 10 students were selected for the interview while 6 students participated in the Focus Group Discussions (FGD), comprising students from Junior High School (JHS) 1, 2, and 3. This enabled the researcher gain different perspectives from students across different grade levels. Data analysis involved identifying recurring patterns and key influences of gambling ads on students' lives. The findings of the study revealed that students are mostly exposed to gambling advertisements through television, radio and social media. Many students reported developing curiosity about gambling, with some even considering it as a means to acquire material wealth. There was also a noticeable link between frequent exposure to these ads and poor academic performance. The study concludes that advertisements on gambling have a significant social influence on basic school students in James Town, contributing to shifts in attitudes toward gambling. These findings highlight the urgent need to address the exposure of young students to gambling ads, especially in vulnerable communities. Recommendations of the study include stronger enforcement of regulations on gambling advertisements to reduce their reach among children, media literacy and supportive environment involving parents and teachers.