Technological innovation in healthcare: media framing of medical drone technology deployment in rural Ghana

Authors

• Ebenezer Ato Kwamena Aidoo, James Madison UniversityFollow
• Michael Yao Wodui Serwornoo, University of Maryland Eastern ShoreFollow
• Sandra Freda Wood, Sam Houston State UniversityFollow
• Jessica Afful Tuleassi, University of Minnesota - Twin CitiesFollow

Publication Date

Spring 5-20-2026

Faculty Department

School of Communication Studies

Document Type

Article

Abstract

Purpose

In 2019, Ghana introduced Medical Drone Technology (MDT) to facilitate the delivery of essential medical supplies and vaccines to remote communities. This study applies framing theory to analyze how online news media covered MDT, focusing on the sources cited, subjects reported, story types, tone, and frames, and how these elements shaped the discourse on universal health care.

Design/methodology/approach

We conducted a content analysis of online news articles, identifying the sources cited, thematic emphases, tone, and dominant frames.

Findings

We found that the coverage was largely driven by official sources, particularly the government and Zipline, the company implementing MDT. Political discourse constitutes about 60 % of the reporting, often emphasizing claims of improved efficiency and expanded access to universal health care. We identified five dominant frames: endorsement and support, unfavorable reviews, claims of access to UHC, COVID-19 response and service to remote villages, and dispelling privacy concerns. Additionally, we argue that reliance on official perspectives limits the diversity and depth of the coverage.

Practical implications

Our findings show that media framing plays a central role in shaping public perceptions of health technologies. We recommend that journalists include a wider range of stakeholder perspectives to provide more balanced reporting.

Originality/value

Our study is the first study to systematically analyze online media framing of MDT in Ghana, revealing how source selection and framing influence public understanding of technological innovations in healthcare.

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Recommended Citation

Aidoo, E. A. K., Serwonoo, M.Y.W., Wood, S. F. & Tuleassi, J.A. (2026). Technological Innovation in Healthcare: Media Framing of Medical Drone Technology Deployment in Rural Ghana. Online Media and Global Communication. https://doi.org/10.1515/omgc-2025-0060