Nathanael N. Agah*
The increasing daily rate of the COVID-19 infections in Ghana indicates that the various initiatives put in place to help curtail the spread are not being adhered to. According to self-affirmation theory, when individuals are presented with threatening health-related message they are most likely to respond in a defensive manner and in order to reduce this, one needs to self-affirm in other domains. It is therefore suggested that by integrating Ghanaian values into media messages on the safety and prevention protocols, Ghanaians are likely to accept and adhere to them.
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