Handcuffs won’t cure it: The incentive behind Ghana’s ‘insult economy’

Ghana's political landscape has been plagued by a particular issue during election seasons - the constant use of insults and abrasive language by politicians and talk-show hosts. This behaviour has become a fixture, with individuals known as "serial callers" becoming as recognisable as local government officials. These individuals are paid to defend indefensible positions and use insults as their currency, often employing deflection and tribal dog-whistles disguised as regional balance.

The result is a "cult of the insult" that has hardened into a genre with its own conventions, corroding the national temper and consuming airtime that could be spent on addressing pressing issues.

The driving force behind this phenomenon is the incentive it provides. Insulting behaviour is rational and rational behaviour pays off. Those who insult watch as their most abusive voices are rewarded in the next political cycle, often receiving appointments, board seats, contracts, or simply the standing that comes from being useful to power.

This creates a vicious cycle where aspiring communicators are encouraged to adopt the same weapon, knowing that their efforts will be recognized and rewarded by the political class. Arrests against offenders are not enough to solve the problem, as long as the reward structure continues to reward the wound, the supply of those willing to inflict it will never run dry.

The rot lies in the reward system itself, set by the politicians themselves who then feign horror at the noise. Promises made during campaigns are often inflated and forgotten once power is transferred, with the same parties continuing to share power and engaging in patronage systems. The duopoly has become a comfortable arrangement, with little difference between the two main parties and no real incentive for voters to choose between them.

The system needs a fundamental change to address the underlying incentives that perpetuate this destructive cycle.