From Campaign Propaganda To Govt Accountability: When The Message-Makers Demand A Seat At The Table
Supporters of NDC and NPP The campaign is over, the votes have been counted, and power has changed hands. But what happens when the very voices that helped sell Read More... The post From Campaign Propaganda To Govt Accountability: When The Message-Makers Demand A Seat At The Table appeared first on DailyGuide Network .
When the Ghanaian general election concluded in December 2024, the ruling National Democratic Congress (NDC) claimed victory, while the opposition New Patriotic Party (NPP) conceded defeat. The campaign was marked by powerful messaging from both sides, with NDC candidate John Dramani Mahama emphasizing the slogan "NDC, no turning back," and NPP candidate Dr Mahamudu Bawumia portraying himself as the driver leading Ghana forward.
Social media played a crucial role in spreading these messages, allowing the candidates to connect with voters on a personal level. Edward L. Bernays, a pioneer in public relations, argued that those who influence public opinion can form an "invisible government" by shaping how people think and respond to public issues. This concept provides insight into the 2024 campaign, where political communication was not just about presenting policies, but also deciding which issues received attention, framing problems, activating emotions, and shaping dominant political narratives.
During the campaign, the NDC criticized the NPP's performance, addressing economic hardship, public confidence, accountability, and the country's direction. Although the effectiveness of the NDC's campaign communication merits examination, it is essential not to attribute the election result solely to propaganda. Various factors, such as economic conditions, voters' experiences, policy choices, and party organization, also influenced the outcome.
The campaign promises, like providing water-storage facilities to cocoa farmers and implementing a 24-hour economy, created expectations among citizens. However, assessing whether these promises were fulfilled, partially implemented, delayed, or remain outstanding requires current evidence, official implementation records, and the experiences of the beneficiaries.
Citizen journalists, bloggers, and content creators play a vital role in transforming campaign rhetoric into public scrutiny. By visiting communities, interviewing farmers, speaking to unemployed young people, and documenting unfinished projects, they help turn campaign rhetoric into public accountability. The dilemma lies in understanding the shift from campaign propaganda to government accountability.
While supporters of a political party may become influential during an election, they must recognize that a campaign's purpose is persuasion, while government's purpose is administration, evidence-based decisions, negotiation, and public accountability. Once the votes are counted, the relationship between supporters, critics, and undecided citizens must change.
Supporters and critics retain the right to demand answers from their elected representatives, ensuring that political communication does not create unrealistic expectations. In summary, the 2024 Ghanaian general election demonstrated the power of political communication and the importance of evaluating campaign promises against actual government performance.
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