Mr Alban Sumana Kingsford Bagbin, Speaker of Parliament, has urged voters, particularly young people, to resist political propaganda and unrealistic campaign promises and make informed decisions during elections.
He said voters must ask politicians pertinent questions, assess policy proposals, compare political alternatives and exercise their democratic rights peacefully and responsibly.
“Do not surrender your judgement to political propaganda… examine the issues, compare the alternatives, ask questions and exercise your constitutional rights peacefully and responsibly,” he said.
Mr Bagbin made the remarks in a speech read on his behalf at the launch of a book, “Voices for the Ballot: Electoral Communication in Ghana,” authored by Dr Nana Sifa Twum, a strategic communication scholar and media development practitioner.
The publication examines the relationship between communication, political campaigns and voter behaviour within Ghana’s evolving democracy, drawing on the author’s professional observations, research and practical experiences.
It explores how political parties, candidates, the Electoral Commission, the media, civil society organisations and citizens communicate before, during and after elections.
Mr Bagbin observed that slogans, personality-driven campaigns and emotional appeals often dominated political discourse at the expense of substantive policy discussions and the implementation of campaign promises.
He underscored the importance of informed citizens, credible institutions and public accountability in strengthening democracy, saying political communication must help voters distinguish between promises and policies, as well as allegations and established facts.
He encouraged academics, authors and researchers to examine the country’s democratic practices, identify existing limitations and offer recommendations to improve the system.
The Speaker called for stronger collaboration among journalists, political communicators, electoral institutions, academia and other stakeholders to promote media literacy and responsible political engagement.
“Our ambition must be to build a democracy in which political communication does not merely persuade people to vote but equips them to understand why they are voting, what they are voting for, and how they can hold those elected accountable,” he said.
“Our democracy needs a media that is independent enough to scrutinise power, professional enough to distinguish between facts and fiction, and responsible enough to recognise the consequences of its reporting.”
Mr Bagbin also highlighted the growing influence of social media on political communication and cautioned individuals and media practitioners against spreading falsehoods and misinformation.
He commended Dr Twum for contributing to knowledge on political and electoral communication, saying the publication should inform responsible campaigns, educate voters and help strengthen democratic institutions.
Dr Twum, on his part, said electoral communication should focus on deepening democracy and helping citizens to appreciate their role in national development rather than merely serving as a tool for politicians to gain power.
He said plans were underway to organise stakeholder dialogues across the country to reflect on effective approaches to electoral communication.
Madam Esther Cobbah, President, Institute of Public Relations (IPR), Ghana, emphasised the importance of effective communication across sectors, including politics, and said political communication should be handled by professionals.
She expressed confidence that the book would make an impact locally and internationally and serve as a valuable reference for practitioners and scholars.
Dr Samuel Ofosu Ampofo, a former Chairman of the National Democratic Congress (NDC), purchased copies of the book for GH¢50,000 on behalf of the Chief of Staff, Dr Julius Debrah; the Chief of Staff at the Office of the Vice-President, Mr Alex Segbefia; and communication and media personnel at the party’s office.
GNA
