Scrutinise campaign promises, reject propaganda – Bagbin tells voters

The Speaker of Parliament, Alban Sumana Kingsford Bagbin, has urged Ghanaian voters, particularly young people, to resist political propaganda and unrealistic campaign promises and make informed decisions when choosing their leaders.

He called on citizens to scrutinise political messages, examine policy proposals, compare the alternatives presented by competing parties and hold politicians accountable for their commitments.

“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 Voices for the Ballot: Electoral Communication in Ghana, a book authored by Dr Nana Sifa Twum, a strategic communication scholar and media development practitioner.

The Speaker observed that political slogans, personality-driven campaigns and emotional appeals often dominate Ghana's political discourse at the expense of substantive discussions about policies and the implementation of campaign promises.

He stressed that an informed electorate, credible democratic institutions and public accountability were essential to strengthening Ghana's democracy.

According to him, political communication should equip citizens to distinguish between campaign promises and practical policy proposals, as well as allegations and established facts.

Mr Bagbin also encouraged academics, authors and researchers to examine Ghana's democratic practices, identify gaps in the electoral system and provide recommendations to improve political participation and governance.

He called for stronger collaboration among journalists, political communicators, electoral institutions, academia and civil society organisations 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.

Mr Bagbin further highlighted the growing influence of social media on political communication, cautioning individuals and media practitioners against spreading falsehoods and misinformation.

He said the media had an important responsibility to provide accurate information, scrutinise public officials and support informed participation in democratic processes.

“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,” he stated.

He commended Dr Twum for contributing to public understanding of political and electoral communication, expressing hope that the publication would encourage responsible political campaigns, educate voters and strengthen democratic institutions.

The book, Voices for the Ballot: Electoral Communication in Ghana, examines the relationship between communication, political campaigns and voter behaviour within Ghana's evolving democratic system.

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.

Dr Twum said electoral communication should go beyond helping politicians secure political power and instead contribute to deepening democracy and helping citizens understand their responsibilities in national development.

He disclosed that plans were underway to organise stakeholder dialogues across the country to discuss effective approaches to electoral communication.

The President of the Institute of Public Relations (IPR), Ghana, Esther Cobbah, also highlighted the importance of effective communication across different sectors, including politics.

She stressed the need for political communication to be handled professionally and expressed confidence that the book would make an impact both locally and internationally.

She described the publication as a valuable reference for communication practitioners, researchers and scholars.

Meanwhile, former National Democratic Congress (NDC) Chairman, Dr Samuel Ofosu Ampofo, 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, Alex Segbefia; and communication and media personnel at the party's office.