2024 Election: The Power Of Your Campaign And Communication will Determine Your chances-NPP Guro
A member of the NPP, Mr. Kwadwo Nyamekye has hinted that the magnitude of any political party’s campaign and communication will determine their chances of winning the 2024 general elections.
According to him, Political campaign/communication at any level must stimulate one fundamental conclusion; answer one important question, even if not requested by prospective voters. That politically relevant inferred message is to persuade listener/ listeners that, after making it clear to them that your opponent is a bad choice, what makes you worthy of their votes? Political character assassination and personal attacks in a vacuum is at its best, nothing but a voter apathy machinery, not unrealistically direct win for you over the others.
Ghanaian voters could be cheap in your eyes, but not gullible. Politics isn’t that simple, convince them on why they should vote for you, after accepting your smearing allegations against opponents. Electorates can’t just simply vote for you, because according to you; Bawumia is Liar, a Joke, Comedian etc. Having your own records as a former president fresh in their minds, what makes you the ultimate option now?
One obvious thing that the current NDC leadership is the fact that, whilst DMB, Samira, Ursula and co were purportedly insulting Mahama; the likes of Hon. Akoto Afriyie, Alan Kyeremanten, Nana Akomeah, Sammi Awuku etc were effectively explaining Akufo Addo’s policy options to voters; in clear, simple and understandable languages. That double edged sword campaign strategy won Akufo Addo the election. After damaging the credibility, integrity and dignity of your opponents, majority of your time must dwell on championing why you deserve their votes.
If one “mistakingly” draws their attention to these unnecessary characterizations, they hurriedly tell you what DMB, Samira, Ursula et. said about John Mahama in 2012, 2016. To their likes, this election is merely about who insults best. A typical Ghanaian voter should vote for NDC because of what Bawumia said in opposition; simplicita; they are in a comfortable lead. Really! Are you serious? (In Paul Adom Otchere’s voice).
Am I not just being mischievous? Some NDC top officials, including Sammy Gyamfi and Joseph Yamin made categorical statements that NDC wouldn’t have to campaign if NPP by “mistake” choose Bawumia as their Flagbearer; all that they would have to do would be to compile videos, pictures, news items of whatever Bawumia had said, play them to Ghanaians, then boom, NDC wins the election. Maybe the current lethargic status of NDC’s campaigning comes from this notion. But, just as applicable in law; you win cases on the merit of your argument, not necessarily the weaknesses of your witness/opponents per se.
It would be rudimentary, politically, to conclude that the euphoria, cheers, reception and crowds for DMB’s campaign is basically some incumbency advantage. That is primitive, I must say. Akufo Addo had spirited campaigning, with heavy crowds in 2012 and 2016 as then opposition Leader. Why must one be enthusiastic about traveling kilometers long, stand in the sun, sweat; and all you could take home are mere personal attacks, insults on your opponents; without advancing any superior policy ideas, who in his right senses would do that?
There is inarguably nothing like negative publicity in politics. The NDC sold Akufo Addo more than NPP did, since 2008; they made Akufo Addo so popular and powerful even from opposition. They never learnt their lessons, went ahead to do same with Dr Bawumia since NPP came to power, and they are still at it. You officially launched your campaign in one of your strongholds, and that you could do was personal attacks on your opponent. The NDC spent more time mentioning Bawumia’s name than their own policy ideas.
Although Mahama is an unsellable commodity, and his politically slothful Running Mate; the dull and vapid nature of NDC’s campaign is largely because their political opponents have made them useless and powerless. Bawumia isn’t focusing his campaign on Mahama; he wouldn’t continuously mention JM on every platform, for media discussions to be about both. Just own your attention and benefit from it.
Even if you intend to make a deliberate controversial pronouncements to get media attention, it must be about yourself, not your opponent. Media discussions about DMB’s campaign have mostly been about his proposed policy ideas and that’s it. Speakers on DMB’s campaign platforms wouldn’t mention the name of John Mahama more than their candidate Bawumia and his thought through policies.
The NPP since 2012 have strategically identified the class of Ghanaians whose votes they need to win this election, but I don’t think the NDC clearly have. Our middle and upper class citizens would be empathetic towards NDC in this election, considering whatever is going on currently, they are the group of people that NDC must convince to get their support. But how could NDC? This class of voters want to hear attractive and compelling policy options better than NPP; a task which the NDC has lost woefully. You can’t just meet such group of people as a politician, and all that you have to say would be; price of condom was 1cedi in 2016, but it’s now 200cedis, a ball of kenkey was 20p in 2016 but now sells at 10cedis. Neither could you amaze them by describing your direct opponents with negative adjectives, nor could you convince this group with your usual ethnocentric sentiments.
The NDC is lost this year because Bawumia swerved them. Their usual weapons have mostly been politics of insults, ethnocentric emotional blackmailing tactics and identity politics especially in the North. Unfortunately this campaign is about policy and superior arguments. If there’s anything that Ghanaians will appreciate Bawumia in future for, is the introduction of facts and data based political communications since 2013. About 11years now, but the NDC is still behind, in their transitioning process, which will cost them this election. With Bawumia from North East region; a non-Akan, the NDC have nothing else to say this time. It seems the current NDC is in some sort of identity crisis.
The NPP by far, have a very strong strategy than the NDC this time.
We live to learn, my thoughts though. Your usual noisemaker.
Kwadwo Nyamekye Bigbrain
Grandma’s Grave.
