In Ghana, political campaigns are nothing short of grand spectacles.
From rallies attended by thousands to colourful billboards dominating cityscapes and media appearances where promises flow as freely as supporters’ cheers, election season is a time of intense activity.
However, beneath the surface, there is growing disillusionment among the electorate, who are increasingly sceptical of politicians’ promises.
As campaign rhetoric often fails to translate into meaningful change, Ghanaians are questioning the sincerity and effectiveness of their leaders.
Promise and Pomp
Campaign strategies in Ghana often revolve around grand promises aimed at winning voters’ hearts and minds.
Politicians, eager to secure votes, promise everything from improved infrastructure, job creation, better healthcare, and education reform.
These promises are typically amplified through extensive media campaigns, which include radio and television ads, social media posts, and public appearances where candidates engage in theatrics, including crying to express empathy with the plight of ordinary Ghanaians.
However, the reality post-election often needs to catch up. Many of the promises made on the campaign trail still need to be fulfilled, leading to widespread frustration and disillusionment among voters.
A study by the Ghana Center for Democratic Development (CDD-Ghana) found that only about 30% of Ghanaians believe politicians deliver on their campaign promises.
This figure highlights the trust deficit in the country’s political system.
Theatrics and Emotional Appeals
One particularly striking aspect of Ghanaian political campaigns is the use of emotional appeals.
Candidates often resort to dramatic gestures, such as shedding tears in public, to convey their concern for the people’s suffering.
These displays of emotion are meant to resonate with voters who face daily struggles, from high unemployment to inadequate public services.
Yet, once in office, many politicians seem to distance themselves from the issues they once championed, leaving voters feeling betrayed.
Dr. Kojo Asante, a political analyst and director of Advocacy and Policy Engagement at CDD-Ghana, notes that “the use of emotion in Ghanaian politics is a double-edged sword.
While it can create a connection between politicians and voters, it also raises expectations that are often unmet, leading to greater disillusionment when promises are not fulfilled.”
This growing scepticism is reflected in voter turnout, which has declined in recent elections, dropping from 79% in 2004 to just 69% in 2020.
Media Campaigns
Media campaigns play a crucial role in shaping public perception during elections in Ghana.
Politicians invest heavily in advertisements and media appearances to reach a broad audience. However, these campaigns are often criticised for being more about style than substance.
While candidates are adept at using media platforms to project their messages, the actual content of these messages is frequently questioned.
A report by the Ghana Integrity Initiative (GII) highlighted that media campaigns in Ghana often focus more on the candidates’ personalities than their policy proposals.
“There is a lack of critical engagement with the issues that matter most to voters,” the report stated.
This lack of substantive debate has contributed to frustration among the electorate, who feel that the real issues affecting their lives must be adequately addressed.
Trust in Politics
The cumulative effect of unfulfilled promises, emotional manipulation, and superficial media campaigns has significantly eroded trust in Ghanaian politics.
Voters are increasingly sceptical of politicians’ motives and less likely to believe in the promises made during campaigns.
This distrust is reflected in various surveys, including one by Afrobarometer, which found that only 38% of Ghanaians trust their political leaders.
Moreover, introducing controversial policies and taxes, such as the Electronic Transactions Levy (E-Levy), has further strained the government’s and the people’s relationship.
These policies are often introduced without sufficient public consultation, leading to widespread opposition and protests.
When voters express dissatisfaction, the politicians who once promised to be their champions sometimes dismiss them.
As Ghana approaches its next electoral cycle, the challenges of restoring trust in the political process are becoming increasingly apparent.
For many Ghanaians, the gap between the promises made during campaigns and the reality of governance is widening, leading to disillusionment and apathy.
To rebuild trust, politicians must move beyond rhetoric and focus on delivering tangible results that improve the lives of their constituents.
Only then can the cycle of broken promises and waning trust be reversed, allowing for a more meaningful and constructive political discourse in Ghana.
