The Art Of Politics: Analysing The Female Politicians’ Political Communication Strategies In The 2024 Elections In Ghana

Abstract

This study explores the political communication strategies of female politicians in Ghana during the 2024 elections, examining their motivations, challenges, and the media framing that shaped their visibility. Using Double Bind Theory, Framing Theory, Feminist Media Theory, and Intersectionality as analytical lenses, the research employed a mixed-methods approach combining surveys of media practitioners, interviews with female politicians, and content analysis of speeches and social media posts from six months before to three months after the elections. The findings show that although media practitioners described their coverage as generally fair, significant gaps persisted in visibility, policy-focused reporting, and gender-sensitive framing. Most respondents acknowledged that political experience influenced communication choices, and over 60% of media practitioners observed that women strategically highlighted competence in response to media expectations. Nevertheless, subtle gender biases remained evident. The qualitative study showed that female politicians relied on relational rhetoric, inclusive messaging, and strong community engagement to navigate patriarchal norms and the double bind. Those in rural constituencies leaned more on grassroots outreach and traditional media such as radio, while others used social media to bypass gatekeeping and control their narratives. Content analysis showed consistent emphasis on development in areas of health, education, sanitation, and women’s empowerment. The study concludes that despite persistent structural and cultural barriers, female politicians are reshaping Ghana’s political communication landscape through resilience, authenticity, and adaptive strategies. The study therefore recommends that there should be improved communication skills, gender-sensitive media framing, moral and inclusive communication, capacity-building programmes by political parties and NGOs, and equitable policy support for female political aspirants and elected women leaders to enhance their visibility, credibility, and sustained participation in Ghana’s democratic processes.