Using Akan Language to Persuade in Digital Spaces: An Analysis of the Demand and Supply YouTube Channel

Abstract

Despite the popularity of indigenous African languages for connecting brands to audiences, their intrinsic properties for persuasion remain under-explored. However, when advertising to semi and non-English literate African audiences in digital spaces, the persuasive value of indigenous African languages is undebatable. This study analyses content from a YouTube comedy channel, Demand and Supply, to understand the use of the Akan language to persuade audiences within digital contexts. Using the Mixed Game Model and conceptualization of Akan persuasion strategies, the study uncovers the use of three Akan persuasive strategies: verbal indirection, co-optation and exaggeration, highlighting the Akan language’s adaptability for persuasion in digital spaces. It is recommended that brands targeting Ghana’s multilingual digital audiences should leverage Akan and its persuasive affordances. Further scholarly explorations into indigenous language use in marketing communications, especially in digital spaces, are recommended.