Exploring The Practical Application of Political Communication Theories: A Case Study of The National Democratic Congress (Ndc) 2024 General Election Strategy

Abstract

The study explores the practical application of political communication theories, in the Ghanaian context of the 2024 general election, focusing on the National Democratic Congress (NDC). The research examines how theoretical frameworks such as agenda-setting and framing theory were operationalized in shaping voter perception, party image, and electoral outcomes. Employing a qualitative study approach, data were collected through semi-structured interviews with Party Communication Offices, Political Marketing consultants, journalists, public relations practitioners as well as analysis from secondary data sources, as the study provides an empirical account of how the National Democratic Congress (NDC) integrated communication theories into practice. The findings demonstrated that the NDC’s communications team adopted a hybrid model that effectively merged traditional media with digital communication platforms (social media) to target and engage a broad-based segment of the Ghanaian voter. Through agenda-setting and framing theory, the NDC amplified the narratives around governance shortcomings of the New Patriotic Party (NPP) administration while projecting its candidate as reform reform-oriented and people-centered alternative. Also, the use of social media platforms such as Twitter formerly X, Facebook, TikTok and WhatsApp in issue framing, voter segmentation and mobilization as well as real-time agenda-setting. Furthermore, the study identified how community engagement was effective as it enhanced the direct exchange of information and ideas to be shared among political actors and the citizens which reflects the key element of two-step flow communication. To contribute to the body of knowledge on political communication in Ghana, the study recommends that political parties and movements incorporate cultural and social grounded communication approaches to its communication, political parties ought to maintain effective communications even beyond election periods and finally recommend stronger collaboration between political actors, academia, and the media to advance the development of Ghana centered studies that explore the intersection between communication, politics and culture.