The Use of Social Media as a Strategic Campaign Tool for the 2020 Presidential Elections in Ghana

Abstract

Political Parties across the world have in recent time’s integrated social media as part of their campaign communication strategy to woo voters online. This is because social media has proven to be an effective medium for electoral communication given its several features like photo sharing, status update, likes, live videos, among others. The upcoming 2020 general elections is a unique one as it will take place amid a covid-19 pandemic. Restrictions that have been imposed have made rallies and large public meetings prohibited making social media use inevitable. Yet the potential in using social media has not been fully exploited by political parties and other stakeholders in an election. The study therefore sought to explore the critical role of social media in the upcoming 2020 presidential and parliamentary election campaigns. Specifically, it examined the various social media platforms used, the contents of the messages, the appeal and the perceived or real. impact on voters. The study employed the qualitative research method making use of in-depth interviews to gather data and analyse same. The two main political parties in Ghana, the New Patriotic Party and the National Democratic Congress who have been in government were the focus of this study. The social media campaign team members of these parties and public were interviewed online for this study. Thematic and content analysis were used to process the data and key recommendations made to maximise the use of social media in political communication and campaign. The study concludes that the use of social media should not only by limited to political parties only but to all stakeholders in an election