African Politics in the Digital Age: A Study of Political Party-Social Media Campaign Strategies in Ghana

Digital media is transforming politics. It has made it imperative for political stakeholders to come up with new strategies that respond to challenges triggered by the new digital communication platforms. Equally, the technological developments have affected communication processes and strategies in transitional political contexts, with varying impacts on democratic governance, political participation and forms of deliberation for citizens. However, the actual impact of social media on political processes remains debatable. Many issues emerge including not only how communications technologies revitalise campaign techniques but also how they influence actors, organisations and reorient political campaigning environments. In Africa, it is important to ask in specific contexts how the new technologies are reconfiguring the relationship between the rulers and the ruled, between politicians and the electorate. In particular, how has digital media facilitated new forms of political communications to individuals and groups? Has it gone beyond geography, class, gender, language or race? What has been the specific impact on campaign strategies, and their process and impact on electoral politics in countries such as Ghana, an emerging democracy? Through a case study, this research has explored the changing dynamics of election campaigning in Ghana in the context of social media. By examining the influence of Facebook, Twitter Instagram and other Social Network Sites (SNSs) for political campaigning, the research produces an original analysis of digital political communication, organization and mobilization, among others, as they are deployed by the main political parties, namely, the National Democratic Congress (NDC) and the New Patriotic Party (NPP), with a focus on the 2012 and 2016 elections. The study has adopted a qualitative research methodology, based on in-depth interviews (formal and informal), focus group discussions, as well as informal observation techniques, which were applied to gather original evidence. The main findings are that social media is implicated in political campaigns in multiple ways, with its ability to change, and are dependent on the availability of resources and policy frameworks that regulate and streamline their usages. The study shows how the campaign process is also implicated by political organizations, actors and voters, rather than just by the technologies. The research has uncovered the role of offline/digital ‘serial callers’, those quasi political communicators hired by political parties to influence political campaigning. Challenges and limitations notwithstanding, the research provides an invaluable insight into the relationship between the use of social media for political communication and its ramifications for democratization in Ghana. It contributes original insights on the shifts and impact of political communication within the African context.