A feature by Daniel Kwame Ampofo Adjei
Accra, Dec 4, GNA – As Ghanaians prepare to vote on December 7, 2024, the two leading presidential candidates – Alhaji Dr. Mahamudu Bawumia of the New Patriotic Party (NPP) and John Dramani Mahama of the National Democratic Congress (NDC) – have been deploying a wide range of strategies to win over voters. Both parties have capitalised on the reach of traditional media, such as television and radio, and the viral power of social media platforms such as WhatsApp and TikTok.
Also, they have modernised grassroots approaches, using information vans equipped with powerful amplified speakers mounted on the backs of pickup trucks to roam both rural and urban areas, delivering campaign messages directly to communities. Local information centres, including those situated in markets, have also played a key role, benefiting from campaign advertising funds to amplify party messages. Amid these efforts, a prominent strategy has been the use of old speeches and videos to discredit opponents – a tactic that, while impactful, carries the risk of backfiring due to the boomerang effect.
The boomerang effect, as explored by Hovland, Janis, and Kelley (1953), occurs when a persuasive message produces the opposite outcome of what was intended. Instead of discrediting the target, the message can increase sympathy or admiration for them. This is especially relevant in political campaigns, where audiences interpret messages through their own beliefs, biases, and emotions.
In the current campaign, the NPP has frequently criticized the NDC’s 24-hour economy policy, which seeks to introduce a shift system not only within the public sector but also in private sectors like the pharmaceutical industry. The NPP argues that Ghana is already experiencing the benefits of a 24-hour economy through the digitalisation initiatives spearheaded by their candidate, Dr Mahamudu Bawumia. They frame the NDC’s policy as impractical and redundant.
Conversely, the NDC defends the shift system as a transformative strategy to enhance productivity and create significant employment opportunities. For some voters, this policy could resonate as an innovative and forward-thinking approach, appealing to those who value bold ideas and solutions to unemployment. In this context, the NPP’s critique might inadvertently strengthen the appeal of the NDC’s proposal among voters who perceive it as a practical pathway to economic transformation.
Similarly, the NPP’s frequent reference to H.E. J.D. Mahama’s past criticisms of the Free Senior High School (Free SHS) policy could backfire. While the intent is to portray Mahama as inconsistent, some voters might see him as a leader who is honest about his doubts but willing to adapt to popular policies. Instead of discrediting him, such adverts might enhance his reputation as pragmatic and open to change.
On the other hand, the NDC has relied on old clips of Dr. Bawumia delivering economic lectures to highlight his failure as Vice President and head of the economic management team. These videos show him confidently diagnosing economic challenges, earning him nicknames like Walewale Adam Smith. Yet, for some voters, these videos might rekindle admiration for his intellect and vision, even if his current performance as the Head of Ghana’s Economic Management Team is seen as disappointing.
Another key example of the boomerang effect is the NDC’s attempt to claim ownership of the Free Senior High School (Free SHS) policy by tracing its origins to what they describe as the progressively free SHS initiative implemented during their tenure. While the NDC emphasizes that they laid the foundation for the policy, many Ghanaians firmly associate its nationwide implementation with the NPP. This move by the NDC risks backfiring, as it inadvertently reinforces the perception that the NPP successfully executed a policy that has transformed access to education in Ghana. By drawing attention to the policy, the NDC’s narrative may, paradoxically, strengthen the NPP’s ownership of Free SHS in the minds of voters, particularly those who have directly benefited from its implementation.
Several theories have attempted to explain why political adverts backfire. The Elaboration Likelihood Model (ELM) by Petty and Cacioppo (1986) helps explain why political adverts do not always have their intended effect. The model suggests that people process messages through two main routes: the central route, which involves careful thought and analysis, and the peripheral route, which relies on superficial cues like emotions or repetition. Voters who engage deeply with the issues may reject negative adverts they find manipulative, while those who rely on emotional cues may misinterpret or overlook the intended message.
The uses and gratifications theory by Katz, Blumler, and Gurevitch (1974) adds another layer of understanding. This theory suggests that audiences actively select media content that aligns with their beliefs or fulfills specific needs. For die-hard supporters of the NDC, attacks on the 24-hour economy policy may reinforce their belief that their party is forward-thinking. Similarly, NPP loyalists might see criticisms of Bawumia as unfair attacks on a candidate they admire because they believe the current economic challenges are not limited to Ghana but the entire world due to the COVID-19 pandemic.
In Ghana’s diverse electorate, emotional and cultural factors significantly shape how political messages are received. An urban voter with access to varied media might analyse campaign messages critically, while a rural voter might respond more to the emotional tone or visuals. For instance, an advert mocking the 24-hour economy policy could inadvertently generate sympathy for Mahama, particularly among voters who value job creation and productivity. The boomerang effect is often amplified when negative adverts are seen as too aggressive or disrespectful. In such cases, voters may side with the targeted candidate, perceiving them as a victim of unfair attacks.
Ghana’s political landscape is no stranger to the boomerang effect. In the 2012 elections, attacks on then-candidate Nana Akufo-Addo’s Free SHS promise as unrealistic kept the policy in the spotlight, indirectly boosting its popularity. By 2016, it had become a decisive factor in his victory. Similarly, the ongoing criticism of the 24-hour economy policy debate could yield unintended outcomes. While the NPP aims to cast doubt on Mahama’s credibility, the focus on these policies might make undecided voters appreciate the boldness of his ideas.
For political parties, the lesson is clear: while negative adverts can dominate media narratives, they must be handled carefully. Overly aggressive or manipulative messages risk alienating voters and strengthening the appeal of the targeted candidate. Constructive messaging that highlights achievements and concrete plans for Ghana’s future is more likely to resonate with the electorate. For voters, critical engagement with campaign messages is crucial. Questions like: What is the intent of this advert? and What evidence supports these claims? can help in making informed decisions.
As the December 2024 election draws near, the boomerang effect reminds us of the complexities of political communication. While political adverts are powerful tools, they are not guarantees of success. The way voters interpret and respond to these messages depends on their context, emotions, and values. Ultimately, the true test of a campaign’s success lies in its ability to inspire confidence and hope, rather than division or cynicism.
GNA
The writer is the Head of Institutional Development, Monitoring, Evaluation, and Learning at the Media Foundation for West Africa (MFWA).