Accra, Oct. 27, GNA – Dr Nana Sifa Twum, a strategic communication scholar, author and media development practitioner, will launch a book examining the role of communication in Ghana’s elections and democratic processes on Thursday, October 29.
The book, titled: “Voices for the Ballot: Electoral Communication in Ghana,” will be launched at 1600 hours at the forecourt of the Press Centre near the British High Commission in Accra.
Available on Amazon, the publication explores the relationship between communication, political campaigns and voter behaviour within Ghana’s evolving democracy.
Drawing on decades of professional observation, research and practical experience, Dr Twum, a former Board Chairman of the Ghana News Agency (GNA), examines how political parties, candidates, the Electoral Commission, the media, civil society organisations and citizens communicate before, during and after elections.
The book traces the evolution of political messaging from rallies, posters, radio and television to social media, influencers, digital targeting and emerging artificial intelligence technologies.
It examines campaign messaging, political propaganda, agenda-setting and framing, slogans, political rhetoric, media ownership, grassroots mobilisation, political strongholds, misinformation, negative campaigning, electoral integrity and communication’s role in promoting peaceful elections.
A key contribution of the book is the Communicative Alignment Theory of Electoral Influence (CAT-EI), which explains how the effectiveness of political messages depends on the alignment of the message, messenger and medium with the sociocultural realities of the electorate.
The publication also analyses Ghana’s 2024 presidential election, examining how campaign messages measured up against voters’ lived experiences at the ballot box.
It argues that visibility alone does not guarantee electoral success, noting that effective political communication must persuade and mobilise voters, rebuild confidence and ultimately influence their choices.
“Voices for the Ballot” is intended for students and scholars of communication, political science and democracy; journalists and other media professionals.
The book would be beneficial to public relations practitioners, political parties and campaign strategists, policymakers, civil society organisations, electoral institutions and others interested in how communication shapes democratic choices.
For international readers, it offers a Ghanaian and African perspective on digital media, political polarisation, misinformation, declining public trust, campaign persuasion, voter disengagement and efforts to safeguard integrity in public communication.
Dr Twum has extensive experience in training media professionals, health communicators and local government personnel, having facilitated numerous capacity-building programmes across Ghana and beyond.
His work focuses on strengthening institutional communication, promoting ethical media practice and advancing development-oriented advocacy.
Through public lectures, conference presentations and strategic advisory roles, he continues to champion responsible communication as a catalyst for transparency, accountability and sustainable development in Africa.
GNA
Edited by Agnes Boye-Doe