The growing role of social media in Ghanaian politics: engagement, influence and challenges

Social media is changing Ghana’s political setting by altering how people communicate with public authorities, express their ideas, and participate in political discourse.

Platforms like Facebook, Instagram, WhatsApp, Snapchat, TikTok, and Twitter (now X) have become vital tools for activists, political parties, and regular people, promoting a new era of digital democracy and magnifying political conversation.

As of 2024, social media has an internet penetration rate of about 70%, making it an effective instrument for political engagement and activism, particularly among young people. Political parties can reach voters more effectively in the digital age, but there are drawbacks as well, such as polarization, misinformation, and cyberbullying.

Social media as a tool for Political Engagement and Advocacy

Ghanaian political parties have acknowledged social media’s potential as a direct line of communication with the public. Politicians may respond to national issues, issue statements, and give real-time updates without depending on traditional media thanks to platforms like Twitter.

Digital campaigns surged during the 2020 elections, with parties and candidates interacting with followers through Instagram postings, Twitter spaces, and Facebook Live sessions.

The National Democratic Congress (NDC) opposition leader, John Mahama, regularly utilized Twitter to comment on government policies and express his ideas to young people.

In order to promote initiatives like Free Senior High School, President Nana Akufo-Addo and the New Patriotic Party (NPP) used Facebook and Instagram promotions, which greatly increased their popularity among young people and even the older generations.

Alongside political campaigns, citizens are organizing around key issues to form online advocacy movements. In 2021, the #FixTheCountry movement, which called for improved living conditions and government accountability, grew significantly on Twitter, compelling politicians to personally address popular complaints.

Other hashtags like #BringBackOurLight and #JusticeForKaaka have also shown how online activism is increasingly influencing public discourse. In 2024, #stopgalamseynow and #freethecitizens which advocated for the stop of small-scale mining popularly known as “galamsey” as it is causing deforestation and water pollution amongst others and the release of the protestors who were detained by the police.

The Role of WhatsApp in shaping Political Narratives

WhatsApp, a popular messaging App in Ghana, has emerged as a crucial channel for disseminating breaking news and political content, including campaign messages. WhatsApp groups are used by political parties and grassroots organizers to disseminate speeches, videos, and campaign posters.

The platform’s nature, however, makes it difficult to regulate the flow of false information and fake news, endangering the integrity of political discourse.

False narratives spread quickly on WhatsApp during election seasons, affecting voter attitudes and escalating animosity. This issue was made clear during the general elections in 2020, when fake election results were shared online before the results were formally declared by the Electoral Commission.

The Youth Engagement and the Shift to TikTok

TikTok has emerged as a focal point for political activism in recent years, especially among young Ghanaians. Thousands of people have viewed innovative and captivating political videos that contain hilarious and campaign-related information. In order to target first-time voters, political parties are increasingly leveraging this medium, simplifying their messaging using humour and short films.

By contrasting campaign pledges with actual results, youth organizations have also utilized TikTok to hold politicians responsible. This change is a reflection of the increasing significance of interactive material and visual storytelling in contemporary political communication.

Challenges: Polarization, misinformation and Cyberbulling

Polarization: In Ghana, social media has increased political participation but also aggravated political polarization. Social media platforms such as Facebook, WhatsApp, and Twitter (now X) have the potential to produce an environment in which users are largely exposed to opinions that support their own political views.

This strengthens biases and widens the gap between party supporters. With online conversations becoming more and more marked by extremism, disinformation, and personal assaults rather than productive discussion, this growing polarization poses a threat to social unity. Addressing this issue will be essential to preserving a solid democratic environment in the digital era as Ghana prepares for upcoming elections.

Misinformation: In Ghana’s political scene, the rise of conspiracy theories and fake news on social media platforms is becoming a serious issue. False information can spread quickly thanks to these platforms, frequently becoming viral before it can be verified or refuted.

Voters have become confused when false information about candidates or election results has circulated during election seasons. This damages public confidence in political institutions and compromises the integrity of democratic processes. Because it can inspire fear, rage, or division among people, the spread of fake news is not only detrimental to political campaigns but also threatens national stability. To stop the spread of false information and protect the nation’s democratic ideals, authorities are urging increased media literacy and better fact-checking procedures.

Cyberbulling: Social media has turned into a double-edged sword in Ghana, providing a forum for political participation but also acting as a venue for trolling and online abuse. The widespread harassment of journalists, activists, and politicians hinders candid and constructive discussion of critical national issues.

Politicians are especially susceptible to excessively high rates of harassment, frequently subjected to discriminatory and racist assaults that criticize their ability, character, or beauty. Gender inequality in leadership is maintained by this type of online harassment, which not only silences female voices but also deters other women from entering the political sphere. In order to maintain social media as a forum for civil and inclusive political discourse in Ghana, this problem must be resolved.

Social Media’s Impact on Future Elections

Social media’s effect is predicted to become even more as Ghana gets closer to the 2024 elections. While civil society organizations will continue to use these platforms to track election activity and mobilize voters, political campaigns are expected to increase their investment in digital techniques.

At the same time, there is a growing chorus calling for media literacy initiatives and laws to tackle false information on the internet. In the end, social media will continue to be a vital instrument in determining Ghana’s political context, presenting both chances for participation and obstacles to democratic procedures.

How well the people’s views are heard and how responsive political leaders may be in the digital age will depend on its changing role.