Speaker Alban Sumana Kingsford Bagbin addressed voters at the launch of Voices for the Ballot: Electoral Communication in Ghana, urging them, especially the youth, to resist political propaganda and unrealistic campaign promises. He called on citizens to ask pertinent questions, assess policy proposals, compare alternatives and exercise their constitutional rights peacefully and responsibly.
In a speech read on his behalf, Bagbin said, "Do not surrender your judgement to political propaganda… examine the issues, compare the alternatives, ask questions and exercise your constitutional rights peacefully and responsibly." He highlighted how slogans, personality‑driven campaigns and emotional appeals often dominate political discourse, sidelining substantive policy discussions and the implementation of promises.
The book, authored by Dr Nana Sifa Twum, a strategic communication scholar, examines the relationship between political campaigns, media, civil society and voter behaviour in Ghana’s evolving democracy. Bagbin praised the work for its potential to inform responsible campaigns, educate voters and strengthen democratic institutions.
He urged academics, authors and researchers to scrutinise democratic practices, identify limitations and recommend improvements. He also called for stronger collaboration among journalists, political communicators, electoral institutions and academia to promote media literacy and responsible political engagement. "Our ambition must be to build a democracy in which political communication does not merely persuade people to vote but equips them to understand why they are voting, what they are voting for, and how they can hold those elected accountable," he added.
Bagbin warned of the growing influence of social media on political communication and cautioned against spreading falsehoods and misinformation. He commended Dr Twum for contributing to knowledge on electoral communication, noting that the book should help voters appreciate their role in national development rather than serve merely as a tool for politicians.
Esther Cobbah, President of the Institute of Public Relations, Ghana, echoed the need for professional handling of political communication and expressed confidence that the book would have a local and international impact. Former NDC Chairman Dr Samuel Ofosu Ampofo also purchased copies for key party officials, signalling cross‑party interest in the publication.
As elections approach, Bagbin’s message underscores the importance of informed, peaceful participation and the role of credible institutions in safeguarding democracy. Voters are encouraged to read the book, engage in dialogue and use their voices responsibly in the coming electoral cycle.
