By: Ebenezer Adugyamfi & Emmanuel Ayiku for GhanaianNewsCanada
30 OCTOBER 2026
Dr. Nana Sifa Twum, author of Voices for the Ballot: Electoral Communications in Ghana, has called for a fundamental transformation in the way political communication is conducted in Ghana, arguing that electoral messaging must move beyond the pursuit of votes to help citizens understand democracy and their responsibilities in national governance.
Speaking in an interview with GhanaianNewsCanada following the launch of his book at the Accra International Press Centre on Thursday, October 29, 2026, Dr. Twum explained that his decision to write the book was driven by a deep conviction that Ghana’s electoral communication system needs to change if the country is to build a more informed, responsible and participatory citizenry.
According to him, political communication in Ghana has largely been concentrated on convincing the electorate to vote for political candidates and parties, with insufficient attention given to educating citizens about what happens after elections and why their participation in governance must continue beyond the ballot box.
He believes that democracy cannot be strengthened simply by organising elections every four years. Citizens must understand what democracy means, why they belong to the democratic process and how their individual responsibilities contribute to the development of the country.
For Dr. Twum, the publication of Voices for the Ballot is therefore not merely an academic exercise but the beginning of a wider conversation aimed at changing how politicians, journalists, students, civil society organisations and voters approach electoral communication.
‘We communicate to get votes, but what happens after that?’
At the centre of Dr. Twum’s argument is what he considers a major weakness in Ghana’s electoral communication culture: the tendency to treat voters primarily as people whose support must be secured during election campaigns.
He questioned the effectiveness of a political communication system in which parties and politicians concentrate their messages on winning elections, only to return to the electorate four years later to make similar appeals for votes.
“In Ghana, what we do by way of electoral communication is to communicate to the electorate to give us votes. So, if the electorate gives you the vote, what is next? Next four years you come again for the votes,” he observed.
His concern is that such an approach reduces the relationship between political leaders and citizens to an electoral transaction, rather than encouraging an ongoing relationship built around democratic participation, accountability and national development.
In his view, electoral communication should not be treated as an activity that begins and ends with political campaigns. It should continue throughout the political cycle, helping citizens understand government decisions, public institutions, their rights and their responsibilities.
The argument raises an important question about the quality of political engagement in Ghana: if the primary objective of political messaging is to secure votes, how much attention is being given to preparing citizens to participate meaningfully in governance after an election?
Dr. Twum believes that this is where a significant change must begin.
Democracy must be understood before citizens can fully participate
Dr. Twum’s vision places civic education at the heart of electoral communication.
He argued that communication during electoral processes must first encourage citizens to understand and appreciate democracy before seeking their support for particular candidates or political parties.
He explained that when citizens understand the democratic system and appreciate their place within it, they are better positioned to participate in national development.
“So, communication, especially electoral communication, must first and foremost encourage the citizen to understand and appreciate what democracy is,” he said.
This position challenges political parties and electoral communicators to reconsider the content and purpose of their messages.
Instead of focusing almost entirely on campaign promises, political slogans, party achievements and attacks on opponents, electoral communication should also explain how democratic institutions function, how public resources are managed, why citizens must demand accountability and how individuals can contribute to the country’s progress.
For example, citizens should understand that participating in democracy involves more than voting on election day. It also includes respecting the rule of law, engaging in public discussions, holding elected officials accountable, protecting public property and contributing responsibly to their communities.
Dr. Twum’s argument suggests that an informed electorate is not simply one that knows which candidate to vote for, but one that understands the broader political and institutional system within which elections take place.
Political insults and misinformation must become part of the national conversation
The author also wants Ghana to confront some of the communication practices that have become associated with its electoral environment.
During the interview, he raised concerns about insults, the maligning of political opponents and miscommunication, suggesting that these issues require collective examination if the country is to improve the quality of political discourse.
He posed a series of questions about the nature of electoral communication in Ghana, asking whether insults, attacks on people’s reputations and misleading messages have become accepted features of political engagement.
“Is there insult in our electoral communication rights? Is there maligning in the electoral communication rights? Is there miscommunication in our electoral communication rights? What can we do to change it?” he asked.
These questions point to a wider challenge facing Ghana’s democratic environment, where political competition can sometimes become dominated by personal attacks, inflammatory language and partisan exchanges rather than meaningful discussions about policies and national priorities.
When political communication becomes centred on attacking individuals instead of examining ideas, voters may find it increasingly difficult to separate substantive political arguments from partisan hostility.
The consequences can extend beyond election campaigns, potentially affecting public trust, social cohesion and the ability of citizens with different political views to engage constructively.
Dr. Twum’s call is for these issues to be examined openly, with different stakeholders contributing ideas on how political communication can become more responsible, informative and beneficial to democratic development.
A book launch intended to start a national dialogue
Unlike a conventional book launch focused primarily on introducing a publication to readers, Dr. Twum sees the event as the beginning of a broader engagement involving people and institutions that influence Ghana’s electoral processes.
He explained that the dialogue held during the launch was deliberately designed to bring different stakeholders together rather than limit the conversation to the author, political figures and invited guests.
The gathering brought together people from different professional and political backgrounds, creating an opportunity to discuss the challenges facing electoral communication and consider possible solutions.
Dr. Twum said his intention is to involve what he described as the various political actors, students, media practitioners, voters and civil society organizations in a sustained conversation about what is going wrong and what can be done differently.
He believes that no single group can independently transform the country’s electoral communication culture.
Political parties and candidates have a responsibility to communicate responsibly. Journalists and media organizations must provide accurate and balanced information. Civil society organizations can strengthen civic education, while educational institutions can help young people understand democratic principles.
Voters, on the other hand, must also become active participants in the conversation rather than remaining passive recipients of political messages.
By bringing these groups around the same table, Dr. Twum hopes to encourage honest discussions about the weaknesses in Ghana’s electoral communication system and develop practical approaches to addressing them.
He described the launch as only the beginning of something bigger, suggesting that further engagements and dialogue would form an important part of his mission.
The media’s responsibility in shaping electoral communication
The author’s argument also places considerable responsibility on Ghana’s media landscape.
Radio, television, newspapers, online news platforms and social media have become central channels through which political information reaches citizens.
During election periods, these platforms influence public opinion, determine which issues receive attention and provide opportunities for politicians to communicate their messages.
However, the growing influence of digital platforms has also created challenges involving misinformation, partisan commentary, inflammatory language and the rapid circulation of unverified claims.
The media’s role, therefore, cannot be limited to broadcasting political statements or providing platforms for competing parties.
Journalists and media organizations also have a responsibility to provide context, verify information, question political claims and help audiences understand the implications of public policies and political decisions.
This is particularly important in an environment where sensational political exchanges can attract more attention than detailed discussions about governance.
Dr. Twum’s broader argument suggests that electoral communication should be judged not only by how effectively political messages reach voters, but also by whether those messages improve public understanding and strengthen democratic participation.
Moving beyond election-day democracy
One of the most significant ideas emerging from the interview is the need to move away from viewing democracy primarily through the lens of elections.
Ghana has maintained a competitive multiparty democratic system since the return to constitutional rule in 1992. Elections remain a central feature of that system, providing citizens with the opportunity to choose their political representatives.
However, the existence of elections does not automatically guarantee that citizens understand how to participate meaningfully in governance between electoral cycles.
People must also understand how public institutions operate, how decisions are made, how national resources should be managed and the channels available for holding leaders accountable.
A citizen who votes but remains disconnected from public discussions, policy decisions and community development may not be taking full advantage of the opportunities democratic governance provides.
This is the gap Dr. Twum wants electoral communication to address.
His argument is that political communication should help build citizens who understand not only their right to vote but also their responsibilities as members of a democratic society.
Such an approach could encourage greater public interest in national issues, more informed political discussions and stronger demands for accountability.
It could also help create an environment in which political disagreements do not necessarily translate into personal hostility or national division.
What ‘Voices for the Ballot’ seeks to achieve
Through Voices for the Ballot: Electoral Communications in Ghana, Dr. Twum seeks to stimulate a deeper examination of the relationship between political messaging, media practices, voter engagement and the country’s democratic future.
The book’s central concern, as explained by the author, is the need to rethink how electoral communication serves the electorate.
It challenges stakeholders to consider whether the messages reaching citizens are helping them understand democratic governance or simply encouraging them to support particular political interests.
It also provides a starting point for conversations about the standards, responsibilities and values that should guide communication during election periods.
For Ghana’s political parties, the challenge is to communicate beyond campaign promises and electoral competition.
For the media, it is to priorities accuracy, public education and responsible political coverage.
For civil society organizations and educational institutions, it is to strengthen civic awareness and encourage informed participation.
And for voters, it is to recognize that democracy requires continuous engagement, not merely the casting of ballots.
Conclusion: A call to redefine political communication in Ghana
Dr. Nana Sifa Twum’s message at the launch of Voices for the Ballot is a call for Ghana to reconsider what electoral communication should accomplish.
His concern is that a system focused mainly on securing votes risks overlooking the broader purpose of democratic participation: helping citizens understand their place in governance and their contribution to national development.
By calling for dialogue among politicians, media professionals, students, voters and civil society organizations, he hopes to build a collective effort towards more responsible and meaningful electoral communication.
Ultimately, the success of such an initiative will depend on whether the conversations generated by the book can translate into practical changes in political messaging, media conduct and civic education.
As Ghana continues to strengthen its democratic institutions, the question raised by the author deserves serious attention: should political communication simply persuade citizens to vote, or should it also empower them to understand, participate in and take responsibility for the governance of their country?
For Dr. Twum, the answer is clear. The ballot should not be the end of the conversation between political leaders and citizens. It should be the beginning.
