Role of Persuasive Language in Shaping Voter Perception: A Comparative Analysis of John Dramani Mahama and Nana Addo Dankwa Akufo-Addo's Campaign Speeches in the 2012 Presidential Elections in Ghana.

Abstract

This study explored the use of persuasive
language in the political campaign messages of
John Dramani Mahama and Nana Addo
Dankwa Akufo-Addo during the 2012
presidential elections in Ghana. Utilizing a
qualitative content analysis of campaign
speeches reported in one of the leading
Ghanaian newspapers, the Daily Graphic, the
research identified the rhetorical strategies
employed by both candidates to sway voter
behavior. The analysis, guided by Robert
Cialdini’s principles of influence and Marwell
and Schmitt’s compliance-gaining strategies,
revealed that both Mahama and Akufo-Addo
extensively used promises, appeals, authority,
and positive altercasting to connect with voters,
establish credibility, and present themselves as
the most capable candidates for the presidency.
These strategies were crafted to resonate with
the electorate’s concerns and aspirations,
thereby shaping the electoral narratives. While
the study provides valuable insights into the role
of language in Ghanaian political campaigns,
the findings underscore the significance of
rhetorical strategies in political communication
and their impact on electoral outcomes, offering
implications for future research on political
discourse in similar democratic contexts.