The IMANI Center for Policy and Education has conducted a comprehensive analysis of the social media sentiment regarding the top contenders in the 2024 General Elections in Ghana through its IMANI Public Understanding and Literacy for Sentiment and Election Analysis (PULSE) initiative.

This analysis aimed to gauge public sentiment on social media platforms, focuses on major political contenders and identifies influential trends and influencers shaping the discourse.

“In the run-up to the 2024 General Elections, IMANI presents PULSE, a fortnightly curated social media-based sentiment analysis report designed to follow the “pulse” of Ghanaians.”
IMANI Center for Policy and Education

For the period from December 27, 2023, to January 14, 2024, the analysis revealed several key findings The New Patriotic Party (NPP) significantly increased its social media reach from 14 million to around 25 million, while the National Democratic Congress (NDC) saw its reach increase from 3 million to over 18 million. This indicates a notable increase in discussions and audience engagement for both parties on social media.

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Additionally, the investigation revealed that the National Democratic Congress (NDC) saw a 5% increase in total social media likes between December 27, 2023, and January 14, 2024. This increase was mirrored in the number of interactions and total mentions. The National Democratic Congress (NDC) had a notable boost in public debate, with its total mentions rising from 14% to 38% of all mentions.

Furthermore, the research laid bare that the New Patriotic Party’s positive sentiment per 100 social media posts increased from 9.74% to around 12%, while the National Democratic Congress (NDC)’s positive sentiment fell from 20% to 14.7%, marking a significant decrease.

The analysis from the IMANI Public Understanding and Literacy for Sentiment and Election Analysis (PULSE) revealed, despite the decrease in positive sentiment for the National Democratic Congress (NDC), the number of interactions related to the National Democratic Congress (NDC), including both positive and negative sentiments, significantly improved in proportion.

The New Patriotic Party led in terms of negative sentiments and mentions on social media, with a reduction in the percentage of negative mentions from over 90% to around 66% for the period under review of the report revealed.

“It seems to be that even though there was a ministerial reshuffle, it did not have or carry enough weight to change the level of positivity of New Patriotic Party, but rather triggered negative sentiments overall. Public faith in politicians will be an interesting phenomenon to look at.”
IMANI Center for Policy and Education

Other Candidates Mentioned in the Analysis

The analysis by the IMANI Center for Policy and Education through its PULSE initiative also covered other candidates and political issues beyond the major contenders; the New Patriotic Party (NPP) and the National Democratic Congress (NDC).

This included examining the sentiments and influence of other parties such as the People’s National Convention (PNC), Convention People’s Party (CPP), Alliance for Change (ACP), and People’s Progressive Party (PPP).

Additionally, the analysis took into account independent candidates and emerging forces within the political landscape, including movements like the Butterfly Movement and the New Force.

This broader analysis aimed to provide a comprehensive view of the political sentiment across various parties and independent entities, reflects the diversity of political discourse and engagement on social media platforms, according to IMANI’s report.

By monitoring these platforms, including Facebook, X (formerly Twitter), YouTube, Web, TikTok, Podcasts, and Newsfeeds, the PULSE reports aims to capture the “pulse” of Ghanaians leading up to the 2024 General Elections. This approach not only highlighted the main contenders but also sheds light on the sentiments and influences of a wider range of political actors and movements within Ghana’s electoral landscape.

These findings provide insights into the evolving social media landscape and public sentiment towards the major political contenders in the 2024 General Elections in Ghana, offering a valuable perspective for election strategies and public engagement.