The ruling New Patriotic Party has maintained its momentum on social media in episode 6 of the IMANI Public Understanding and Literacy for Sentiment and Election analysis report with positive sentiment increasing to approximately 15.32%.
The increase in positivity for the governing party according to the report is mirrored by a significant drop in negative sentiment, with the party experiencing a nearly 5% decrease in negative mentions.
“PULSE monitors primarily the two main contenders, the NPP and the NDC. For this sixth episode of the series, we are adding the sentiments and influence of the other parties, the PNC, CPP, ACP and PPP, as well as independent candidates like the Butterfly Movement, the New Force and other emerging forces on the landscape”
IMANI Pulse Episode 6 Report
The report noted that key events such as the launch of the One Student One tablet initiative and the primaries for the vacant Ejisu seat have contributed to the party’s positive buzz on social media platforms.
One notable highlight of the report is the positive reception garnered by the New Patriotic Party flagbearer Dr. Mahamudu Bawumia following his public stance on LGBTQ+ issues.
The report stated that Dr Bawumia’s position on the contentious issue contributed to the surge in favourable mentions and comments on social media platforms towards the ruling party.
The report also added that Vice President Dr. Mahamudu Bawumia’s visit to the Vatican and his renovation of the Jakpa palace generated positive buzz for the New Patriotic Party.
On the other hand, the IMANI’s Pulse Report indicated that while the ruling New Patriotic Party maintains its lead in positive sentiment, the National Democratic Congress saw a modest increase in positive mentions, with the opposition party rising to 11.38%, a 2% increase in its previous performance.
The report attributed the opposition party’s improvement to some emerging narratives surrounding key issues such as the ongoing power crisis and import taxes.
Additionally, the report revealed that the unveiling of the National Democratic Congress running mate for the 2024 general elections Professor Jane Naana Opoku-Agyemang sparked significant social media engagement, with over 4 million reaches on the day of the announcement alone, contributing to the party’s performance on social media.
Mentions and Reach
Furthermore, the report unveiled a fascinating narrative of mentions and reach among the two leading political in the country.
According to the report, even though the ruling New Patriotic Party (NPP) continues to maintain its stronghold in social media mentions, the opposition National Democratic Congress (NDC) narrows the gap, particularly in non-social media platforms such as blogs, websites, and podcasts.
The report stated that discussions revolving around former President John Dramani Mahama’s candidacy and the persistent power crisis dominate the online narrative, as evidenced by the prevalence of associated hashtags.
Notably, the report noted that the emergence of “#togetherforchange2024” signifies a growing sentiment of optimism and collective action on various social media, contributing to the dominance of the opposition party on the digital space.
The report delving deeper into candidate analysis mentioned that Mr Mahama’s keyword “Ghana” garners substantial mentions, albeit with limited engagement in terms of comments and shares, while Dr. Bawumia’s association with the keyword “president” yields significant reach coupled with predominantly positive sentiments, underscoring the potency of strategic messaging.
Head-to-Head Comparison
On a meticulous head-to-head comparison between the two major candidates, the report stated that while the governing New Patriotic Party retains dominance in social media headspace and interactions, the opposition National Democratic Congress capitalizes on non-social media mentions, leveraging diverse platforms to amplify its message.
The report also revealed that despite the NPP’s numerical advantage in mentions, the NDC demonstrates a higher ratio of mentions to Average Revenue Equivalent, indicative of enhanced value and traction derived from its content dissemination strategy.
Other Contenders
Beyond the two leading political parties, the report shines a spotlight on emerging independents, notably Nana Kwame Bediako, affectionately known as Cheddar, and the Movement for Change spearheaded by Alan Kyerematen.
According to the report, the leader for the New Force, Nana Kwame Bediako continues to maintain a formidable presence in online discussions, commanding engagement and a growing following, with his signature hashtag #thenewforce resonating across social media channels.
However, the report noted that active engagements on his posts have reduced over the period, prompting a recalibration of his digital strategy.
Meanwhile, the report disclosed that the Movement for Change gains momentum through increased engagement and positive sentiments, buoyed by the hashtag #ghanawillriseagain.
Per the report, the movement’s collaboration with other independents heralds a potential shift in social media dynamics, warranting vigilant monitoring of sentiment levels and public opinion sway.
The period under observation for this edition of the report is from the 26th of March to the 29th of April 2024.
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