As Ghana’s 2024 elections approach, Mr. Jerry Sam, Executive Director of Penplusbytes, addressed a critical issue, the prevalence of misinformation and disinformation in political advertising. Speaking at the launch of the “Voters’ Manifesto” in Accra, Sam emphasized the dangers that misleading content poses to democratic processes and societal harmony.
His comments underscored the need for party communicators to be responsible, underscoring how misinforming the electorate could lead to voter disillusionment and potentially incite violence if left unchecked.
Sam raised concerns about the potential impact of misinformation on both voter decision-making and overall electoral stability.
He urged political parties to orient their members, especially communicators, against using deceptive strategies in their advertising.
“First of all, they need to orient their people against disinformation and also show the adverse impact or implications of disinformation. What happens is that it dilutes the information landscape, people don’t have access to the right information, and it will affect their choices, which can even come around to harm they themselves.
“… Once you misinform, there’s also a critical mass of people that, because of just your disinformation, do not come towards you or take you seriously as well. And this information also has an impact in terms of its likelihood of causing violence. If you keep on telling lies about me and I’m not happy—or if other political opponents are not happy—then the possibility of actually going violent and attacking physically also comes in, which is not good for our political landscape.”
Mr. Jerry Sam Executive Director of Penplusbytes
The executive director warned that disinformation has the potential to fuel confrontations, thereby undermining the integrity of the democratic process.
He argued that for elections to be both peaceful and credible, the political discourse must be grounded in truth and transparency.
Media’s Role in Accountability
Sam also highlighted the evolving role of the media in Ghanaian elections, noting its ability to hold political parties accountable through specific scrutiny of campaign promises.
“What we have seen is that this year’s manifestos, compared to previous ones, are quiet feasible. They are doable, they are also becoming more like an assurance because they are able to tell us where to find their source of funding from and also timelines, which is very, very important because those without timelines, you can’t hold them to account.”
Mr. Jerry Sam Executive Director of Penplusbytes
This level of detail, he noted, marks a departure from vague promises in past campaigns. Sam called this shift a positive development, as voters can better assess the credibility of each party’s platform.
“So that’s the difference now—that they are even moving more, you know, from aspirations or dreams to more of concrete promises or assurances, that’s a good thing for us.”
Mr. Jerry Sam Executive Director of Penplusbytes
According to him, voters increasingly expect parties to honor their commitments.
“We believe that our leaders will now be more serious and conscious of what they promise, and know that people know what they are promising, and if they don’t deliver, it’s going to affect them in the next elections because we have a reference base to it.”
Mr. Jerry Sam Executive Director of Penplusbytes
The Importance of Transparency in Political Promises
“Thanks to online platforms and social media, now all these promises are not being transient. In the past, promises made on political party platforms or radio stations could hardly be held accountable. Now most of them are written, visualized, and [even turned into infographics].”
“What we are not seeing, which we hope we will see in the coming days, is where we can actually—or the media or civil society can—ask them to give us outcomes of their promises. So, you give us the promise, and you let us know what the outcome of the promise will be.”
Mr. Jerry Sam Executive Director of Penplusbytes
A Call for Responsible Political Communication
As Ghana approaches a pivotal election, Jerry Sam’s call for a responsible approach to political communication underscored the critical importance of maintaining electoral integrity.
By urging political parties to avoid disinformation, Sam advocated for a campaign environment where voters have access to accurate information, empowering them to make informed decisions.
He highlighted the significant progress seen in the detail and accountability embedded within this year’s manifestos but noted that there remains work to be done. Sam’s message reflects the need for all stakeholders—politicians, media, and civil society—to work collectively in fostering a peaceful and transparent electoral process.
In Sam’s view, the combined efforts of the media, civil society, and digital platforms represent a powerful mechanism for accountability that will continue to shape Ghana’s political landscape in the years to come.
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