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06.12.2022 Article

Politics Of Boos: Is It Isolated? Instigated? Or Just A Tip Of The Brand Iceberg?

By Anas Sulemana FCIM
Politics Of Boos: Is It Isolated? Instigated? Or Just A Tip Of The Brand Iceberg?
06.12.2022 LISTEN

Introduction
In times of national crisis leaders inspire and create hope. This is the reason citizens must for all time have faith in their leaders.

The president of the Republic of Ghana, the Vice president and the Majority leader of Ghana`s parliament have all been booed in recent times. This situation is not only worrying but raises a number of important questions about leadership and our democracy.

Are the citizens booing off just the personalities? Are they booing off the parties those personalities represent? Or are they booing off representative democracy itself?

More importantly, are these boos isolated and instigated or they are a tip of the iceberg; symptoms of a bigger problem? What we may call BRAND HATE.

In this piece, I intend to apply basic marketing concepts to assist us address these questions.

Candidate brand marketing/communication
How were NANA ADO and BAWUMIA marketed to Ghanaians in 2016/2020?

  1. The president was presented to Ghanaians as INCORRUPTIBLE. This made sense at a time when the NDC government battled against (perceived) corruption.
  2. The vice president was presented to Ghanaians as economic MESSIAH. This made sense at a time when Ghana was under an IMF program.
  3. The NPP was presented to Ghanaians as strong alternative. ‘We have the men’, ‘solid economic team’
  4. Representative democracy was presented to Ghanaians as the best form of governance. The presumption was that citizens will get responsive and representative government.

The real experiences of Ghanaians

  1. Party ‘big-men’ engaged in Galamsay not prosecuted.

Is the president truly incorruptible?

  • The cedi is the worst currency in the world and inflation is at 40.4% (GSS, 2022; Oct.)

Is the vice president the true economic messiah?

  • Ghana, declared as junk economy, is negotiating with IMF for debt support

Is the economic management team truly solid?

  • “….they don`t frighten me.” attributable to the president in response to demands to fix bad roads in some districts in Ashanti region.

( https://www.ghanaweb.com/GhanaHomePage/NewsArchive/Threats-to-vote-against-NPP-in-2024-don-t-frighten-me-Akufo-Addo-declares-1644791 )

Is our democracy truly responsive and representative?

Candidate brand and performance gap
WHAT THEY SAY THEY CAN DO > WHAT THEY ARE DOING = deception, insincerity, dissatisfaction, hostility, brand hate

Gauging the temperature of public discussions in Ghana I am persuaded to conclude that the government`s actual performance has not met citizens` expectations (on the economy in particular). E.g. Inflation, hike in fuel prices, nuisance taxes, depreciation of the cedi, ballooning national debt etc. The current level of dissatisfaction, arguably, translates into hostility and hate.

Political brand hate
Political brand hate covers anger, contempt, rejection, outrage, and similar negative emotions directed at a political party, a political candidate or a political issue which is believed by a cross- section of citizens to impact negatively on their general wellbeing.

Some evidence of brand hate
In marketing literature brand hate can be cold, cool or hot.

Cold brand hate takes the form of distancing efforts by devaluing the brand`s role and authority. E.g.

  • A cross-section of Ghanaians want the president to resign (54% of Global Info Analytics respondents want President Akufo-Addo to resign)
  • Some Ghanaians are disappointed with President Akufo-Addo's address to the nation on the economic crisis.
  • NPP MP`s disagree with the president and want the finance minister to go.
  • Vote of censure on the finance minister in parliament.

Cool Brand hate takes the form of disgust leading to repulsion, adverse feelings and behaviors.

  • the president has been booed (angry youth boo President Nana Addo Danquah Akufo-Addo at the Global Citizen Festival during his speech-Source: GhanaWeb)
  • the vice president has also been booed at Hogbetsotso in Volta region
  • the majority leader was also booed at Suame in Ashanti region
  • Hot brand hate takes the form of extreme anger and aggressive responses to the hated brand. In politics it manifests in people`s desire to hurt the candidate`s/party`s image.
  • KUME PREKU reloaded demonstration happened despite rumors of insecurity
  • Chaina SHS students insult the president.
  • “Akufo-Addo……God will punish you”. Attributable to Salamatu mohammed resident of Ablekuma north.

The Okyenhene Osagyefuo Amoatia admits that people insult the president but describes them as “children of villagers………………witch or wizard”

The consequences of brand hate

  1. Citizens` hostilities toward the candidate or the political party become publicly and openly shared in the media. There will also be wide spread negative WOM communications about the candidate.
  2. Brand retaliation will translate into acts of sabotage and injuries (either verbal or physical) to the candidates` personality (such as the BOOS).
  3. On the one hand the hated party becomes less attractive to swing voters. On the other hand opposition party supporters now have a good reason to continue to support their party. As the situation worsens, partisan individuals and groups will begin avoiding and disassociating themselves (brand avoidance) from their own party and its positions on key national issues.
  4. There will be clear difficulty in integrating party communications. Party communicators struggle to defend the indefensible. E.g. the president says no hair-cut but a minister says some form of hair-cut will happen.
  5. If the situation does not improve, in future some citizens may be willing to make financial/material sacrifices to hurt the system itself.

Managing brand hate

  1. Admitting policy failure and apologizing. The Covid-Ukraine-opposition blame must end.
  2. Demonstrating sincerity and greater sensitivity by listening to the people. Cuts in nuisance taxes as the party promised in 2016 will be very helpful.
  3. Sending clear signal to citizens that leadership is willing and ready to make real sacrifices. What some Ghanaians want to see are changes in the structure and size of government.
  4. More importantly, ensuring that communications activities are effectively integrated. For example the recent HAIR-CUT no HAIR-CUT communications were damaging to the image, reputation and credibility of the president and his party.

REMEMBER, TO WHOM EIGHT (8) YEARS IS GIVEN EXACTLY IDIF, IVID, Ȼ1: $1, SINGLE DIGIT INFLATION ARE EXPECTED

Anas Sulemana Fellow CIM
Tamale Technical University
[email protected]

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