The NDC adapted Joseph Goebbels principles of propaganda to shape public opinion in the run up to the 2024 general elections. Certain actions and inactions of the NPP government made it easier for NDC to succeed with their propaganda. Joseph Goebbels was a Minister of Propaganda and National Enlightenment in Nazi Germany who became famous for his effective use of propaganda to shape public opinion. 

1. KNOW YOUR AUDIENCE: 

The NDC knew their audience and tailored their message to resonate with their target audience. They targeted their values, concerns, and emotions. The Ghanaian people were made to believe that the NPP government had failed in the management of the economy, and every challenge in life was heaped on Bawumia and the NPP government.  The youth didn't have jobs, and the few who got had to pay money for it. Prices of goods and services were high, and so physical infrastructure meant nothing to the jobless and hungry people. 

2. SIMPLIFY AND REPEAT: 

The NDC continually, through their communication outfit, used simple, clear language and repeated their message frequently to reinforce its impact on their target audience. Mostimes, they hijacked the main Ghanaian media outlets to propagate their mischief. Interestingly, many of their claims were repeated lies, but people believed them. 

3. EMOTIONAL APPEAL: 

The NDC took advantage of the economic situation to appeal to emotions rather than logic because they understood that emotions drive human decision-making. My professor once said every politician must always remember that we deal with human beings made of emotions and not logic. NDC understood that principle and used it well. 

4. USE VIVID IMAGERY: 

The NDC's ability to incorporate vivid and memorable images to make their message more engaging and persuasive was the killer tactics. Documents like the famous "Agyapade3," the Cecilia Dapaa dollars scandal, and many more allegations of "state capture" made their work easier. 

5. CREATE A SENSE OF URGENCY:

To establish a sense of urgency or scarcity to encourage immediate action, the NDC made Ghanaians believe that the nation needed a certain "rescue" to guarantee a better Ghana. They christened their manifesto as "resetting" Ghana and making everyone believe that Ghana had reached a certain bad state that needed a "reset." This strategy was to cause apathy and anger among core supporters of NPP. Core NPP members had to pay for almost everything in that controlled including common National Service posting or reposting! 

6. EXPLOIT FEARS AND ANXIETIES: 

The NDC managed to identify and exploited existing fears and anxieties to create a sense of unease or insecurity. Many young people were made to believe that their future was bleak in the hands of NPP government. The growing unemployment and certain unpopular government decisions such as e-levy, teachers' licensure examination, delayed posting of teachers and nurses and betting taxes among others were tools the NDC vehemently exploited. 

7. PROMOTE A SENSE OF UNITY: 

It's easy to be "united" in opposition. The NDC took opportunity to foster a sense of unity, and to have a shared identity in the party. So, they had a collective purpose of creating a strong emotional bond among their members. NPP on the other hand, appeared sharply divided especially after their internal contests at all levels. Some of the appointees of the government made things worse and the party became weakened enough to bite. 

8. USE AUTHORITATIVE ENDORSEMENTS: 

The NDC strategically deployed and utilized endorsements from respected individuals, some CSOs, lecturers, some so-called authoritative figures  to lend credibility to their message. This strategy was evident that they wanted to appear relevant in the eyes of the public. NPP was very lame in this regard and failed to make use of their intellectual base in the tertiary institutions. 

9. DEMONISE THE OPPOSITION: 

The NDC demonised and opposed vehemently anything from the government portrayed to the Ghanaian voter that anything that opposed their views or stance as a threat to our democracy. They made NPP to look like an enemy to the state, or an evil force and succeeded in creating a sense of moral urgency to remove the NPP government. 

10. CONTROL THE NARRATIVE:

The NDC controlled major media outlets and so they regulated the flow of information to shape public perception and maintained control over the narrative. These media personnel used insults, unsubstantiated allegations and made the government of the day, NPP, look very dirty and bad. 

11. ADAPT AND EVOLVE:

The NDC and JM continuously monitored public opinion, they adjusted or skewed their message to their target audience and became inconsistent in their message. Anything that trended on social became NDC message. They refined their strategy to maintained effectiveness. They claimed to sympathize with the "ordinary" Ghanaian voter but it was all propaganda machine at work. 

Most of the strategies which the NDC used were rooted in hatred, ethnicity, and violence across the country, especially, in most conflict prone areas. I must emphasize that these principles were used for negative purposes, and its ethical implications will be dire if the NDC government fails to fulfill the promises that came with it. 

Very soon, the Ghanaian voter will realize that they were scammed into believing the narrative of the NDC propaganda machine. 

Bampil Badeabo Moses

(UER 2nd Vice Chairman)

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