Digital Politics and Youth Voting Behaviour in Ghana

ISBN-13: 9786209599163 / Angielski / Miękka / 148 str.

Wilfred Asamoah

Opis

This book explores the growing influence of digital political campaign marketing on the voting behaviour of first-time youth voters in Ghana. Focusing on the 2024 presidential election, the study examines how social media platforms function as key channels for political communication, political knowledge acquisition, and voter persuasion among young citizens. Using an exploratory qualitative approach, the book draws on focus group discussions among first-time youth voters and in-depth interviews among experts in academia. It analyzes how digital political advertisements, online campaign messaging, and influencer-driven political content shape political perceptions, trust, and electoral decision-making.The findings reveal that social media has become a central arena for political engagement among first-time voters, offering both opportunities for increased political participation and challenges related to misinformation, message credibility, and political polarization. By situating Ghana's experience within broader debates on digital politics and political marketing, the book contributes to scholarship on voter behaviour in emerging democracies.