The psychological impact of misinformation on public opinion ahead of 2024 elections

By Kwame Bediako 

The upcoming 2024 elections in Ghana present a fascinating case study on the intersection of technology, media, and democracy. As the country prepares for the polls on December 7, 2024, the role of social media in shaping public perception and political discourse becomes increasingly significant. 

According to the 2024 Global Risk Report, misinformation poses a serious threat to democratic processes globally, especially during elections. The report warns that unchecked misinformation can undermine the legitimacy of newly elected governments and go a long way in affecting public opinion. 

The phenomenon of misinformation in electoral contexts is not unique to Ghana; it mirrors global trends where digital platforms have transformed how information is consumed and shared. This raises intriguing questions about the implications for democratic processes and the integrity of elections worldwide.

The concept of “information warfare” in politics is particularly relevant in Ghana’s context. Political parties and their supporters often engage in strategic communication, but when this crosses into misinformation, it poses a serious threat to the electoral process. The motivations behind such tactics can be explored further, including the desire for power, control, and influence over public opinion.

The role of traditional media in this landscape is also worth examining. As legacy media outlets compete with the speed and reach of social media, the pressure to deliver news quickly can lead to lapses in journalistic integrity. This dynamic creates a fertile ground for misinformation to flourish, particularly during critical periods like elections.

Moreover, the influence of social media influencers in Ghana cannot be underestimated. Their ability to sway public opinion through paid promotions raises ethical questions about the responsibility of individuals in the digital age. This aspect of the electoral process invites a deeper investigation into the motivations and consequences of influencer marketing in politics.

The economic backdrop of Ghana, characterised by the depreciation of the cedi, adds another layer of complexity to the electoral narrative. The use of social media to propagate misleading information about economic performance highlights the intersection of economic issues and political messaging. This aspect could lead to a broader discussion on how economic conditions influence electoral outcomes.

Artificial intelligence (AI) has emerged as a game-changer in the dissemination of information, both positively and negatively. The ability to create realistic but misleading content poses new challenges for voters trying to discern fact from fiction. The implications of AI in the context of elections warrant a thorough exploration of its potential to disrupt traditional information channels.

As more Ghanaians engage with digital platforms, understanding the demographics and behaviours of online users becomes crucial. The prevalence of WhatsApp, X, and Facebook as primary sources of information indicates a shift in how political messages are crafted and consumed. This trend raises questions about the effectiveness of traditional campaigning methods in the digital age.

The regulatory environment in Ghana regarding media and misinformation presents additional challenges. The balance between freedom of expression and the need to combat harmful misinformation is delicate. Analysing the government’s approach to regulating content during elections could provide insights into the effectiveness of existing frameworks.

Furthermore, the psychological impact of misinformation on voters is an area ripe for exploration. How does exposure to false information affect voter behaviour and decision-making? Understanding the cognitive processes involved can shed light on the broader implications for democratic engagement.

A key example of misinformation was when a recent video exposed how some media houses leveraged the political atmosphere to misinform the public on their platforms and on social media, going a long way to influence public opinion. For example, one month before the December 7, 2024, election, Oheneba Nana Asiedu, a Kumasi-based radio and television presenter, made a disturbing announcement claiming that the 2024 election would be held on different days based on the position of the candidate on the ballot paper. This act of misinformation caught the attention of Ghanaians, leaving numerous question marks on the integrity of journalism and reporting ahead of the election, leading to his arrest by the Ghana Police.

The role of civil society in combating misinformation is also critical. Organisations dedicated to promoting media literacy and fact-checking can play a vital role in empowering citizens to navigate the complex information landscape. This aspect invites a discussion on the importance of education in fostering informed electorates.

With Ghana’s population exceeding 34.65 million, with more than half of Ghanaians using social media. Arguably, WhatsApp is the most widely used platform in Ghana, reaching 10.1 million users, and is heavily utilised by all the major political parties to disseminate messages during election periods. Facebook, with 7.4 million users, comes in as the second most used platform where the youth are seriously targeted there. Although X (formerly Twitter) has a smaller user base of 1.17 million in Ghana, it remains a significant platform for discussions on national issues, with some of the key agendas being pushed on that platform. 

As the election date approaches, the potential for misinformation to escalate increases. The urgency of addressing this issue highlights the need for proactive measures from the media outlets, the Electoral Commission, and political entities. Exploring strategies for mitigating misinformation could provide valuable insights for future elections.

The global context of misinformation during elections serves as a cautionary tale for Ghana. Lessons learnt from other countries can inform local strategies to safeguard democratic processes. This comparative analysis could reveal best practices and innovative solutions to combat misinformation.

Key Highlights:

The Importance of Accurate Information: The fight against misinformation is crucial, especially in a country known for its peaceful democratic processes. Understanding how information is disseminated can reveal vulnerabilities in the electoral system.

Social Media’s Double-Edged Sword: While social media connects people and facilitates the exchange of ideas, it also serves as a breeding ground for misinformation, particularly during election seasons. This duality invites a deeper exploration of its impact on public opinion.

Global Context of Misinformation: The 2024 Global Risk Report emphasises that misinformation threatens democracy worldwide. This broader perspective allows for a comparative analysis of how Ghana’s challenges align with global trends.

Case Study of Misinformation: The incident involving Oheneba Nana Asiedu’s false claim about election dates highlights the urgent need for media literacy and responsible journalism. Investigating similar cases can shed light on the patterns of misinformation in Ghana.

Economic Implications: With the Ghanaian cedi’s depreciation, the alleged manipulation of public perception through paid endorsements raises questions about the intersection of economic challenges and political messaging.

The Role of AI: The emergence of AI in creating misleading content adds a new layer to the misinformation landscape. Exploring the ethical implications of AI in journalism could lead to discussions about regulation and accountability.

Digital Engagement Trends: With over half of Ghanaians online, understanding the dynamics of platforms like WhatsApp and Facebook in political communication can reveal how digital spaces are utilised by political entities.

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