At this point, I would present to you the nature and four significant features of the Ghanaian political market in which both the NPP and the NDC would be offering their products (presidential candidates) for sale in 2024.
And, as I always do, fairness, frankness, and objectivity would have their way.
The Market is Slightly Dominated by Women:
In terms of gender, the market is slightly dominated by women. According to the provisional results of the just-ended 2021 population census, women constitute 50.7% while men constitute 49.7%.
Considering the role women from all walks of life, particularly the market traders play in politics, no serious political party that wants to win power would ignore this factor in its decision-making process in respect of the selection of its presidential candidate.
The Market is Overly Dominated by Christians:
Per the current available Ghana Statistical Service figures, in terms of faith, the political market is overly dominated by Christians (71.2%), followed by Muslims (17.6%), Traditionalists (5.2%) and the rest (0.8%). Interestingly, there are approximately 5.2% Ghanaians who are without faith.
Considering the fact that there are greater number of people who are so fanatic and passionate about their faith, no serious political party would dare to ignore this very important factor in its decision-making process.
The Youth Dominate the Market with their Presence and Activities: The youth constitute the most active segment of the market. They are the main influencers in the market. According to the country’s national youth policy, youth is defined as those between 15-35 years. And, if you consider the fact that 57% of the country’s population are under the age of 25, then you can appreciate the significance of their number and influence in the market.
Considering the fact that youth unemployment is the major problem confronting this country currently, no serious party would ignore the youth factor in its decision-making process as to which candidate has what it takes, in terms of performance record and message to give hope to the teeming unemployed youth. Any party that can win the youth in 2024, would most likely win the election.
The Market is Significantly Akan-dominated: Besides, the political market is made up of over 100 tribes and ethnic groups.
The Akans dominate the market with their 47.5% presence.They are followed by Dagbani (17%), Ewe (14%), Ga-Adangbe (7%), Gurma (6%), Guan (4%), Gurunsi (2.5%) and Bisa (1%).
Considering the fact politics is a game of numbers and every party has its strongholds, no serious political party would dare ignore this important factor when making a decision, especially in a critical election like the 2024 election. This is where the presidential candidate and the vice-presidential candidate combination tactically comes to play.
More significantly, considering the fact that communication plays a major role in politics, the question of which candidate has the ability to communicate and connect well with the dominant groups in the market becomes very imperative.
Again, the question of which candidate has the character, personality, and message to attract massive election-winning votes from the market, also becomes very imperative in the process.
Sounding metaphorical in my conclusion, let me quietly ask this question: would the NPP keep its banana in the pocket and entice the hungry angry monkeys with an apple in this monkey sanctuary of ours?
Remember, what is at stake is POWER; not personality. I shall surely return if the Lord permits.
Shalom!
shalom!
By: Ebo Buckman
