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Second Deputy Speaker of Parliament Alban Bagbin erred in asserting that the National Democratic Congress (NDC) lost the 2016 elections due to its over-reliance on the state-owned media, the Executive Director of the Centre for Media Analysis, Dr Messan Mawugbe said.
According to him, the NDC’s humiliating performance in the 2016 elections was due to inability of its members to clearly communicate the contents of its manifesto to the electorate.
Speaking at a ceremony to mark 25 years of the NDC on June 8, Mr Bagbin attributed the NDC’s humiliating performance in the 2016 elections to over-reliance on the state media stressing that that allowed the New Patriotic Party (NPP) unfettered access to the private media to propagate its policies.
In his reaction in an interview on June 8, however Dr Mawugbe described Mr Bagbin’s assertions as fallacious, and that “if you want to even look at the NDC at that time as Mr Bagbin is talking about, did they have a target audience and then were they able to identify the medium they could use to reach those targets.
“It is not about NPP using the private media but it is all about having the right political communication strategy and I think that is what NDC missed.”
