Abstract
This study explores how political leaders use language to construct a positive public image, specifically in the context of electoral defeat, with a focus on Dr Mahamudu Bawumia’s concession speech after Ghana’s 2024 presidential elections. The aim is to identify how speech acts were employed to project a positive image of Bawumia, emphasizing resilience, statesmanship, and commitment to democratic values, among others. The study is driven by the critical role concession speeches play in promoting national cohesion and preserving democratic integrity, particularly in emerging democracies like Ghana. It contributes to the understanding of political communication and rhetorical strategies that shape public perception during political transitions, particularly within African democracies. The data for the study consisting of the transcribed speech sourced from www.bawumia.com was analyzed by means of qualitative methods. Using the speech act theory as a theoretical framework, the qualitative analysis shows the various performative acts embedded in the speech, including commissives, expressives, and directives. The findings reveal that Bawumia purposefully used language to transcend partisan divides and present himself as a leader committed to the greater good of Ghana, even in the wake of electoral defeat. Despite the limitation of focusing on a single speech, this study highlights the broader impact of speech acts in shaping public trust and democratic stability. The study concludes that concession speeches are powerful rhetorical tools for shaping public images, with implications for further research on political rhetoric in African democracies and beyond.
Presenters
Rachel G. A. ThompsonResearcher, Language Centre, College of Humanities, University of Ghana, Ghana
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Communications and Linguistic Studies
KEYWORDS
Public Image, Politics, Electoral Defeat, Democracy, Ghana
