Abstract:
In recent years, growing research interest in challenger-incumbent campaign communication has provided illuminating insights into the kinds of strategies favoured by challengers and incumbents in presidential elections. However, most of these studies tend to focus on two or more presidential candidates. This has resulted in little knowledge about the rhetorical strategies of the same candidate who contested as a challenger in a previous election, became president and won again as an incumbent in the next election. In this paper, we explore and compare challenger-incumbent strategies as they manifest in the presidential campaign of John Agyekum Kufuor’s (JAK) who won the 2000 presidential elections as a fresh candidate and, for a second term, won in 2004, as an incumbent. A qualitative analysis of four of his campaign speeches in both elections revealed that as a challenger, JAK presented himself as an agent of change and resorted to negative campaigning rooted in bellicose rhetoric. He marketed himself with can-do optimism that portrayed him as the quintessence of the cure-all for Ghana’s socio-economic problems. Conversely, as an incumbent, JAK adopted temperate rhetoric amidst self-promotion on the wings of his accomplishments and personal qualities. He appropriated the methos of traditional rulers to present a viable image of himself as a performing president. The findings of the study have implications for presidential candidates, particularly, for challengers who are eager to win elections and incumbents keen to maintain power
