A critical discourse analysis of the campaign speech of a Ghanaian opposition leader

Abstract

Referring to politicians’ use of language to promote their ideologies before, during and after elections, campaign speeches represent a key genre in political discourse. In this study, we examine the campaign speech of a Ghanaian opposition leader, Nana Akufo-Addo, at the manifesto launch of his party. We analyze his use of language to create identity and solidarity with the electorate, with the aim of persuading them to accept and support his ideas and ultimately vote for him. Drawing on Fairclough’s three-dimensional model of critical discourse analysis (CDA), the study revealed that Nana Addo utilised the pronouns I, you, our and we and repetition to create a positive bond, identify and show solidarity with the electorate. Also, these strategies were aimed at persuading voters to endorse him as the most credible candidate for the position of president. This study contributes to CDA research on the nexus between language, politics and society