The 2024 flagbearer of the New Patriotic Party (NPP), Dr. Mahamudu Bawumia has suggested that the campaign faced a significant communication disadvantage during the December 7 presidential election, largely due to the National Democratic Congress’s (NDC) dominance of key traditional media outlets.
Speaking to NPP communicators on Wednesday, December 18 at his residence for the first time since the December 7 election, Dr. Bawumia acknowledged the party’s efforts during the campaign but noted that the media imbalance hindered their electoral strategy.
Dr. Bawumia stated that while the NPP excelled on social media and outpaced the NDC by a significant margin, the party struggled against the NDC’s ownership and influence over key media platforms.
“We dominated the NDC in social media. I mean, by far, by far, very, very clearly,” he said. “But we were working against their ownership of support from key media houses. Isn’t it, you know? That put us at a disadvantage in many ways in terms of the communication field because we had a lot of these key media houses who were not on our side.”
Despite this challenge, Dr. Bawumia praised the NPP communicators for their dedication and resilience throughout the campaign.
“You fought very hard at the time you had the opportunity,” he remarked. “I must tell you that I’m very proud of you. Very, very, very, very proud.”
Reflecting on the overall campaign, Dr. Bawumia also acknowledged the impact of the unexpected low voter turnout on the final results.
