Framing Wars: The Politics of Labeling and Identity Construction in Ghana

Abstract

In Ghana’s political landscape, actors from both ruling and opposition parties deploy a range of linguistic and rhetorical strategies in their pursuit of political power. Prominent among these is political labeling, a discursive practice used to construct favorable self-images while delegitimizing opponents through derogatory and face-threatening expressions. This study examines how political labeling functions as a strategic tool for identity construction and power negotiation in Ghana’s electoral landscape. Situated within the fields of political discourse and communication studies, the study demonstrates how labeling operates simultaneously as a rhetorical and framing device that reflects and reinforces underlying sociopolitical power dynamics. Drawing on empirical data from major Ghanaian news portals, the study adopts an integrated analytical framework combining Framing Theory and the Theory of Impoliteness. It analyzes public labeling directed at three prominent political figures across three election cycles (2016, 2020, and 2024). The findings show that politicians, activists, and their supporters strategically deploy labels to reconstruct rivals’ identities, inflict reputational damage, and provoke ridicule, thereby undermining their perceived competence and public credibility. Focusing on derogatory labels, we argue that political labeling serves primarily to generate emotional responses, shape public perception, and mobilize collective action, ultimately influencing the trajectory of national political discourse. By examining the interplay between language, identity construction, and power, this research offers a nuanced account of how political labeling shapes individual attitudes, group dynamics, and the broader political culture in Ghana.

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