"“THE New Force”: The Rhetoric behind Nana Kwame Bediako's Masked Cam" by Emmanuella Ama Gyamfi

Graduation Term

Spring 2025

Degree Name

Master of Science (MS)

Department

School of Communication

Committee Chair

Joseph Zompetti

Committee Member

Stephen Rahko

Committee Member

John Baldwin

Abstract

This study examines Nana Kwame Bediako’s unconventional masked campaign in Ghana’s 2024 presidential election using Norman Fairclough’s three- dimensional Critical Discourse Analysis (CDA). The research analyzes how Bediako employed anonymity through a masked persona on billboards before revealing his identity as a strategic political innovation. The study examines two key moments: Bediako’s unveiling speech after the government of Ghana cancelled his planned convention event, and his subsequent televised interview with JoyNews. The analysis reveals how the mask functioned as a complex symbol that generated public curiosity, challenged Ghana’s NPP- NDC political duopoly, and connected pan-African identity. Through the textual, discursive practice and social practice dimensions, the research demonstrates how Bediako constructed a distinctive political identity that blended entrepreneurial success with collective aspirations. While his initial masked campaign failed to translate into electoral success, it represents significant innovation in Ghanaian political communication by reversing conventional patterns of establishing identity before policy. The study contributes to understanding how rhetorical strategies can challenge established political structures in contemporary African democracies.

Access Type

Thesis-Open Access

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