DEPARTMENT OF MEDIA AND COMMUNICATION UNDERSTANDING THE CONCEPT OF CELEBRITY CAPITAL THROUGH AN EMPIRICAL STUDY OF THE ROLE OF CELEBRITY POLITICAL ENDORSEMENTS IN 2008 AND 2012 GHANA ELECTION CAMPAIGNS A Thesis in partial fulfilment for the Degree of DOCTOR OF PHILOSOPHY. 2016 LAWRENCIA AGYEPONG ABSTRACT Lawrencia Agyepong Understanding the Concept of Celebrity Capital through an Empirical Study of the Role of Celebrity Political Endorsements in 2008 and 2012 Ghana Election Campaigns Research on political marketing in Africa in general and Ghana in particular has focused little attention on the use of celebrity political endorsement in election campaigns. At the same time, prior research on the use of celebrity political endorsements in election campaigns has predominantly focused on Western democracies and the application of marketing brand theories to the examination of celebrity political endorsement. Such research studies include very little investigation on new and emerging democracies, especially in Africa while the theories have proven inadequate to explain how the persuasive qualities of celebrities are utilized within the political field. This thesis, like Driessens (2013) is advocating that theorising celebrity as a form of capital can explain the qualities of celebrity which can be transferred across social fields including the political field. At the same time the socio-political conditions that enable celebrities to migrate from the entertainment to the political field are specific to their national and historical contexts (Ribke 2015) as presented in the Ghana context. The study therefore examines theories of celebrity capital and how this capital is utilized in the form of political endorsements in the political field of an emerging democracy like Ghana. The thesis enhances the arguments about how theories of celebrity capital can be used to explain the role of celebrity political endorsements in shaping political communication and political marketing during election campaigns while providing the socio-political conditions that shape celebrity migration into the political field in Ghana. ii DEDICATION This Thesis is dedicated to my Father, John Owusu-Asante and my Brother, Kwame Owusu who both passed away in February and March 2015. Even though you did not live to see me complete this journey, I did it and I know you are both proud of me wherever you are. And to King Solomon, you know who you are! iii ACKNOWLEDGEMENT The glory belongs to the Living God Almighty through whose divine enablement; I have been able to make this journey. First, my sincerest gratitude goes to Dr Vincent Campbell for supervising this research. Dr Campbell did not only give helpful insights, sometime harsh criticism of my work to make the thesis better, but he was also encouraging and one of my biggest cheerleaders throughout this life changing experience. His guidance has been invaluable. I wish to also thank my second supervisor, Dr Julian Mathews always being on hand to provide refreshing ideas on my work. I want to acknowledge and thank those who participated in the Focus Groups and the in- depth interviews, especially party officials of the NPP and NDC and the celebrities who provided such insights into the thesis. Many thanks go to Edem Seshie, my research assistant, for never complaining throughout this journey. My appreciation also goes to Dr Kobby Mensah, who was very instrumental in helping focus the research in celebrity endorsement and to Dr Maya Al-Habsi and Dr Haida Babaz, for the advice and inspiration we shared together and consistently urging me on to finish the thesis. Special mention and thanks go to Charles Hanson-Adu for being my proof reader even though you did not understanding most of what you were reading and painstakingly going through all my references. Special acknowledge go to the Management of Ghana Institute of Journalism for providing the sponsorship and study leave that has enabled me pursue this academic journey. Of special mention and thanks to Bishop Jonas, Pastor Peter, Sis Tina and all members of Living God’s church, Leicester, for the love, prayers and encouragement during difficult moments on this journey. Last and definitely not least, I want to acknowledge and thank my family for their generous sacrifice and sponsorship that has seen me throughout this academic journey. My Husband, Kwabena for loving me enough to allow me to abandon him for over four years and paying my bills so I could live in comfort in a foreign land. My children, Kofi, Kwame and Maame Yaa, thanks for being so understanding and encouraging when I could not be available during your special times. I will cherish you all the days of my life. God bless each of you for the diverse contributions and sacrifices you made towards this academic journey. You have all been fantastic! iv ABBREVIATIONS BBC : British Broadcasting Corporation CDD : Center for Democratic Development CE : Celebrity Endorser CM : Campaign Manager CNN : Cable News Network CPP : Convention People’s Party CPE : Celebrity Political Endorser EC : Electoral Commission FG : Focus Groups FGD : Focus Group Discussions FM : Frequency Modulation GBC : Ghana Broadcasting Corporation GJA : Ghana Journalist Association GMC : Ghana Media Commission GNA : Ghana News Agency GSS : Ghana Statistical Service MP : Members of Parliament NDC : National Democratic Congress NPP : New Patriotic Party PM : Political Marketing PP : Progress Party PRAAD : Public Records and Archival Administration R : Respondent RQ : Research Question(s) UGCC : United Gold Coast Convention UK : United Kingdom UP : United Party USA : United States of America v LIST OF TABLES TABLE 4.1: CELEBRITY ENDORSEMENT STORIES FOR 2008 AND 2012…………………………………67 TABLE 5.1: THEMES FOR MEDIA ANALYSIS...................................................................................................82 TABLE 5.2: SOURCE OF NEWS ITEM…………………………………………………………………….........83 TABLE 5.3: POLITICAL AFFILIATION OF SOURCES…..................................................................................84 TABLE 6.1: AGE DISTRIBUTION IN FOCUS GROUPS.....……………………….........................................103 TABLE 6.2: GENDER DISTRIBUTION IN FOCUS GROUPS………………………………………………..103 TABLE 6.3: POLITICAL PARTIES FG PARTICIPANTS VOTED FOR IN 2008 AND 2012 ELECTIONS…106 LIST OF FIGURES FIGURE 6.1: SOURCES OF POLITICAL NEWS AMONGST FGD PARTICIPANTS……………………….104 vi Contents ABSTRACT .......................................................................................................................................ii DEDICATION .................................................................................................................................. iii ACKNOWLEDGEMENT ................................................................................................................... iv ABBREVIATIONS ............................................................................................................................. v LIST OF TABLES .............................................................................................................................. vi LIST OF FIGURES ............................................................................................................................ vi CHAPTER 1 - INTRODUCTION ................................................................................................... 1 1.0 Introduction .................................................................................................................. 1 1.1 Background to the Study ............................................................................................... 2 1.2 Understanding Celebrity ............................................................................................... 4 1.2.1 Celebrity and politics……………………………………………………………………………………….5 1.3 Justification for the Research ........................................................................................ 7 1.4 Research Objectives ...................................................................................................... 8 1.5 Significance of the Study ............................................................................................... 9 1.6 Research Questions ..................................................................................................... 11 RQ1. How are celebrity endorsements of political parties/ presidential candidates reported in news media election coverage?.......................................................................11 RQ2. How do voters view the use of celebrity endorsements during election campaigns?..........................................................................................................................12 RQ3. How do voters view celebrities who endorse political parties/presidential candidates during election campaigns?..............................................................................12 RQ4. What is the campaign role of celebrity endorsements according to the political parties?................................................................................................................................13 RQ5. What is the role of celebrities in election campaigns according to celebrities who endorse political parties/candidates?.........................................................................13 1.7 Organization of the thesis ........................................................................................... 14 Chapter 2 - Literature Review