4 - Symbolically Speaking: The Use of Semiotics in Marketing Politics in Ghana
Corresponding Author(s) : Kobby Mensah
Identity, Culture and Politics,
Vol. 10 No. 1 (2009): Identity, Culture and Politics: An Afro - Asian dialogue
Abstract
Le retour du Ghana à la démocratie depuis 1992, a apporté dans le domaine politique, électoral et celui de l'organisation de campagnes de nombreux changements, notamment une sophistication croissante des campagnes. Les partis politiques cherchent de nouveaux modes d'utilisation de la sémiotique - signes, de sons et de symboles. La simplification des messages ainsi qu’il est d’usage dans le domaine de la publicité commerciale est l'un de ces moyens. Bien que la pratique existe depuis des décennies, elle n’a à peine touché les discours politiques du Ghana comme littérature surtout comme un moyen d’attirer des électeurs et d’influer sur les résultats des campagnes électorales. Depuis les élections de 2000, lorsque le New Patriotic Party (NPP) lança le célèbre slogan ", ASEE ho" (littéralement, le fond en la langue Akan), l'utilisation des signes, des sons et de symboles pour promouvoir les messages politiques locaux s’est développé au Ghana au fur et à mesure des élections. Depuis les signes, les sons et les symboles servent à montrer les prises de position ou à résumer les positions des partis politiques. Ainsi s’impose la nécessité d’étudier scientifiquement ces aspects et c’est l'objectif de cet article.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- Aaker, D. (1991) Managing Brand Equity, Free Press: New York
- Apter, D.E. 1968a. Nkrumah, charisma, and the coup. Daedalus, 97, 3: 757-792. 1972. Ghana in Transition, Second Revised Edition. Princeton University Press, Princeton.
- Augustine (1958). On Christian Doctrine. Translated by D. W. Robertson, Jr. Upper Saddle River, NJ: Prentice Hall.
- Austin, D. (1961) “The working Committee of The United Gold Coast Convention”, Journal of African History, Vol. 2, N. 2, pp. 273-297
- Baab, L. M (2007) ‘the future church: Identity and Persuasion on Congregational Websites.’ A Ph.D Thesis. University of Washington.
- Barthes, R. (1964 - 1967). Elements of Semiology (trans. Annette Lavers & Colin Smith). London: Jonathan Cape
- Bowler and Farrell, 1992 Bowler, S., and D. Farrell (eds) (1992) Electoral Strategies and Political Marketing. Basingstoke: Macmillan
- Butler, P., Collins, N. (1996) “Strategic Analysis in Political Markets”, European Journal of Marketing; Vol. 30, N. 10-11 pp. 25-36
- Cameron, D. (2001) ‘Working with Spoken Discourse.’ London: Sage
- Carbone, M. G (2003) “Developing Multi-Party Politics: Stability and Change in Ghana and Mozambique”. Working paper No. 36
- Dibb S., Simkin, L., Pride, W. M., Ferrell, O. C. (2001) Marketing Concepts and Strategies. Houghton Mifflin, Boston. New York.
- Eco, U. (1976): A Theory of Semiotics. Bloomington, IN: Indiana University Press/London: Macmillan
- Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row & Peterson
- Floch, J.-M. (2005) ‘Semiotics, Marketing and Communication: Beneath the Signs, the Strategies,’ translated by Robin Orr Bodkin, New York: Palgrave Macmillan.
- Gilligan, C., Wilson, R. M. S (2003) ‘Strategic Marketing Planning.’ Butterworth-Heinemann, Oxford.
- Gitlin, T. (1991) ‘Bites and blips: chunk news, savvy talk and the bifurcation of American politics’ in P. Dahlgren and C. Sparks. Communication and Citizenship. London: Routledge.
- Hanneberg, S. C. M (2003) “Generic Functions of Political Marketing”, School of Management Working Papers, University of Bath, UK.
- Harris, P. (2001b) “To Spin or Not to Spin, That is the Question. The Emergence of Modern Political Marketing”, The Marketing Review, Vol. 2, pp.35-53
- Harrop, M. (1990) “Political Marketing”, Parliamentary Affairs, Vol. 43, pp. 227-291
- Hart, S. (2001) ‘Product decisions,’ in Dibb S., Simkin, L., Pride, W. M., Ferrell, O. C. (Eds) Marketing Concepts and Strategies. Houghton Mifflin, Boston. New York.
- IIJIMA, M. (1998) ‘DEVELOPING CHARISMA: NKRUMAH AS A “CARGO” BENEFACTOR IN GHANA.’ African Study Monographs, 19(4): 171-185.
- Jonah, K. (1998), "Political Parties and Transition to Multi-Party Politics in Ghana", in K. A. Ninsin (Ed.), Ghana: Transition to Democracy, CODESRIA Book Series, Dakar, CODESRIA.
- Kavanagh, D. (1995) Election Campaign: The New Marketing of Politics. Blackwell, Oxford
- Kotler, P. (1972) “A Generic Concept of Marketing”, Journal of Marketing, Vol. 36, April, pp. 46-54
- Kotler, P. (1987) ‘Semiotics of Person and Nation Marketing’ in Marketing and Semiotics: New Directions in the study of Signs for sale (ed) Donna Jean Umiker-Sebeok, p. 3. Walter de Gruyter & Co., Berlin.
- Kotler, P., Kotler, N (1999) “Political Marketing: Creating Effective Candidates Campaigns and Causes”, in Newman, B. I (Ed) Handbook of Political Marketing. Sage Publications, Inc California, USA
- Kress, G. (1996). ‘Representational resources and the production of subjectivity’ in C. R. Caldas-Doulthard & M. Coulthard (Eds.), Texts and practices: Readings in critical discourse analysis. London: Routledge.
- Lees-Marshment, J. (2001) Political Marketing and British Political Parties, Manchester University Press, Manchester.
- Levy, S (1959), "Symbols for sale", Harvard Business Review, Vol. 37 pp.117-19.
- Maarek, P. J (1995). Political Marketing and Communication. John Libbey and Company Ltd. London
- Mensah, K. (2007) “Kwame Nkrumah and Political Marketing: Locating Osagyefo’s Campaign Strategy in Modern Political Campaigning,” Journal of Pan African Studies, Vol. 1, N. 8, pp. 93-113
- Monfils, B. S. (1977) “A Multifaceted Image: Kwame Nkrumah’s Extrinsic Rhetorical Strategies”, Journal of Black Studies, Vol. 7, N. 3, pp. 313-330
References
Aaker, D. (1991) Managing Brand Equity, Free Press: New York
Apter, D.E. 1968a. Nkrumah, charisma, and the coup. Daedalus, 97, 3: 757-792. 1972. Ghana in Transition, Second Revised Edition. Princeton University Press, Princeton.
Augustine (1958). On Christian Doctrine. Translated by D. W. Robertson, Jr. Upper Saddle River, NJ: Prentice Hall.
Austin, D. (1961) “The working Committee of The United Gold Coast Convention”, Journal of African History, Vol. 2, N. 2, pp. 273-297
Baab, L. M (2007) ‘the future church: Identity and Persuasion on Congregational Websites.’ A Ph.D Thesis. University of Washington.
Barthes, R. (1964 - 1967). Elements of Semiology (trans. Annette Lavers & Colin Smith). London: Jonathan Cape
Bowler and Farrell, 1992 Bowler, S., and D. Farrell (eds) (1992) Electoral Strategies and Political Marketing. Basingstoke: Macmillan
Butler, P., Collins, N. (1996) “Strategic Analysis in Political Markets”, European Journal of Marketing; Vol. 30, N. 10-11 pp. 25-36
Cameron, D. (2001) ‘Working with Spoken Discourse.’ London: Sage
Carbone, M. G (2003) “Developing Multi-Party Politics: Stability and Change in Ghana and Mozambique”. Working paper No. 36
Dibb S., Simkin, L., Pride, W. M., Ferrell, O. C. (2001) Marketing Concepts and Strategies. Houghton Mifflin, Boston. New York.
Eco, U. (1976): A Theory of Semiotics. Bloomington, IN: Indiana University Press/London: Macmillan
Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row & Peterson
Floch, J.-M. (2005) ‘Semiotics, Marketing and Communication: Beneath the Signs, the Strategies,’ translated by Robin Orr Bodkin, New York: Palgrave Macmillan.
Gilligan, C., Wilson, R. M. S (2003) ‘Strategic Marketing Planning.’ Butterworth-Heinemann, Oxford.
Gitlin, T. (1991) ‘Bites and blips: chunk news, savvy talk and the bifurcation of American politics’ in P. Dahlgren and C. Sparks. Communication and Citizenship. London: Routledge.
Hanneberg, S. C. M (2003) “Generic Functions of Political Marketing”, School of Management Working Papers, University of Bath, UK.
Harris, P. (2001b) “To Spin or Not to Spin, That is the Question. The Emergence of Modern Political Marketing”, The Marketing Review, Vol. 2, pp.35-53
Harrop, M. (1990) “Political Marketing”, Parliamentary Affairs, Vol. 43, pp. 227-291
Hart, S. (2001) ‘Product decisions,’ in Dibb S., Simkin, L., Pride, W. M., Ferrell, O. C. (Eds) Marketing Concepts and Strategies. Houghton Mifflin, Boston. New York.
IIJIMA, M. (1998) ‘DEVELOPING CHARISMA: NKRUMAH AS A “CARGO” BENEFACTOR IN GHANA.’ African Study Monographs, 19(4): 171-185.
Jonah, K. (1998), "Political Parties and Transition to Multi-Party Politics in Ghana", in K. A. Ninsin (Ed.), Ghana: Transition to Democracy, CODESRIA Book Series, Dakar, CODESRIA.
Kavanagh, D. (1995) Election Campaign: The New Marketing of Politics. Blackwell, Oxford
Kotler, P. (1972) “A Generic Concept of Marketing”, Journal of Marketing, Vol. 36, April, pp. 46-54
Kotler, P. (1987) ‘Semiotics of Person and Nation Marketing’ in Marketing and Semiotics: New Directions in the study of Signs for sale (ed) Donna Jean Umiker-Sebeok, p. 3. Walter de Gruyter & Co., Berlin.
Kotler, P., Kotler, N (1999) “Political Marketing: Creating Effective Candidates Campaigns and Causes”, in Newman, B. I (Ed) Handbook of Political Marketing. Sage Publications, Inc California, USA
Kress, G. (1996). ‘Representational resources and the production of subjectivity’ in C. R. Caldas-Doulthard & M. Coulthard (Eds.), Texts and practices: Readings in critical discourse analysis. London: Routledge.
Lees-Marshment, J. (2001) Political Marketing and British Political Parties, Manchester University Press, Manchester.
Levy, S (1959), "Symbols for sale", Harvard Business Review, Vol. 37 pp.117-19.
Maarek, P. J (1995). Political Marketing and Communication. John Libbey and Company Ltd. London
Mensah, K. (2007) “Kwame Nkrumah and Political Marketing: Locating Osagyefo’s Campaign Strategy in Modern Political Campaigning,” Journal of Pan African Studies, Vol. 1, N. 8, pp. 93-113
Monfils, B. S. (1977) “A Multifaceted Image: Kwame Nkrumah’s Extrinsic Rhetorical Strategies”, Journal of Black Studies, Vol. 7, N. 3, pp. 313-330