Introduction

In the high-stakes arena of political campaigning, there is often a misconception that the loudest voice commands the most attention. However, according to Osei Kyei-Mensah-Bonsu, a seasoned political strategist and former Majority Leader, victory is not secured by noise but by the strength of preparation and the clarity of the message. This insight offers a vital lesson for political parties and voters alike, emphasizing the importance of substance over spectacle.

Speaking on Asempa FM’s Ekosii Sen show, Mr. Kyei-Mensah-Bonsu dismantled the myth of the “noisy campaign” and highlighted how disciplined strategy and resonant messaging are the true determinants of electoral success. This article explores his analysis of recent political performance, specifically regarding Alan Kyerematen and Vice President Dr. Mahamudu Bawumia, to illustrate why message matters more than volume.

Key Points

Background

Osei Kyei-Mensah-Bonsu is a prominent figure in Ghanaian politics, serving as the Member of Parliament for Suame and formerly as the Majority Leader in Parliament. His insights carry weight due to his decades of experience in legislative and executive governance. His comments on Asempa FM’s Ekosii Sen program came during a period of intense political activity and campaign assessments.

The Context of the Analysis

Mr. Kyei-Mensah-Bonsu’s analysis was prompted by the performance of former Trade and Industry Minister Alan Kyerematen in a previous political contest. Kyerematen secured 37% of the vote, a figure that Mr. Kyei-Mensah-Bonsu found surprising yet understandable. He attributed this result not to temporary campaign noise, but to the “content” Kyerematen had built within the political system over time.

The discussion also centered on the current trajectory of Vice President Dr. Mahamudu Bawumia’s campaign. As the election cycle progresses, the focus has shifted to how candidates are engaging with the electorate, particularly in the Ashanti Region, a critical stronghold for the ruling party.

Analysis

The core of Mr. Kyei-Mensah-Bonsu’s argument rests on the distinction between superficial campaigning and deep-rooted political strategy. Here, we break down the two main pillars of his analysis: the fallacy of noise and the power of established networks.

The Fallacy of “Noise” in Campaigning

Political science often distinguishes between “hard” and “soft” campaigning. “Noise” represents the hard, visible, and often chaotic aspects of a campaign—rallies, slogans, and media blitzes. While these generate visibility, Mr. Kyei-Mensah-Bonsu argues they do not guarantee voter conversion.

“Most of the time, the team that makes the most noise does not win,” he stated. “It is the team that has really prepared that wins.” This suggests that electoral victory is a result of logistical readiness, voter education, and a coherent narrative that addresses the electorate’s needs. A campaign that relies solely on noise often lacks the substance required to sustain voter support through the ballot box.

The Power of Established Networks: The Alan Kyerematen Case

To illustrate his point, Mr. Kyei-Mensah-Bonsu analyzed Alan Kyerematen’s previous 37% vote share. Rather than viewing this as a product of a momentary surge, he identified it as the “harvest” of years of systemic influence.

“He harvested from the content he had built in the system,” Mr. Kyei-Mensah-Bonsu explained. This refers to the political capital accumulated through years of service, relationship building, and organizational presence. Kyerematen’s ability to pull out of a contest and still have “his people” follow him demonstrated a loyalty that transcends the noise of a single campaign cycle. This analysis serves as a cautionary tale: deep networks are difficult to replicate quickly, even with the backing of prominent figures.

Emotional Resonance and Grassroots Impact

Conversely, the analysis of Dr. Mahamudu Bawumia’s campaign highlights the importance of emotional connection. Mr. Kyei-Mensah-Bonsu described a specific incident in Kumasi (Ashanti Region) where Dr. Bawumia’s speech moved attendees to tears.

“After we finished speaking, an elderly man sitting a few seats away from me was visibly moved… He told me Dr. Bawumia’s speech had made him cry,” Mr. Kyei-Mensah-Bonsu recounted. This anecdote serves as qualitative evidence of message resonance. In political strategy, emotional engagement is a powerful tool that converts passive listeners into active supporters. It suggests that the Vice President’s message is not just being heard but is being felt by the electorate.

Practical Advice

Based on Osei Kyei-Mensah-Bonsu’s insights, political analysts, campaign managers, and even voters can derive practical lessons on evaluating electoral viability.

For Campaign Strategists

• Invest in Data, Not Just Rallies: As seen in Dr. Bawumia’s campaign, successful teams conduct assessments “constituency by constituency, polling station by polling station.” Rely on granular data to identify weak spots.
• Craft a Resonant Narrative: Move beyond policy jargon. A message that evokes an emotional response—such as the tears in Kumasi—indicates a deep understanding of voter aspirations and struggles.
• Build Long-Term Networks: As demonstrated by Alan Kyerematen’s performance, political capital is cumulative. Cultivate relationships with grassroots structures long before the election cycle begins.

For Voters and Observers

• Look Beyond the Noise: When evaluating candidates, assess the depth of their proposals rather than the volume of their rallies.
• Observe Emotional Engagement: Pay attention to how a candidate connects with the community. Genuine resonance often signals a candidate who understands local needs.
• Analyze Track Records: Consider the “content built in the system.” A candidate’s historical performance and network integrity are strong indicators of future capability.

Frequently Asked Questions (FAQ)

Why does Osei Kyei-Mensah-Bonsu say “noise does not win elections”?

He argues that while noise (loud rallies and media presence) creates visibility, it does not guarantee voter conversion. He believes that systematic preparation and a clear, resonant message are the actual drivers of electoral victory.

What was Alan Kyerematen’s performance in the previous contest?

Alan Kyerematen secured 37% of the vote in a prior contest. Mr. Kyei-Mensah-Bonsu attributes this to the deep networks and political capital Kyerematen had built over time within the system.

How is Dr. Mahamudu Bawumia’s campaign performing in the Ashanti Region?

According to Mr. Kyei-Mensah-Bonsu, Dr. Bawumia’s message is resonating strongly at the grassroots level. He projects that support in the Ashanti Region could rise from the previous 63% to around 70% due to this emotional connection and thorough preparation.

What is the role of emotional response in voting behavior?

While difficult to quantify, emotional response (such as being moved to tears by a speech) indicates a strong connection between the candidate and the voter. It suggests the message is addressing the voter’s core values and needs, which can be a decisive factor in voting behavior.

How detailed is the current campaign strategy?

Mr. Kyei-Mensah-Bonsu noted that the campaign team has toured all regions twice and is conducting assessments polling station by polling station, indicating a highly data-driven and meticulous approach.

Conclusion

Osei Kyei-Mensah-Bonsu’s analysis offers a clear framework for understanding political dynamics: noise is transient, but strategy and message are enduring. Whether analyzing Alan Kyerematen’s historical 37% or Dr. Mahamudu Bawumia’s projected growth in the Ashanti Region, the evidence points to preparation as the cornerstone of success.

For political parties, the lesson is to invest in deep, grassroots networks and craft messages that resonate emotionally with the electorate. For voters, the takeaway is to look past the volume of campaign noise and evaluate the substance of the message. In the end, as Mr. Kyei-Mensah-Bonsu asserts, it is not the loudest voice that wins, but the most prepared one.