NPP Flagbearer Race: Media casts Bawumia as the ‘most competent’ aspirant

A recent study has found that media coverage of the New Patriotic Party (NPP) primaries largely portrayed Dr. Mahamudu Bawumia as the most competent of the party’s five flagbearer hopefuls.

The research, conducted by the Centre for Public Discourse and Analysis (CPDA) and led by Professor Etse Sikanku, Associate Professor of Journalism and Political Communication, examined how personal qualities were framed in media narratives during the primaries. Competence emerged as the most frequently highlighted trait across all candidates.

Dr. Bawumia dominated this framing, accounting for nearly half of all mentions related to competence. Media reports consistently emphasized his “capability,” “readiness for leadership,” and “technical grasp of governance issues,” presenting him as best equipped to lead the party into the 2028 general election.

In addition to competence, Bawumia was frequently described as a unifying figure, with coverage linking his candidacy to efforts at party cohesion, especially in the aftermath of the 2024 electoral defeat. Other traits associated with him included hard work, intelligence, humility, and empathy, giving him what the study described as the “most multidimensional personal profile” among the aspirants.

Kennedy Agyapong ranked second in competence-related media mentions, with coverage focusing on his “decisiveness” and “political experience.” While generally positive, he was occasionally linked to uncivil conduct—an association not found in reports about Bawumia.

Bryan Acheampong and Dr. Yaw Adutwum received less media attention, though their coverage also highlighted competence and unity, while Kwabena Agyepong appeared least in personal quality frames, reflecting his low overall visibility.

Professor Sikanku noted that such media framing plays a crucial role in shaping delegates’ perceptions during party primaries, helping voters evaluate candidates beyond campaign rhetoric by signaling their “fitness for office.”

The study analyzed 236 news stories published between August 2025 and January 2026 and found that most coverage remained neutral, avoiding overtly promotional or damaging language.

According to CPDA, the focus on competence and unity indicates that both candidates and the media prioritized leadership credibility and party consolidation over personality-driven narratives in the NPP flagbearer race.

The findings were released ahead of the NPP’s presidential primaries scheduled for January 31, 2026…CONTINUE MORE READING>>>

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