The press coverage of celebrity endorsements in political campaign

The press is regarded as a political instrument all over the world, and the media are an integral part of the political life in most democratic societies, serving for most people as their major and only link with the government and providing them with the information they need to make political decisions, based on their political dispositions. The mass media in every society can determine status and legitimacy of political leaders and issues, referred to as status conferral function of the media. The mass media can also lead in setting the political agenda for the audience by deciding what political topics the people talk about. This research essentially provides a quantitative content analysis on the nature of news coverage by three newspapers on celebrity political endorsement during political campaigns and the case of Ghanaian's election 2020 is employed as a case study.