CELEBRITY CAPITAL: ROLE OF CELEBRITY POLITICAL ENDORSEMENT IN ELECTION CAMPAIGNS IN GHANA
This paper is based on a research aimed at investigating celebrity politics using the emerging theories on celebrity capital in the context of an emerging democracy or third wave democracy, Ghana. The research focuses on the role of celebrity endorsement in the 2008 and 2012 election campaigns in Ghana to explore the mechanism of celebrity politics and capital in Ghana. The main aim of this paper is explain the theoretical underpinning of the research. While the research is located firmly in celebrity politics literature, it takes inspiration from political communication and political marketing literature.