“Hello my ears, are you still there?” Analysing the discursive strategies in Yankah’s “Occasional Kwatriot’s” columns: A CDA approach

Abstract

This study examines the discursive strategies employed by Professor Kwesi Yankah in his "Occasional Kwatriot Kwesi Yankah Writes" commentaries, using Critical Discourse Analysis (CDA) grounded in van Dijk’s sociocognitive approach. Drawing on a qualitative methodology, the study analyses 20 commentaries published in 2024, with a special focus on Yankah’s integration of his unique writing style to critique societal norms and ideologies. The data reveal high lexical densities (75.80%–83.08%), emphasising Yankah’s content-rich discourse. Through the socio-cognitive framework, the research explores how Yankah’s columns negotiate language, cognition, and societal structures to construct ideological positions. Findings indicate his adept use of satire and anecdotes that blend local linguistic expressions (orature) with formal rhetoric to engage diverse audiences. Notable strategies include vivid imagery, intertextual references to Ghanaian music and folklore, metaphor, hyperbole and irony that transition seamlessly from anecdotal narratives to socio-political critiques. The study highlights Yankah’s ability to provoke critical reflection, challenge entrenched ideologies, and foster dialogue on social justice and political accountability. By decoding these discursive strategies, this research contributes to understanding how language mediates cultural identities to offer an understanding of the role of media discourse in shaping public opinion and advocating for social reform.