According to Prof. Kobby Mensah, a political marketing strategist, political polarization entails a sharp divergence in political opinions and behaviors among political actors.
Prof. Mensah noted that when extreme division occurs, it typically means that people have lost space for tolerance, making it exceedingly challenging to reach a consensus.
In a recent interview with the Vaultz News, Prof. Mensah highlighted that the ones who bear the brunt of extreme political divisions are often the moderate voices – the voters who find themselves caught in the middle.
According to him, the majority of voters seek to escape the negative consequences of a society plagued by intense political polarization and high levels of tension.
“So they end up avoiding voting or what we call becoming apathetic of the political process. Because the majority of them, floating voters especially, do not feel comfortable when there are sharp divisions, especially those that actually bring out a very, divisive, unpalatable, political statement. They [voters] feel very alienated”.
“Again, remember that when it comes to political communication, there is a diverse, audience. Apart from those who actually vote, you have external people who are also interested in the country’s politics”.
Prof. Kobby Mensah
He emphasized that various stakeholders, including diplomats, tourists, and investors, closely monitor the political situation in the country.
Prof. Mensah noted that despite not participating in the electoral process, these groups have stakes in the political system, and the polarization has a detrimental impact on their interests.
He noted that a polarized political system ultimately deters investors from entering the country, as they view an environment of heightened tension as unfavorable for business operations.
“Polarization really has very negative consequences on the political system”. – Prof. Kobby Mensah
Furthermore, Prof. Mensah noted that it is common for political parties to seek to energize their core supporters, particularly when they hold office, by polarizing the political system.
He explained that when a governing party underperforms, it faces criticism not only from floating voters and opposition supporters but also from its own disillusioned supporters.
Prof. Mensah observed that the failure to meet supporters’ expectations results in apathy and disenchantment, which may lead to voter abstention.
He noted that in response, the governing party frequently employs political polarization as a strategy to revitalize and re-mobilize its support base.
“And in most cases, especially when political parties lack very persuasive strategy, they tend to be very polarized, hoping that they can actually energize their base”.
“But that’s exactly what you can do. When you start doing that, I mean, being very polarized in your campaign messaging, you may sort of awaken those supporters. You may give them a boost, especially if they are adamant ones or the very activist ones”.
Prof. Kobby Mensah
Polarization’s Double Edge: Energizing Base, Alienating Others
Moreover, Prof. Kobby Mensah observed that a significant drawback of exploiting polarization to energize the party base is that it can hinder a political party’s ability to secure support from certain voters, as this approach can generate apprehension among them.
He detailed that this results in a political party potentially marginalizing itself, even though its goal is to galvanize and inspire public enthusiasm for its campaign.
“It might energize the base but it would alienate the other support bases that you need to win the election. Mind you, you cannot win an election with only your base. You need a coalition of voters. You know, sometimes people are not even excited about their own political party to support you”.
“You need the floaters; those who do not necessarily vote according to political parties, but [according to] the pragmatic needs of the system. And so if you become so polarized and so divisive, you will prevent this group of people from joining your campaign”.
Prof. Kobby Mensah
Prof. Mensah noted that polarization is not a viable political campaign strategy, although politicians may utilize it as a tactic to mobilize their base; however, it cannot be considered a comprehensive or effective strategy.
He noted that political parties might claim it is part of a broader plan, but this excuse is often revealed when they fail to deliver a robust follow-up, due to their own underwhelming performance.
As such, he stated that it would be unusual to hear that a political party’s strategy is centered on polarization, or that their approach to political communication or political campaigning is based on polarization.
“I mean, it does not work for the broader objective of a political party”. – Prof. Kobby Mensah
Reiterating the impacts of a politically polarized climate, Prof. Mensah noted that if a political party fails to consider the diverse stakeholders, it may win the election, but it risks alienating a significant number of interested individuals.
He noted that polarization may lead key countries to issue travel alerts, warning their citizens to avoid certain countries due to political tensions, which can deter visitors and negatively impact tourism revenues.
As such, Prof. Mensah cautioned political parties to exercise restraint in their political discourse, avoiding statements that might advance one objective at the expense of another.
He maintained that, ultimately, a government needs money to govern, stressing that if a political party wants to win elections but drives away investors and tourists, then it serves no purpose for the political party.
Prof. Mensah further cautioned political parties to exercise discernment in choosing their spokespersons, since some individuals have a propensity to exacerbate tensions.
“Of course, it does not mean that everyone, so long as they are part of the campaign, must speak”. – Prof. Kobby Mensah
He also suggested that political parties gauge the sentiment of the public and ensure they have a clear and compelling political campaign message that resonates with voters and remains consistent throughout their campaigns.
The political marketing strategist suggested that party members and communicators who fail to adhere to the agreed-upon message must face consequences, such as sanctions or removal from the political rally grounds.
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