Dr. George Asekere, a political scientist, has criticized political parties for not developing targeted messages for distinct voter demographics.
He emphasized that political parties can effectively sway voters by delivering customized messages that speak directly to their concerns and interests, rather than adopting a one-size-fits-all approach.
In an interview with the Vaultz News, Dr. Asekere urged political parties to leverage their extensive network of executives across the country to gather valuable insights into the needs and desires of the people.
“If all these executives are to do their work very well, they will provide the national executives with information about the state of the parties in the various polling stations, constituencies, or regions”.
“So, when you know that in Polling Station A, the voters prioritize education, you tailor your message to focus on education. On the other hand, if another constituency is interested in health, you align your message accordingly. That is the ideal way to get the right message to the right people.”
Dr. George Asekere
Using Winneba as an example, Dr. Asekere noted that campaign promises about building thousands of roads would not resonate with locals, whose more pressing concerns include poverty and economic hardship.
He stressed that political parties’ manifesto committees must ensure that their messages are credible, realistic, and tailored to specific voters in each constituency, electoral area, and polling station.
A well-crafted manifesto, he pointed out, is essential for setting a party apart and enabling voters to make informed decisions at the December polls.
Dr. Asekere also highlighted the critical role of the messengers in conveying political messages.
He observed that even if a political party has a strong message, it will fall on deaf ears if the messenger comes across as arrogant or disrespectful, ultimately impacting the party’s chances at the polls.
He emphasized that political parties must carefully consider who is delivering the message, where it will be communicated, and how it will be executed to effectively reach and engage the target audience
Transparency, Key In Campaign Funding
Moreover, Dr. George Asekere highlighted the importance of accountability and transparency in fundraising for political campaigns, noting that every country has its own laws governing this area.
Specifically, he pointed out that in Ghana, it is illegal for foreign companies to fund political parties and their campaigns, as stipulated by the country’s laws.
Dr. Asekere explained that in Ghana, political party funding is regulated by the Political Parties Act, which allows parties to raise funds through membership dues.
“But we all know the membership dues are not enough. So you have individual contributions [and] party financiers. All those ones are good. Now the bad thing about our system is that we have people who appear to be, like, contractors. They fund the political party, and when the party comes to power, the party wants to pay back…and that creates corruption”.
Dr. George Asekere
He suggested that political parties could also use digital means to raise funds, citing the example of the National Democratic Congress (NDC) during its presidential primaries.
Dr. Asekere recommended that parties should ensure more than one signatory to the accounts linked to these digital platforms to enhance transparency.
By doing so, he asserted, the party can monitor funds coming into its coffers at the constituency, regional, and national levels, ensuring better accountability.
Additionally, Dr. Asekere emphasized that this approach not only maintains the anonymity of contributors but also prevents the need to repay donors with political appointments.
This, he indicated, would ensure that positions are filled based on merit rather than financial contributions, promoting governance based on expertise rather than favoritism when a party wins an election.
Non-Traditional Media Amplifies Risk Of Political Misinformation
Furthermore, Dr. George Asekere pointed out that the rise of non-traditional media has made the political landscape more dynamic and dangerous, leading to increased misinformation and disinformation.
He warned that with the emergence of artificial intelligence, there is a risk that parties or criminals could use this technology to spread messages filled with tension, potentially igniting conflict.
“And so the campaign strategists of the various political parties ought to be vigilant so that whatever message they are sending out through social media, they should have a different version of the same on television, on radio, or even issue a statement. This would counter any person who wants to cause confusion in the country through false messages”.
Dr. George Asekere
Addressing the impact of the wrongful use of non-traditional media on peace, Dr. Asekere emphasized the importance of political parties’ commitment to the peace process.
He further noted that if the security services perform their duties effectively—by promptly addressing inflammatory comments—there would be no need for peace pacts.
However, he also highlighted that signing a peace pact is meaningless if inflammatory comments continue unchecked by security agencies.
“And so it is all about the state institutions working, particularly the police service and the intelligence agencies. They should be bold, at this stage, to know that they have the state at hand and not any political party.”
Dr. George Asekere
Dr. Asekere stressed that no political party or candidate can dismiss a police officer or an intelligence investigator for doing their job, countering the misconception that their jobs are at risk if they do not follow a political party’s bidding.
Boosting Electoral Participation
Regarding the challenge of political parties motivating electorates to vote, Dr. George Asekere emphasized the importance of educating voters about their civic responsibility.
He stated that political parties must ensure their supporters understand that failing to vote could result in a small group making decisions that do not reflect their preferences.
Dr. Asekere further emphasized that political parties must present credible messages to encourage voting, as empty promises fail to motivate the electorate.
“Why would I stand in line for hours to vote when I know that, based on all your messages, you cannot create a job for me?” – Dr. Asekere questioned.
Likewise, Dr. Asekere highlighted the need for a peaceful voting environment, asserting that if there is no peace, people will be reluctant to vote.
He shared a personal experience, saying, “I remember during the Ayawaso West Wagon by-election when I was going to vote, I saw some young men in a pickup, heavily armed, and I simply went back to my room.”
He further stated that if voters begin holding political actors accountable, campaign strategies will evolve positively, leading to more realistic and achievable campaign messages.
However, he noted that the positive evolution of Ghana’s campaigns also depends on the literacy levels of voters, as some still vote based on tribal and ethnic lines.
Commenting on recent campaign messages from political parties, Dr. Asekere remarked that some of them lack levelheadedness.
“We are interested in messages that are doable. If a government comes out to say, ‘I’m going to create 1,000,000 jobs for the public sector,’ it is not realistic because of the number of public sector workers we have to pay. We still have embargos. The state is not recruiting.”
Dr. George Asekere
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