Strategy change to parties’ campaign to win public vote

POLITICAL parties are fast moving away from traditional methods of electioneering to social media to lure undecided voters to their cause.

Traditionally political parties propagated their messages through speeches at public meetings or broadcasts on radio or television.

The ANC in 2008 – pressured by the emergence of breakaway party COPE – ditched conventional campaigning and introduced motorcades and branded motorbikes in townships.

But that too was not effective.

On the eve of the longawaited ANC provincial and national elective conferences, rival factions have introduced virtual branding of cars and T-shirts online to promote their preferred presidential hopefuls to succeed current ANC president Jacob Zuma.

On the eve of her visit to the Eastern Cape last month, graphics emerged featuring the face of ANC presidential hopeful Lindiwe Sisulu on vehicles.

The graphics – with the catchphrase #Sisulu17: Retracing the spinal chord of the ANC – had been virtually placed on pictures of vehicles and circulated on social media.

Sisulu issued a statement condemning the action.

She may not have been keen on the hype, but her would-be supporters turned out in their numbers at the launch of Keiskammahoek’s Reverend ZR Mahabane branch, which plans to nominate her at the ANC conference in December.

Campaigning has also been fierce among the opposition. Nqaba Banga, vying for the provincial DA leader position left vacant by Athol Trollip when he became Nelson Mandela Bay Metro mayor, has also taken a creative approach to win support.

Not only did he engage his supporters and undecided voters on social media, but yesterday he offloaded bottled water bearing the faces of all those he wanted to serve with him in the executive, which was being decided at the DA congress being held at the International Convention Centre in East London.

The upcoming ANC provincial conference saw Facebook flooded with ANC regalia such as T-shirts bearing the face of Oscar Mabuyane, who is likely to contest as ANC provincial chairman.

Mabuyane also condemned the social media images.

“I have noted with dismay the pictures of Tshirts and graphics circulating on social media bearing my name and face. I find this highly unacceptable,” said Mabuyane this week. — zineg@dispatch.co.za