The influence of political manifestos on voter perceptions of political parties in South Africa

By: Tyesha Pillay

As South Africa gears up for the upcoming election and enters the final phase of intensive campaigning, citizens find themselves bombarded with a plethora of party manifestos. According to the Independent Electoral Commission (IEC), 380 parties have lined up to contest the national election, meaning that citizens are faced with the daunting task of navigating through these strategic blueprints. However, as we dig deeper, amid the flood of manifestos, voters are faced with the challenge of not only deciphering the content but also discerning the authenticity and feasibility of the proposals and solutions put forth – ensuring that their choice aligns with their sentiments and needs/wants.

As we grapple with the complexities of electoral decision-making, particularly in an environment rife with differing ideologies, it becomes imperative to examine the influence of political manifestos on voter perceptions and ultimately on the outcome of the election. Given these factors, this op-ed delves into the multifaceted role of party manifestos in shaping public opinion, navigating the challenges posed, and exploring their implications on the democratic process.

Defining political manifestos

In the theatre of politics, election campaigning revolves around manifestos, serving as a critical tool in shaping public opinion and ultimately influencing voter outcomes. Political manifestos are blueprints, outlining the specific pledges a party plans to implement upon winning an election. More precisely, manifestos encompass a comprehensive articulation of the party’s stance on various issues. They present various policies (e.g., education, gender, etc.) and provide explanations for their objectives, aiming to sway voters towards supporting them. These manifestos cover a range of topics (e.g., economy, healthcare, education, unemployment, energy, and technology), offering detailed insights into these areas in line with specific ideologies (e.g., Liberalism or Marxism) and visions.

Dissecting the manifestos of the top three

Since January 2024, amidst grand displays of showmanship and extravagance, South Africa’s top three parties—the African National Congress (ANC), the Democratic Alliance (DA), and the Economic Freedom Fighters (EFF) – have unveiled their 2024 manifestos. In an attempt to retain power, the ANC capitalises on the progress made since 1994, while also acknowledging the prevailing challenges. In their 58-page document, the ANC refrains from charting a new policy course. Instead, they prioritize addressing their key areas, such as ‘creating jobs; boosting industrialisation; tackling the high cost of living; investing in people; defending democracy; and building a better Africa and world’, in a more timely and efficient manner. Moreover, the ANC commits to improving resource allocation and government spending, by tying minister performance contracts to the implementation of areas outlined in the manifesto.

Under the banner of ‘Rescue South Africa’, the DA commits to seven key priorities – creating ‘two million new jobs; ending load and water shedding; halving the rate of violent crime; addressing corruption by abolishing cadre deployment in favour of merit-based appointment; lifting six million people out of poverty, tripling the number of grade 4 learners who read for meaning and ensuring quality healthcare for all’. The DA also emphasises its achievements by referencing the Western Cape and DA-run municipalities, while simultaneously highlighting the failures of the ANC in comparison.

In contrast to the DA and ANC, it can be argued that the EFF takes a more openly ideological stance – particularly nationalism. In summary, the party advocates for the expropriation of land without compensation,  creating millions of jobs by 2029 – using a range of strategies, securing the electricity supply, revolutionising the education system and improving public safety.

These manifestos, while not fully articulated here, reflect a strategic approach by each party to appeal to their core voter base. Rather than presenting bold new initiatives to address South African challenges, the emphasis seems to be on reinforcing existing commitments and addressing the immediate concerns. This presents a challenge, not only in terms of sustainable development and growth but also due to the projected formation of a national coalition following the election. The lack of innovative proposals and strategies in the manifestos could hinder effective negotiations and the formation of cohesive coalitions capable of addressing the complex issues facing the country.

Shaping voter perceptions

While the relevance of manifestos in influencing voter perceptions has come under scrutiny, I believe that these manifestos remain relevant, albeit in a different manner compared to their predecessors. Many citizens, particularly given years of broken promises and worsening socio-economic conditions, may not engage in lengthy documents. However, parties have adapted to the changing environment by repackaging key points from their manifestos into digestible social media content (e.g. infographics, TikTok videos, soundbites), thereby enhancing its relevance.

In line with the key principles of democracy, manifestos facilitate informed decision-making by providing voters with the information necessary to assess which party resonates with their values and beliefs. Manifestos also offer a clear articulation of a party’s values and plans. By publicly stating these promises, parties demonstrate transparency and can be held accountable for their promises – a trend we have seen in recent years. Additionally, they encourage policy debate and discourse among politicians and citizens, promoting a more informed and engaged electorate. This discourse is prominently observed on social media platforms, where direct access to political parties enables citizens to express their concerns in the comment sections. Furthermore, forums like the DDP Multi-Party Forum, which are dedicated to unpacking political manifestos, play a crucial role in engaging with politicians and providing citizens with a direct response to their concerns.

While it is recognised that manifestos play an imperative role in empowering citizens to participate in the election process, they can also serve as a deterrent by negatively shaping public opinion against the process as a whole.  Repeatedly making the same promises during every election cycle does little to inspire hope among the electorate or encourage voters to turn up to the polls. Rather, this trend of false promises and poor execution could contribute to growing voter apathy in the country and worsen the already alarming low voter turnout. Moreover, as manifestos play a vital role in shaping the narrative of the election, parties may strategically tailor messaging to appeal to a specific demographic – as evident in the 2016 Trump campaign. In extreme circumstances, by micro-targeting, the elected party could prioritise the interests of these groups over the border electorate, which in turn creates divisions and perpetuates inequalities or increases distrust in intuitions and leaders for marginalisation/and or not fulfilling these promises.

Conclusion

As South Africa embarks towards the 2024 election, the influence of manifestos in shaping voter perception looms large. Despite their imperfections, these manifestos offer valuable insights into key priorities and are a meaningful instrument of democracy. Ultimately, its power lies in fostering trust, and accountability and empowering citizens to participate in the democratic process.

Tyesha Pillay is a DDP Communication Strategist and writes in her own capacity