Political parties manifestos on voter behaviour in an elections year: Challenges and Insight

By: Lizzy Ofusori

A political manifesto serves as a roadmap, outlining the policies the political party commits to implementing should it gain power in a general election. Before an election, each political party unveils its official manifesto, establishing the framework for its campaign. These manifesto play a crucial role by communicating to voters the rationale behind soliciting their support. Although a manifesto may initially appear as a simple compilation of policy proposals, it typically evolves into a thorough document that explores various aspects of the party’s position on numerous issues. These documents not only outline policies but also offer justifications for their goals, with the aim of persuading voters to back them. Manifestos extensively address diverse topics, including but not limited to unemployment, economy, education, healthcare, and beyond. For example, as South Africa prepares for the upcoming election and enters the final stretch of intense campaigning, citizens are inundated with a multitude of party manifestos. Amidst this deluge of manifestos, voters encounter the challenge of not only deciphering their contents but also of assessing the credibility and feasibility of the proposed solutions. This necessitates ensuring that their voting choices align with their sentiments and needs. According to “People’s Assembly”, political party manifestos play a crucial role in shaping voter behaviour during election years, but their impact can vary due to several challenges and insights. Against this background, it becomes crucial to analyze the impact of political parties’ manifestos on voter behaviour in an election year.

Challenges

Information Overload: In election years, voters are inundated with information from multiple sources, including media coverage, social media, and direct communication from political parties. This abundance of information can make it difficult for voters to fully digest and analyze each party’s manifesto. Also, with the internet platforms voters have access to a wide range of information sources, navigating this vast array of sources can be overwhelming for voters, especially when trying to discern credible information from misinformation or biased sources. It is important to note that during elections, misinformation and disinformation often proliferate, as politicians may aim to sway public perception/opinion by spreading inaccurate or misleading information. Distinguishing the truth from false information can be challenging for voters, particularly when misinformation is widely circulated and presented in a convincing manner

Voter Skepticism: Many voters are skeptical of political promises made in manifestos, especially if they perceive them as unrealistic or insincere. Past experiences of unfulfilled promises can lead to cynicism and a reluctance to trust parties’ pledges. Furthermore, voter skepticism can also be as a result of their perceptions of corruption within the political system. When voters perceive politicians as being beholden to special interests or engaging in unethical behaviour, they may become disillusioned with the electoral process and disengage from participating altogether

Polarization: In highly polarized political environments, voters may be less swayed by the content of manifestos and more by their pre-existing ideological beliefs. This can make it challenging for parties to attract undecided voters solely through their policy proposals. In addition, voters are more likely to surround themselves with like-minded individuals and consume media that reinforces their existing beliefs. In such polarized environments, finding a candidate or party that closely matches one’s beliefs becomes more challenging.

 Trust and Implementation: Many voters harbour deep-seated distrust in politicians, viewing them as self-interested or untrustworthy individuals who prioritize their own agendas over the needs of the electorate. This skepticism can lead voters to question the authenticity of campaign promises and doubt the sincerity of candidates’ commitments. Moreover, even if a party’s manifesto resonates with voters, their ability to implement promised policies and deliver results once in power is crucial. Failure to follow through on manifesto commitments can erode trust and credibility, diminishing the manifesto’s influence on future elections.

Insights

Policy Salience: Research suggests that voters are more likely to be influenced by manifestos that address issues they perceive as personally important. For example, an individual concerned about healthcare may prioritize healthcare policy proposals over economic or environmental issues. Parties that effectively identify and prioritize salient policy areas are more likely to resonate with voters and shape their behaviour.

Messaging and Framing: The manner in which parties frame their policies and communicate their messages can significantly influence voter perceptions. Political parties may frame their messages to appeal to specific voter demographics and address the issues most salient to their target audience. By framing their policies and positions in relatable terms, the political candidate seek to capture voters’ attention and support. Moreover, manifestos that employ clear, compelling language and resonate with voters’ values and aspirations are more likely to mobilize support.

Voter Engagement: Political parties that actively engage with voters throughout the electoral process, beyond simply releasing manifestos, are better positioned to shape voter behaviour. Direct interactions, grassroots organizing, and community outreach can enhance the impact of manifesto commitments.

Coalition Dynamics: In multi-party systems or in the context of coalition governments, voters may consider not only the manifesto of a single party but the potential implications of coalition formations on governance and policy outcomes. This adds complexity to voter decision-making. Understanding coalition dynamics allows voters to anticipate potential post-election scenarios and the likely distribution of power among governing parties.

In Conclusion

While political party manifestos can exert significant influence on voter behaviours in election years, they face challenges such as information overload, voter skepticism, and polarization. Parties can enhance the impact of their manifestos by focusing on policy salience, effective messaging, voter engagement, and demonstrating credibility through implementation. Understanding these challenges and insights is essential for parties seeking to effectively shape voter behaviour and win elections.

Dr. Lizzy Oluwatoyin Ofusori is an academician and a researcher. She writes in her capacity.