AN APPRAISAL ON THE CHALLENGES OF POLITICAL PARTIES IN  COMMUNICATING STRATEGICALLY DURING GENERAL ELECTION IN CAMEROON

CHAPTER ONE:

INTRODUCTION

Background of the study

Over the course of the country's democratic path,  elections have acted as significant milestones over the course of the years. They have provided outlets for individuals to engage in the government process and voice their political preferences (Kwaja, 2017). On the other hand, the conduct of elections that are free, fair, and transparent has been hampered by a number of obstacles, notably in the field of political communication. The value of efficient communication in electoral processes cannot be understated since it is the main way by which political parties express their agendas, communicate with voters, and mobilize support. Consequently, it is essential that political parties have effective communication. 

Contrarily, since Cameroon is a country that has a long history of political parties, the capacity of political parties in Cameroon to communicate strategically during general elections is hindered by a complex interaction of structural, socio-cultural, and operational elements (Kwaja, 2017). The media landscape in Cameroon is characterized by low plurality and independence, with state-controlled or influenced media dominating the airwaves (Kwaja, 2017). lack of media pluralism makes it difficult for political parties to have fair access to platforms, which in turn hinders their capacity to communicate with a wide range of people. Furthermore, the linguistic variety of Cameroon, which includes more than 250 languages spoken, presents a substantial difficulty to successful communication. Hence parties need to overcome linguistic barriers in order to communicate with different parts of the public (Vubem, 2015). 

The communication environment is further shaped by socio-cultural dynamics, which include elements such as religious views, regional identities, and ethno-linguistic connections, all of which have an impact on voter perceptions and choices (Fonjong & Njoh, 2023). Therefore, political message has to be adapted so that it resonates with these various social situations. This presents extra hurdles for political parties that are attempting to connect successfully across demographic divisions. The communication efforts of political parties are confronted with tremendous challenges at the operational level due to resource restrictions. According to Kwaja (2017), the adoption of comprehensive communication tactics is hampered by the limited budget available for advertising, campaign events, and their associated technological infrastructure. Furthermore, the proliferation of misinformation and disinformation operations, particularly in the digital arena, weakens the credibility of political message and erodes public faith in the electoral process (Fonjong & Njoh, 2023). This is especially true in the digital sphere. 

During the general elections in Cameroon, it is very necessary to have a complete awareness of the dynamics that shape political communication. This is because the circumstances surrounding these difficulties are varied. It is the purpose of this research to provide light on the complexity surrounding communication methods used by political parties and the consequences that these tactics have for democratic government. This will be accomplished by investigating the structural, socio-cultural, and operational aspects of the challenge. Therefore, the researcher sought to appraise the challenges of political parties in communicating strategically during general election in Cameroon.

1.2 Statement of the problem

When it comes to Cameroon's general elections, the efficacy of political parties in communicating strategically is limited by a multitude of complicated obstacles that span both structural and operational dimensions. These issues are a result of the country's political parties. These issues together hinder the capacity of political parties to express their ideas, mobilise support, and maintain election openness. This is despite the fact that communication plays a crucial role in the development of democratic processes and the participation of voters. One of the most significant obstacles is the restricted access to media platforms, which are often regulated or influenced by state authorities, which in turn restricts equitable coverage and distribution of political material (Ntangsi, 2019). This is one of the key issues that pertains to the structure itself. Additionally, the linguistic diversity of Cameroon, which includes over 250 languages spoken, presents a significant barrier to effective communication. This is because parties struggle to convey their messages across linguistic lines, which frequently results in misinterpretations or the exclusion of certain demographic groups (Vubem, 2015). The problem is made even more complicated by operational problems, which include the fact that political parties are confronted with budget limits that limit their capacity to engage in complete communication strategies (Kwaja, 2017). This includes restrictions on the amount of money available for advertising, social activities related to the campaign, and the technological infrastructure that is required to make use of digital communication channels. Furthermore, the ubiquity of misinformation and disinformation efforts, both online and offline, weakens the legitimacy of political message and lowers public faith in the election process (Fonjong & Njoh, 2013). These campaigns may be found in both online and offline platforms. Not only does the confluence of these issues make it more difficult for political parties to successfully convey their policies, but it also works to erode the integrity and validity of the election process itself. Cameroon's democratic ideals run the danger of being stifled if proper steps are not taken to solve the myriad of issues that the country faces. Voters may have difficulty making choices based on accurate information and could have difficulty participating meaningfully in the political process. Hence, the study is an appraisal on the challenges of political parties in communicating strategically during general election in cameroon.

1.3 Objective of the study

The broad objective of the study appraise the challenges of political parties in  communicating strategically during general election in cameroon. The specific objectives is as follows

Evaluate the communication strategies employed by political parties in Cameroon during general elections

Identify the challenges faced by political parties in Cameroon when communicating strategically during general elections.

Examine the impact of communication challenges faced by political parties on voter perception and decision-making processes during general elections in Cameroon

Recommend solutions to address the challenges of strategic communication efforts for political parties in Cameroon during general elections.

1.4 Research questions

The following questions have been prepared to further guide the study

What are the communication strategies employed by political parties in Cameroon during general elections?

What are the challenges faced by political parties in Cameroon when communicating strategically during general elections?

What is the impact of communication challenges faced by political parties on voter perception and decision-making processes during general elections in Cameroon?

What is the solutions to address the challenges of strategic communication efforts for political parties in Cameroon during general elections?

1.5 Significance of the study

The findings of the study will be significant to the following

Informing Policy Development: Findings from this study can inform the development of evidence-based policies and electoral reforms aimed at improving communication practices during general elections. Insights into the structural, socio-cultural, and operational obstacles faced by political parties can guide policymakers in designing interventions to enhance media plurality, mitigate linguistic barriers, and combat misinformation and disinformation campaigns.

Academic and Research Contributions: The study adds to the existing body of academic literature on political communication, particularly within the context of Cameroon's electoral landscape. It provides a nuanced understanding of the complexities surrounding communication strategies during general elections, offering valuable insights for scholars, researchers, and practitioners interested in comparative politics, electoral studies, and democratic governance in Africa.

1.6 Scope of the study

The study focuses on  the challenges of political parties in  communicating strategically during general election in cameroon. Empirically, the study will evaluate the communication strategies employed by political parties in Cameroon during general elections, identify the challenges faced by political parties in Cameroon when communicating strategically during general elections, examine the impact of communication challenges faced by political parties on voter perception and decision-making processes during general elections in Cameroon and recommend solutions to address the challenges of strategic communication efforts for political parties in Cameroon during general elections.

1.7 Limitation of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.

1.8 Definition of terms

Political Communication: The process of conveying political messages, ideas, and information between political actors, such as political parties, candidates, government institutions, and the public. It encompasses various channels and strategies used to engage and influence audiences in the political sphere.

General Elections: Scheduled elections held in a country to elect representatives to various governmental bodies, such as the legislature or executive branches, at the national or regional level. General elections typically involve multiple political parties and determine the composition of the government for a specific term.

Strategic Communication: The deliberate planning and execution of communication activities aimed at achieving specific objectives, such as influencing public opinion, mobilizing support, or shaping perceptions. In the context of political communication, strategic communication involves the strategic use of messaging, media channels, and outreach efforts to advance political goals.