Political parties get resourceful with campaigning

With just over a month until the general elections, political parties are rigorously campaigning, capitalising on new media to reach voters.

Political parties have capitalised on the use of billboards, text messages, tweets and online adverts to expand on their electoral campaigning.

Although door to door campaigns and rallies remain a central part of electioneering, political parties have resorted to new media platforms to campaign and are increasingly more active on social media.

The ANC leads the pack on Twitter with 108 000 followers while the DA and the Economic Freedom Fighters have 69 600 and 39 7000 followers respectively.

However, while parties such as the United Democratic Movement lack a strong Twitter following with only 301 followers, its president Bantu Holomisa has 31 800 Twitter followers.

The parties have invested in several TV, radio and online adverts and have used Twitter and Facebook to post party information and showcase events – most list their Twitter handles and Facebook pages on their websites.

The DA, the official opposition party, has attracted significant attention with its scathing attacks against the ANC and President Jacob Zuma.

Most recently, the DA launched an online advert and sent text messages focusing on the shortcoming of “Zuma’s ANC” and the Nkandla debacle.

DA spokesperson Mmusi Maimane was featured in the advert which shows images of Zuma’s Nkandla homestead. Maimane asks: “How could they allow millions to be spent on one man while so many are suffering?

“The ANC has changed. It is no longer a party of Mandela, Tambo, Sisulu and Mbeki [the party’s previous leaders]… It is a party where we see corruption everywhere.”

He concludes by saying: “So, on the 7th of May, vote for DA, vote for change.”

The ANC’s online advert, however, showcases the achievements of the party over the past 20 years with the main focus on education, youth employment, housing, health and infrastructure development.

An elderly man, speaking in vernacular, narrates that “even though I must say the ANC government has improved our lives, there is much that’s needs to be done”.

“My vote is backing the ANC on all the good work they have done to improve the lives of our people.”

Finally, Zuma is featured saying: “So, vote for a better life for all, vote ANC.”

The DA also sent text messages to voters and one read: “The Nkandla report shows how Zuma stole your money to build his R246m home. Vote DA on May 7 to beat corruption. Together for change.”

The ANC responded with a media statement but first hit back by taking to Twitter to defend the party and its president.

Earlier this month, shortly after government power utility, Eskom had implemented load shedding for the first time since 2008, the DA erected a billboard on the N1 highway which read: “Load shedding – proudly brought to you by the ANC.”