Daily Maverick: voters need more than slogans and memes

In South Africa, Daily Maverick stressed that voters need a deeper understanding of political issues than short slogans, memes, or social media videos can provide. The author notes that such formulas primarily appeal to the audience's emotions and perceptions, without explaining political programs and the possible consequences of decisions in detail.

The publication cites examples of well-known political slogans: “Bread, Peace, Land” from the time of the Russian Revolution, “It’s the economy, stupid” from Bill Clinton’s first presidential campaign, “A Better Life for All” of the African National Congress, and Make America Great Again in Donald Trump’s campaign. The outlet notes that the expressiveness of slogans is often enhanced by a three-part construction, which makes a phrase easier to remember and may refer to broader political ideas.

Politically disengaged voters

According to assessments by political scientists and polling specialists cited in the article, between 15% and 20% of people eligible to vote in the United States may belong to voters with a low level of awareness or who are politically disengaged. YouGov described such voters as registered citizens who can vote but follow politics little and may have limited knowledge of civic life.

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Daily Maverick also writes that in South Africa, since the introduction of a non-racial democratic system, the share of voters taking part in elections has declined from one election to the next. The author suggests that some people may not see a connection between politics and changes in their own lives, causing them to disengage from the political process.

Civic education

In the author’s view, political parties, civic institutions, and the media should systematically explain to citizens the issues that election winners will have to resolve. Such education should not be limited to calls to vote or explanations of voting procedures.

The publication warns that politicians’ inability to quickly fulfill all promises may deepen voter apathy. The author also links the deterioration in the quality of public discussion to disinformation, manipulation, and the activity of bots on social media.