Investigating South African political parties' communication strategies and how they influence voters' decision-making process

Abstract

This study was an investigation of the effect of political communication strategies on voting behaviour. The area of study was Diepsloot in the north of Johannesburg. Various questions were explored such as; what kind of communication strategies have the top three South African political parties (ANC, DA & EFF) used in the past South African general elections in 1999, 2004, 2009, 2014 and 2019, do political parties pre-election communication strategies influence Diepsloot voters voting decision and lastly how do Diepsloot voters relate to domestic political parties' communications and messages during elections period? The study followed a qualitative research paradigm with the use of interviews to gather information. At an aggregate level, it is often said that what political organisations do, say or do not say have a bearing on their supporters when election time arrives. Voting behaviour theories were also utilised as a theoretical foundation for understanding voters' psychic. Broadly, this study aimed to investigate the effects of political communications on voters' decision-making process. The focus was on the top three political parties in South Africa being the African National Congress, The Democratic Alliance and the Economic Freedom Fighters. Using thematic analysis, this study identified a variety of issues that influence voting behaviour. Among other findings, the study revealed that while political communication affects voters' choice, some voters continuously vote for a political party that has some historical importance. Other findings suggest that political communication alone is not enough to lure voters; voters are looking for material benefits when considering who to vote for. The study also revealed that the young generation of voters, mostly referred to as 'born-frees,' are much more engaging before choosing a party of their choice. This is compared to the old block of voters who consider historic achievements when voting; they vote based on what a party is delivering at a particular epoch.

Ndzavisiso lowu wu lavisisa mbuyelo wa tindlela leti mavandla ya tipoliki ya titirhisaka ku gangisa no wonga nseketelo wa vahlawuri. Ndzavisiso lowu wu endliwile endhawini ya Diepsloot, n’walungu wa Joni. Swivutiso swo hambana-hambana swi xopaxopiwile leswi katsaka leswi; Hi tihi tindlela to gangisa tivhoti leti mavandla ya tipolitiki yanharhu lamakulu laha Afrika-Dzonga (ANC, DA & EFF) ya ti tirhiseke ku gangisa tivhoti eka mihlawulo ya mani na mani leyi hundzeke laha Afrika-Dzonga, xana magangiselo ya tivhoti ya mavandla ya tipoliti loko nhlawulo wu nga se fike ya kucetela swiboho swa vahlawuri, xo hetelela, xana vahlawuri va le Diepsloot va khumbeka njhani hi magangiselo ya mavandla ya tipolitiki ya la kaya na marungula ya wona hi nkarhi wa nhlawulo? Ndzavisiso lowu wu landzelele maendlelo ma nxopaxopo wa vundzeni bya hungu kumbe ku kuma vuxokoxoko bya ndzavisiso, leswi vuriwaka ‘qualitative research’ ku ri nkarhi ku tirhisiwa nkambelovutivi ku hlengeleta vuxokoxoko. Ku tala ku vuriwa leswaku leswi mavandla ya tipolitiki va swiendlaka, ku swi vula kumbe va nga swi vuli swi na nkucetelo swinene eka vaseketeri va vona loko nkarhi wa nhlawulo wu fika. Tithiyori ta matikhomelo ya nhlawulo na tona ti tirhisiwile tanihi hi ndlela yo sungula yo twisisa mianakanyo ya vahlawuri. Hi ku angarhela, ndzavisiso lowu wu kongomisiwe eka ku xopaxopa nkucetelo lowu mimbhurisano ya mavandla ya tipolitiki ya va ka na wona eku tekeni ka swiboho hi vahlawuri. Ku langusiwile ngopfu mavandla yanharhu ya tipolitiki eAfrika-Dzonga ku nga African National Congress, The Democratic Alliance and the Economic Freedom Fighters. Hi ku tirhisa vuhleri bya thematetiki, ndzavisiso lowu wu kumile swilo swo hambanahambana leswi kucetelaka matikhomelo ya vahlawuri. Eka swin’wana swa leswi wu nga swikuma, ndzavisiso wu humesele handle leswaku loko migangiso yi khumba swiboho swa vahlawuri, van’wana vahlawuri va ya emahlweni va hlawula vandla leri ri nga na matimu ya nkoka. Swin’wana leswi wu swi kumeke wu bumabumerile leswaku migangiso ya mavandla yi ri yoxe a yi enelanga ku wonga nseketelo wa vahlawuri, vahlawuri va lava na swa le mandleni loko va fanele va vona ku va hlawula vandla rihi. Ndzavisiso lowu wu tlhele wu boxa leswaku vantshwa, vo tala va vona lava vitaniwaka ti ”born-frees” va njhekajhekisa loko va nga se hlawula vandla leri va ri lavaka. Leswi swi hambanile na vanhulavankulu lava va langutaka matimu na leswi vandla ri nga swi fikelela loko vahlawula; va hlawula ku ya hi leswi vandla ri nga eku swiendleni nkarhi lowo leha