A political manifesto serves as a roadmap that outlines the policies a political party commits to implement should it gain power in general elections.  

Before an election, each political party unveils its official manifesto, establishing the framework for its campaign. 

These manifestos 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. 

Therefore, 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. 

Namibians are preparing for the upcoming elections and enter the final stretch of intense campaigning; citizens are inundated with a multitude of party promises and manifestos. Amid this deluge of manifestos, voters encounter the challenges of not only deciphering their contents but also of assessing the credibility and feasibility of the proposed solutions. 

This, at times, necessitates ensuring their voting choices align with their sentiments and needs. According to the “People’s Assembly”, political party manifestos should play a crucial role in shaping voters’ behaviour during election years, but their impact can vary due to several challenges and insights.  It is against this background that it becomes crucial to analyse the impact of political parties’ manifestos on voter behaviour in an election year.

Challenges: some manifestos are just an information overload in an election year. 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 analyse each party’s manifesto. Also, with the technology platforms such as internet, 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. 

Therefore, voters should always distinguish the truth from false information though it seems challenging for most voters, particularly when misinformation is widely circulated and presented in a convincing manner.

Voter scepticism

Many voters are sceptical of political promises made in manifestos, especially if they perceive them as unrealistic or insincere. Most of those who have been voting have experienced unfulfilled promises that lead to cynicism and reluctance to trust a party’s pledges. 

Hope is that parties will be genuine in managing their promises and pledges come 2024 and beyond. Furthermore, voter scepticism can also be because 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.

Polarisation: in highly polarised 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 polarised environments, finding a candidate or party that closely matches one’s beliefs becomes even more challenging.

Trust and implementation

 Many voters harbour deep-seated distrust in politicians, viewing them as self-interested or untrustworthy individuals who prioritise their personal agendas over the needs of the electorate. This scepticism can lead to voters questioning the authenticity of campaign promises and doubting the sincerity of a candidate’s commitments. 

Even when 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.

Therefore, the electorate should and must analyse different political parties’ manifestos before deciding who to vote for. Let the best party with the best manifesto win.  

*Sibuku Malumbano hails from Sibbinda constituency, Zambezi region.