International Journal of Trend in Scientific Research and Development (IJTSRD)
International Open Access Journal | www.ijtsrd.com
ISSN No: 2456 - 6470 | Volume - 3 | Issue – 1 | Nov – Dec 2018
Social Media and
nd Political Party Campaign:
Case off Lesotho June 2017 Election
Tawanda Mukurunge
runge Takura Bhila
Senior Lecturer and Researcher
Researcher, Senior Lecturer and
nd Researcher,
Media and Broadcasting, Information and Communication Technology,
Technology
Maseru, Lesotho Maseru, Lesotho
ABSTRACT
This study sought to establish how the political parties influence on today’s politics. Writing about new and
in Lesotho harnessed and utilized social media social media use by South African politicians in the
platforms
forms in campaigning for the 3 June 2017 snap 2014 election, [3] says, Web 2.0 a collection of new
election. Social media is part of today’s everyday life social media platforms has increased in the recent
and therefore it was of interest to this research to years. In Lesotho [4] writes that more people in
establish how political players in Lesotho are Lesotho are accessing internet on their phones, with
interacting with communication technology to push cheap data package bundles being comparable to costs
theirr political agenda and achieve their goals. In this in South Africa.
day and age, internet is the new media where
everyone including kids communicates via this media. Political parties in Lesotho mobilize voters, apart
from political rallies, through driving through urban
Key Words: New Media, Political campaign, streets and rural villages with mounts of radio
Communication Technology, Social media, speakers playing music loudly and criers perched on
Communication strategies, Party manifestos
festos top of the speakers shouting promises to potential
voters through public address (PA) systems. The mass
1. INTRODUCTION political rallies are characterized by colourful dress as
The public uses social media to get information about party faithfulls display their party colours, musical
politician’s policy preferences including their performances and dance which give the whole
opinions, hence becoming a communication strategy campaign a festive atmosphere. It therefore is of
[1]. This is a significant
ficant departure from the traditional interest to this study to establish how social media
call for political rallies where by the candidate would platforms are being utilized by these politicians to
expound his/ her election manifesto to a mass compliment the traditional approach to political
audience with very little time, if at all, for one on one campaign in Lesotho.
interaction. Audiences would just be bombarded with
messageses from the candidate with no room for the 1.1 Statement of the problem
constituencies to ask questions and getting feedback In Lesotho, citizens’ presence on social media
from the candidate. Communication is basically one platforms and social media use is on the increase but
way, from the candidate to the masses and soon after social media’s potential
ial to emancipate has not been
the address, the candidate is whisked away. With properly harnessed in order to facilitate physical face
social media platforms, there is a significant departure to face communication influencing decisions and
from massification of audiences as individual reaching out directly to the electorate by both parties.
potential voters can ask questions of candidates and
they get feedback from the candidates with 1.2 Study objectives
immediacy. The article analyses the extent to which social media
allow politicians in Lesotho to share their goals and
[2] Also write that to acquire opinions and options, accomplishments with the electorate.
trends and at large votes, social media has a great
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1.3 Research question how Barack Obama had used the platform and gained
To what extent do political parties and candidates mileage.
in Lesotho spell out their manifestos, aims and
objectives as well as achievements
ements on social Writing about social media use by politicians in
media platforms? Uganda, [11] politicians in this country used
technological platforms to campaign and to a larger
2. Theoretical framework extent achieve their
eir goals. During the Ugandan polls
This article has been informed by the phenomenon of of 2016, [11] says “aa retract of statements was
technological determinism. This is whereby a society pursued by social media activists and a lot of people
is being seen as influenced by fashion, in this case outside Uganda against a minister of youth affairs Mr
fashion being technology and drastically
ally changing the Ronald Kibuule who passed a sentiment that ladies
whole society and revolutionizing the world [5]. [5] Is who don’t dresss properly cannot be sympathized with
one of the early proponents of technological when they get rapped”.
determinism in the 1960s, Technological
Determinism, [6] says this phenomenon is driven by Botswana’s politics has seen a slightly different shift
political rhetoric and the public popular imag
imagination as they mostly employ political rallies of gathering
which they might have at that particular time and it people, and this has been noted for all political parties
affects our lives drastically. This phenomenon is in the country. Technological
gical use of the new media in
undoubtedly the relevant theory to guide this article as Botswana’s politics is still small as compared to how
it aids to explore the virtual political system that has political rallies have dominated. [12]
[
emerged with the victory of Obama ma in the US election
of 2008 after harnessing social media platforms for 3. Methodology
political campaign. The theory also helps scrutinize Qualitative analysis was used for this study. This
the manner in which polities and civil societies are method provides insights into the problem being
getting used to communication media’s interaction by researched. The analysis
alysis was done for the parties that
politicians and their constituencies. had a social media presence. Facebook is the most
frequently used social media platform in Lesotho and
2.1 Literature review data was gathered from the sites of the represented
[7] Alluded that voters have managed to find their parties. Although there are 38 political parties only 8
candidates through these new media’s, some which have a social media presence.
they didn’t have knowledge about, and this has
happened in the United States.. This prompted the The political parties in Lesotho that were researched
presidential candidates
dates to change how they approach for the purposes of the study are “Democratic
the campaign and work handd in hand with the social Congress” (DC) which was formed just before the
media, and Barack Obama is one presidential May 2012 elections, October 2016 has the birth of
candidate who has been seen as having effectively “All Basotho Convention” abbreviated
abbreviate as ABC. The
made use of social media platforms and he gained a “Lesotho
Lesotho Congress for Democracy”
Democracy abbreviated
substantial number of the young and fresh voters. (LCD) was coined in 1997, “Alliance
“ of Democrats”
(AD) which was formed in December 2016, 2016
The Indian government election, social media has “Movement for Economic mic Change”
Change (MEC) which was
been used in a number of campaigns [8]. formed in February 2017, “Reformed
“ Congress of
Lesotho” (RCL) which was formed in December 2014
In Malaysia, the
he misunderstandings which happened and “Majalefa
Majalefa Development Movement”
Movement (MDM)
during the period 2008 and 2013 while the country which was formed in March 2017. 2017 These political
was performing their general elections wh
where cleared parties were chosen for analysis because of their
by the new media including the arrest and conviction significant presence on social media.
of opposition leader Anwar Ibrahim on charges of
sodomy [9]. 4. Findings
The number of internet userss has been increasing over
[10] Says the country of Nigeria when they entered the years as shown in the table below. Prices of
their 2011 polls was driven into using social media for smartphones by Vodacom, Econet (internet service
their campaigns since they were greatly inspired by providers in Lesotho) and other shops that sell phones
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which can access internet are ranging from a low price 20.6% with about over 444 376 internet users. Total
of M200. Internet penetration
etration in Lesotho stands at population is 2 160 309.
Table1: Internet Provision in Lesotho
Penetration Total Non-Users 1Y User 1Y User
U Population
Year Internet Users**
(% of Pop) Population (Internetless) Change Change Change
2016* 444,376 20.6 % 2,160,309 1,715,933 18.1 % 68,128 1.18 %
2015* 376,247 17.6 % 2,135,022 1,758,775 62.2 % 144,236 1.22 %
2014 232,012 11 % 2,109,197 1,877,185 122.8 % 127,859 1.25 %
2013 104,153 5% 2,083,061 1,978,908 10.3 % 9,729 1.25 %
2012 94,424 4.6 % 2,057,331 1,962,907 9.9 % 8,536 1.2 %
2011 85,888 4.2 % 2,032,950 1,947,062 10.7 % 8,279 1.11 %
2010 77,609 3.9 % 2,010,586 1,932,977 4.8 % 3,565 1.01 %
2005 49,692 2.6 % 1,925,844 1,876,152 19.5 % 8,095 0.72 %
2000 3,932 0.2 % 1,856,225 1,852,293 297.2 % 2,942 0.9 %
* Shows an estimate as of 1 July,, 2016
2016.
** Depicts an internet user Source: [13]
There are 29 registered political parties that had 1 090 people liking it. The fourth account 207
participated in the past elections of 3 June 2017. The people liking it. The New Lesotho Congress for
total number of registered voters in Lesotho is Democracy had 145 people liking it.
1 253 540 and the number of those who voted is
581 692 which is 46.85% turnout. However, the The MEC by 25 May 2017 had 5 Facebook accounts.
Independent Electoral Commission was expecting a The first account had 8 994 people liking it. The T
84% voter turnout. second account had 217 people liking it. The third had
37 people liking it. The fourth is a clock in blue and
4.1 Presence of Political Parties on Facebook black colours with 30 members. The fifth had 29
Political parties
ies in Lesotho as well as individual members.
candidates did not score a very significant presence on
social media platforms. Majalefa Development Movement had one account on
Facebook by 25 May 2017 with 7 831 people liking it.
As of 25 May 2017, the DC Facebook page had
exactly 86 friends. There were five different accounts From 2 to 20 June the period after Election Day, the
on Facebook using the name DC. The fir first account ABC presence on Facebook visibly increased with a
had 822 likes and did not indicate the number of total of 23 Facebook ABC or ABC and allies accounts
members. The second account had 7 members. The coming into existence with a total of 145 664
third account had 807 members. The fourth one had 2 members in all the Facebook accounts.
accounts
307 members and the fifth had 255 members.
The Alliance of Democrats (AD), from 2 to 20 June
The ABC, as of 25 May, 2017, had five Facebook 2017 had four Facebook accounts with a membership
accounts.
nts. The first account had had 3 148 people totalling 5 708.
liking it. The second account had 877 people liking it.
The third and official account had 8 647 people liking The Basotho National Party (BNP) also registers a
it. The fourth account was written 10th anniversary visible presence on social media with 28 Facebook
and had 1 221 people liking it. The fifth account had 2 accounts for the political party and
a its allies having a
318 people liking it. total of 3850 members.
As for the LCD, by 25 May 2017, the party had four The Democratic Congress (DC) had ha 25 accounts on
Facebook accounts and there was a fifth account Facebook with a total of 3 763 members.
members
written New Lesotho Congress for Democracy. The
first account had 926 people liking it. The second The Lesotho Congress for Democracy (LCD) was not
account had 11 989 people liking
king it and the third one as visible and active on Facebook as compared to the
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other parties from the 2nd to the 20th of june 2017. It Another one is entitled VOTE OF NO CONFIDENCE
did not feature anywhere on Facebook accounts on its TO DR PAKALITHA BETHUEL MOSISILI with
own but only in groups that included other parties and 487 members. There is a second account with the title
these had a total membership of 30 679.. NO CONVIDENCE TO GOVERNMENT LEAD BY
DR PAKALITHA MOSISILI with 505 members with wit
The Movement for Economic Change (MEC), from 6 members recorded to be new. Another account of
the 2nd to the 20th of june 2017 had 17 Facebook that nature is simply called Vote of no Confidence to
accounts with a total of 795 members. Pakalitha (Anti- Mosisisli) with 98 members. There is
yet another one entitled VOTE OF NO
From the 2nd to the 20th of June 2017, the Reformed CONFIDENCE TO DR PAKALITHA MOSISILI
Congress of Lesotho (RCL) had 5 Facebook accounts with 70 members. These are ar followed by 4
observed to be active with a membership adding up to consecutive accounts with the same title: Friends Who
392. like Prime Minister DR. Pakalitha Bethuel Mosisili
with 162, 23, 13, and 48 members each respectively.
nt (MDM), from the
Majalefa Development Movement There is another account entitled UBE MOETAPELE
2nd to the 20th of June 2017 consistently had 1 LILEMO TSE MASHOME A MANE (40yrs) DR D
Facebook account simply entitled MAJALEFA PAKALITHA MOSISILI with 40 members. This is
DEVELOPMENT MOVEMENT PARTY (MDM) followed by one simply entitled pakalitha mosisili
with 16 members. with 2 members. Then follows another account named
Friends Who Like Prime Minster DR. Pakalitha
4.2 Presence of Political Party Leaders on Bethuel Mosisili with 6 members. There is also one
Facebook with the titlele PAKALITHA MOSISILI’S FANS
ABC leader, Thomas Thabane, from 2 to 20 June MATLAKEN #11. There is yet another one named
2017
017 maintained 4 Facebook accounts. The first pakalitha mosisili with only one member. It is
account has the title Thomas Motsoahae “Tom” followed by one entitled Pakalitha Mosisili o fana ka
Thabane with 15 511 likes. The second account Lesotho with 2 members. This is followed by one
entitled Thomas motsoahae Thabane has 1 276 likes. entitled Nna ke rata ntate Pakalitha
Pakali Bethuel Mosisili
The third one is named Motsoahae Thomas Thabane ka pelo le moea with only one member. There is
and has 5 992 likes. The fourth and final is entitled another account simply entitled thomo Thabane vs
Thomas Thabane for PM and has got 162 likes. pakalitha mosisili with 2 members. There is another
account entitled DR PAKALITHA MOSISILI RENA
From the 2nd to the 20th of June 2017, there have been LE WENA NTATE LESOTHO & RSA with only 1
consistently 2 Facebook accounts for Alliance of member.
ber. Then there is an account called Dr Pakalitha
Democrats leader Monyane Moleleki. The first mosisili fans with only 1 member. Finally there is one
account is named Monyane Moleleki leleki and has 1 971 account named Bohle ba ratang Mohlompehi
likes. The second account has got the AD logo and Bethuwel Pakalitha Mosisili with 2 members.
symbol of a black tree with the letters AD written
prominently in red. That account has a brief biography There is only one Facebook account in the name of
of Moleleki and has 16 361 likes. the LCD leader; Mothejoa Metsing simply entitled
Mothejoa Metsing Metsing (Mama) with 98 friends.
There are 10 Facebook accounts under the nam name of
the Democratic Congress leader, Pakalitha Mosisili’s The MEC leader has got four accounts in his name
name. The first one has got 12 000 likes, the second with one entitled Selibe Selibe Mochoboroane with 4
with 2 100, the third with 10 000,, the fourth with 352, 978 friends. There is another one with the name
the fifth with 275, the sixth with 71, the eighth with Selibe Mochoboroane aka E Motso Moratuoa with
60, the 9th with 14 and the tenth with none. However, 530 likes. The other one with the name Selibe
there are more Facebook accounts on Pakalitha Mochoboroane has 464 likes and finally the one
Mosisili both in support and in opposition to his entitled E motso moratuoa aka Selibe Mochoboroane
position as prime minister before the 3rd of June 2017 has got 117 likes.
snap election, totaling 21. The account named NO
CONVIDENCE TO GOVERNMENT LEAD BY DR There are two Facebook accounts with the RCL
PAKALITHA MOSISILI has got 395 members. leader; Keketso Rantso’s name. The first one is
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entitled Keketso Taung Rantso with 4 901 friends. and the political party manifesto for each election. It
The second one is named Keketso Rantso with 2 317 would be beneficial to thehe constituencies for political
friends. parties to break down the manifesto on their Facebook
pages as well as honestly and promptly respond to
Then there is a Facebook group account with the title queries raised by their supporters.
Behind Thomas Thabane, Thesele Maseribane and
Keketso Rantso our leaders
ers with 5 292 members. With the accounts in existence for political parties and
party leaders in Lesotho, it is more of sloganeering
Table 2: Results of 3 June 2017 snap elections with no proper laying out of the party ideology,
Political Number Percentage campaign manifesto, party vision and mission as well
Party of votes (%) as aims and objectives for the forthcoming elections.
ABC 253 729 40.52 Past achievements by the political parties are also not
even highlighted.
DC 150 172 25.82
AD 42 686 7.34 It is quite clear that the idea of marketing the party,
LCD 52 052 8.95 politician or particular candidates for constituencies
BNP 23 541 4.05 on social media is there, but it is presented in a rough
and ready manner, inspired more by enthusiasm and
MEC 29 420 5.06 zeal rather than by skill and professionalism
profes and
RCL 4 037 0.69 therefore there is lack of finesse. More can be done by
MDM 1 024 0.18 politicians to harness social media in Lesotho in order
for political organizations and candidates to reach out
5. Analysis to their supporters fully.
It is evident that politics is debated on social media
platforms in Lesotho judging from the presence of This study noted that the political party Facebook
Fac
political debate on Facebook. According to the report accounts with the insignia, logo, party symbol and full
by [14],, the number of users of Facebook in Africa colours of the party had more members than the ones
has been increasing over the years. However, the without or written in poorly articulated grammar.
Facebook platform is not being utilized fully by both However, most of these accounts are rarely updated as
political parties and politicians at individual level. Moleleki’s accounts, as of 25 May 2017,
2017 showed the
last updates having been done in February of 2017.
From the number of Facebook accounts belonging to
a single political party (ABC 23, DC 25, AD 4, LCD Although there is no direct evidence linking political
4, BNP 28, RCL 5, MEC 17 Facebook accounts) or party or candidate’s performance to social media use,
individual politicians (Thomas Thabaneane 4, Pakalitha from the results of the 3 June 2017 elections, it shows
Mosisili 10, Monyane Moleleki 2, Thesele that political parties thatt harnessed social media
Maseribane 2, Keketso Rantso 2 and Selibe performed well. An example is the ABC whose
Mochoboroane 4 Facebook accounts),, it is clear there packaging of the party leader, Thomas Motsoahae
is no clear cut system in the attempt to harne harness Thabane showed order in the sense of having fewer
technology and maximize the advantages of social accounts with clear pictures of the candidate had more
media platforms in political campaign in Lesotho by friends and likes. Even the ABC Facebook
Fa accounts
politicians. Account creations are seemingly done had more members with robust debate as there was an
impulsively by supporters, fans or sympathizers who encouragement for debate over important issues. The
just come up with the idea of creating a Facebook results also show that the ABC had the bulk of urban
account for their political party, its leader or their votes and these are the people mostly active on social
favourite politician and constituency. If it could be media. The MEC was active in i door to door
done properly with account administration handled campaigns and vote canvassing in addition to being
within the political party structures, there, ideally, visible on Facebook. Old parties like the BNP, LCD
would just be one account for the party it itself, the and DC resorted more to traditional methods of
party leader and for each constituency. Ideally, on the campaigns, driving through urban streets and villages
official political party Facebook account should be the broadcasting their party through loudspeakers
louds from
party mission statement, vision, aims and objectives, the backs of trucks.
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6. Recommendations platforms and social media use is on the increase but
Today, many people are embracing technology social media’s potential to emancipate has not been
especially social media. Uploading of pictures, links properly harnessed in order to allow fulfillment of
to articles, short video messages and messages can all promises made on social media versus reality on the
be shared by making use of social media. Each day ground.
people spend a lot of time on social network sites.
Within Africa, social media practices has in a number Qualitative analysis was used for this study as it
of ways uplifted best practices during polls, assisted in provides insights into the problem being researched.
resea
encouraging growth since they foster communication The number of internet users has been increasing over
of voter and candidate and accountabili
accountability of the the years. Political parties in Lesotho as well as
candidate [14]. Using
sing qualitative analysis, this study individual candidates did not score a very significant
established that many of the political parties are not presence on social media platforms. It is evident that
fully utilizing this convenient, cheap and fast politics is debated on social media
medi platforms in
communication strategy to reach their members
members, the Lesotho judging from the presence of political debate
general public and potential voters. The most common on Facebook.
social network site used in Lesotho is Facebook.
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