EXAMINATION OF POLITICAL COMMUNICATION STRATEGIES OF POLITICAL LEADERS IN CAMEROON

CHAPTER ONE

INTRODUCTION

Background of the study

Communication is a pervasive phenomena that encompasses all aspects of our everyday activities. Undoubtedly, the lack of communication would make life challenging, since it is essential for us to comprehend others and for them to comprehend us. The intricate requirements of contemporary existence, characterised by a mutual reliance on each other, need people, groups, and organisations to engage in communication with others in their vicinity. Effective communication is a vital component that sustains the functioning of any civilization. In his opening comments to Communication and Social Action, Castillo (2018) acknowledges that there are individuals who see communication as the driving force behind the functioning of the universe, akin to a vital and rejuvenating potion. He further observes that "without communication life would be exceedingly monotonous" and draws a parallel between communication and an engine that drives human actions. This is because, according to his perspective, "to communicate" refers to the act of bringing symbols, words, and connections to life, dispelling fear, achieving inner and outer harmony, managing levels of tension, and breaking down obstacles to unity and comprehension among individuals.(Collins, 2017). Communication is used in several human activities such as commerce, religion, politics, and military, among others. Due to their unique characteristics, each of these areas of human activity need a specific approach to communication. Therefore, it is necessary to have a thorough understanding of the specific communication techniques relevant to a certain area of human endeavour in order to effectively use communication to enhance the social process related to that element of life. 

The progress of information and communication technology (ICT) has motivated political parties to use this emerging technology for political communication, including interactions among political parties, government institutions, and their constituents (Castillo, 2018). Websites have become a new medium for political parties to effectively disseminate their views. It is essential for the PDI-P, as an opposition party, to clearly express its viewpoint on several subjects related to the country's concerns. A website serves as a cost-efficient and effective means of carrying out political communication campaigns targeted towards the general public. The system is accessible around the clock, interactive, and easily manageable.  Political communication use a combination of public speaking, discussions, and questioning to distribute information on policies and government actions. Political communication encompasses the transmission of information and ideas (Collins, 2017). Political Communication analyses the methods through which political campaigns and policies are communicated to the broader public. This research investigates the use of communication tactics by politicians, supporters, and other stakeholders to sway others with their viewpoints.  Political communication is a kind of communication used to influence public opinion. This may be achieved via the efforts of governmental agencies, politicians, political factions, or interest groups, with the objective of targeting a wider range of demographics and exerting influence over individuals to engage in certain activities (Lock & Ludolph, 2020).  Political communication is a very intricate domain. From its inception in political science and communication, interdisciplinary has expanded significantly in the years after Nimmo and Sanders' description of its framework. Separate evaluations may be required for some significant theoretical domains, such as media impacts or agenda framing, due to the substantial quantity of research dedicated to them. However, seeing the subjects examined in the field of political communication enables individuals to have a more comprehensive understanding of its definition and its position within the broader field of communication studies. Therefore, the researcher sought to  examine political communication strategies of political leaders in Cameroon.

1.2 Statement of the problem

Political communication is crucial in moulding public opinion, impacting voter actions, and promoting democratic engagement. To fully grasp the functioning of the political landscape in Cameroon, it is crucial to know the techniques adopted by political leaders in this multidimensional and diversified setting. Nevertheless, despite its importance, there is a lack of extensive study explicitly dedicated to the political communication tactics used by political leaders in Cameroon (Mehta, 2019).

This study seeks to fill this void by examining the political communication tactics used by political figures in Cameroon and their consequences on governance, public opinion, and democratic procedures. Hence, the study will  examine political communication strategies of political leaders in Cameroon.

1.3 Objective of the study

The broad objective of the study is to examine political communication strategies of political leaders in Cameroon. The specific objectives is as follows

Investigate the prevalent political communication strategies employed by political leaders in Cameroon.

Analyze the effectiveness of political communication strategies in  garnering support for political agendas.

Identify the factors influencing the adoption and execution of political communication strategies by leaders in Cameroon.

1.4 Research questions

The following questions have been prepared to further guide the study

What is the prevalent political communication strategies employed by political leaders in Cameroon?

What is the effectiveness of political communication strategies in  garnering support for political agendas?

What are the factors influencing the adoption and execution of political communication strategies by leaders in Cameroon?

1.5 Significance of the study

The findings of the study will be significant to policymakers and government as the way political leaders communicate can impact the stability of the political environment. Effective communication strategies can help mitigate tensions, resolve conflicts, and build consensus among different political factions, thereby contributing to overall political stability in Cameroon

The findings of  the study will be significant to the academic community as it will contribute to the existing literature on the subject matter .

1.6 Scope of the study

The study focuses on political communication strategies of political leaders in Cameroo. Empirically, the study will investigate the prevalent political communication strategies employed by political leaders in Cameroon, analyze the effectiveness of political communication strategies in  garnering support for political agendas and identify the factors influencing the adoption and execution of political communication strategies by leaders in Cameroon.

1.7 Limitations of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.

1.8 Definition of terms

Political communication strategy: politicians, political parties, or interest groups to reach larger audiences and persuade them to take specific

Political leader: a group of people or an organization is the person who is in control of it or in charge of it. 

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