Political campaigning is undergoing a significant shift, moving away from traditional advertising methods towards more authentic storytelling, according to Tebogo Ditshego, CEO of Ditshego Media.
A Revolution in Storytelling
Ditshego explained that campaigns previously relied heavily on radio, television, and print media. Now, however, a candidate can simply use a phone to share daily experiences from the areas they are campaigning in, a tactic he believes is particularly effective for local government elections where service delivery is a key focus.
While acknowledging the power of these viral moments, Ditshego cautioned that they risk becoming superficial, potentially overshadowing substantive debates on critical issues like infrastructure development.
Beyond “Gimmicks”
Ditshego emphasized the importance of addressing issues such as the development of educational facilities in townships and rural areas – including access to recreational, science, and technology resources – as well as youth unemployment, structural inequalities, and the broader economy.
He stressed the need for frequent public engagement, suggesting daily conversations via platforms like Instagram and TikTok, and even regular video updates.
Ditshego believes the DA is currently leading the way in this new approach, achieving significant visibility, and relevance. He stated the campaign is helping the DA brand and will likely assist other DA candidates in different municipalities.
“I wouldn’t say she’s making it impossible for people not to vote for the DA, but she’s making the DA visible,” Ditshego said. “And she’s perhaps attempting to drive a ubiquitous campaign…that’s impossible to miss, which is having conversational value.”
Traditional Methods Still Matter
Despite the rise of social media, Ditshego noted that it doesn’t replace traditional advertising. He believes direct communication methods, such as door-to-door outreach and posters, continue to have an impact.
Frequently Asked Questions
What is changing in political campaigning?
Campaigns are shifting from traditional advertising methods like radio, TV, and print media to more authentic storytelling, particularly through social media.
What are the risks of focusing too much on social media?
There is a risk that key debates on substantive issues, such as infrastructure development and youth unemployment, may be overshadowed by superficial “gimmicks.”
Does social media replace traditional advertising?
No, social media adds value to traditional advertising but does not replace it. Direct communication methods like door-to-door outreach and posters still have an impact.
As campaigns continue to adapt to the evolving media landscape, will the focus on authentic storytelling lead to more substantive political discourse, or will it prioritize visibility over in-depth policy discussions?
