Africa-Press – Angola. This opinion article is inspired by excerpts from the book “Elections in Angola – From 1992 to Our Days”, written by the columnist, which analyzes the evolution of the Angolan electoral process and its multiple dynamics.
The Angolan political landscape is undergoing profound transformations. One of the most visible is the growing influence of social media as a space for electoral mobilization and political disputes. While this phenomenon was already beginning to be noticed in the 2017 and 2022 elections, today it is undeniable that digital platforms have established themselves as strategic instruments for communication between candidates and voters.
Election campaigns carried out on social media represent a new reality in the Angolan political landscape.
Parties and candidates find these media an accessible, low-cost platform with enormous reach, where they seek competitive advantages. More than just advertising showcases, these networks allow for the creation of a closer relationship between candidates and voters, paving the way for dialogue between candidates and voters that is difficult to achieve through traditional media.
However, having a Facebook, Instagram, or TikTok page isn’t enough. The effectiveness of a digital campaign depends largely on the quality of the content produced and how it is managed. It’s becoming increasingly necessary for official pages to be managed by professional political marketing teams capable of creating consistent narratives, updating content regularly, and exploring more engaging formats, such as short, live videos and interactive posts.
The use of “live” media, in particular, has proven to be a powerful tool. It allows the candidate to engage in real-time dialogue with a significant number of voters, answer questions, present proposals, and demonstrate accessibility. When well-structured, these interactions reinforce the image of transparency and proximity, attributes increasingly valued by a young and demanding electorate. Naturally, this exercise requires preparation: it’s necessary to set the agenda, anticipate sensitive issues, and demonstrate authority and expertise. Uncontrolled improvisation can be as dangerous as prolonged silence.
The advantages of social media in the electoral race are clear. They reduce costs, enable targeted communication, and establish a channel for direct interaction with voters. However, the risk lies in reducing the strategy to a mere formal presence. An inactive or poorly managed page can, instead of winning over potential voters, drive them away.
Young people, for the most part, use digital platforms and constitute the bulk of the electorate. Therefore, whoever manages to capture their attention and trust through social media will certainly have a significant advantage in the upcoming elections. The future of political campaigns in Angola inevitably involves this digital arena.
Social media isn’t a substitute for rallies, televised debates, or door-to-door outreach, but it’s already establishing itself as an essential complement. Politics, like society, has entered the digital age, and ignoring it would be an unforgivable strategic error.
Osvaldo Mboco
*Professor of International Relations and Master in Public Management and Governance, specializing in Public Policies
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