Late release of political party manifestos risks voter confusion

Following the release of a media monitoring report on election coverage by the Office of the Media Ombudsman on Wednesday, 28 August 2024, Dr. Wanja Njuguna, a Senior Lecturer in the Department of Journalism and Media Technology at the Namibia University of Science and Technology (NUST), raised concerns about the timing of political party manifestos.

She pointed out that releasing these documents late in the election cycle could negatively impact voters and skew media coverage. Dr. Njuguna said that the early availability of manifestos is fundamental for voters to make informed decisions.

In an interview with Future Media news, Dr. Njuguna likened a political manifesto to a sales pitch, suggesting that just as a product should be introduced well before purchase decisions, so too should political party plans be made available early. She argued that the late release of manifestos prevents voters from fully understanding and comparing party policies. Dr. Njuguna also highlighted the need for manifestos to be accessible in multiple languages and formats, including electronic versions, to reach a broader audience.

Moreover, she noted that the media plays an important role in examining manifestos and that early release would allow for more comprehensive coverage and interrogation of party promises. This, in turn, would help voters to better evaluate their choices. Dr. Njuguna stressed that both political parties and the media should prioritise early and transparent communication to strengthen the electoral process and voter engagement.