Political campaigns: Visibility does not guarantee voter support

Political parties need to differentiate between campaign visibility and voter support, as success hinges on delivering credible promises, being locally relevant, and having the capability to deliver, according to Tshepo Matseba, a strategic communications expert. Visibility does not indicate financial strength but should not be confused with the amount of money raised, he warned.

South African political funding disclosure rules provide public information to help assess donations, but donations do not equal total campaign spending. Resource allocation across provinces, municipalities, and communities can make drawing national conclusions from local observations challenging. In Mbombela, Mpumalanga, and parts of Gauteng, the ANC had a strong presence through outdoor advertising, while the DA, EFF, ActionSA, and other parties were visible in different communities.

The DA and ActionSA focused on municipal service delivery and local government frustrations, while the ANC benefited from visual consistency and brand recognition, and the EFF had a distinctive political identity. Rise Mzansi focused on political renewal and credible local leadership. However, these observations do not prove electoral effectiveness.

Matseba questioned the prominence of political leaders on campaign materials, suggesting ward councillors and mayoral candidates should receive greater visibility. While featuring national leaders can strengthen party recognition, it may overshadow candidates responsible for municipal governance. Standardized campaign materials could reduce production costs, but individual parties' reasons should not be assumed without evidence.

To determine which parties' advertising is most effective, credible voter research and campaign exposure data are needed. Even with extensive advertising, a political campaign must connect local challenges with capable leadership, relevant expertise, and demonstrable capacity to deliver.