Difficulties In Political Communication: Limited Finances, Haphazard Designation…

Inasmuch as legalised political parties in Cameroon envisage constant communication around their vision and activities, as a means of wooing more party members, sympathisers and gaining credibility within the political landscape, there are some setbacks to attaining this goal within stipulated timeframes. Unfortunately, they are met with some speed brakes. Financial constraints, absence of a propaganda media organ/platform, auto designation by some officials of the party and the non-respect of party guidelines, just to name a few, are some of examples. Financial resources are the backbone of effective communication as it facilitates the acquisition of tools, technology, infrastructure, and skilled personnel necessary to disseminate ideas, and ensure information flows effortlessly within a community. Once a political party is financially stable, there is a budget for communication which is used for the purpose. An absence of funds to embark on such activities leaves a gap with the population uninformed about the filed works of a political party. This is common especially with political parties that are not represented in Parliament and thus do not benefit from the financial assistance offered by government to those voted to the law-making Houses. Given that funds are limited, most political parties do not own a media propaganda outlet. Very few political parties in the country can boost of a print or audio-visual outlet for the marketing of their image. Some that even own newspapers do not publish regularly, thus not keeping the communication procedure uninterrupted. Nevertheless, many have opted to using various social media platforms for communication especially with the evolution of times and technology. There is also the challenge of auto designation by some officials. Stories are being narrated of the hierarchy of a political party seeing a member of the said party on a televised debate programme without due authorisation. Sometimes the decla...