The power of empathy: Unlocking voter engagement in NW.

The ruling CPDM party second in command in the Region also had the same fate. The reasons are evident: calls for boycotts, ghost towns, and political activism have dominated the region's political landscape.

A crucial question arises: why have the elite class and political leaders not been able to convince the people of the Northwest Region to participate in elections? 

The answer may lie in the disconnection between the political elite and the people. The political system has become an arena for those with financial strength and connections to high-ranking places. The strength of politicians is no longer coming from their base or constituencies. 

Most politicians from that part of the country think, rightly or wrongly, that media presence can build a direct contact with their constituents. 

Many people know their representatives more in the media than on the ground. Recently I was in my village and after some focus group discussions cutting across demographic indicators, I leant that most of the people have never had direct contact or seen their representatives on the ground. Meaning that media presence is not equivalent to going back to the village. 

It is so to speak, a form of mirroring, where one believes that what he or she see is perceived in like manner by others. That is never the case. Physical presence is indispensable in creating contact, build trust, rapport and a sense of connection with the electorate.

Politicians need to change their approach in politics, brace the tides and go the village talk to the people, in their social gatherings, jangi houses, cultural events and reconnect with the base. It is time politicians from that part of the country avoid excessive propaganda on radio, television, and newspapers about non-existent issues.

While the role of mass media in social mobilization is undeniable, relying solely on social media tools like radio and television cannot substitute personal presence and contact with the people. 

That's why political sociologists emphasise that when things aren't working, politicians must return to the countryside, in our case, the village, to work things out

The slogan of the SDF in 1990: "Power to the People", resonated well with the people throughout the country, and especially in the North West Region. 

The late Ni John Fru Ndi's approach of using no names and local leaders familiar with the people and who had earned their trust was successful. This strategy could be the key to reengaging the people of the North West Region in the political process.

The SDF actually walked its way through the communities by getting the people to know that power was in their hands and through the ballot boxes.

Within the backdrop of the current crisis, using this strategy to get people come out en mass and vote for what they believe in and for those they think can deliver would not be a bad. 

In fact, a new generation of opinion leaders have emerged in the region. Individuals who have braved the crisis, stayed in their communities, and are fast becoming influential figures. 

They have earned the trust of their communities by providing essential services and support. It is crucial that political leadership listen to their opinions and consider them for leadership positions.

To bring sustainable peace to the region, we must propose leaders who live with the people, feel their pains and who are answerable to the people. 

This requires a bold decision from all political stakeholders and leadership. The people of the North West Region are politically conscious and wise; it is time for party leadership to empower them and give them a voice in the political process.

If local council/regional officials, parliamentarians/senators and are answerable to their constituents and serve their best interests, they are likely to get more people interested in political affairs and the peaceful growth of their areas. 

Understandably, so because they would be directly responsible to the people who elected them, ensuring that their actions align with the needs and aspiration of their respective communities.

When elected councilors and parliamentarians come from their constituency, chosen and voted by the constituents without external influence, it fosters a sense of ownership and accountability. 

This leads to more effective representation, because elected officials will become more attuned to the local issues and concerns. That might be the key to building voter enthusiasm and participation during elections and unlocking voter engagement in the North West Region.

By Nyoh Moses

This article was first published in The Guardian Post Edition No:3381 of Monday March 03, 2025