Despite a push to modernize his digital presence, Cameroon's President Paul Biya struggles to resonate with the nation's youth ahead of the upcoming election, as skepticism about his engagement tactics grows.
Aging President's Digital Strategy Fails to Engage Youth in Cameroon
Aging President's Digital Strategy Fails to Engage Youth in Cameroon
At 92, Paul Biya seeks to connect with young voters through social media, but experts say his approach lacks authenticity and relevance.
Cameroon's President Paul Biya, who has held office since 1982, is making an attempt to reach out to the younger demographic through social media platforms. As he officially announced his intention to seek an eighth term last week, Biya's digital strategy has included regular posts on Facebook and X (formerly Twitter). Despite this evolution in his communication style, experts suggest that his efforts may be missing the mark when it comes to capturing the attention and trust of young voters.
Currently, there are over 5.4 million social media users in Cameroon, with a staggering 95% of young people preferring WhatsApp—platforms that Biya's team has not successfully utilized for political communication. Rostant Tane, director of Media Intelligence Sarl, points out the lack of interactive features and personalization in Biya's online outreach, which has resulted in a disconnect between the president and the youth.
Authenticity remains a significant issue in Biya's engagement, as many are aware that it's unlikely he personally manages his social media accounts, limiting the potential for genuine connection. Communication expert Hervé Tiwa describes Biya's online presence as primarily top-down, lacking the two-way conversations that appeal to today's digital-savvy young electorate.
Why is this important? With more than half of the electorate under 30, their participation could significantly impact the election outcome. Young Cameroonians are voicing their desire for actionable change rather than superficial digital interactions. Communications specialist Ulrich Donfack emphasizes that youth want political communication to be a tool for democracy rather than mere marketing.
The pressing issues that young voters face include high unemployment rates even among highly educated individuals, alongside widespread concerns about corruption and security. Biya's recent social media posts frequently reference his long tenure and past achievements, seemingly neglecting contemporary challenges.
Despite criticisms, some see his increased digital presence as a step forward from a previous reliance on official state decrees. His supporters have praised the efforts as a sign of renewed vigor in leadership. However, reactions on social media reflect a broader skepticism, with users describing the outreach as overly simplistic and lacking real substance.
As the election approaches, Biya's capacity to engage with young voters will be put to the test, determining whether his digital strategy will translate into tangible support at the polls.
