In an unexpected move, 92-year-old Paul Biya, the world’s longest-serving president, has intensified his social media presence in a bid to engage younger Cameroonians ahead of his upcoming eighth-term campaign. Although he’s been active on platforms like Facebook and X (formerly Twitter), analysts suggest that this strategy may not resonate with the youth, who make up a significant portion of the population.
With over 5.4 million social media users in Cameroon, a staggering 95% of young individuals prefer WhatsApp—a medium where the presidential dialogue is nearly absent. Media expert Rostant Tane pointed out that Biya’s approach lacks regional addressing, interactivity, and a genuine connection with the younger demographic. Many young people doubt the authenticity of Biya’s posts, as they suspect that his team is behind the communications rather than the president himself, fostering distrust among potential young voters.
Youths in Cameroon, who are facing high unemployment rates, are seeking more than just social media engagements; they demand actionable solutions to pressing issues like job opportunities and corruption. Ulrich Donfack, a communications specialist, emphasized that political communication should promote democracy, not merely serve as a marketing tactic. While some young commentators have noted improvements in Biya’s outreach, many remain unconvinced that his digital efforts will translate into meaningful change. As criticism and sarcasm abound in response to his postings, it appears that Biya’s strategy may still fall short of capturing the younger vote, despite a more frequent presence online.
Source: www.bbc.com
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