In the lead-up to the upcoming elections in South Africa, it’s imperative that political parties take proactive steps to ensure the inclusion and engagement of the country’s vibrant and diverse youth population. As we navigate a landscape marked by inequality and a persistent digital divide, it’s crucial that communication channels are utilized effectively to reach young people where they are.

South Africa is a nation of stark contrasts. While it boasts a youthful demographic dividend, with approximately 66% of its population under the age of 35, it also grapples with entrenched social and economic inequalities. The legacy of apartheid continues to cast a long shadow, with many young South Africans facing systemic barriers to education, employment, and political participation.

One of the key challenges in engaging young people in the democratic process lies in the digital divide that persists within the country. While access to the internet and digital technologies has increased in recent years, significant disparities remain, particularly in rural and underserved communities. This gap not only limits young people’s ability to access information about political parties and candidates but also hinders their participation in online discussions and debates.

To address these challenges, political parties must adopt a multi-faceted approach to communication and outreach, leveraging both traditional and digital channels to engage with young people across the country.

“Democracy is the only system capable of reflecting the humanist premise of equilibrium or balance,” as noted by John Ralston Saul. This equilibrium can only be achieved when all voices, including those of the youth, are heard and valued in the political process.

First and foremost, political parties must recognize the diversity of South Africa’s youth and tailor their messaging accordingly. This means acknowledging the unique concerns and priorities of young people from different socio-economic backgrounds, ethnicities, and geographic regions. By speaking directly to the issues that matter most to young voters, parties can demonstrate their commitment to representing the interests of all South Africans.

Moreover, political parties must prioritize accessibility in their communication strategies. This entails not only ensuring that information is available in multiple languages but also reaching out to communities with limited internet access through alternative channels such as radio, television, and community gatherings. In addition, parties should invest in initiatives to improve digital literacy and provide training in the use of digital tools for young people in underserved areas.

Beyond simply disseminating information, political parties must actively engage with young people in meaningful dialogue. This means creating opportunities for youth participation in decision-making processes, whether through youth forums, town hall meetings, or online platforms. By listening to the voices of young South Africans and incorporating their perspectives into policy development, parties can foster a sense of ownership and investment in the political process.

Crucially, political parties must demonstrate authenticity and transparency in their engagement efforts. Young people are quick to discern when they are being patronized or manipulated for political gain. Parties must therefore approach youth engagement as a genuine partnership, built on mutual respect and trust.

In conclusion, the upcoming elections in South Africa present an opportunity for political parties to demonstrate their commitment to inclusive democracy by actively engaging with the country’s youth. By utilizing a combination of traditional and digital communication channels, addressing the digital divide, and prioritizing accessibility and authenticity, parties can ensure that young people are not only informed but empowered to participate fully in shaping the future of their nation. Now is the time for political parties to bridge the gap and pave the way for a more inclusive and equitable democratic process in South Africa.

Sibonelo Mavuso is a Communications & Advocacy professional with a keen interest in Political Communications and Human Rights.