Challenges and Prospects of Electoral Campaigns through Social Media in Ethiopia: Lessons from the 2015 General Election.

Abstract

Despite electoral campaigns are essential elements of election, opposition political parties in Ethiopia have been challenged due to limited media alternative. In the 2015 general election, some political parties were using social media to conduct campaigns. Hence, this case study aimed to explore the challenges and prospect of using social media. The research utilized a qualitative approach. Blue Party, Ethiopian Democratic Party, Ethiopian Federal Democratic Unity Forum, and Ethiopian People Revolutionary Democratic Front were selected as cases by using intensity case selection method since they were active in using social media. In-depth interview, focus group discussions, and documents were used to collect data. The study used thematic analysis. The study found that the low number of followers at the social media bases of parties, suppressive tendency of the regime, high internet cost and poor internet connectivity, political apathy of users, unwanted interactions of some of the users as well as awareness predicaments as factors that challenge parties’ use of social media as alternative channel of electoral campaign. However, emerging fertile conditions such as optimistic perception of users towards the role of social media, increasing political involvements of youths, and attempts of price revisions on the other hand were found to be impetus to promote parties’ use of these media. Generally, despite there are such challenges, the prospects show that social media are becoming as alternative channels of electoral campaigns in Ethiopia. Key Words : Challenges; Electoral campaign; Ethiopia; Prospects; Social media, Political Parties