The Mediatization of Politics in Cameroon: A Political Actor-Centric Approach

Abstract

ABSTRACT This article examines the connection between political parties’ perceptions of the importance of news media as source of political information, and the extent to which they adapt their communications to the standards, routines, formats and logic of the news media in Cameroon. This, with the objective of being attractive to the news media and gain coverage. The contextual focus of the study is the 2018 presidential election campaign in Cameroon. Theoretically, the study is guided by the mediatization of politics hypothesis. Empirically, it utilizes in-depth interviews with spokespersons of political parties which presented candidates to the election. The findings show that most parties cared very little about adapting their campaign communications to the news media logic, because they believe the news media in Cameroon have a negligible significance for election performance. Instead, political parties largely focalized their strategies on oral face-to-face rallies and door-to-door canvassing, which they perceive as more effective and efficient for reaching the electorate.