A seasoned public relations expert, public affairs analyst, co-founder and managing partner of RED, Chude Jideonwo, has written an interesting piece to Nigerians. It’s a must read!
Office of the Citizen: How It Came to Be That Goodluck Jonathan is an Option in 2019
I got a lot of panicked responses after my last piece; the panic focused on one small nugget of information buried within it: the fact that, as things stand today, former president Goodluck Jonathan is the strongest candidate that the People’s Democratic Party can present in 2019.
So I decided to run slight interference, and do a follow up.
What I apparently have taken for granted – not just as a result of insight into Nigeria’s political space gleamed from years of first, activism, then consulting; but also as a result of any number of PESTLE analyses that I have been involved in over the past 10 months – was a surprise to many.
It stood out especially for some respondents because my assessment of Jonathan’s presidency has been consistently, unshakably – and remains to this moment – harsh: he was, in my opinion, an ineffectual leader; one whose feckless cost the country greatly in corruption and insecurity at the minimum.
But personal desires are one thing, and honest political calculation is another. If anything, the latter is needed if the former will be fulfilled in any meaningful, practical way.
So let’s take some time to talk about how people get elected in a country like ours.
Actually, no, that’s a matter for another day’s piece. What this actually will do is try to explain the three broad categories that lead people to emerge as candidates in the primaries of the major Nigerian political parties, at least the gubernatorial and presidential elections.
There are three basic requirements:
1. Name recall
2. Access to finance
3. Establishment consensus
I call this the test of ‘If we should your name in the marketplace, will people know who it is’?
It’s amazing how many sophisticated, intelligent people searching for complicated answers to simple questions often overlook this crucial factor in the way candidates are selected.
And it’s not just about countries like ours with primitive electoral environments. The singular reason Donald Trump was a viable candidate for the American president elections without previously holding any political office, or belonging to any political structure, was simply because Americans knew his name.
And the reason Sarkozy, the former French president, returned as party leader and then made another run for the presidency last year, despite what was a less than glorious first term, both locally and internationally, is because he possesses an electoral asset that it is immensely difficult for new players to quickly gather: the voting public knows his name.
This is why America’s politics can seem like a dynasty: political operatives impatient with experiments routinely look for tried-and-tested surnames like Bush or Clinton or Obama (if Michelle runs, which – for everything we know about American politics – is a distinct possibility) is because everyone knows their name.
And that applies even more significantly in a largely illiterate country like ours, where citizens do not have access to the body of information that is usually necessary for making informed choices. They typically have to employ shorthand to make decisions i.e. Does this person lay claim to Awo’s legacy? Does this person have an Igbo mother? And usually the most important question can be this – Do we know who this person is?
This is the fundamental driver behind the massive, and unshakeable electoral margins that President Muhammadu Buhari continued to rack in the North of Nigeria. They knew his name, they ‘knew’ what that name stood for; they were familiar with it. It was easier for them to vote for it.
It is the same reason Odimegwu Ojukwu continued to rack up wins for the All Progressives Grand Alliance through election cycles, despite having no realistic chance of winning anything beyond a gubernatorial election – you could call his name in any part of the South-East, at any day at any time, in any market; and they knew exactly who you were talking about.
It is the reason the PDP confidently presented the now-quickly-forgotten Hilda Williams as gubernatorial candidate for Lagos after her husband died. We knew the name Williams. It was easy to connect with.
No strategist worth his salt plays with the power of name recall.
Access to finance
If you think this only applies to startups and businesses looking to expand, you haven’t been paying enough attention to the politics of your country, at least over the past 17 years.
Access to finance is distinct of course from personal wealth. You can, like Olusegun Obasanjo, emerge from prison dirt-poor and yet find the critical mass of people and institutions ready to pool the resources you need for you to win electoral contests.
But, whether it is you money or it is other people’s money, there is no chance in heaven or hell that you are able to win elections in any part of this country without significant financial resources.
Now, while naivety or self-deception can lead people into viewing this as essentially negative, there is nothing at all wrong – ab initio – in the idea that it takes money to win an election.
By the very nature of democracy, it is inevitable that it will be expensive. And this can be said without even referring to the $1.2 billion Hillary Clinton spent last year or the $1.12 billion Barack Obama spent in 2012.
You just need to be a reasonable person looking at the reasonable steps that any reasonable person would have to take in winning a typical election.
To be governor in Lagos state for instance, you need a few things in order to communicate your personality and your ideas to the 1,678,754 who voted in the last elections.
You need to print banners, and you need to print fliers. You need to print posters, and you need to print your manifesto. And in doing this, you are thinking about reaching the about 2 million people, or at least the 1million half of it that you will need to thumbprint for you in order for you to win the election. And that is just basic printing cost. Without talking about the ‘excitement tools’ e.g. t-shirts, face-caps, and other livery.
We have not factored in the planning and hosting of the events you will have to do, repeatedly, across the Local Government Areas where people will vote. A typical event has sound, canopies, decoration, food and drinks, and others. Multiply this by the number of local governments and by the number of the times you need to make the visit to consolidate gains.
On and on and on – campaign buses, campaign offices, campaign staff, road shows, and all of this minus the modern imperative for TV and radio adverts, as well as online exposures. This is without the personnel costs that attend to running any mid-size enterprise.
There is a reason politics is called the art of ‘selling’ yourself and your ideas.
So if there are people that think financial resources in elections only come down to buying party forms, bribing whoever they think is usually bribed and distributing rice to random voters, they are talking about incidental costs rather than actual cost of sale.
Without the financial resources, or the ability to get those who have those resources to part with said resources, you are a non-starter.
To be honest, I have sat in any number of establishment meetings; by this I mean, meetings by the ‘movers’ and ‘shakers’ of Nigerian politics, from across the two major parties and some of the fringes, and here is the truth of discovery – there is not a lot of sophistication that goes on in those spaces.
That is one of the shocking revelations I have had from seven years of engagement from multiple angles in this space.
Most of the decisions come from gut, and perception – perception mostly coloured by location, experiences, interests and relationships. In essence, many of these decisions are narrow and parochial. They are not well thought out, and don’t exist based on verifiable facts.
That, of course, is why our country is the way it is. Think about it: if the minds that have been manipulating our affairs for 50 years have been engaged in the art of sophistication and depth, is this the kind of country that would result from that process?
Unfortunately, whether these are the brightest or not, they are the ones who determine our political affairs, and they are the ones who largely make decisions as to candidates, candidacies and political reflexes.
Many times their decisions come down to – ‘it is the turn of this part of the country’, ‘this is the guy that won’t upset the apple cart’, ‘a woman cannot win in that part of the country’, or ‘we just don’t like that guy’. That’s the kind of thinking that leads to political decisions in this country.
I remember being shocked at the beginning of my professional life about 15 years ago years ago, to be seated (they ignored me because I was 17 and they knew I was harmless) in a discussion, whence one of the ‘powers that be’ in a South-Western state simply decided he wanted a woman to run for one of the offices under his influence. And that’s how she was elevated for life into a force to reckon with.
That’s the consensus that gave us Goodluck Jonathan as president, ultimately, in 2010. Those principalities in the PDP decided that Peter Odili could not be Vice President to Umaru Yar’Adua and Donald Duke could not be Vice President, and any number of people couldn’t be – not for reasons of capacity, competence or character, but simply because they were too ambitious. The least ambitious person was selected, and the least ambitious person, by default, became the president of this country for 5 years and ended it by losing large swaths of Nigerian territory to terrorists and 276 girls from Chibok.
So how will Jonathan again become a potential presidential candidate in 2019? Well, because these powers that be will come together and finalise a year before those elections that he is the best bet to unify that party, without alienating any of those groups.
They will conclude that having him as candidate will help complete the second term that the South-South is ‘entitled’ to and he will have the experience to run the office and run the country simply by the fact of having been there before.
They will look around and they will most likely find nobody else who can fill that position. Nobody else whose name you can shout on the main-road of Onitsha market and random people will know his or her name. Nobody who is so ‘formidable’ that he or she will immediately attract cross-regional resources to wage an electoral war, and nobody else whom the powers that can be can establish an unsophisticated consensus around.
The calculation will fall on: Who can face Buhari in 2019 and neutralize his huge advantages in the North?
And that is how; if Buhari decides to run for president again in 2019, the old fault lines will re-emerge, and we will probably end up with Buhari versus Jonathan again for the presidency of the federal republic of Nigeria.
When that happens, we will have no choice but to play the hand that we are dealt.
Unless something gives now. Unless someone else builds the momentum to cross at least two of these three imperatives. Unless someone else has the kind of Donald Trump, Bernie Sanders, Marine Le Pen (yes), Olusegun Mimiko, Peter Obi-guts to stare the dragon in the face, and to decide that this thing is not further mathematics, and this kind of history can, should, and must be made.
There is no such person on the scene as we speak.
And, as you and I know, two years before the next general elections as we are today, time is already running out.
About the Author:
Chude Jideonwo is co-founder and managing partner of RED, which brands including Y!/YNaija.com and governance communication firm, StateCraft Inc. Office of the Citizen (OOTC) is his latest essay series.