Caretaker Minister of ICT and Postal Services Ateny Wek Ateny has expressed concerns over the communication strategies employed by some candidates contesting in party primaries in South Sudan. He noted that their reliance on English and difficulty pronouncing the names of the constituencies they seek to represent highlight significant gaps in their communication approaches. Ateny made these remarks during the launch of the Bank of South Sudan's Communication Strategy on Monday, October 26.
Ateny emphasized that politicians should adapt their messages to the languages and needs of their intended audiences, rather than assuming that speaking good English makes them effective communicators. He cited Aweil South, Constituency Number Six, as an example, stating that if he were contesting an election, he would use Dinka to communicate with voters in that area. This approach, he believes, would enable him to connect more effectively with the local population.
The minister questioned the necessity for candidates to use English when their intended voters might better understand local languages. He suggested that communication strategies should reflect the linguistic diversity of South Sudan, noting that English could be suitable for audiences in Juba and other major towns, while local languages could be more effective in other communities. This, he argued, would ensure that messages are conveyed clearly and understood by the target audience.
Ateny further explained that political communication should focus on reaching voters in languages they understand, rather than treating English proficiency as a measure of political leadership. He discussed different forms of listening, including sound listening, selective listening, and contextual listening, which influence how audiences receive and interpret messages. Understanding these differences, he said, is crucial when developing messages to ensure they reach the intended audience.
The minister formally announced the launch of the Bank of South Sudan's Communication Strategy, describing communication research as an important step towards improving how institutions engage with the public. This strategy aims to enhance the bank's communication approaches, ensuring that its messages are conveyed effectively to various audiences across the country.
Ateny's remarks highlight the need for politicians to adopt more effective communication strategies that cater to the diverse linguistic and cultural backgrounds of South Sudan's population. By doing so, they can ensure that their messages are understood and resonate with voters, ultimately strengthening their connection with the people they seek to represent.
The call for improved communication strategies comes as party primaries take place in South Sudan, with candidates vying for positions in the upcoming elections. Ateny's advice is expected to resonate with politicians and stakeholders, who will be looking to refine their communication approaches to better engage with voters and ultimately secure their support.
Key points
- Ateny Wek Ateny urges candidates to adopt communication strategies that reflect the linguistic diversity of South Sudan.
- The minister emphasizes the need for politicians to communicate with voters in languages they understand.
- Ateny launches the Bank of South Sudan's Communication Strategy, highlighting the importance of effective communication in institutional engagement.
