Candidates turn to social media for targeted election campaigns

By Radha Luitel, Panchthar, Feb. 25: Political parties in Panchthar have significantly altered their campaign strategies in the run-up to the parliamentary elections, shifting their focus from mass gatherings to targeted digital outreach through social media platforms.

In previous elections, parties organised large assemblies and rallies to present their agendas and seek votes. This year, however, most have prioritised audio-visual campaign materials distributed through Facebook and TikTok.

Leading the digital push are the Ujyalo Nepal Party, led by Kulman Ghising, and its alliance partner, the Rastriya Parivartan Party. The parties have been actively promoting their agendas and policy messages by boosting posts through multiple Facebook pages and accounts to reach a wider audience.

Similarly, the Rastriya Swatantra Party (RSP), Shram Sanskriti Party and Nepali Communist Party have been using engaging online content to appeal to voters.

Even the traditionally dominant parties, the Nepali Congress (NC) and the CPN-UML, have adopted similar digital strategies. All 15 candidates contesting in the district have reportedly placed greater emphasis on digital campaigning than on conventional mass meetings, corner gatherings and rally processions.

Newer political parties claim to be combining grassroots labour, meeting voters individually and presenting their agendas directly, with innovative digital methods to win public support.

Major parties in the district, including the NCP, CPN-UML, NC, Ujyalo Party, RPP and RSP, have engaged content creators to develop campaign materials.

According to Prabin Rai of the Ujyalo Party, more than 50 young people have been assigned to produce digital campaign content for Ujyalo and the Rastriya Parivartan Party.

Meanwhile, the NC and CPN-UML have mobilised affiliated journalists and well-wishers to support campaign publicity. UML candidate Aindra Sundar Nembang stated that Press Chautari Nepal has been producing his campaign materials, while NC sources said that officials from Press Union and media-related individuals have been involved in their content production.

In the previous House of Representatives poll held in 2022, the CPN-UML candidate secured victory by a narrow margin of just 46 votes.

Having emerged as the leading party in both the 2017 and 2022 elections, the CPN-UML faces the challenge of preserving its legacy. 

The NC, on the other hand, is attempting to channel organisational restructuring and post-general convention momentum towards voters.

Among the 15 candidates contesting from Panchthar are Narendra Kumar Kerung of the NC,  Aindra Sundar Nembang of the CPN-UML, Harka Nembang of the NCP,  Mahendra Bikram Thamsuhang of RSP, Tek Bahadur Limbu of the Ujyalo Party, and Brabim Serma of the Shram Sanskriti Party.