TheCable

BY LAWAL TEMITAYO

Politics is a serious business. Lots of efforts, monies and exchanges go into it. Ideally, it’s meant to secure political leadership for the people but, paradoxically, a number of people stop breathing, especially during electioneering process, because of what we merely call a game.

In essence, it’s really important for the citizens to not only be concerned, but impassionate about who becomes their leaders and how the processes that bring them in work or could be manipulated. You know, Psychology is such a powerful discipline and tool. Some of its made-simple techniques could be used by ordinary people or by powerful ones who, in case of technicalities, get the services of professionals. One of such areas that Psychology has been largely used or could be exploited is politics. But then, before I proceed to reeling out the points of nexus between the two, it’s necessary for easy and comprehensive grasp to, in proper perspectives, explain what classical conditioning is.

Classical or Pavlovian conditioning is a behavioural psychological method that systematically transfers feelings, thoughts or dispositions through relationships. It pairs an object, event or variable that elicits a particular natural or reflexive response (unconditioned stimulus) with a neutral one to a point that only the presence of the latter is required to induce the originally impulsive and event-specific response. This time, it’s no longer neutral but a conditioned stimulus. A non-complicated and relatable example will be a new soap advert that premiers a loved celebrity, say, Adesuwa Etomi, using their soap, implying it’s the reason for her beauty and freshness. The intent is to, over time, transfer the ‘love’ the target audience has for the celebrity to the soap which will ultimately influence their buying preferences. Have you ever blown bubbles during laundry and say “Omo multi active” or “So clean”? You ever thought about why you prefer Domino’s pizza? Well, they got you!

Remember the SAK movement? I’m talking about some politicians who wouldn’t win in isolation or on merit but who rode on the ecstatic connection the northern Nigeria had for candidate Buhari by associating with him or even adding his image to their posters. Haven’t you ever wondered why some politicians, who might actually disbelieve his principles, chant phrases or show symbols associated with Awolowo? What about the ones of Eastern extraction who, at every slight opportunity, praise Ojukwu or the uniqueness of “The Igbo Nation”? If not others, you should be familiar with how political leaders sometimes scrabble to host and award teams that win world championships. These icons, events, ideologies or personalities naturally elicit some naturally postive feelings of joy and fulfilment among certain set of people and these politicians aim or work to get it transferred over time. Simple but it works wonders. That’s how our psyche functions and they know it. Eureka? Hold on and read.

Also, during the electioneering process this principle is used to carefully articulate their messages to the citizens. Pleasant and popular songs are used as jingles. Sometimes, they get the artistes to sing them at their rallies. Remember how Obaseki’s campaign team made Godwin by Korede Bello an anthem? A glorious national history is harped on and the role the candidate played is exaggerated. This was one of the methods used by South African politicians. Political figures who fought the apartheid regime are respected and, sometimes, elected based on that. Political endorsement does the same thing. It’s an effort to transfer political likeness or authority.

Propaganda is a viable and regularly used tool in politics and it has psychological underpinnings. The government could create an ideal, sometimes utopian, like The Nigerian Dream. All their actions and even defence, when accused, will be tailored towards it. They could strike down the opposition by claiming they’re derailing the goal or even accuse them of something bigger and, particularly, against voters’ bias.

Opposition too could pick a word, like incompetence or corruption, that naturally arouses not-so-good feelings, belabour it ad infinitum and stamp it. A major way to confront this by the ‘victim’ is to destroy the moral fortitude of the ‘accuser’ on the contentious matter and the smarter leads from there. And you know, the thing about propaganda isn’t that it’s not true but by half. When repeated, however, it becomes absolute.

The ethicality of classical conditioning in politics can be debated but that’s not the focus of this piece. This is just an attempt to enlighten fellow citizens about the tricks used to win our votes. It is also to circumvent blind followership and spur debates about the real issues. It is important that those who knew or now know should look beyond beautiful political ads and packed campaigns and focus on critical issues that will contribute to our progress, as a nation. It’s that simple.