MJ

THE EFF MUST INVEST IN DIGITAL MEDIA‼️‼️‼️ In my analysis, Gauteng’s decline must also be examined against the backdrop of heavily sponsored social media campaigns directed against the EFF. The influence of digital media in shaping political discourse and public perception can no longer be underestimated. Fighters, in our 2019 NPA Discussion Document, the EFF made an honest reflection about the media environment and the challenges confronting the organisation. Some of the observations made in that document remain particularly relevant today. The document states: "A key lesson in the power of social media and how it can be used, abused and misused to influence behaviour is related to elections." It further observes that: "The propaganda war is much more sophisticated, systematic and centrally coordinated." And acknowledges that: "There has been a sustained campaign to discredit the ideas of the EFF, its programmes and leadership." Seven years later, these observations deserve renewed attention. Fighters cannot afford to underestimate the power of digital media or the influence of coordinated information campaigns. Yes, we have made significant strides, but we can do much better. We must invest in digital media, strengthen our communications infrastructure and establish a dedicated unit to monitor, expose and counter misinformation and disinformation through facts, research and effective communication. We must move beyond merely reacting to narratives about the organisation. We must have the capacity to communicate our ideas, defend our record, explain our programmes and engage the public consistently across all digital platforms. The struggle is also taking place in the digital space. Our organisation must organise, resource and equip itself accordingly. #EFFPolitics101