‘Too Good to be True’: Unfulfilled Campaign Promises, Pledges, and Political Deceit in Zimbabwe

Abstract

This chapter investigates one of the most exigent aspects of political communication: whether campaign promises, and pledges effectively sway voters to vote for particular candidates. By drawing on the Zimbabwean case study, the chapter shows how politicians often use campaign pledges and promises to hoodwink voters. This is pronounced through false, fake, and unfulfilled promises and misrepresentations. Many voters then fall for the lies, empty policy and programmatic promises by political candidates, thus falling vulnerable to deception by politicians. The chapter draws on qualitative research methodologies. The study contributes to a deeper and more nuanced understanding of the ongoing and polemic discussions on the use of political rhetoric and the power of persuasion in political communication. The chapter establishes that though political deceit is primarily utilised in political campaigns worldwide, this often short changes voters, especially those who vote for candidates based on policy and programmatic content and value. The chapter establishes that political deceit goes contrary to the dictates of democratic representation and participatory democracy.