Why PMLN is losing the narrative war
From record-breaking political rallies to thumping electoral victory against electables, from hijacking the military’s monopoly on nationalism to completely dominating the digital sphere, Imran is eons ahead of his opponents in terms of narrative building. PMLN’s narrative in contrast has gotten muddier with time. Post Nawaz Sharif’s disqualification by the Supreme Court, the party’s narrative relied on two threads, the anti- establishment Vote ko izzat dou and the party’s reputation of being the “doers”, most experienced in governance and infrastructural development friendly party. The two threads often complemented and sometimes competed with each other, intertwining in the end only to unravel against Imran’s onslaught after the VONC. Now confusion prevails on what exactly the PMLN stands for, and which narrative to adopt for electoral gains keeping in view that PM Shehbaz Sharif’s image of being the most competent administrator has shattered. While Maryam Nawaz’s anti-establishment war cry now belongs to PTI.
While diagnosing the problem with PMLN’s narrative, the focus is limited to the medium and mechanism employed by the party members. The assessments mostly revolve around the party’s ineffective use of digital media and failure in disseminating its message to young and educated voters. The substance and quality of the message and the reliability of the narrator are two blind spots with most analysts. While Pakistan needs connectivity and transport infrastructure and the party’s dedication to infrastructural development is commendable, the sole reliance on this manifesto is no longer enough or attractive for Pakistan’s educated, young and urban middle-class voters.
These demographics constantly spat on by the system and stung by the state’s apathy are bound to choose the anti-status quo party with reform and up-hauling of the system as its core agenda. PMLN’s favorable electoral prospects, prior to the formation of the PDM Government were not because of its narrative, but rather due to Imran’s failure to deliver on his promises. Pakistan’s urban middle class has moved beyond just the roti, kapra, makan, motorways and metros, it now desires structural changes, an end to elite capture of state’s resources, swift access to justice, equality of opportunity, reforms in state institutions, social welfare programs and access to quality education and health services. PMLN is still using the outdated method of luring in voters just by promises of building roads, controlling the exchange rate and vague references to taking care of the lower classes.
Solely in terms of narrative and discourse, one side speaks against corruption while the other says “corruption hoti hai” and peddles how countries can develop even with corruption in government ranks. For the common man who battles corruption at every point of his interaction with public institutions, such a view is unacceptable. One side champions independent foreign policy, and the other in utter naivety says “beggars cannot be choosers”, while one side speaks for meritocracy the other has baby dynasts lined up to take a leadership position. The sloganeering of the nineties and “Baap PM, Beta CM” optics no longer resonate in 2022, with a bigger middle class, greater awareness and digital connectivity.
PMLN needs to understand that the anti-status quo and reformist agenda are the reasons that despite Imran’s failure to deliver on his Naya Pakistan and welfare state of Riyast e Madina, the electorate was quick to forget his three years stint in power and devour his message. Now the public perceives Imran’s anti-establishment stance as an extension of his anti-status quo politics. The VONC and the entire optics surrounding it with thirteen old guard parties joining hands, key allies leaving at the last moment and the perception that the establishment was pulling strings- validated Imran’s rhetoric that all crooks have united against him. This provided the electorate with a justification that Imran could not deliver because the entire system was rigged against him and incapacitated him during his tenure.
Along with an outdated message, PMLN’s other foe is the lack of credibility surrounding its key narrators. Imran for all his ailments enjoys the reputation of being honest and financially upright. The Sharif family in contrast is plagued with a perception of being financially corrupt. Even if corruption cases are ignored, both baby Sharifs (Maryam, and Hamza) lack personal accomplishments to compete with Imran’s impressive resume. His personal achievements as a cricketing legend and a philanthropist with twenty years of political struggle, present him as a much more reliable narrator than Maryam Nawaz Sharif or Hamza Shehbaz Sharif whose sole qualification for being leaders of a mainstream political party depends on their DNA.
The lack of personal accomplishments cements the image of being mere dynasties, a characteristic increasingly scoffed at by the youth and the middle class. There is a stunning lack of awareness among the Sharifs on how the public’s mood has shifted and optics of the past no longer invoke the same reaction. PM Shehbaz and his son’s public admonishment of public servants resemble the theatrics one would expect from a school headmaster. People expect the executive leadership to enact procedures and mechanisms which would ensure effective governance rather than surprise visits in full glares of the camera, furiously pointing fingers at lower-level officials leaving net zero impact on improved governance.
Maryam is not too far behind her uncle and cousin in terms of outdated optics. Her public orders to Miftah Ismail on Twitter, the country’s finance minister is reminiscent of a princess ordering her personal servant around. With her appreciation for luxury brands apparent, Maryam gives an aura of exclusivity and wealth, desirable for a celebrity but not a key political figure.
PTI’s breach of the PMLN’s Punjab fortress shows that role of the baradari vote and electables is diminishing. The extremely polarized electorate now votes for narrative as much as performance. PMLN has been unable to win over the most significant demographics owing to its outdated message and uninspiring dynastic leadership. The party, in order to survive with the changing times, needs to reevaluate its core agenda and the optics surrounding the Sharif family’s role. Pakistanis are no longer impressed by the hereditary leadership lacking charisma. The perception of being the status quo party will continue to hurt the PMLN as the public now gravitates towards leaders willing to call out and challenge the prevailing governance models. PMLN could empty its coffers with investments in digital media or effective messaging, though it would hardly make any difference if the message, the narrator or the optics remain the same.
