LILONGWE-(MaraviPost)-As the 2025 presidential campaign season gains momentum, there is growing interest in how political parties are engaging Malawians both on the ground and in the digital sphere.
Despite the presence of the entire government machinery in Ntchisi, including President Lazarus Chakwera and his full Cabinet, the level of online interest generated by the event was relatively low.
Data from Times Group platforms shows that the Malawi Congress Party (MCP), despite leveraging state power and high-profile participation, only managed to draw 1.1K views for the event.
In sharp contrast, the Democratic Progressive Party (DPP), led by former President Prof. Arthur Peter Mutharika, attracted significantly more digital attention.
DPP’s campaign coverage on Zodiak Online drew a remarkable 17.1K viewers, highlighting a deep undercurrent of support or curiosity from the public.
Meanwhile, the United Transformation Movement (UTM), which fielded its campaign event through Mibawa TV, generated a modest 635 views.
These numbers, while seemingly superficial, provide meaningful insights into the current political mood among Malawians.
First, the disparity in viewership between the ruling party and the opposition suggests that state presence does not necessarily translate into public interest or enthusiasm.
The DPP’s ability to outperform MCP and UTM in terms of online engagement may indicate that the opposition narrative is resonating more powerfully with the masses—particularly through digital media.
It also reveals how traditional campaign tactics, such as large delegations and presidential visits, are no longer sufficient to guarantee voter attention in the digital age.
MCP’s low numbers could be interpreted as campaign fatigue, dissatisfaction with the current administration, or poor digital strategy in messaging and outreach.
UTM’s weak online performance, despite its grassroots reputation, signals a possible decline in its political energy or voter appeal ahead of the polls.
Moreover, DPP’s strong showing on Zodiak Online reflects not only the continued popularity of Prof. Mutharika among segments of the population but also the party’s ability to effectively mobilize digital audiences.
These trends suggest that Malawians are not only scrutinizing political messages but are also increasingly selective about where they invest their attention.
In conclusion, while campaign rallies and Cabinet participation remain essential in showcasing power and mobilizing rural support, they must now be complemented by strategic digital engagement to reach a broader and more youthful electorate.
As the campaign trail heats up, parties that fail to adapt to this hybrid model of engagement—both physical and digital—risk falling behind in shaping national opinion.
