Democracy or tradition? Samoa election to decide

Samoan towns have been covered with election posters.

APIA - Samoan politics is advancing into the age of media campaigns and soundbites, and it seems there is nothing the traditionalists can do about it.

In a country that has seen elections fought and won on gifts and favours to village elders, the change to more open electioneering has seen more than 70,000 campaign posters plastered on walls in Apia, and political radio and television broadcasts by the hour.

The Samoa Observer says its candidate ads have jumped 80 per cent compared with the last elections.

For the first time in Samoan history the media has become the main focus of election campaigns for the nation's political parties.

According to the leader of Samoa Party, Su'a Rimoni Ah Chong, "the people need to understand the issues, they need to know why you are trying to gain a seat in Parliament and what the party is trying to accomplish."

His comments were echoed by Christian Party leader Falenaoti Tiresa Malietoa. "The media is indeed the massage, it has now become very important for politicians in Samoa to use the media in promoting, publicising and declaring their message."

The Human Rights Protection Party and the current Government, however, do not like the move towards saturated media campaigning.

"These candidates are galvanising on the media like fools," said one current minister and HRPP candidate, who did not wish to be named.

"We have our own way of campaigning and that is by taking care of our respective constituencies and providing them with what they need, but not by going on television and showing my face off like a clown."

Traditional practice in Samoa involves politicians campaigning for the support of whole villages through the matais [chiefs] in return for favourable measures in Parliament.

Constituencies have been known to agree before polling day on the best candidate, who is returned unopposed.

Tuilaepa Sailele Malielegaoi, leader of HRPP and Prime Minister, has already been declared an unopposed candidate this election.

Other traditional methods of campaigning include the giving of money, goods or favours to prospective voters. Indeed, they are expected and are legal until the 29th of March, 48 hours before the voting commences.

Some media campaigns go hand in hand with these methods, but Lau Dr Asofou Soo, head of the Centre for Samoan Studies, says the nation is not ready for the change in political culture.

"Samoans easily become annoyed when they see someone's face on the media over and over and I think these media campaigns will have a negative effect on the candidates."

Asofou - who has researched the difference between the democratic electoral system and traditional unopposed elections - said he did not believe the media campaigns would make a big difference in the way Samoans voted.

The decision by the HRPP to forgo media campaigning to concentrate on "traditional" methods speaks volumes for what the traditionalists still think is the most effective method.

Asofou said it would take time for the nation to settle into a balance between traditional and democratic forms of campaigning, and only time would tell which was more effective.