Studies show that electoral communication is characterized by the omission of unfavorable things and the highlighting of favorable accents, an attempt to meet the expectations of voters, which are not necessarily implemented and realistic.
The media is doing well
“By perfectly performing the role of a watchdog in democratic societies, the media helps the voter to understand what lies behind the beautiful words and promises of the candidates, revealing whether the words and declared values of the candidates match their actions,” observes KTU political scientist V. Valentinavičius.
According to KTU political scientist V. Valentinavičius, it is necessary to evaluate not only the words of the candidates, but also to analyze his environment, work and actions. The criticality of the media helps to create the true picture.
Information about family members of candidates whose business may have certain connections with a state hostile to Lithuania, provisions that are not necessarily compatible with the principles of a democratic state, or certain beginnings of corruption when family members are patronized – all these are important aspects that the voter must know and evaluate in preparation for the Presidential elections.
Tradition is flawed
KTU political scientists are convinced that the trend established in Lithuania in recent years, when the President is re-elected for a second term without greater competition, is flawed, because the lack of competition does not create the conditions for the incumbent President to basically step up and take real steps to increase public welfare in his first term.
On the other hand, the role of the President in Lithuania is perceived more as that of an overseer, who supposedly has to oversee how other institutions work. The outgoing president Dalia Grybauskaitė, who has very often followed the so-called carrot and stick principle, may have helped create such an image by criticizing ministers and government officials and, when necessary, praising them, thus encouraging them to support her.
“It is important not only what the candidates say, but also how they argue and what they base their statements on. Very often, the candidates’ statements go beyond the competences of the President, or it is not clear how they will implement their aspirations”, observes KTU political scientist prof. Dr. V. Morkevičius.
In the opinion of political scientist V. Morkevičius, voters do not very often wonder whether the candidates’ promises are actually implemented: “Voters’ indifference and lack of criticism allow candidates to relax and speak in declarative phrases that the voter wants to hear, which is why the role of the media is extremely important during the election period.”
There is a lack of citizenship education
KTU political scientists note that criticality, which is a certain feature of citizenship, must be developed at school, it is also discussed in political science studies. Critical thinking is essential in political science, as it allows students to critically assess the processes of public policy formulation and implementation. This discipline benefits from a critical approach that allows us to understand and analyze political processes – decision-making, their consequences and the intricacies of governance.
According to V. Valentinavičius, it is not necessary to be a political scientist in order to be able to evaluate certain processes or take a critical look at the rhetoric of the candidates, the thoughts taught, the arguments presented: evaluate various circumstances. On the other hand, in democratic societies, the media always help the citizens to reveal the real face of the candidates, which they do not always tend to show to the voters”.
Reliability is an essential characteristic of a manager
However, KTU political scientists agree that when evaluating candidates for the post of President, voters should take into account how the candidates perceive various public policy issues (for example, health, social security, education and science), evaluate the candidate’s experience, and whether the candidate is suitable for the position they are applying for. Reliability is an essential characteristic of a manager, so honesty, accountability and adherence to ethical norms should also be valued.
“Important qualities are the candidate’s ability to clearly state his ideas, to justify them, of course, to listen, to refuse insults and belittling others, the ability to take leadership in uniting for a common goal. Of course, voters should take into account whether the candidate’s long-term goals for the country are not only ambitious, but also achievable, whether they are related to future challenges and opportunities”, observes KTU political scientist V. Valentinavičius.
According to KTU political scientists, the reluctance to participate in debates and public forums also reveals the reluctance of the candidates to directly communicate with the voters, the avoidance of discussing one or other issues that would reveal their lack of competence or flawed attitudes.
