Dr Mbali Dhlomo-Sibiya, a senior social psychology lecturer at Unisa, said loyalty to a political group can be explained in psychology.
“This is the most basic need such as for food, water, shelter and clothing. You find some people are voting because a political party gave them food or promises to build houses. When political parties talk like that, they are appealing to the people who are at that level of need.”“Belonging, self-esteem and self-actualisation are higher needs. Some people will maintain their membership because of the sense of belonging they get. For others being part of a party raises their self-esteem.
“There could be fear. This is a party that was highly recognised for bringing in democracy and the liberation of black people, so you keep hoping maybe a new leader will do things differently.” She categorised political supporters into two groups, namely those who belong to a political party and those who are free agents. Those who belong to political parties are already in the bag and are certain about which party they will vote for. Free agents are those who must be persuaded through improved performance just before elections, with the intention that they will remember these good actions at the polls.
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