By Uwemedimoh Umanah, PhD
The unprecedented endorsements of Pastor Umo Eno and his gubernatorial project by groups and individuals across Akwa Ibom State, is a bold political statement- that he is the most widely accepted brand in the race to the Hilltop Mansion in 2023.
What’s an endorsement and how does it affect the political fortunes of candidates?
An endorsement is a statement or action which shows that a person or group supports someone or something. It is also a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people- aimed at generating greater sales or support. An endorsement, therefore, is a huge political capital that can impact electoral fortunes.
Endorsements have a long and rich history in politics. Endorsements by politicians and interest groups, such as labor unions and business organizations, date back to the early 20th century. Historians traced the role of endorsements in politics to 1920, when presidential campaign of Warren Harding of US was endorsed by film stars such as Al Jolson and Mary Pickford (Morello 2001).
Some of the endorsement rallies by groups in the State which will have far- reaching political impact on the 2023 election include those of: Nsit Atai Stakeholders, Okon- Eket Political Zone, Akwa Ibom Traders Association, Akwa Ibom Business Community, among others.
The endorsement of Pastor Umo Eno, the gubernatorial candidate of the PDP by one of the most formidable and politically viable groups in the State; Market Women Unions on Wednesday 16th of November 2022 tells a compelling story- of the acceptance and goodwill garnered by the gubernatorial candidate of the PDP, Pastor Umo Eno.
A 2019 survey by lsdhub.org in 13 markets in the South -South geopolitical zone reveals that, there are 6 female out of every 10 market traders. It also revealed that women dominate the sales of daily needs such as raw and finished food items. What this implies is that there are more female traders in the area than male.
Women have greater impact on families, which is the cradle of political socialization. The truth is that the casual remarks made around the dinner table or while helping with homework have an impact on a child’s political orientation. Family tradition is particularly a factor in party identification, as indicated by the phrases - lifelong Republican and lifelong Democrat.
Back to Umo Eno: His endorsement by the Market Women Unions stood him out and differentiated him and his messages from those of his competitors. In one of his compelling statements which has continued to resonate with the women traders, PUE posited thus:
‘I'm also one of you: I've bought from the market women and I've also done businesses with market women. By the grace of God, If I emerge Governor come 2023, I will touch each of the 187 Market Union groups by granting financial support to them through whoever God will bring as the Commissioner for Trade. We will work with the leadership and ensure that we support you financially so your businesses can thrive. This is your government. We will give you your due recognition at all times. If you have something new doing and we see it, we will give you money to support that business...’
The significance of this profound statement is that it affirmed PUE is a first -choice candidate for the Governorship, with whom every woman trader wished to identify with. Secondly, the endorsement of PUE by market women showed he is a more credible brand - a super brand.
In truth, people feel an attachment to candidates and persons they respect. Naturally, when they see a candidate in the genre of PUE with whom they can relate, it impresses on them that the candidate and his message alike understand their needs. Therefore, when traders endorsed PUE, it made them see him as one of them, thereby eliciting acceptance and affinity with his gubernatorial cause.
The President of the Market Women Union, Imaobong Akpan, affirmed this, when she said:
‘Since the emergence of Governor Udom Emmanuel, market women have enjoyed many privileges. That is why we are here today to honour the man that God has ordained to be honoured, the one God has given to Akwa Ibom as the next Governor to continue in sustaining the peace and infrastructural renaissance the people of Akwa Ibom have enjoyed in the last seven years plus.’
By this statement, Market Women’s endorsement of Umo Eno will affect the voting preferences of their contemporaries, families and friends. My key identifying postulation is that areas with high concentration of markets and traders; would most likely identify with their folks by supporting the PDP gubernatorial candidate, Pastor Umo Eno
- Uwemedimoh Umanah, is a Development Scholar and PR Expert made this contribution from Abak
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