Ten years ago, Robert “Bobby” Pickersgill, then Minister of Water, Lands, Environment and Climate Change, marked a turning point (pun intended) in Jamaican politics that I never expected not what he expected at the time.

I served in Cabinet with him and, rest assured, he was neither shy nor weak-minded. He also had no diplomatic filter between his brain and his mouth, which was evident not only when he presided over PNP leadership meetings but also with the media.

Bobby was going to say what was on his mind whether you tested his patience or not.

But this is not about the personality of the former minister and president of the PNP. Rather, it is about its dissonance, or some might say ignorance, in the era of the rapid proliferation of social/digital media in the Jamaican landscape as a communications tool and, some would say, as a armed.

You may remember that fateful day when he was asked what he thought about Jamaicans describing the purchase of the Outameni property by the National Housing Trust as a “scandal” or something similar. In his response, Bobby completely avoided answering the question, citing his mindset that only a few people were talking about it on Twitter and not ordinary Jamaicans.

“No ordinary Jamaican talks about it… Twitter is an ordinary Jamaican? Ordinary Jamaicans know everything Twitter” he said. He went on to say that Jamaicans Twitter are an “articulate minority” and have suggested that whatever is happening regarding conversations about Twitter was politically motivated.

As one of the first politicians to embrace and use social media at the time, I thought to myself, “Lord, we’re dead now” and begged him to retract or say something else.

But as they say, the die was already cast.

Unlike traditional media, which only delivers information one way, one of the best features of social/digital media is that communication is two-way and feedback exists in real time. Live streaming, news posts, stories and comments can now go viral to thousands of people in minutes.

Bobby’s comment about the articulate minority went viral, and I truly believe it helped not only deepen the shift in voters’ mindsets about us as representatives, but also created an avenue for open criticism, in real time and immediately from academics, students and entrepreneurs. , artists, street vendors – you name the layers. They all expressed their opinions in the comments sections under the government’s articles, statements, photos and videos. They hid nothing and no one was off limits, regardless of title, position, experience or age. The opinions were consistent and brutal. And once the “herd” smelled blood, they attacked, leading to the emergence of what has been called cancel culture. They could kill the integrity of your name, your brand or your skills with a single tweet.

I remember one of my billboards erected in Golden Grove during the 2020 general election campaign. Unfortunately, the advertising company placed it in front of a pothole. Immediately, a man took a photo of his flat car tire in the pothole in front of my billboard and posted it on Twitter. The comments under the photo were quick and scathing. But, ego aside, I had to accept their merit.

A beautiful billboard in front of an ugly pothole, the visuals and reality of the representation didn’t match in people’s eyes, and it changed the way I paid attention to what others considered “noise” . I saw it as critical feedback and was impartial in intent and proactive in representing my constituency on social media by responding to individuals, pointing them in the right direction and asking for their feedback knowing it could be hard.

But what this digital reality of two-way communication has also done in the political arena, in my opinion, is to embolden the rise and mainstay of “identity politics.” Now people felt confident to speak out because there were thousands of other voices like theirs.

Broadly defined, identity politics is a political or social activity carried out by or on behalf of a racial, ethnic, cultural, religious, gender or other group, usually undertaken to rectify injustices suffered by members of the group due to differences or conflicts between their particular identity (or misconceptions about their particular identity) and the dominant identity(ies) of a larger society.

Identity politics also aims, in the course of this activity, to eliminate harmful misrepresentations (stereotypes) of particular groups that have been used to justify the exclusion, exploitation, marginalization, oppression or assimilation of their members until erased. It also encompasses significant or separatist movements within particular countries and territories. For example, in the United States, groups associated with identity politics include African Americans, Native Americans, Hispanic Americans, Muslims, Jews, feminists, and the LGBTQ community. Additionally, identity politics is closely linked to multiculturalism, or the general view that minority cultural groups deserve respectful recognition of their distinctive beliefs, values, and ways of life.

By 2024, more than 85% of American adults sometimes receive news from a smartphone, computer or tablet, with nearly 60% saying they frequently turn to digital devices for news. These statistics are almost the same as in 2023. “Americans are turning to television, radio, and print publications much less for information. » (Pew Research Center)

According to recent data, around 75-80% of people now use their smartphones to make purchases, with a significant majority of online shoppers using their phone as their primary device for shopping.

With superior technical algorithms and social media optimization, X (formerly Twitter), Instagram, TikTok, Facebookand podcasts, these platforms distribute their news quickly and opinions and comments arrive even more quickly.

It is no coincidence that “the richest man in the world”, Elon Musk, bought Twitter. He knew the power of the platform and how he was going to use it. One of his first actions was to lift the ban and reinstate Donald Trump.

Paying attention to this, I told people early on that Donald Trump would win again, regardless of the close election and the Democratic Party replacing Joe Biden with Kamala Harris this late in the game.

For what? I was looking at the public comment sections from which digital media, including X, what I was doing and I saw a trend emerging.

The basic “bread and butter” realities and Americans’ sense of security were no secret to black men, Hispanics, whites, and young women. It was clear to me that people were going to vote to strengthen their wallets and ensure America’s security and physical protection from external and other global economic threats. Besides, if the richest man in the world was willing to go all out with his money and his vote for Donald Trump, why shouldn’t they give him a chance?

While identity politics was still in play, I saw and heard others within these subgroups (in digital media and podcasts) not think about the morality of the candidates’ characters. They simply wanted someone who they felt was feared by the rest of the world and who demonstrated the competence to fix the economy so they could buy food and pay their bills. Abortion, human rights, mass deportations, Project 2025 were all absent from their narrative.

As we enter the home stretch of our next election cycle, it is time to focus on the key issues affecting the nation. In the midst of a rapid decline in unemployment and a much more stable economy, a large part of the population still expresses: “I don’t feel it, our cupboards haven’t evolved and our lives haven’t improved – the beginning seems dark. »

This indicates that people will focus on the results of their personal economic prosperity and less on morals, values ​​and “fine talk”.

The winner will also come from whoever uses digital platforms best. Although politics has always been “local and on the ground,” it is simply going viral.

A word from the wise is enough, because when the chicken is having fun, the hawk is indeed close!

Lisa Hanna

Lisa Hanna is the MP for St Ann South Eastern, People’s National Party Spokesperson for Foreign Affairs and Foreign Trade and a former Cabinet Member.