Mutharika’s Strategic Shadow: Exploiting ‘Make Yourself Rare’ in Malawi

mutharika’s Calculated Silence: A Masterclass in Political Absence?

Peter Mutharika’s recent reappearance has ignited speculation: is the former Malawian president strategically employing Robert Greene’s Law 16 of the 48 Laws of Power, “Use Absence to Increase Respect and Honor”? The article suggests that Mutharika’s period of quiet has not been a passive fade, but a calculated move to amplify his presence and influence.

Law 16 posits that constant visibility can diminish one’s perceived value, leading to audience fatigue. Conversely,absence can cultivate curiosity,foster longing,and ultimately,create or re-establish exclusivity and importance. Mutharika’s strategic disappearance appears to have achieved precisely this. His recent return, coinciding with the eve of the official campaign period, has sparked renewed public interest, prompting questions about his intentions and potential comeback. Both his detractors and supporters are now actively discussing his potential role,suggesting his absence has successfully shifted the narrative.

The timing of Mutharika’s re-emergence – healthy, smiling, and projecting a presidential demeanor – just days before the campaign officially kicks off, is being interpreted as a deliberate, calculated maneuver. This approach mirrors strategies of “seduction,” where strategic withdrawal makes a subsequent reappearance all the more impactful.Experts suggest Mutharika might continue to employ this tactic, limiting his public appearances and speaking engagements to allow speculation and anticipation to build, thereby maximizing the impact of his eventual pronouncements.

This strategy is designed to transform whispers into widespread conversations, with his image circulating and public discourse revolving around his potential. The article argues that Mutharika doesn’t need to dominate headlines with constant activity; his vrey presence, now reintroduced after a period of absence, serves as the message. By making himself rare and seemingly essential, Mutharika aims to position himself as a figure whose words will be eagerly awaited, much like pronouncements of great significance.The evidence strongly suggests that Peter Mutharika is indeed leveraging Law 16. If this strategy continues to be executed effectively,his period of absence could very well translate into a significant political resurgence,with his return effectively launching his campaign without the need for a customary rally.

How did Mutharika’s use of “make yourself rare” impact the flow of information to the Malawian public?

The Core Principle: Scarcity & Political Capital

The political strategy employed, often subtly, by former Malawian President Peter Mutharika centered around a calculated application of the “make yourself rare” principle. This isn’t about physical absence, but about controlling access, cultivating an aura of exclusivity, and strategically limiting public engagement to maximize perceived value and maintain political capital. Understanding this tactic is crucial for analyzing his presidency (2014-2020) and its lasting impact on Malawian politics. This approach, while not unique, was notably pronounced in Mutharika’s governance style. Key terms related to this include political scarcity, elite control, and perception management.

Limiting Access: The Presidential Bubble

Mutharika’s governance was frequently criticized for creating a notable distance between the President and the general populace. This manifested in several ways:

Restricted Press Conferences: Compared to previous administrations, Mutharika held fewer open press conferences. Information was often filtered through presidential spokespersons, controlling the narrative and minimizing opportunities for direct questioning.This fostered a sense of information asymmetry.

Controlled Public Appearances: Public appearances were carefully curated. Large rallies were less frequent, replaced by smaller, more controlled events often attended by pre-selected audiences. This limited spontaneous interaction and potential for negative feedback.

Emphasis on Protocol: Strict adherence to presidential protocol created a formal, often intimidating atmosphere around the President, further reinforcing the perception of inaccessibility. This contributed to a feeling of political distance.

Reduced Village Visits: Traditional presidential practice in malawi included frequent visits to rural villages. Mutharika considerably reduced these visits, diminishing direct contact with the majority of the population.

This purposeful limitation of access wasn’t accidental. It aimed to elevate the President’s status, making his time and attention seem valuable and reinforcing his authority. The concept aligns with scarcity marketing principles, adapted for a political context.

The Power of Selective Engagement: Patronage & loyalty

While broadly limiting access, Mutharika strategically engaged with specific groups, fostering loyalty and solidifying his power base. This selective engagement was often tied to patronage networks.

Focus on the DPP Elite: The Democratic Progressive Party (DPP) elite received preferential access to the president and benefited from government contracts and appointments. This created a strong incentive for loyalty. Political patronage became a defining feature of the administration.

Cultivating Traditional Leaders: Mutharika actively courted traditional leaders (chiefs), recognizing their influence in rural areas. Providing resources and support to chiefs secured their allegiance and facilitated political mobilization. This highlights the importance of traditional authority in malawian politics.

Targeted development Projects: Development projects were often strategically located in areas considered DPP strongholds, reinforcing support and demonstrating tangible benefits to loyal constituents. This exemplifies geographic targeting in political strategy.

Religious Groups: Selective engagement with certain religious groups, offering support and recognition, further broadened his base, though this also drew criticism regarding the separation of church and state.

This approach created a system where access and benefits were contingent upon loyalty, effectively reinforcing the “make yourself rare” strategy. Those in the inner circle enjoyed privileges unavailable to others.

The Media Landscape & Narrative Control

Mutharika’s administration exerted significant influence over the media landscape, further contributing to the control of information and the cultivation of a favorable narrative.

State Broadcasters: The Malawi Broadcasting Corporation (MBC) was widely perceived as a mouthpiece for the government, consistently promoting a positive image of the President and downplaying criticism. This raised concerns about media bias.

Pressure on Independent Media: Independent media outlets faced subtle pressure, including delayed access to information and occasional harassment of journalists. This created a chilling effect on critical reporting.

Social Media Management: A dedicated team managed the president’s social media presence, carefully crafting messages and responding to criticism.This demonstrates the growing importance of digital communication in political strategy.

Legal Challenges: The government utilized legal mechanisms, such as defamation lawsuits, to silence dissenting voices and discourage critical reporting.

this control over the media landscape allowed the administration to shape public perception and reinforce the narrative of a strong,decisive leader. The strategy relied on framing and agenda-setting.

The Backlash & 2020 Election Outcome

The “make yourself rare” strategy, while initially effective in consolidating power, ultimately contributed to Mutharika’s downfall in the 2020 presidential election.

Growing Disconnect: The perceived distance between the President and the people fueled resentment and a sense of alienation.

Perception of Arrogance: The controlled access and emphasis on protocol were interpreted by many as arrogance and a lack of empathy.

Increased Opposition Unity: The DPP’s exclusionary tactics inadvertently strengthened the opposition, uniting various parties against a common enemy.

Constitutional Court Ruling: The 2019 presidential election was annulled by the Constitutional Court due to widespread irregularities,further eroding public trust