BNP, the restorer of Bangladesh's multiparty democracy, is now struggling to connect with today's electorates, particularly younger generations, thereby eroding its political credibility. Understanding BNP's image crisis provides insight into Bangladesh's complicated political scene and illustrates the challenges that BNP must overcome to reestablish itself as a people's political party.
Errors in office
When the BNP took office in 2001, it was mandated to promote national wealth, good governance, and accelerated economic growth. However, accusations of corruption, nepotism, and political violence exacerbated BNP's image. Categorizing Bangladesh as one of the world's most corrupt countries further bolstered a narrative of mismanagement and ethical failure. The August 21 grenade attack, as well as the 2005 bombings and the 10-truck weaponry haul, tarnished the BNP's reputation for ensuring the safety and security of its citizens. These episodes reinforced notions of a weakening rule of law, instilling distrust in citizens.
The situation deteriorated further after the BNP's mandate expired in 2006, when a military-backed caretaker government took office. During this time, popular sentiment swung against the BNP, spurred by new corruption claims and the consequences of its previous administration. Awami League, which took administration in 2008, capitalized on all these issues.
An easy target
They used media methods to depict the BNP as a destabilizing and unprogressive force, repeatedly connecting the opposition with corruption, violence, and regression. Using print, television, and social media, the AL depicted the BNP's previous rule negatively while emphasizing its triumphs, lowering the BNP's standing among a rapidly modernizing public. AL frequently referenced BNP’s past controversies to shift focus from its debacles or lessen scrutiny on similar issues, using this tactic to maintain public trust while downplaying current socio-economic and political challenges.
Moreover, BNP’s political association with Islamic groups, particularly Jamaat-e-Islami, served as a boon for AL’s PR strategy. Highlighting BNP’s alliances with the “anti-liberation forces,” AL managed to alienate the moderate and younger voters from BNP through the likes of “Gono Jagoron Moncho”
BNP must pivot tactically and completely rethink its strategy
BNP's lack of a strong media presence and smart public relations approach, coupled with AL’s full control over the traditional media, and the presence of DSA/CSA, has crippled BNP in countering these narratives. As a result, people’s perception of the BNP as lacking innovative policy or a roadmap aligned with modern Bangladeshi aspirations was reinforced.
BNP's primary reliance on street protests muddled its image because AL media power presented marches as disruptions rather than legitimate political activities. This portrayal eroded popular support and contributed to the BNP's reputation as a force lacking constructive political participation or stability. Furthermore, the AL's development narrative, regardless of how faulty it may be, has increased its hold on public opinion, portraying the BNP as a regressive alternative.
After years of persistent public relations campaigns by the AL, the BNP was often perceived as an alternate version of its opponent. This view, along with increased public scrutiny and criticism, has had an impact on BNP's reputation among students and the general public. These factors can potentially undermine the BNP's credibility and prospective return to power, emphasizing the importance of a clear, differentiated strategy to reestablish public trust and resist this diluted image.
To restore its image, BNP must pivot tactically and completely rethink its strategy. Promoting openness, and progressive ideas, and demonstrating leadership capable of handling current economic and social challenges should be the primary focus of BNP. Furthermore, BNP's messaging must explain a strong, forward-looking vision that envisages delivering on the promises of the July Movement.
In future columns, I'll look at practical measures for the BNP to rejuvenate its political image, engage the public effectively, and re-establish itself as a people’s party of Bangladesh.
Makshudul Alom is a researcher, entrepreneur, and management consultant at a World Bank-funded project. He can be reached at makshud@youthop.com.