The political temperature is rising rapidly as we approach the summer solstice, with both political parties hitting the unstated and unofficial campaign trail. 

There is an excitement in the atmosphere that has been fuelled by public broadcasts and livestreaming of weekly political meetings by both the People’s National Party (PNP) and the Jamaica Labour Party (JLP).  

It is obvious that following one of its most crushing defeats in the 2020 general election, the PNP is trying to rekindle the fire of its 1972 ‘Better Must Come’ days of Michael Manley. Back then, the main thrust of the political message by the PNP was to create a better society for the black populace in the immediate post-colonial Jamaica. 

Meanwhile, the JLP, in 2025, is hoping to recreate a tsunamic victory like the ‘Deliverance is Near’ triumph of Edward Seaga in 1980.  The core of the messaging at that time was saving Jamaica from the economic hardships faced by many during the 1970s. 

However, since the 1970s and 1980s, one must recognise that the sociopolitical milieu has transformed significantly, especially with the advancement of information technology, which allows for mass communication of a party’s political message.

Notwithstanding sociopolitical changes, what is consistent across all periods and political environments is the importance of finding the most timely and appropriate messaging to captivate your audience, and that will cause your message to spread across society.  Let us, therefore, look at the message that is now being presented to the citizens of Jamaica by both political organisations as they vie for our franchise to lead the people in the final lap towards Jamaica’s Vision 2030.    

The current campaign slogan of the PNP being “Time Come”, is aimed at telling the public that it is time for a change of government, without even giving substantial reasons for the people to change the current administration. 

A PNP representative was recently asked by George Davis what the phrase “Time Come” signifies for the supporters of the opposition. The representative responded that it simply means that the time has come for both the people and the party.  A political commentator and former General Secretary of the PNP, Maxine Henry Wilson, in an interview with Nationwide News in February 2024, stated that the message of “Time Come” was very “myopic and reactive”.  It can be stated that the “Time Come” messaging can be compared to the children’s game of “musical chair” in which the children run around a chair and compete to see who will get a chance to sit in the chair.  

On the other side of the political fence the JLP has put forward the slogan of “Choose Jamaica”, in which they encourage the public to continue with their administration for another five years, as it is beneficial to Jamaica’s development.  “Choose Jamaica” promotes various development projects like water and road infrastructure and urban developments, such as the Raintree Commercial project which is being undertaken by the Urban Development Corporation (UDC) because these are all vital for national growth. The JLP in its “Choose Jamaica” message urges citizens to vote for continued macroeconomic stability, and crime reduction for a more peaceful environment. 

The leader of the JLP, Dr Andrew Holness, has made it clear that the objective of the Party’s next term in office is to ensure that development in the country is organised, in his words, “no more chaka-chaka development”.  It is for these reasons that the JLP is encouraging the voters to give the party a third term, as they “Choose Jamaica”.

By comparing the two political slogans, “Time Come” versus “Choose Jamaica,” along with the manner in which these campaign messages are conveyed, it becomes evident that the JLP is articulating a distinct vision intended to garner support from voters at the polls. 

Whereas the PNP is still in search of that motivating message that will at least stimulate the minds of the voting public. 

Therefore, one must wonder which political machinery will prevail at the end of the 2025 election period, will it be a case of “time come to Choose Jamaica” or “choose Jamaica, the Time Come”.  

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