Georgia’s Political Landscape: Lessons Learned After the Elections

Six months after the October 2024 parliamentary elections, Georgia remains in a profound political crisis. Significant irregularities marred the elections, failing to meet international democratic standards and sparking widespread protests, along with a parliamentary boycott by opposition parties.

In November 2024, the government's controversial suspension of EU accession talks until 2028 triggered further nationwide demonstrations. By March 2025, over 50 protesters had been arrested and charged with criminal offenses. Additionally, former Georgian President Mikheil Saakashvili remains detained as a political prisoner, a central issue fueling ongoing daily protests demanding the release of political prisoners and new elections.

Early 2023 marked a pivotal turning point for Georgia's polarized politics, initiated by Georgian Dream's introduction of the controversial "Foreign Agent Law," widely criticized as the "Russian Law." This legislation threatened to severely restrict opposition activities, media freedom, and NGO operations. Initially, prospects of blocking the law seemed slim, but mass public demonstrations rapidly changed the narrative.

Despite governmental repression, Georgian civil society and citizens continue to actively protest, underscoring serious concerns regarding Georgia’s democratic future and its Euro-Atlantic aspirations. Generation Z emerged as a leading force, significantly energizing the protest movements with their creativity and fearless advocacy for democratic freedoms and European integration.

Political Communications in Action: Analyzing Campaign Shortcomings

Election campaigns are crucial to electoral success. Analyzing key political parties, starting with the United National Movement (UNM), reveals significant shortcomings. UNM’s campaign lacked clarity about its strengths, including its pro-Western orientation versus Georgian Dream’s (GD) pro-Russian stance. UNM’s third-place finish—the worst since the allegedly rigged 2003 elections—highlighted its identity crisis and ineffective countermeasures against GD’s Russian propaganda. However, younger UNM leaders have shown potential, demonstrating the energy and passion that could revitalize the party by reconnecting it with its Rose Revolution legacy.

The Coalition for Change (CFC), comprising mostly new political entrants and former UNM members, conducted one of the more effective campaigns among opposition parties. Their compelling slogan, "The future is yours," resonated strongly, but their digital and social media strategies fell short. Innovative approaches, such as using QR codes linking to local issues and an interactive party app for volunteer engagement, could have further boosted youth participation and voter loyalty through gamification and tiered rewards—strategies proven successful in other democratic contexts.

Georgian Dream's campaign exploited public fatigue and confusion, strategically deploying provocative legislation (like the Russian Law) to exhaust opposition energies ahead of elections. GD leveraged disinformation campaigns, portraying opposition leaders negatively on platforms like TikTok to manipulate public perception, particularly among younger voters. Emphasizing conservative and nationalist themes, GD also capitalized on voter intimidation and propaganda to maintain its electoral base.

Opposition parties repeatedly failed to proactively address electoral fraud claims before elections, undermining their post-election credibility. Strategic messaging, including emotionally charged billboards highlighting GD’s pro-Russian stance, could have significantly impacted public opinion but remained largely unused.

The coalition "Lelo - For Strong Georgia" notably struggled with brand recognition among youth voters. A stronger emotional connection and clearer messaging about unity against GD could have enhanced their electoral performance.

"Gakharia-ForGeorgia" (GFG) capitalized on disillusionment with both UNM and GD but inadvertently reinforced GD’s propaganda narrative. Despite predictions, GD maintained surprisingly high support (approximately 40%), indicative of effective voter intimidation and

President Salome Zurabishvili’s stance against GD's Russian-aligned policies in 2023 significantly bolstered her popularity, especially among youth. However, the Georgian Charter, composed of multiple opposition parties supporting Zurabishvili, failed strategically by splitting votes. A unified Georgian Charter coalition could have optimized voter clarity and electoral impact.

Elections and the Path Forward

Election day witnessed widespread violence and voter intimidation, especially in rural areas and among public sector employees. Opposition-aligned media outlets underreported incidents to encourage voter turnout, inadvertently minimizing public perception of election irregularities.

Opposition parties repeated past strategic errors, undermining their performance. However, the betrayal of Georgia’s Euro-Atlantic aspirations by GD sparked intense public backlash post-election. Sustained protests since November 2024 highlight public resilience and determination for democratic reform.

Moving forward, Georgia’s opposition must unify effectively, forming a robust resistance platform to withstand governmental suppression. Leveraging social media and secure messaging platforms (Telegram, Messenger, Signal, YouTube) can ensure uninterrupted communication channels. Creating a unified platform driven by collective voices and sustained civic engagement remains essential for safeguarding Georgia’s democratic future.

Niko Gersamia's meeting with TSU students, 2025

About the author: Niko Gersamia is a 17-year-old student from Georgia and a youngest fellow at MEDIA VOICE, focusing on political issues, propaganda, and disinformation. A recipient of the prestigious HMC scholarship, he is currently studying A Levels at Worksop College in the UK.

In 2024, Niko won a competitive place in the ODYLP Community Service program, organized by the U.S. Department of State’s Bureau of Educational and Cultural Affairs. Niko has been passionate about politics since childhood. He actively participates in international conferences and builds networks with inspiring individuals from around the world. He regularly writes about political developments in Georgia and globally, sharing his personal insights and vision from different platforms. He is currently involved in the “Poverty Spotlight” sociological research project launched by the British University in Georgia. He is also developing his own podcast “DISCUSSION WITH NIKO GERSAMIA”, where he discusses urgent and relevant issues with distinguished guests.

Disclaimer: the content of the Op-Ed is the sole responsibility of the author and do not necessarily reflect the views of the Media Voice.