In the Digital Age, Messaging is More Important than Governing: Lessons from Kenya’s “Gen Z” Protests

In the rapidly evolving digital age, the art of messaging has eclipsed the traditional paradigms of governance. The public's perception often holds more sway than the actual actions of those in power. This shift is vividly illustrated by the recent “Gen Z” protests in Kenya against the Finance Bill, where the youth's digital prowess effectively outmanoeuvred the government’s extensive machinery. This phenomenon is not unique to Kenya; it resonates globally, as seen in high-stakes political arenas like the United States.

The “Gen Z” protests in Kenya, marked by the hashtag #RejectFinanceBill2024, exemplify the growing importance of messaging in the digital age. The Kenyan government’s introduction of the Finance Bill, which proposed increased taxes and other financial measures perceived as burdensome, sparked widespread outrage among young people. These young Kenyans, adept at leveraging digital platforms, mobilized swiftly and effectively to voice their dissent.

Through social media platforms such as Twitter, TikTok, Instagram, and WhatsApp, the protesters disseminated their message with unprecedented speed and reach. The hashtag #RejectFinanceBill2024 trended for days and had a potential reach of 14.5B, as I had tracked - thus galvanizing public opinion and drawing attention to the perceived injustices of the proposed legislation. Memes, infographics, and videos created by the protesters highlighted the bill’s potential negative impact, resonating with a broad audience and amplifying their message.

TikTok, in particular, played a pivotal role. The platform's short, engaging video format allowed protesters to create compelling content that was easily shareable and highly engaging. Viral TikTok videos featuring creative protests, catchy slogans, and personal stories garnered millions of views, drawing international attention and support. This level of engagement significantly amplified the movement’s reach and impact.

Despite the government’s attempts to counteract the protests through traditional media channels and public statements, their efforts paled in comparison to the dynamic, decentralized, and highly engaging content produced by the protesters.

The government’s inability to control the narrative exposed a critical weakness: in the digital age, traditional mechanisms of governance and communication are often outpaced by the agility and creativity of digital activism.

The Erosion of Traditional Governance

The Kenyan government’s struggle to manage the narrative around the Finance Bill underscores a broader trend where traditional governance structures are increasingly vulnerable to digital disruption. In the past, governments wielded significant control over information dissemination through state-run media and official channels. However, the advent of social media has democratized information, allowing citizens to challenge official narratives and mobilize support for their causes with unprecedented ease.

The government's messaging was seen as bureaucratic and disconnected. Official statements and press releases failed to resonate with the public, especially the tech-savvy youth driving the protests. This failure in messaging led to a significant shift in public perception, portraying the government as out of touch and oppressive.

The “Gen Z” protests demonstrate how digital natives can leverage their familiarity with technology to challenge established power structures. By bypassing traditional media and directly engaging with the public through social media, the protesters created a powerful, grassroots movement that forced the government to reconsider its stance.

Trump vs. Biden: A Case Study in Messaging

The contrast between Donald Trump and Joe Biden in the United States further underscores the primacy of messaging in modern politics. Trump, despite his often controversial policies, is a master of messaging. His use of social media, notably X and now Truth Social, allowed him to communicate with millions of followers directly, bypassing traditional media channels. His slogans, like "Make America Great Again," are simple yet powerful, resonating deeply with his base.

Trump's messaging often overshadows his actual governance, and the power of his messaging created a perception of strength and decisiveness, which, for many, is more important than the reality of his policies and actions.

In contrast, Joe Biden's more traditional and measured approach to communication has often been criticized as lacklustre. Despite significant legislative achievements, Biden's messaging has struggled to captivate the public imagination. His speeches, though policy-rich, often lack the emotional appeal and simplicity that characterizes Trump's communication style. As a result, Biden's accomplishments are frequently overshadowed by the perception of a sluggish and ineffective administration.

The parallels between professional wrestling and politics offer another lens through which to understand the importance of messaging. In wrestling, the storyline and the persona of the wrestler are crucial. The audience is drawn not just by the physical bouts but by the drama, the feuds, and the carefully crafted characters. The wrestler’s ability to sell a story and engage the audience often determines their popularity more than their actual performance in the ring.

Similarly, in politics, the narrative constructed by and around a politician can often hold more significance than their actual policies and actions. A compelling story, an emotional appeal, or a powerful slogan can galvanize public support and shape political landscapes. The ability to craft and control the narrative becomes a crucial skill, often more impactful than the nuances of policy-making and governance.

The Implications for Governance in the Digital Age

The examples of Kenya’s “Gen Z” protests and the Trump vs. Biden election highlight a critical reality: in the digital age, the perception of action often overshadows the action itself. This shift has profound implications for governance.

Leaders must recognize that controlling the narrative is as important as enacting policies. Effective governance now requires not only sound policy decisions but also strategic communication to shape public perception.

For governments, this means investing in digital literacy and communication strategies that resonate with a tech-savvy populace. For citizens, it underscores the importance of critically evaluating digital content and recognizing the potential for misinformation and manipulation.

In conclusion, the battle for public perception often eclipses the realities of governance in the digital age. As governments and politicians navigate this new landscape, the ability to craft compelling narratives and engage the public on an emotional level will continue to be a decisive factor in their success or failure.

"In this era, what people think you do indeed holds more power than what you actually do." - Edward Kip Kalya

#ProgressPower