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Several findings are emerging from this study.
First, populism in Kenya is an interplay between genuine concerns and deception. It has generated disillusionment among the electorate questioning the value of voting and whether democracy functions at all. On the one hand, political candidates understand populism as an exploitative strategy. However, they find the approach attractive to the electorate and therefore adopt it. On the other hand, Kenyans know that the rampant practice of populism as a political approach to advance political agenda and rolling out activities are either outright lies, non-starters, immoral or short-term, but they still find it difficult to navigate themselves out of the practice. This ironical relationship between political candidates and voters makes issue-based political campaigns difficult to plan and execute. Consequently, populism as a political
approach erodes public trust in elected leadership. The main method politicians use is bribing voters directly or indirectly to pacify citizens against the practice. Populism is a visibly disguised approach to offer solutions. It is a public relations exercise and thrives in the ignorance of the people.
Secondly, during the 2022 general elections, political candidates extensively utilized social media as a key platform for their campaigns. This included the employment of bloggers and bots to disseminate their campaign messages. Despite the widespread use of social media, current statistics on media penetration and usage in Kenya highlight radio as the primary communication channel, especially in rural areas. In addition, the campaign strategies employed in the 2022 elections, akin to previous ones, incorporated multimedia approaches, making it necessary for future research to isolate social media utilization during the elections as a stand-alone research topic. This will enable a better appreciation of the extent to which the role of social media in the electioneering process is impactful and predict its future role.
Third, populism encroaches on and undermines the tenets of democracy in Kenya. Free, fair and credible election which is a universal standard in a democracy has become a contested practice in Kenya. The process is abused by campaign teams. Populism manifests itself through various forms. Dishing outs of handouts, where politicians distribute money or resources to gain support, is a common strategy in Kenya especially during electioneering. Ethnic alliances also play a significant role, where leaders align themselves with specific groups to consolidate power. This often results in the marginalization of other communities from building trust and a sense of belonging in a competitive democracy in which both the winners and losers share resources equitably. In Kenya, the winner-take-all is one of the main reasons why populism is used to whip ethnic and emotions against other tribes. Additionally, populism discourages open dialogue and critical thinking, perpetuating divisions within society.
Fourth, existential fear is a trend (as well as a factor) that drives the populist agenda thereby increasing inequality between and among citizens. It drives society to ‘us’ versus ‘them’. To generate fear, political parties use gangsterism and exploitation of the youth to attack real or perceived enemies. Populism rides on genuine concerns by a section of the population or all of the population. It picks on legitimate grievances and exploits them for political gains. Kenyans are therefore gullible to political tricks and tactics some of which are plain cruelty. Thus, the right to freedom of speech and association with any political party is not followed up with the responsibilities and obligations that come with it. Political parties have no long-term brand identity and lack ideology and long-term vision. At best both voters and elected leaders enter into transactional agreements that defy the right of independent institutions to discharge their duties, for instance, punishing unlawful party hopping.
Fifth, populism has largely negative effects on the voters in Kenya. It has led to disillusionment among voters, particularly at the presidential level, where some perceive voting as a futile exercise. This disillusionment stems from a perception that populist leaders may not fulfil their promises or address the genuine concerns of the electorate and therefore push for one of their own to ascend to power. Additionally, populism has reinforced strong ethnic bonds, as political actors exploit ethnic divisions to consolidate power. This phenomenon further deepens negative ethnicity and impedes the development of a unified national identity. Moreover, populism contributes to the weakening of social inclusion, particularly among marginalised groups, as policies and initiatives prioritise political expediency over addressing the needs of the most vulnerable in society. Lastly, the sense of nationhood is weakened as populism tends to emphasize divisive tactics rather than fostering a cohesive and inclusive national narrative, ultimately fragmenting the social fabric of the country.
