Visual Humor as a Political Tool: The Case of Memes in Kenya’s 2022 Election

Abstract

Purpose: This research explores internet memes' multifaceted role as vehicles of visual humor and political instruments during Kenya's 2022 general elections.Methodology: Conducting a content analysis of memes circulated online from June 1st to August 1st, 2022, the study investigates their utilization in conveying political messages, analyzes usage patterns, and assesses their impact on political discourse and satire throughout the election period. Employing Neuman's content analysis framework (1997), the research scrutinizes the intersection of humor, visual communication, and politics within Kenya's digital media landscape. Memes are systematically categorized based on prominent political themes, with Twitter data serving as a primary source for analysis, offering valuable insights into how visual humor shapes political expression, persuasion, and commentary in the digital age.Findings: The findings reveal that memes not only entertained but also facilitated political engagement by enabling citizens to criticize authority, frame electoral narratives, and mobilize support, particularly among youth. They amplified socio-political concerns and fostered participatory dialogue that transcended traditional barriers to political involvement. The study concludes that memes functioned as powerful tools of civic expression, shaping both individual and collective political consciousness during the election.Unique Contribution to Theory, Practice and Policy: These findings carry important implications for understanding digital politics in Africa. They highlight the capacity of participatory media to empower citizens, challenge dominant narratives, and promote accountability while also underscoring the need to address misinformation and unequal access to digital platforms. This research therefore enriches scholarly debates on political communication and offers practical insights for policymakers, media practitioners, and campaigners seeking to harness digital media for inclusive democratic engagement.