Women Politicians’ Political Communication Strategies in Kenya’s Digital Space: An Afrocentric Perspective

Abstract

This study explores how Kenyan women politicians articulate and negotiate political representation within the digital public sphere. Grounded in Afrocentricity (Asante, 1980, 2003) as both a philosophical paradigm and theoretical framework, the study examines women’s political communication in online spaces through African epistemologies, socio-cultural values, and community agency. The study addresses two key questions: (1) How do Kenyan women politicians use digital platforms to enact political representation from an Afrocentric perspective? (2) How do ethnic, cultural, and gendered narratives shape women politicians’ perceived political legitimacy and the strategies they employ in online spaces? To address these questions, 20 posts comprising of 11 FB posts and nine tweets by women politicians, published in 2020 and 2022, were purposively selected from a larger dataset of 58. The posts were chosen for their relevance to the research questions and the traction they gained during the two periods. Analysis of data was done using interpretative repertoires, a discourse analytical methodology articulated by Potter and Wetherell (1987), and Wetherell (2015). Findings reveal that in their digital representation and communication practice, Kenyan women politicians strategically employ Afrocentric discursive practices, including invoking ethnic identities, drawing on communal values, and incorporating spiritual symbolism rooted in African socio-political traditions. These culturally grounded political strategies enhance their digital visibility, legitimise political authority, and foster resonance with constituencies.