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THE ROLE OF SOCIAL MEDIA IN SHAPING POLITICAL DISCOURSE AND PUBLIC OPINION: UGANDA IN PERSPECTIVE.

Political discourse refers to the communication and interpretation of events and ideas within the realm of politics. It involves the establishment of frames of meaning and the application of principles of hierarchy, representation, and accountability in the exercise of power. Political discourse shapes and evaluates political systems, incorporating rationality and mytho-logic to construct systems of order and control (AI generated definition).  The following truisms characterise political discourse:

Political discourse is closely linked to power and ideology

Persuasion and rhetoric are central to political discourse

Political discourse plays a significant role in constructing and representing identities, both of the political actors themselves and of various social groups

The language used in policy and governance is a crucial aspect of political discourse

Political discourse, as a type of discourse within the field of discourse analysis, involves the language and communication practices used in the political sphere. By examining aspects such as power and ideology, persuasion and rhetoric, representation and identity, and policy and governance we can uncover the deeper meanings and implications of political language in a given sociopolitical environment.. This way we can understand power dynamics, revealing ideological biases, enhancing democratic engagement, and informing policy and practice, ultimately contributing to a more informed and critical political landscape in which most people are politically developed and politically literate. It is politically dangerous for a political landscape to be rich in politically underdeveloped and politically illiterate people. They will be easily manipulated by a few adroit politicians interested in political power, wealth and glory to the detriment of political development of a country.

As we advance towards the 2030s, two technological developments are surely influencing democracy, political discourse and public opinion in Uganda, Africa and the whole world. The are social media and artificial intelligence. People are no longer just exposed to the lies of the politicians, who posit themselves as the ultimate source of political ideas and manipulate them with political buying using money. Politicians hate social media because of the fact that they inform the public more surely and immediately than the electronic and print media, although they are vulnerable to abuse by their users the way political processes are vulnerable to abuse by the politicians.

With regard to artificial intelligence, it has ushered in the need to reimagine democracy, democratise artificial intelligence, for the technical, discursive and political to turn to artificial intelligence in governing communications, and democratic rationalisation to balance technology, power and freedom in order for humans to benefit Writers have explored the intersection of critical discourse analysis and artificial intelligence (e.g., Zahra Sadat Roozafzal, 2024) and unveiled power and ideologies in the age of algorithms. We are also now aware of how capitalism is turning the internet against democracy. There is no doubt that AI is shaping public discourse and at the same time depicting its dual edge in Democracy -promoting and eroding democracy.

In the early rule of President Museveni, political space was not as closed as it is today, when political participation is far more controlled than it was in the past. Political discourse was more open than it is today, and although political processes were controlled to ensure the National Resistance Movement (NRM) dominated the political space, alternative political organisations expressed their views with far less fear than is the case today. However, with the legislation of laws such as the Sectarianism Law, the Political and other organisation law, and the anti-terrorism law, which were disguised roadblocks to full political participation of the alternative political organisations in the political discourse in the country, it became clear that political tolerance in the country was endangered. Public opinion formation was no longer as free as it used to be. Public platforms called Bimeeza, where the government officials, soldiers and politicians shared platforms and outpoured their opinions without fear or favour were abolished.

Even in schools’ political education, where students learned alternative political discourses and ideologies was abolished in favour of monolithic political influence on the young people at the so-called National School of Political and ideological Education at Kyankwanzi. Students were ferried and continue to be ferried to Kyankwanzi to be taught the ideology and political discourse of the National Resistance Movement (NRM) interspersed with militarization of the mind, spirit and body.

In Universities the once vibrant intellectual exchanges and debates that used to attract thousands of students and the public were abolished in favour of scholasticism and/or academicism. This denied students, academic staff and the public the opportunity to develop skills in critical thinking, reasoning and problem-solving. This could explain why criticality and problem-solving in the country occupy a low level in significance, with national problems accumulating daily without any hope of being solved. The solutions that are hatched to solve the existing and emerging problems become the new problems.

Parumal Kajitha (2023) has observed that in today’s dynamic digital landscape, social media has emerged as an indispensable instrument in shaping political discourse and swaying public opinion. Its transformative power lies in its ability to connect individuals from all corners of the world, thereby creating an unprecedented platform for political dialogue and debate.

In Uganda, so many so many micro-platforms have been formed on WhatsApp, Twitter (X), etc, mainly by young people, to engage in political dialogue and debates, away from the tightly controlled physical political space.  Even then, President Tibuhaburwa Museveni, more than any other Ugandan, has used social media to influence political discourse and public opinion towards perpetually dominating the political space.

Social media have provided politicians with an expanded reach, allowing them to engage in real-time conversations with their constituents. In addition, it has opened up new avenues for citizens to participate in the political process by providing them with a forum to express their views, engage in discussions, and support the causes they believe in without expecting reprisals from governments in general and the Uganda government in particular.

Social media, instead of being used to promote hereditary or dynastic rule in Uganda can be very useful in the political development of the country and people, and in reducing political illiteracy in the country. It is people who are politically developed and politically literate that can engage in meaningful and effective political dialogue and contribute to a political discourse that unites public opinion on the major national issues.

Wharton’s Pinar Yildirim, cited by Parumal Kajitha (2023). suggests that social media can be a powerful equaliser in politics, as political newcomers can gain significant support by using social media channels that are easily accessible and low-cost. We saw this happen in Ukraine before the Russian-Ukraine when ‎Volodymyr Zelensky, used social media to reach out to the population, and eventually won the Presidency.

Fortunately, social media arrived as alternative platforms for intellectual and political discourses, With the rise of social media Ugandans, and indeed elsewhere in the world, alternative voices in political discourse found a pathway for influencing the discourse and public opinion.

I have in the past discussed how social media have influenced democracy and democratic development in an article “The role of social media in building democracy in Uganda’ (Oweyegha-Afunaduula, 2024). In this article I want to explore the role of social media in shaping political discourse and public opinion, with specific reference to Uganda. I will use the example of the Chief of Defense Forces (CDF), General Muhoozi Kainerugaba, and Kyagulanyi Sssentamu alias Bobi Wine to show how individuals can make uses of social media to influence political discourse and public in Uganda.

The Role of General Muhoozi Kainerugaba in influencing political discourse and public opinion in Uganda using social media

Perhaps nobody in Uganda found the social media such a powerful force for influencing political discourse and public opinion as the Chief of Defense Forces (CDF), General Muhoozi Kainerugaba, who thorough his tweeter jibes, reduce the boundary between the civil and the military, and continually communicated his opinions with no fear of contradiction. Some approved of his influence on political discourse and public opinion, nationally, regionally and globally and others did not, but he became very visible in the political space against the facade of a deep sea of silence in the military space, including the silence of the Commander-in -Chief of the Uganda Armed Forces, who seemed not to be riled by General Muhoozi Kainerugaba’s military intrusions into the political space. Indeed, he did not see anything wrong with General leading what initially cast itself as a political party – the Patriotic League of Uganda (PLU) – but later reduced itself to a pressure group and identified itself with NRM. A long the way the President picked some of his Ministers from the PLU.

General Muhoozi Kainerugaba’s supporters in PLU have dismissed those who argue against the General’s presence in the social media as being out of the political reality in Uganda (Umah Kashaka, 2024). They justify his social media posts and PLU activities as targeting the youth to rally them for pan-Africanism and the National Resistance Movement Ideology while warning on corruption and wasteful use of government resources (Umah Kashaka, 2024). However, he has used his social media posts to warn Kenya that he and his army can capture Nairobi in two weeks; to express his support for Russia in its war with Ukraine and to threaten Sudan.

The role of NUP leader, Kyagulanyi Ssentamu alias Bobi Wine in influencing political discourse and public discourse in Uganda using social media.

Besides, ever since Kyagulanyi Ssentamu alias Bobi Wine, decided to challenge President Tibuhaburwa Museveni in the 2021 Presidential Elections for the post of President of Uganda, social media have become integral components of political campaigns and initiatives, as politicians and advocacy groups have deftly leveraged their power to disseminate messages and mobilise support for their causes (see also, (Parumal Kajitha 2023).

In Uganda the Kyagulanyi Ssentamu alias Bobi Wine case before and during the 2021 presidential elections demonstrated the power of social media.  His arrest and incarceration sparked widespread protests in Uganda and elsewhere in the East African region. A great deal of this could be attributed to social media, which quickly spread his story. The Conversation Africa spoke to Philip Ephraim about social media and the impact it can have on politics (Conversation Africa, 2018).

On 24th November 2023, Kyagulanyi Ssentamu, cited by the Uganda Radio Network in the article “Kyagulanyi Asks Supporters Not to Misuse Social Media”, said “social media has democratized the freedom of speech. However, many have misused it by insulting other people they don’t agree with, hence tarnishing the party’s image”. It is, however, significant to note, that social media can also bring about the downfall of a politician or political organization.

In his article, “Social Media: A Tool that elevated NUP and Bobi Wine, published in Watchdog Uganda, Kalema (2024) wrote that social media exposed Bobi Wine nationally and globally by is now threatening to bring about his downfall”,

Kalema (2024) observed that “social media proved instrumental in elevating Bobi Wine’s profile on the global stage; his fame transcended borders, earning him recognition in prestigious publications such as the New York Times magazine’s list of influential individuals. Yet, despite this acclaim, the trans-formative power of social media in reshaping Bobi Wine’s public image and political aspirations often goes unacknowledged.

Throughout his presidential campaigns, Bobi Wine effectively utilized social media as a primary tool to engage both domestic and international audiences. By leveraging these platforms, he not only exposed government abuses but also consolidated his support base and disseminated his political message effectively. Moreover, his party members have followed suit, utilizing social media to showcase their dedication to the cause and highlight the failures of the state”.

Kalema (2024) found social media a double-edged sword that was now bringing Bobi Wine down. He believes that the challenge for Bobi Wine is twofold: to harness the immense potential of social media as a tool for change while tempering its destructive tendencies. Failure to strike this delicate balance risks not only Bobi Wine’s political credibility but also the very integrity of the movement he represents. For in the age of digital democracy, the line between empowerment and tyranny is thinner than ever before.

Besides, according to Kalema (2024), Bobi Wine is losing some credible party members due to the insults and propaganda by his social media crusaders. This, he says, is a dangerous gear since in real politics every member lost is a confirmed failure somewhere. Moreover, the departing members are also using social media to undermine Bobi Wine and his party.

Way Forward

Parumal Kajitha (2023) has outlined the challenges of using social media in the political landscape. These are:

Spread of misinformation

Heightened polarisation and intolerance

Increased surveillance and censorship

She has also suggested strategies to enhance the positive use of social media in a political context, namely:

Promoting fact-checking and improving media literacy

Encouraging civic engagement

Promoting respectful dialogue

If these strategies are taken seriously and applied, then meaningful political dialogue will be sown and misinformation, polarisation, and censorship conquered. However, it is important that the government takes it upon itself to interest Ugandans in the business of promoting social media in ensuring that all participate in the political discourse unfolding in the country. This requires building and open political dispensation whereby people of diverse political faith feel secure to participate fully in the political discourse in the country without fear or favour.

It is unfortunate that an excessive number of our most educated continue to be in the analog rather than the digital era, and cannot meaningfully contribute to public opinion. The government needs to find a way to involve them as generators of public opinion rather than leaving this to the less endowed intellectually and mentally.

If we are to use the political discourse as the pathway to genuine liberatiion, then our most intellectually and mentally endowed must be politically developed and politically literate and centrally placed in the political discourse in the country. Otherwise, they will continue to be peripheral to the political discourse in the country and influenced by the opinions of the less intellectually and mentally endowed, who dominate the public opinion sphere. Unfortunately, it is a fact that intellectual prowess is strategically being subordinated to academic prowess, where by universities are busy enact policies that promote academicism and scholasticism at the expense of intellectualism and intellectual development.

For God and My Country

Further Reading

AFP (2023). Uganda’s first son vows to send troops to defend Moscow. THE EAST AFRICAN, MARCH 31, 2023. https://www.theeastafrican.co.ke/tea/news/east-africa/muhoozi-vows-to-send-troops-to-defend-moscow-4179700 Visited on14 January 2025 at 13:30pm EAT.

Kalema Stephen (2024). NUP and Bobi Wine, And Now Threatening His Downfall. Watchdog, February 2024, https://www.watchdoguganda.com/news/20240213/165299/social-media-a-tool-that-elevated-nup-and-bobi-wine-and-now-threatening-his-downfall.html  Visited on 14 January 2025 at 12:37pm EAT

Nation Africa (2022). Muhoozi says he needs two weeks to capture Nairobi. Daily Monitor, October 03, 2022 https://www.monitor.co.ug/uganda/news/national/muhoozi-says-he-needs-two-weeks-to-capture-nairobi–3971700 Visited on 14 January 2025 at 13:15pm EAT.

Oweyegha-Afunaduula (2024). The Role of Social Media in Building Democracy in Uganda. Ultimate News, July 22 2024. https://ultimatenews.co.ug/2024/07/oweyegha-afunaduula-the-role-of-social-media-in-building-democracy-in-uganda/ Visited on 14 January 2024 at 12:41pm EAT

Philip Effiom Ephraim (2018). Bobi Wine Case Demonstrated the Power of Social Media. ResearchGate, August 2018.https://www.researchgate.net/publication/370419797_Bobi_Wine_Case_Demonstrates_the_Power_of_Social_Media Visited on 14 January 2025 at 11:56 am EAT

Sudan Tribune (2024). Uganda’s General reiterates threat to seize Khartoum despite apology. Kampala, December 22 2024. https://sudantribune.com/article294970/ Visited on 14 January 2025 at 13:40pm EAT.

Umah Kasaka (2024). General Muhoozi defends his use of social media. New Vision, October 4 2024https://www.newvision.co.ug/category/news/general-muhoozi-defends-his-use-of-social-med-NV_197115 Visited on 14 January 2025 at 12:47pm EAT.

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Written by Oweyegha Afunaduula (3)

I am a retired lecturer of zoological and environmental sciences at Makerere University. I love writing and sharing information.

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