By by Alex Amukune
In the last ten years, social media has swiftly emerged as a major influence in Kenya’s communication environment. Due to the rising availability of smartphones and low-cost internet, countless Kenyans now rely on platforms such as Facebook, X (previously Twitter), TikTok, and WhatsApp for news, engagement, and personal expression. Initially a venue for entertainment and social interaction, it has transformed into a significant instrument for political involvement, public discussion, and civic activism. As online dialogues become more pronounced, they are progressively affecting how politics is talked about, comprehended, and even carried out in Kenya.
Social media platforms have evolved into contemporary political arenas where opinions are hotly debated, narratives are constructed, and ideas collide. Kenyan residents, activists, and politicians utilize social media sites like Facebook and X (Twitter) to discuss national issues in real time, campaign, and critique government policies. Online and offline, hashtags like #Occupy Parliament, #RejectFinanceBill2024, and #Lower Food Prices have mobilized thousands of people, transforming digital spaces into platforms for protest and political mobilization. Social media is both a tool for democracy and a site of great division in this digital sphere where political allegiance, disinformation, and online activism frequently collide.
A striking instance of social media influencing political identity is the recent rise of the term “cousins” to describe the Kamba and GEMA (Gikuyu, Embu, Meru Association) communities. What started as a political tactic to foster unity and possible coalition formation has swiftly transformed into a trending discussion on X (formerly Twitter) and Facebook. Both advocates and opponents have discussed the historical, cultural, and political ramifications of the term, with hashtags and memes driving the discussion. While certain individuals perceive it as a move toward ethnic unity and strategic collaboration in anticipation of the 2027 elections, others regard it as a shallow story concealing more profound political motives. This example demonstrates how social media can enhance political communication, provoke discussion, and influence ethnic-centered political identities instantly
Every five years, as elections approach, Kenyan politicians inundate the public with vows of transformative change — generating jobs, offering free education, reducing taxes, providing affordable housing. These ambitious promises, frequently presented in shiny manifestos, inspire optimism and galvanize backing. However, once they gain power, numerous leaders do not fulfill their promises, resulting in voter disillusionment — until the process starts over. Regardless of this trend, numerous Kenyans still succumb to the same populist strategies. Why? The explanation stems from a combination of economic necessity, restricted political awareness, tribal allegiance, and the compelling influence of skillfully crafted political stories
Kenya’s political background is characterized by ambitious promises that elevated public expectations but did not come to fruition post-elections. For example, in 2002, the National Rainbow Coalition (NARC) came to power backed by a surge of commitments, which included a new constitution within 100 days. Although NARC ultimately provided a constitution, the process spanned 8 years, with internal disputes and political treachery undermining much of its reform plans
In 2013, the Jubilee administration led by Uhuru Kenyatta vowed to provide laptops to each Standard One student, generate 1 million jobs each year, and build five new stadiums nationwide. More than ten years on, these commitments are either partially met or entirely neglected, with the laptop initiative broadly regarded as a failure attributed to corruption and inadequate planning.
In 2022, the Kenya Kwanza Alliance led by President William Ruto promoted a “bottom-up economic model” that aimed to financially empower hustlers, lower fuel costs, and decrease the cost of living. Just a year after taking office, Kenyans faced a tough Finance Bill, higher taxes, and a surge in essential commodity prices — resulting in widespread protests and public outrage.
These ongoing disappointments have caused many to question: Are manifestos authentic guides, or merely marketing strategies for election periods?
For many years, the Kikuyu community has played a crucial role in Kenyan politics, frequently placing itself at the heart of power and succession stories. However, currently, with apparent divisions between President William Ruto and his deputy Rigathi Gachagua, Kikuyu youth stand at a dilemma — caught between ethnic allegiance and increasing political discontent.
A significant number of young Kikuyus supported the Kenya Kwanza coalition in 2022, influenced not only by Rigathi’s candidacy but also by hopeful prospects of economic renewal and inclusivity. Despite three years of the administration, increasing taxes, unemployment, and political conflicts have created a sour feeling. Kikuyu youth on social media are increasingly challenging the notion that tribal loyalty must govern voting behaviors, particularly when their economic survival is in jeopard
The rift between Ruto and Rigathi is more than a mere power contest — it reveals deeper schisms within Mt. Kenya. Younger voters, who are more aware and politically engaged than the generations before, are starting to pose tough questions: “What have tribal politics actually provided for us?” and “Should loyalty be something that’s earned, or is it automatically given?”
In this evolving situation, numerous Kikuyu youths are now disinterested in supporting leaders simply due to a shared surname or language. Their allegiance is changing — not to people, but to outcomes, responsibility, and an improved future.
Conclusion
Kenyan politics continues to be a complicated blend of aspiration, heritage, and sorrow. Each election period brings renewed vows of change, but patterns of populism, ethnic allegiance, and unfulfilled promises continue. As leaders persist in employing known strategies to maintain control, the Kenyan voters—particularly the younger generation—are growing more conscious, outspoken, and assertive. Social media has heightened these voices, transforming passive voters into engaged contributors in national discussions. For genuine transformation to take hold, Kenya needs to transcend tribal considerations and superficial statements, shifting toward a governance anchored in honesty, responsibility, and service. The future of democracy in Kenya will rely not just on its leaders, but also on how courageously citizens are prepared to confront the existing conditions