Kenya’s 2022 Election Reveals Shocking Commodification of Influence through Hashtags and Influencers
Kenya’s 2022 election showcased a concerning trend – the commodification of influence through hashtags and influencers for hire. A recent study conducted by the Institute for Security Studies (ISS) delved into the election campaign, uncovering how online influencers were able to earn significant amounts of money by generating hashtags and employing fake engagement techniques.
During the election, the competition between candidates William Ruto and Raila Odinga highlighted the crucial role of technology in shaping the outcome. With over 11.8 million social media users in Kenya, online influencers have become a powerful force in disseminating information and shaping public opinion. This growing digital landscape has facilitated economic development, freedom of speech, and robust political discourse. However, it has also paved the way for coordinated disinformation campaigns and inauthentic activities that aim to manipulate voters.
The ISS study revealed that influencers were able to earn substantial amounts of money by supporting specific campaigns and promoting pre-determined narratives. Some influencers earned around $1,000 to $2,000 per tweet or hashtag. The study also highlighted the tiered nature of influence, where collaborations between influencers and digital foot soldiers from universities helped amplify narratives at scale. Additionally, both the Ruto and Raila campaigns utilized bots to sway public opinion online.
While some influencers were ideologically motivated, others focused on supporting merchandise online and temporarily shifted their focus to political persuasion during the election period. Tactics such as follow trains, hashjacking, and astroturfing were employed to manipulate online platforms and expand networks. Influencers often resorted to conspiratorial narratives similar to those seen in other parts of the world, such as the United States.
One particularly notable narrative used by influencers supporting Ruto was the deep state conspiracy, which claimed that the state under President Uhuru Kenyatta’s administration was corrupt and lacking accountability. This narrative not only sought to separate Ruto from the previous administration but also undermined key pillars of democracy like the media, law enforcement, and the judiciary.
The study warns that the rise of political influence as a digital service allows individuals with the necessary skills to tap into existing fears, social divides, and conspiracy theories, amplifying them online. This has significant implications as more countries prepare for elections, including South Africa in 2024. The commodification of influence may attract malign players seeking to exploit entrenched fears and manipulate online communities.
Kenya’s experience with influence campaigns dates back to the activities of now-defunct Cambridge Analytica during the 2013 elections. The company utilized a WhatsApp campaign that played on ethnic prejudices and fears to support the campaign of President Kenyatta. This experience later influenced social media manipulation campaigns during the 2016 US presidential elections, where Cambridge Analytica played a role.
With an increasing number of citizens online and the advent of generative artificial intelligence tools like ChatGPT, the ability to shape narratives quickly and at scale has expanded immensely. However, this also opens the door to a global arms race in AI-enhanced influence campaigning. While Kenya prides itself on being politically engaged and supportive of freedom of speech, there is a concern that its expertise in influence campaigns may be outsourced to other African countries, including potential malign players.
As researchers and traditional media outlets remain vigilant about potential external interference, they must also be aware of the possibility of hostile nations, transnational criminal groups, or terrorist organizations adopting similar tactics used in Kenya. The study’s findings shed light on the need for robust safeguards and countermeasures to protect the integrity of elections and ensure that online influence does not undermine democracy.
