Digital Political Marketing in Africa

Albert Chibuwe is Senior Lecturer in the Department of Media, Communication, Film, and Theatre Arts at Midlands State University, Zvishavane Campus, Zimbabwe and Research Fellow in the Department of Communication Science at the University of South Africa (UNISA), South Africa.Allen Munoriyarwa is Professor of Journalism in the Department of Marketing, Public Relations, and Communication at Walter Sisulu University, South Africa.

• List of FiguresList of TablesList of Contributors1. Rethinking Political Marketing in Africa: A Research Agenda for Political Marketing in AfricaAlbert Chibuwe (University of South Africa, South Africa) and Allen Munoriyarwa (Walter Sisulu University, South Africa)Part I. Political Marketing in the Age of AI and Platforms2. Political Marketing, Tik Tok and YouTube in Africa: Current Trends and Possible Future PathwaysAlbert Chibuwe (University of South Africa, South Africa)3. Instagram Marketing in Presidential Election Campaigns: Study of Selected Candidates in GhanaAkwasi Bosompem Boateng (University of Education, Winneba, Ghana)4. Artificial Intelligence (AI) Uptake in Nigeria's Political Marketing PracticesAndrew Hayacinth Ngene (Ibrahim Badamasi Babangida University, Lapai, Niger)5. Musicians in Politics in Uganda: Politainment or Political EntertainmentÖzgür Yilmaz (Kilis 7 Aralik University, Turkey)6. Selling Africa to the World: Brand Africa as a Strategic Political Marketing PlatformThobeka Daki (Walter Sisulu University, South Africa), Rudzani Patience Muthambi (Walter Sisulu University, South Africa) and Quatro Mgogo (Rhodes University, South Africa)Part II. Political Marketing and Social Media7. Political Advertising in Africa: The President as a Symbol of Progress in Ruling Party CampaignsGopolang Ditlhokwa (University of Botswana, Botswana)8. Digital Democracy and the Transformation of Kenyan Public Discourse in the Age of Social Media Protus Akwabi Murunga (RMIT University, Australia)9. Promoting Gwara reZANU through the Varakashi on X: Reflections of Zimbabwe’s Ruling Party Digital Political Marketing StrategiesConstance Kasiyamhuru (University of Johannesburg, South Africa)10. Mozambique’s 2024 Elections: How the Internet Transformed Political CommunicationDércio Tsandzana (Eduardo Mondlane University, Mozambique)Part III. Political Marketing, Propaganda and Dark PR in the Digital Age11. “The Darker Side of Politics”: Negative, Uncivil and Dark Campaigns in the Platform AgeChengeto Mkwendi (Midlands State University, Zimbabwe) and Allen Munoriyarwa (Walter Sisulu University, South Africa)12. Regimes of Electoral Disinformation in African Digital Political Marketing PracticesLyton Ncube (University of Botswana, Botswana), Chengeto Mkwendi (Midlands State University, Zimbabwe) and Sinikiwe Gwatidzo (Great Zimbabwe University, Zimbabwe)13. Celebrity Endorsements in Post Military Coup Zimbabwe: A Netizens’ Reaction to the Java-Mnangagwa AxisTakunda Maodza (Walter Sisulu University, South Africa) 14. Weaponising X for Public Relations Purposes: A Zimbabwean Government Case StudyMillie Phiri and Trust Matsilele (Birmingham City University, UK)15. Don't Hate the Player, Hate the Game: A Framing Analysis of Negative Political Marketing through Press Releases in South Africa's 2024 National ElectionsRefilwe Whitney Mofokeng (Tshwane University of Technology, South Africa) and Kelly Makola (University of Johannesburg, South Africa)16. Political Marketing in Times of Crisis: A Comparative Framing Analysis of COVID Speeches by the Presidents of Ghana, Kenya and South AfricaGodwin Etse Sikanku, Samuel Danso and Christiana Hammond (University of Media, Arts and Communication, Ghana)