Digital Political Marketing in Africa

Editors, Chibuwe and Munoriyarwa, have delivered an exciting book! Though much work has been done on various aspects of it, African political communication remains a largely undertheorised area. This book, which is largely grounded in methodologically sound empirical work, contributes to new thinking on this important subject. I highly recommend that anyone interested in the intersection of African political communication, health, development and electoral processes get a copy of this powerful body of work. * Colin Chasi, Professor of Communication Science, University of the Free State, South Africa *
Digital Political Marketing in Africa is a critical contribution towards understanding evolving political marketing practices in Africa against the background of a burgeoning digital media ecosystem and shrinking legacy media industry. The book demonstrates the potentials and perils of political marketing in an increasingly hyper-connected and platformised continent, characterised by a large youth population. Drawing case studies from diverse political systems across the continent, this volume is unique for offering contemporary and multi-disciplinary insights on the under-researched topic of political marketing in Africa. It will equally benefit scholars studying media and communication, as well as politics and marketing. * Oswelled Ureke, Professor of Communication and Media, University of Johannesburg, South Africa *
Contributions to this splendid book address the phenomena of political marketing in contemporary Africa. Both traditional media channels and the now ubiquitous social media platforms package political messages using techniques gleaned from advertising, public relations and marketing. Governments, opposition parties, civil society organisations, social activists and public intellectuals, amongst others, use appropriately selected media technologies that determine the tone, language, genres and formats for political content. A delicate philosophical challenge arises on whether commodified political messages in diverse African regimes do not subvert informed citizenship, democratic participation, social justice and human rights. * Nhamo Anthony Mhiripiri, Professor of Communication and Media Studies, Zimbabwe Open University, Zimbabwe *