'Hustlers versus Dynasties': contemporary political rhetoric in Kenya

Politicians have always been fascinated by the power of language and rhetoric in their quest to influence voters. For decades, ethnic-based political rhetoric has dominated African politics. In Kenya, the rhetoric of "Hustler versus Dynasty (HvD)," coupled with a powerful personal narrative is shifting the debate from ethnic to class-based politics setting up a face-off between the rich and poor. In light of the fierce competition between "hustlers" and "dynastic elites," this study aims to investigate the media role in popularization and framing of Hustler versus Dynasty rhetoric, risks of class-based social conflict, lessons and future implication of this rhetorical approach for Kenya and other Africa societies. Using an online survey of 140 Kenyans, the results indicate that the media has popularized the rhetoric by making it the center of their agenda through episodic and thematic framing. This has earned 'hustler narrative' massive support particularly among the poor and unemployed youth creating fears of social conflict in future. The rhetorical approach has created a new class-based voting pattern (2022 elections). The effectiveness of Hustler-versus-Dynasty class-based approach in mobilization and persuasion in Kenya means it could be replicated by other countries struggling with powerful political dynasties in Africa and beyond.

The online version contains supplementary material available at 10.1007/s43545-022-00541-2.