The social media revolution and political activism. A case study of Zimbabwe

Conference: Bournemouth University, Faculty of Media and Communication

Abstract:

This study significantly contributes to the academic discourse by revealing how ZANU PF leveraged its unrestricted access to public and private communication spaces to shape voter decision-making and consolidate its political messaging. In contrast, the CCC and other progressive forces, constrained by state repression, adopted alternative strategies that heavily relied on social media platforms to bypass censorship and engage with the electorate. The findings illuminate the transformative potential of social media in disrupting authoritarian practices, amplifying dissent, and maintaining political dialogue in a context where physical spaces for free expression were systematically eroded. Notably, this research highlights how the CCC utilized WhatsApp’s widespread reach to ensure that narratives critical of ZANU PF such as the government’s use of legal harassment, resonated with voters, even in marginalized and rural areas. This study deepens scholarly understanding of social media as a critical tool for progressive groups in circumventing ZANU PF’s dominance over state-controlled media and physical electoral spaces.

It underscores the dual role of social media for the ruling party: both as a challenge to its historical monopoly on political communication and as an opportunity to adapt to a more competitive and pluralistic media environment. The research also examines innovative tactics employed by progressive activists, such as using “ghost accounts” to anonymously critique the government and evade state surveillance. These strategies highlight the creativity of opposition actors in utilizing social media to resist repression. The findings also emphasize the transformative power of hashtags, which became essential tools for countering state propaganda, fostering calls for transparency, and promoting democratic engagement within the electoral process. The study demonstrates that social media played a double-edged role in Zimbabwe’s semi-authoritarian state during the 2023 election campaign. For opposition groups and progressive actors, platforms like WhatsApp and Twitter disrupted ZANU PF’s monopoly on political messaging, empowering them to directly communicate with voters and challenge state- controlled narratives. In conclusion, this study contributes to the growing body of scholarship on the role of social media in semi-authoritarian states such as Zimbabwe.

https://eprints.bournemouth.ac.uk/41014/

Source: Manual