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Populist Hustlers Versus Establishment Dynasties: The Contentious Visual Framing Dual of the 2022 Kenyan Election
Ochieng, Jimmy; Mudavadi, Kevin C.; Grabe, Maria Elizabeth
2026 Digital Journalism
doi: 10.1080/21670811.2025.2564159pmid: N/A
Abstract We draw on three data sets to offer a comprehensive view on visual representation of presidential candidates and the impact of media images on the outcome of the Kenyan election. Content analyses of legacy media revealed patterns in journalistic coverage, whereas Facebook posts brought to light comparable self-representation of candidates. Daily tracking poll data were used to test for associations between visual representation and voter support for candidates. Finally, in-depth interviews provided context for interpreting the results. Old school message discipline, innovative use of delivery platforms, and unprecedented gains in assimilating journalism into online campaign operations surfaced as the markers of a winning strategy.