Zanu-PF and Emmerson Mnangagwa’s Rebranding Strategies on Twitter (X) in the 2018 Elections in Zimbabwe

Datos Bibliográficos

ID21488799
AutoresPeace Mukwara (0000-0001-6255-7160, Midlands State University, autor de correspondencia)
Año2025
Volumen51
Número3-4
Páginas94-112
Fecha de publicación2025-10-02
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaCommunicatio (JOURNAL)
Identificadores de la revistaISSN: 0250-0167 • E-ISSN: 1753-5379
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02500167.2025.2602538
OpenAlexW7129065592
IdiomaEN
Referencias citadas8

The 2018 Zimbabwean elections marked a significant moment in the country’s political history, as they were the first to be held without former president Robert Mugabe, who had been in power for over 30 years. This article investigates the political rebranding strategies employed by Mnangagwa and the Zimbabwe African National Union-Patriotic Front in the 2018 elections, specifically focusing on their use of social media. The research analyses a selection of Twitter (X) posts made by Mnangagwa and the Zimbabwe African National Union-Patriotic Front in the run-up to the elections and during the election campaign itself. The article demonstrates that President Mnangagwa and the Zimbabwe African National Union-Patriotic Front employed a range of political rebranding strategies in their Twitter (X) posts. One key strategy was to emphasise their commitment to transparency and accountability, particularly in relation to the management of the economy and the fight against corruption. This was reflected in posts that highlighted the government’s efforts to attract foreign investment, create jobs and improve public services. Another key strategy was to portray or position President Mnangagwa and the Zimbabwe African National Union-Patriotic Front as agents of change, who were committed to breaking with the past and creating a more democratic and inclusive Zimbabwe

Microblogging · Rebranding · Social media · The Internet · African studies and sociopolitical issues · Media Studies and Communication · Social Media and Politics