The power of words in political discourses of the general election campaigns in Kenya

Abstract

This paper examines the power of words in political campaign discourses in Kenyan media. The study focuses on the several meanings of concepts employed by politicians in the run-up to the general elections of August 2022. Discursive practices and linguistic tactics are employed in discourses to achieve a particular political, social, psychological or linguistic goal. Critical theories of language see the use of language as a form of social practice. Critical discourse analysis claims that major social and political processes and movements have a partly linguistic and partly social and political character. Social relations of power are linguistic and discursive in nature. They are exercised and negotiated in discourse. The study utilised Mitchel Foucault’s approaches to political discourse and Norman Fairclough’s critical approaches to discourse analysis. Fairclough’s three-dimensional model of critical discourse analysis was employed in the study. First is the analysis of text; words are a part of the community, and texts contain interpretation. Secondly, language is viewed as a discursive practice, which is the production or the constitution of text and, finally, the analysis of language as a social practice, which includes the analysis of norms. The study sought to contribute to studies dealing with the discursive construction of power and ideology in political discourses. The study demonstrates that Kenyans do not vote independently; rather, they are persuaded to vote through the power exerted by the rhetoric of the politicians and the professional media practices that assist their presentation.