| Abstract: |
The emergence of digital media has dramatically transformed political
campaigning throughout Africa, making visual political messaging a key strategy
for engaging voters and shaping ideologies. This study examined the signi?cance of
cultural symbolism in online political campaigns, focusing on how elements like
indigenous signs, colors, clothing, gestures, and historical motifs are cleverly used
on social media to create political meaning and emotional impact. The study was
anchored on semiotic and visual communication theories. The analysis of selected
150 online campaign visuals from various African settings, in ?ve major social
media platforms, the instrument was structured questionnaire. The ?ndings showed
that cultural symbolism boosts the impact of messages, strengthens in-group
identi?cation, and fosters emotional engagement among digitally connected
audiences. It also pointed out the potential dangers of symbolic exclusion and
polarisation, as visuals rich in cultural meaning might marginalise minority
identities or deepen ethno-political divides. By emphasising cultural symbolism as
a vital aspect of visual political messaging, this research adds to the body of
knowledge in African political communication and highlights the importance of
culturally aware and ethically sound visual strategies in online campaigns.
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