Populist Expression in Sub-Saharan Africa: An Archetype Analysis of New Generation Populists

Abstract

With a focus on political leaders from South Africa, Uganda, and Kenya, this study uses a combination of visual analysis and critical discourse analysis to investigate populist repertoires in Africa. In South Africa and Uganda, where political legitimacy is frequently linked to military experience or revolutionary involvement, the results emphasise the dominance of the “patriotic military man” and “militant” repertoires. These leaders maintain their public personas through symbolic actions, such as wearing military uniforms and using revolutionary rhetoric. In contrast, Kenya shows a preference for the “businessman” approach, highlighting success attained through perseverance within the informal economy. A significant portion of the population, facing similar financial challenges, can relate to this approach. The study emphasizes how the appeal and effectiveness of various populist strategies are influenced by Africa’s diverse political histories, which reflect the broader sociopolitical dynamics of the region.