Fear Mongering and Appeal to the Name of God as Propaganda Techniques in the Kenyan 2013 Presidential Debate

John Wanyama Khaisie*, Sheila Wandera Simwa and James Mayaka Gwachi Department of Literary and Communication Studies, Laikipia University, Kenya *Corresponding author: jkhaisie@yahoo.com

Received October 21, 2018; Revised November 25, 2018; Accepted November 27, 2018

Abstract: Politicians use different types of language to control and direct the way the electorate perceive political issues. The most commonly used is propaganda techniques. This work examined two techniques, Fear mongering and appeal to the name of God in the presidential debate of 2013. It sought to establish how they were used by candidates to validate their desirability to voters. The research was based on the Critical Discourse Analysis theory. The data was collected from statements that fitted in the category of fear mongering and appeal to the name of God. The analysis applied the knowledge of three approaches: qualitative, critical and content analysis. Results showed that there was the use of fear mongering and appeal to the name of God as propaganda techniques in the debate. The techniques were used by candidates for self praise, to malign opponents and to protect themselves from any malignment. They were also used with the intention of scaring voters against voting for certain candidates and positioning themselves as the right candidates. This work is a significant contribution to the study of Discourse Analysis and political communication in universities, colleges and schools. It is also important to the voters who consume the political messages that are normally generated during political campaigns. Another research on the use of other propaganda techniques, and a comparison done to establish the most preferred by candidates and why, is recommended.