By Morris Wambua

Across Africa, government propaganda has influenced public opinion, affirmed political authority, and outlined national narratives since the inception of formal governance in the continent. Though the word "propaganda" has acquired negative connotations, the practice is not inherently evil; it can be used for nation-building and malicious manipulation. In an African context, the influence of government propaganda is intertwined with the continent's colonial history, struggles for independence, socio-economic challenges, and ongoing political developments.

Historical Roots: From Colonialism to Independence

The roots of propaganda in Africa are deeply embedded in the colonial experience. European colonial powers used propaganda to legitimize their rule, and often depicted their presence on the African soil as a case of benevolent civilizers bringing "progress" to the continent. That narrative was mainly fostered in schools, churches, and media under the control of the colonial
authorities, which created an image of the colonial rulers as indispensable to the development of African societies. Just as the Mid-20th century saw a surge in independence movements across Africa, so too was propaganda utilized by nationalist leadership to consolidate support and rally the masses. These leaders had no alternative but to communicate over the radio, newspapers, and public rallies to disseminate messages of unity, resistance against colonial oppression, and the promise of a better future under self-rule. Propaganda thus became a vehicle for liberation and the definition of national identity in the post-colonial period.

Post-Independence Propaganda: Nation-Building and Authoritarianism

Immediately after independence, many African leaders also resorted to propaganda to consolidate their regimes and for nation-building. During the early period after independence, propaganda was used to create national consciousness—more so in multi-ethnic, -lingual, and -religious groupings of states. Other leaders, for example, Julius Nyerere of Tanzania, Kwame Nkrumah of Ghana, and Jomo Kenyatta of Kenya used state-controlled media to disseminate ideologies on African socialism, pan-Africanism, and the importance of national unity. However, as the initial euphoria of independence faded, propaganda increasingly became a tool for maintaining political control. In retrospect, propaganda was used by the authoritarians of the continent, who went from Mobutu Sese Seko's Zaire—now the Democratic Republic of Congo—to Robert Mugabe's Zimbabwe as a means of quenching dissent, justifying repressive policies and helping to forge cults of personality. State-run media offered a significant platform through which such regimes propagated their narratives, often painting opposition groups as enemies of the state or puppets of foreign powers. Sometimes, governments use propaganda even to rewrite history, either by downplaying or wiping out the contributions of political rivals or ethnic groups that do not serve the agenda of the ruling party. It is, therefore, a selective narrative of history that would legitimize the regime in power while simultaneously marginalizing the other voices.

Modern Tactics: Media Control and Social Media

Government propaganda has evolved technologically to the best available communication platforms in contemporary Africa. While traditional state-run radio and television remain essential tools for disseminating government messages, social media is the new front that has introduced fresh opportunities—and challenges—for propaganda. Most Africans use social media platforms like Facebook, X, and WhatsApp, giving citizens greater power to communicate with their governments. In recognition of this influence, some African governments have
even resorted to digital propaganda tactics, spreading misinformation, deploying social media influencers to promote government narratives, or amplifying pro-government messages through bots. Most of these attempts by governments in different countries have been a way to control the digital space under the guise of fake news legislation, mainly in silencing criticism rather than fighting misinformation. An extreme measure is an internet shutdown used during elections and times of civil unrest to prevent the spread of information that can challenge the government's narrative. The state-controlled or state-aligned media remains a powerful force in many African countries, often reflecting the ruling party's agenda. In Ethiopia, Rwanda, and Uganda, for example, journalists are closely monitored; if they stray from the official line, they risk being harassed, imprisoned, or even worse. That cannot but have a chilling effect on journalism and infringe on the public's right to access information.
The Impact on Democracy and Public Perception

The government propaganda effect has profound repercussions across the continent. In countries where governance structures are institutionally weak, such massive propaganda affects the even- handed possibility of holding free and fair elections. In more autocratic states, propaganda props up the elite hold on power, often at the expense of democratic freedoms and human rights. Thirdly, propaganda influences the attitude of citizens towards their government, their country, and the world. Public discourse can be polarised in countries where propaganda is pervasive; citizens might be ethnically, religiously, or politically divided. In this case, the division may be sponsored by governments through the use of propaganda to scapegoat specific groups as causes of economic or social problems. In addition, a firm reliance on propaganda only erodes the public's trust in public institutions. As a result of constant bombardment with propaganda in government information campaigns, citizens may realize that the information is manipulated or has a bias. In that case, they may begin to view the process cynically and disengage from it, hence weakening the democratic process further. In some instances, distrust escalates into social unrest when the citizens resort to protest or other forms of resistance to express their dissatisfaction.

Resisting Propaganda: The Role of Civil Society and Independent Media

Even under conditions of government propaganda, the public at large possesses so many methods through which they can resist the influences of propaganda. Civil society, independent media, and grassroots movements are standing strong to resist propaganda and advance facts in public discourse. Independent journalists and fact-checking entities from Nigeria, South Africa, and Kenya have gone an extra mile in discrediting propagandist reports and holding governments accountable. Similarly, education is a pillar for resilience in the face of propaganda. Media literacy programs in which citizens are trained to assess the information they access critically tend to dim the effect of government propaganda. Instilling a culture of critical thinking will make societies less open to manipulation and better able to hold leaders to account. This is a long-term need aimed at reducing the adverse impacts of propaganda in Africa, for which part of the solution lies in strengthening democratic institutions, ensuring freedom for the press, and promoting a robust civil society. With citizens getting multiple sources of information and being free to express themselves, they will become more informed players in democratic governance.

Treading the Maze of Propaganda

Government propaganda in Africa is a two-edged sword tool since it can serve a good purpose—fostering national unity and public health drives—more often than not, it is used to entrench political power and squelch free speech further while pulling the wool over the eyes of citizens. Indeed, as African countries work their way out of their dilemmas—both of development and democracy and with globalization now an added dilemma—propaganda shall always be key to their discussions and the making of the continent's future. The duty is evident: citizens must be informed, question narratives, and be on the hunt for various perspectives. All these can be done so that the voices of those people are heard, their rights are protected, and governments become accountable.