Yet, the promise of unity in diversity has been marred by the spectre of tribalism – a deep seated issue that has shaped our politics, influenced social interactions and fuelled conflicts.
While the digital age has ushered in new opportunities for connection and collaboration, it has also magnified tribalism, especially on social media platforms.
In the past, tribalism was confined to physical spaces—boardrooms, ballot boxes and family discussions.
Today, it manifests on X, Facebook and WhatsApp groups, reaching wider audiences with greater speed.
Social media has become both a battlefield and a megaphone, amplifying ethnic stereotypes, fuelling political divisions and entrenching an “us versus them” mentality.
The 2022 general election provided a vivid example of how digital platforms can exacerbate tribalism.
Hashtags targeting ethnic communities trended for days, creating echo chambers where individuals interacted only with those who reinforced their biases.
For instance, during the campaign period, the phrases #MtuWetu and #SisiKwaSisi became rallying cries for ethnic solidarity but alienated those from other communities.
On platforms like Facebook, posts mocking particular communities as “unfit to lead” went viral, drawing thousands of reactions and comments—many of them hateful and divisive.
WhatsApp groups have also become hotbeds for tribalism.
During election seasons, some groups circulate incendiary content, including manipulated videos and memes designed to stoke ethnic fear and hatred.
A notorious example in 2022 involved edited clips misrepresenting leaders from specific tribes as advocating for exclusionary policies, sparking unnecessary tensions.
Beyond elections, tribalism rears its head in everyday online discussions.
Disputes over sports, entertainment, or social issues often degenerate into tribal slurs.
For example, debates about national football team selections or the performance of Kenyan athletes have occasionally devolved into accusations of favouritism based on tribal lines.
Similarly, when scandals involving public officials emerge, social media often shifts focus from the issues to tribal affiliations, with users defending or attacking individuals based on their ethnic background rather than the facts.
The consequences are dire.
Tribalism in the digital age does not merely reflect existing divisions; it actively deepens them.
Online hate speech and ethnic slurs often translate into offline tensions, threatening the fragile fabric of our nation.
Furthermore, this digital tribalism undermines Kenya’s democratic processes, where national debates become polarised and critical issues are overshadowed by ethnic allegiances.
But it doesn’t have to be this way.
The same platforms that perpetuate tribalism can be harnessed to foster national unity.
Social media influencers, journalists and policymakers must rethink their roles in shaping narratives.
Influencers, for instance, can use their platforms to promote inclusivity by highlighting stories of inter-tribal cooperation and national achievements.
Journalists must resist the temptation to frame stories through an ethnic lens, choosing instead to emphasise shared challenges and solutions.
Moreover, tech companies operating in Kenya must take responsibility.
Platforms like Facebook and X must invest in local content moderators who understand Kenya’s unique social dynamics.
Algorithms that prioritise divisive content for engagement need to be recalibrated to promote balanced and constructive conversations.
Education is another critical tool.
Teaching digital literacy in schools can help young Kenyans recognise and resist divisive content online.
A generation equipped with critical thinking skills is less likely to fall prey to the manipulations of tribal propagandists.
Kenya’s diversity is its strength, not its weakness.
By addressing digital tribalism head-on, we can transform our online spaces into platforms for collaboration, innovation and unity.
The future of our nation depends on it.
MACHEL WAIKENDA
Political and communications consultant | @MachelWaikenda
