From memes, gifs and now TikTok videos, multimedia elements have long been powerful communication tools for social movements.
They enhance understanding, generate meaning, and evoke a range of emotions.
But what makes them so effective in mobilizing the masses and creating lasting change?
These messages have been created and posted on social media platforms.
They have influenced the coverage on mainstream media and even led to reverse agenda setting where the media are not the ones setting the news agenda but the public.
The power of identity
Visuals aim to create instant recognition.
Elements such as colour, symbols, lines, texture, words, and size are crucial in this process.
Think about major corporations easily identified by their colours or taglines.
These elements contribute to their brand identity and position them as superior to competitors. Similarly, social movements use visual cues to unify and inspire their audiences.
As the saying goes, “a picture tells a thousand words.” A single image can communicate complex messages more effectively than a lengthy description.
Gillian Rose highlights that semiotics, the study of signs and symbols, is essential in understanding how images create meaning. This theoretical approach helps decode the messages conveyed through visuals.
Since time immemorial, songs have been a vehicle for subtle and provocative messages.
In Kenya, songs like ‘Tujiangalie’ by Sauti Sol, ‘Nchi ya Kitu Kidogo’ by Eric Wainaina, and ‘System ya Majambazi’ by Mashifta and many others have played significant roles in societal commentary.
More recently, ‘Maandamano’ by Bien featuring Breeder and ‘Anguka Nayo’ by the rap duo Wadagliz have become anthems for the Gen Z movement.
In less than two weeks, the two songs in their original formats have over 2.2 million views combined on YouTube.
These songs, accompanied by powerful visuals, amplify their messages.
The ingenuity of ‘Anguka Nayo’ is accompanied by cartoon images and colours that drive the message.
Even before the composition of the current songs, in the past month, the Kenyan national anthem has been played in many social gatherings.
When applying visuals, artists consider their relevance to the context and theme. This ensures they evoke the desired response.
Think about your audience: Whom do you want to consume the message? Is it accessible to all your audience and will it resonate with them? Achieving this connection ensures that your audience will relate to and engage with your work.
Next, consider the appeal of the visuals or song. What elements will make it stand out and evoke the desired emotion? In the current digital landscape, using someone else’s content requires obtaining permission and familiarizing yourself with copyright laws.
Finally, as an artist, assess the effectiveness of your work. Measure its impact to determine if it achieved its intended goal.
If you are a consumer of visuals and songs, analyze the visual communication effectively. Recognize the artist(s), observe the message, understand it, formulate a claim, and support that claim with evidence.
Connecting the visuals with the message
Kenya has a rich history of using multimedia to drive social change- from the Mau Mau uprising to the push for multi-party democracy and now the Gen Z revolution.
The current multimedia messages spark debate and controversy, particularly within Kenya’s political and economic landscape.
They evoke empowerment and pride, as well as outrage and anger, especially when addressing the loss of loved ones. Visual posters and songs are now vital in mobilizing, coordinating, and showcasing the organization of protests and online discussions.
Analyzing the visual and lyrical compositions of songs like ‘Maandamano’ reveals how they drive the movement.
These media forms not only highlight the 'what' and 'how' but also explain the 'why,' 'when,' 'where,' and 'who.' To fully grasp these messages, one must consider Kenya’s history, from colonial struggles to independence, the multi-party system, and devolution.
This context helps make sense of the current visual and audio messages, highlighting ongoing societal struggles. Gen Z is actively defined as prosumers, a term coined in the 1980s by Alvin Toffler.
This concept defines how individuals can be both producers and consumers of content, a dynamic visible in today’s multimedia-driven movements.
Gen Zs have used social media platforms to post posters that indicate what they will be doing, when, where, who will be involved and how they will be taking the different actions.
The power of multimedia in social movements is undeniable.
As Kenya continues to navigate its political and economic landscape, the role of visuals and songs in shaping public discourse and mobilizing action remains critical.
Dr Caroline Kiarie is the Assistant Professor of Strategic Communications at Aga Khan University’s Graduate School of Media and Communications