The Language of Politics: A CDA of the 2013 Kenyan Presidential Campaign Discourse

Abstract

This paper applies critical and descriptive methods of Critical Discourse Analysis (CDA) to analyze and unpack linguistic persuasive strategies, concealed meanings and ideologies in the presidential campaign discourses in Kenya leading to the April 4, 2013 elections. The author used both primary data (speeches, party manifestos and campaign video clips) as well as secondary data (newspapers and online sources) to critically analyze the rhetorical devices and strategies used by the main contenders for the presidency - Uhuru Kenyatta of the Jubilee Coalition and Raila Odinga of the Coalition for Reform and Democracy (CORD). The author argues, and demonstrates, that language is a powerful tool that politicians seeking political power use to not only communicate their policies and ideological positions, but also to create certain perceptions in order to influence and manipulate the voters with a view to gaining an advantage over their opponents.