Abstract:This research analyzes Uongozi, a massive multimodal civic education campaign that culminated in the Uongozi reality television show, situating the campaign within its sociopolitical context. Our analysis suggests that Uongozi framed and promoted a version of leadership that is tied to an idealized progressive, youth leader despite the lack of quality youth 'candidates' on the show. The campaign also endorsed a message of national unity and identity, articulated through the promotion of a nonethnic collective … Show more
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