Ostensibly, he has become a cult of some sort, especially among the youth.
His signature campaign phrases like “Form ni hustler” and “Mpango ni bottom-up” are the vogue among his supporters. His UDA party is arguably quasi-religious.
I am no prophet but in the event that he wins the elections, the fad will fade and the excitement will die down. The hope will dwindle, and the promises will evanesce.
The country will once again be a united mass of grumblers bemoaning poor leadership, unfulfilled promises and poverty among others.
That is the corollary of every general election in Kenya.
Remember the dynamic duo in matching shirts and ties that appeared to be the beacon light of hope for some Kenyans?
Well, that “bromance” ended in “premium tears” and their pompous promises died on the campaign podiums.
Kenya is a relatively young democracy with a primitive political system, immature politicians and an ingenious electorate.
The voters suffer from serious selective amnesia and politicians know how to play their cards right to appeal to the increasingly fickle electorate.
Through new political formations and alliances, new parties, new party colours and new slogans or party symbols, they dupe some hapless voters into supporting them almost fanatically.
Most Kenyans vote blindly based on ethnic inclination and party loyalty rather than rational and critical analysis of policies and track records.
Politicians who dish out money generously are more popular and more likely to be elected than those who don’t.
This time round, however, there is a paradigm shift from the traditional “mtu wetu” or ethnic-blocs based politics as we know it.
Sly politicians like Ruto have astute think tanks who have helped him to create a cult-like movement and a craze that is unmatched.
An insightful study of his approach reveals an eerie similitude to charlatanism.
The wily think thanks must have devotedly read Robert Greene's 48 Laws of Power and borrowed from Law 27: “Play on People’s Need to Believe to Create a Cult-like Following.”
According to Greene, people have an overwhelming desire to believe in something.
Armed with this knowledge, Ruto has poised himself to become the focal point of such desire – his words are vague but full of promise and his style of politics puts emphasis on enthusiasm rather than clear thinking.
Crafty politicians use such new trends and movements as bait to hook the voters, most of whom are hopelessly credulous.
Such politicians target unsuspecting supporters, especially the youth and the poor.
These supporters are lured by handouts and blinded by the veneer of hope. Politicians use vague promises to sustain the deception.
Ruto's mysterious wave of support can be attributed to the principles of the science of charlatanism. Cult-like movements can be created in five steps.
First, keep it vague but simple. The deputy president is famous for using hazy deceptive words and promising great transformative things.
His purported economic model is based on primitive solutions and mysterious panaceas.
Such nugatory promises are given fancy simple names like “bottom-up economic model” but lack any rational or practical proof of their viability.
Secondly, emphasize the visual and sensual over the intellectual.
The bright colours and symbols like the wheelbarrow create excitement and kill boredom and scepticism.
Ruto knows how to dazzle the poor masses with a grandeur display of affluence using convoys of expensive vehicles and helicopters.
He uses popular sheng phrases e.g. “sipangwingwi” to endear himself to the innocent masses who fall for the bait every time.
He calls himself a “hustler” with a view of appealing to the youth and the poor, most of whom struggle to make ends meet.
His camp does not offer any intellectual discourse.
All you hear in rallies is, “Tuonyeshe kwa mikono wangapi wako na hustler,” or “Mnataka kitendawili ama bottom up?”
Thirdly, borrowing forms of organized religion. Ruto talks like a prophet, predicting a good future and offering a panacea.
He also makes questionable donations in form of church offerings.
Then, disguise the source of your wealth. The deputy president has been in positions of leadership or influence for almost thirty years but he has managed to convince his unsuspicious followers that he has been a hardworking businessman and entrepreneur.
Many citizens now believe that anyone can become an overnight billionaire without working extremely hard or having plum state jobs.
Most African politicians amass obscene amounts of wealth illicitly. This is the same money they use to hoodwink or bribe voters.
Lastly, set up an us-versus-them dynamic. Here you show your followers a common enemy that must be defeated and thus the now banal balderdash about “hustlers” versus “dynasties”.
The followers now believe they belong to an exclusive club unified by a common goal – bringing down the dynasties. It is laughable, but you will not believe just how many people are naive enough to believe it.
Most of the people who have fallen for this political chicanery are the youth, who are immature and rash. Voters must remain dubious lest they are hoodwinked in broad daylight.
Robert Greene further opines that “It is the fool who rushes to take sides”. S
o I sit on the fence and watch both camps plot their machinations at the expense of the poor voter.
I leave you with the sagacious words of Niccolo di Bernado dei Machiavelli: “Men are so simple in mind and so much dominated by immediate needs that a deceitful man will always find plenty who are ready to be deceived.”
The writer is a teacher (English/Literature) at St. Theresa’s Girls Kimilili, Bungoma county.
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