Hate him or love him, you have to admit that Deputy President William Ruto has injected unprecedented excitement into the current political scene.
He has become a bit of a cult, especially among the youth. His catchy phrases like “Form ni hustler” and “Mpango ni bottom-up” are the vogue among his supporters. His party, UDA, is arguably quasi-religious.
I am no prophet but in the event that he wins the presidential election, the fad will fade, the excitement will die down, the hope will dwindle, the promises will evanesce and the country will once again be a united mass of grumblers bemoaning poor leadership, unfulfilled promises, poverty, etc. That is the corollary of every general election in Kenya.
Do you remember the dynamic duo in matching shirts and ties who appeared to be the beacon 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 ingenuous 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 around, 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 has never been witnessed before. 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.
Humans are gullible. Crafty politicians use such new trends and movements as bait to hook the voters, most of whom are hopelessly credulous. Such politicians target guileless 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 DP 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 viability.
Secondly, emphasise 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 such as 'sipangwingwi' to endear himself to the gullible 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 ni hustler” or “Mnataka kitendawili ama bottom up?”
Thirdly, borrow forms of organised 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 30 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 naïve enough to believe it.
So, ladies and gentlemen, that’s your five-step guide to creating a cult-like movement.
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”. So 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 Bernardo 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.”
Teacher (English/Literature), St Theresa’s Girls Kimilili, Bungoma
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