This archive report was first published on 15 January 2020.
As Ugandans closed 2019 and entered 2020, they were treated to a series of publicity stunts by two of the country's most powerful entities: the National Resistance Movement (NRM) and Mobile Telephone Network (MTN).
MTN's TV advert, which featured a character slurping soup, was a masterclass in appealing to the masses. The advert's focus on table manners that were deemed unacceptable by middle and upper-class Ugandans was a clever move, as it tapped into the country's love of loud and boisterous eating.
Meanwhile, the NRM has been glorifying ghetto characters, much to the chagrin of some of its own party officials. The party's chairman, President Yoweri Museveni, has decorated these characters, who have responded by laughing at their critics and flaunting their wealth.
As the 2021 elections approach, it's clear that the NRM is using these tactics to appeal to the masses. The party knows that the socially lower people have more votes, and it's using this knowledge to its advantage.
But what does this say about the NRM's priorities? Is it more interested in winning votes than in addressing the country's real issues? And what about MTN's role in this publicity battle? Is the telecom giant using its influence to shape public opinion, or is it simply trying to stay relevant in a crowded market?
