Politics of insults: Campaigns turn nasty as Ruto, opposition leaders resort to insults, name calling
There are also fears the trend could distract the contenders for the top seat from tackling real issues such as the cost of living, healthcare, jobs and governance, leaving voters without a clear choice on substantive issues.
President William Ruto and opposition leaders such as former Deputy President Rigathi Gachagua and Nairobi Senator Edwin Sifuna have increasingly resorted to insults and name calling on the campaign trail.
This could be a sign of political impatience but which runs the risk of damaging their credibility by exhausting public sympathy, analysts say.
There are also fears the trend could distract the contenders for the top seat from tackling real issues such as the cost of living, healthcare, jobs and governance, leaving voters without a clear choice on substantive issues.
While he has variously urged opposition leaders to refrain from insults and slogans and sell their agenda, Ruto has spared no opportunity to hit out at them terming them clueless, fools and people with no brains who cannot match him while referencing his credentials as a PhD holder.
“Na mkiona wale wanalalamika ni watu sijui wamesomea wapi. Si mimi niko na PhD…si mimi naelewa nini inaendelea Kenya? Sasa mimi napata watu wako na elimu kidogo kidogo hapa wanajaribu kunifundisha, mnanifundisha kazi gani?” he posed during a tour of Garissa County.
The veiled attack widely interpreted as targeting Wiper Patriotic Front leader Kalonzo Musyoka’s criticism of mass livestock vaccination exercise initiated by the government.
The president has also severally referred to leaders in both the United Opposition and Linda Mwananchi as people with no brains and have no agenda to sell to Kenyans.
He also claims they are puppets of his predecessor Uhuru Kenya, who he claims is keen on frustrating implementation of his programmes, including affordable housing, which he failed to accomplish during his tenure.
“Hao watu ni mafala, hawana akili,” Ruto declared two weeks ago.
He repeated the same when he hosted a delegation from the Teso community at the Eldoret State Lodge, telling them to stop being stupid.
Gachagua, who founded the Democracy for Citizens Party after his impeachment in October 2024, has led the onslaught on Ruto and often uses nicknames coined in reaction to Ruto’s policies such as aggressive taxation in his campaigns.
They include Zakayo and Kasongo, among others.
Sifuna has also lately resorted to insults in reaction to Ruto’s claims that Linda Mwananchi is being funded by Uhuru.
“Anasema eti tunapewa pesa na Uhuru Kenyatta. Halafu anasema alisoma kwa gazeti…Shenzi sana Ruto.”
Speaking during a tour of Meru County on Sunday, Sifuna, who has also declared interest in the presidency, the Nairobi senator said they will not stop insulting the President as long as he continues to insult them.
“William Ruto anafikiria ati heshima inakuja by force. Haiwezekani! Sisi ni kizazi tofauti. Ukitueheshimu, tunakuheshimu. Kwanza mheshimiwa Rais rudisha heshima ndani ya ofisi ya urais ndio Wakenya wakueheshimu,”he said.
According to political analyst Moses Osiemo, divisive rhetoric is likely to deepen societal fractures and poison the overall political environment, making post-election healing and cooperation nearly impossible.
He, however, adds that even when candidates promise to run positive campaigns, they will still be inclined to resort to insults, mudsling and distortions because they know that they stand a better chance of sticking in the electorate’s minds.
“Our brains are wired to remember negative information. Even in developed democracies such as the US, we have witnessed candidates such use catchphrases such as Crooked Hillary, Tricky Dick and Sleepy Joe,” said Osiemo.
