The pragmatics of zoosemy, colour and shape in Kenyan political party symbols

Abstract

In many parts of the world, political parties use symbols and colours for identification. Political party symbols and colours are used to make political activities visible and avoid confusion. Political parties were formed to participate in national elections and to promote democracy. Electorates affiliate themselves with one political party or the other based on numerous factors including the symbols and colours of a party, flag bearer of a party, philosophy of a party and others. This eventually influences their decision in voting. In Kenya, seventeen political parties had been registered by 31st May 2017. These included Jubilee Part (JP), Amani National Congress (ANC), Orange Democratic Movement (ODM), Party of Independent Candidates of Kenya (PICK) among others. All these political parties have varied symbolism and philosophies behind their establishment. The symbols and colours identify one political party from the other. The symbols chosen are such that they can be easily understood, remembered and recognised by the average voter, because not every electorate is literate and also just when the voter sees the symbol he/she will have an idea of that particular party. The symbols are so important that to date most parties are identified by their symbols and colours. Symbols and colours are also supposed to identify political parties for their members to vote during elections. Besides, electorates should have knowledge of their party identity symbols and colours. This important issue of pragmatic knowledge of symbols, their political roles, among others is a real issue in Kenya‘s democratic dispensation. These may have accounted for the large numbers of electorates who err in their decision to vote effectively. This is compounded by high level of illiteracy among adult Kenyan population who qualify to vote. The combination of symbols and colours of the political parties becomes an easy way of identifying one party from the other and also helping these groups of electorates to cast their ballot for their respective candidates. However, the case of a high number (over 500,000) of rejected ballot papers in the 2017 Kenyan general elections was alarming. This paper interrogates how political party symbols construct and maintain the reality of particular parties and social groups in Kenya. Put differently, the paper presents a pragmatic analysis of animal symbols, shapes and colours used in the identification of the registered political parties in the Kenyan 2017 general elections. This paper will be of benefit to many players in politics including political party leaders who will draw knowledge, educate and improve party activities with regard to party symbols and colours, political journalists who gather and disseminate information about political parties to the general public. Secondly, party supporters will appreciate and be tolerant to each other‘s views especially those from their opponent. Thirdly, the general public who for one reason or the other do not show commitment towards any party will also be open-minded to party activities and lastly, civic educators to better understand the symbolism of the symbols and colours of political parties. They will be in a better position to educate the mass electorates and the general public. It will reduce political acrimony and promote high tolerance of each other‘s political thoughts and views.