Introduction
In 2024, Kenya witnessed significant opposition to the Finance Bill, with Gen Z1 activists leading protests that ultimately forced the government to reconsider its proposed tax policy. Despite repressive measures, such as increased police presence and threats of legal prosecution, the demonstrations grew stronger, fueled by frustrations over economic inequality, corruption, and exclusion from political processes.2 The protests’ linguistic framing on TikTok, the primary mobilization platform, revealed two contrasting narratives: one supporting the activists’ calls for reform and another justifying government repression. These narratives played a crucial role in shaping public opinion, reflecting deeper biases surrounding youth-led activism.3
Youth activism has long been a catalyst for political and social transformation. Historically, movements like the Young Turks in Greece and German student fraternities championed political change in Europe.4 The 20th century saw further waves of youth activism through civil rights movements, environmental campaigns ,and anti-establishment protests, exemplified by the 1960s student uprisings and more recent movements like #BlackLivesMatter and #FridaysForFuture.5 In Africa, youth activism was instrumental in anti-colonial struggles, with the Mau Mau rebellion in Kenya and the Algerian War of Independence standing out as key examples of youth-led resistance.2 Even after independence, youth continued to challenge oppression, as seen in the 1976 Soweto Uprising in South Africa. This tradition persists today, with movements like Kenya’s Saba Saba protests addressing systemic governance issues.7
Youth Activism and Protests Against the 2024 Finance Bill in Kenya
The 2024 Finance Bill protests are part of this ongoing trajectory of youth activism. The Bill was introduced as part of the government’s efforts to increase revenue for economic development and address budgetary deficits. Its key provisions included higher taxes on essential goods such as fuel, increased VAT rates, and the introduction of new levies targeting the informal sector and digital economy. Critics argued that the bill disproportionately burdened low-income households and small businesses, exacerbating economic inequality. The bill, promoted by government officials as necessary for economic development, was widely criticized by young people for increasing financial burdens and perpetuating inequality.8 Activists mobilized under the hashtag #RejectFinanceBill2024, using TikTok to organize protests and challenge the government’s financial policy and narrative. TikTok provided a space and platform for young people to express frustrations and advocate for reforms, bypassing traditional media outlets that often-portrayed youth activists negatively. These digital interactions underscored how social media have become a vital tool for marginalized groups to influence public discourse.9 The growing use of social media among young people reflects their disillusionment with traditional forms of political participation, such as voting or joining political parties. Many feel disconnected from political institutions and are skeptical about their ability to address public concerns. In this context, the TikTok platform enabled youth in Kenya to engage creatively with political issues, using music, storytelling, and art to communicate their messages.10 Unlike conventional media, which may reinforce stereotypes of youth as disorganized or politically immature, this social media platform allowed activists to counter such portrayals and present themselves as informed and legitimate agents of change.
Through linguistic framing of the Gen Z protests on TikTok, different strategies were employed to advance or undermine the movement’s legitimacy.3 For instance, activists used what can be termed an accusatory frame, where language was creatively deployed to critique police brutality. They contrasted their peaceful efforts with state violence, often ridiculing Kenyan authorities by drawing comparisons with police forces abroad. Through such narratives, they framed themselves as vulnerable citizens advocating for justice, countering the government’s depiction of them as criminals. There was the youth-as-reformist frame which portrayed the protesters as essential agents of societal change rather than disruptive elements. This narrative emphasized that the demonstrations were driven by structural challenges, such as unemployment and poor governance, underscoring the activists’ commitment to reform. The human-interest frame was also employed where personal stories humanized the protesters and evoked empathy. While this frame helped connect with audiences emotionally, it sometimes risked shifting focus from the broader systemic issues at stake. Another critical strategy was the responsibility frame, which sought to hold government officials accountable for the country’s economic challenges. This frame depicted the activists as morally driven and organized, strengthening public support for their cause by portraying them as defenders of justice. Conversely, the activists also deployed a deceitful frame, using satire and biblical references to expose what they viewed as the government’s hypocrisy and failure to fulfill promises, thereby challenging the integrity of political leaders.
In response, government officials used several counter-narratives to delegitimize the protests.4 The politically-instigated frame suggested that the youth were being manipulated by external forces, portraying them as naive and easily influenced. Additionally, the blameless frame positioned government actions as necessary and responsible, deflecting blame for the crisis and framing the protests as unnecessary disruptions. The government further employed a dangerous-youth frame, labeling the activists as criminals or spoiled elites, thereby justifying repressive measures and casting youth activism as destabilizing to national peace. These competing narratives on TikTok reveal how language shapes public interpretation of social movements.5 Positive framing of the activists as engaged citizens mobilized public support, while negative portrayals aimed to discredit their efforts.
Conclusion
Conclusively, the assessment of linguistic framing in the 2024 protests provides insights into the evolving nature of political participation among Kenyan youth. Digital platforms like TikTok emerged as crucial spaces for marginalized groups to advocate for change, enabling young people to participate in influencing government policies.8
Endnotes
- A short form for Generation Z, refers to the cohort of people born roughly between 1997 and 2012, following Millennials (Generation Y). The exact years may vary slightly depending on the source. This generation is characterized by growing up in a highly digitized world and is often referred to as digital natives. They were exposed to smartphones, social media, and the internet from a very young age, shaping their experiences and worldview.
- Ochieng, P. (2024). Youth activism in the digital age: The role of TikTok in Kenya’s 2024 Finance Bill protests. Nairobi: East African Publishers.
- Nyabola, N. (2023). Digital Democracy, Analogue Politics: How the Internet Era is Transforming Kenya. Zed Books
- Hobsbawm, E. J. (1996). The Age of Extremes: The Short Twentieth Century, 1914-1991. Vintage.
- Taylor, C. (2016). The Language of Social Movements: How narratives shape political engagement. London: Routledge
- Fanon, F. (1963). The Wretched of the Earth. New York: Grove Press.
- Branch, D. & Cheeseman, N. (2010). Kenya: Between Hope and Despair, 1963–2011. Yale University Press.
- Howard, P. N., & Hussain, M. M. (2013). Democracy’s Fourth Wave? Digital Media and the Arab Spring. Oxford University Press.
- Wa Thiong’o, N. (2024). The Language of Protest: Narratives of Resistance in Africa. East African Publishers.
