查看文章

Drawing on Critical Discourse Analysis (CDA), and anchored on CDA theory, we argue that as the ruling party’s governance record increasingly came under scrutiny in two election cycles researched, the Zimbabwe African National Union – Patriotic Front (ZANU-PF), largely maintained its old strategies of power legitimation. However, it altered the message in order to reflect the changing intensity of political contestation, an increasingly bellicose political opposition and growing dissent within its own ranks, as well as the shifting economic fortunes of the country. Forced to campaign under these circumstances, ZANU-PF trusted, with notable variations, its old discourse strategies to produce election advertisements that legitimised its hold on power, hegemony and spread its ideology. The findings show that whereas in July, 2018, the message changed to reflect the leadership change, ZANU-PF’s legitimation …