In Uganda’s election season, the politics of crowds has taken centre stage. The number of people who turn up at a campaign rally has become more than just a show of excitement-it is now a political statement, a weapon in the battle for legitimacy, and a tool for psychological warfare among presidential contenders.
Across the country, huge gatherings are being used to gauge which candidate commands the people’s hearts. The larger the crowd, the stronger the impression of support. But behind the noise, dance, and coloured T-shirts lies a deeper story-one that reveals how politics, media, and State machinery intersect in the struggle for power.
In Ugandan politics, crowd size has long been viewed as a reflection of a candidate’s political weight. Campaign strategists now treat rallies as opportunities not only to persuade voters but also to display dominance. Political analysts note that crowds create visual legitimacy-a perception that ‘the people are on your side.’ Photographs and videos from these rallies flood social media, becoming powerful propaganda tools. In an era where images travel faster than speeches, optics have become everything.
‘The crowds are no longer just part of the campaign; they are the campaign,’ Mr Wilfred Ssekamate, political observer, said. ‘Voters, and even officials, draw confidence from what they see. A packed rally sends the message that the candidate is already winning.’ Campaign insiders say some teams now hire professional photographers, drone operators, and social media influencers to capture aerial shots of their crowds-images that later flood platforms like X (formerly Twitter), Facebook, and TikTok. The goal is to dominate the visual battlefield, where perception often outweighs reality.
Inorganic
Mr Phillip Wafula Oguttu, a former Leader of the Opposition in Parliament, has dismissed the large crowds seen at recent political rallies as ‘artificial’ and ‘staged.’ Mr Oguttu said the genuine and natural enthusiasm that once characterised political gatherings in Uganda has faded over time. ‘In the past, the natural crowds used to be there,’ he said. ‘But since 2021, the crowds have been artificial in many cases. People just move from one rally to another. They are made to appear as if they genuinely support a candidate.’
He said the crowds being showcased today do not reflect real political support. ‘I don’t think those crowds are genuine. Some of them are even [the product of] Artificial Intelligence (AI),’ he remarked. ‘The crowds are not organic-unlike those we used to see when Dr Kizza Besigye campaigned in 2016. Kampala used to turn up for him without him paying anyone to attend.’ Mr Oguttu added that such displays do not translate into actual voter support. ‘Crowds can’t determine the results. The results in Uganda are determined by President Museveni. You don’t get excited because of those crowds,’ he said. ‘Museveni is hiring children to justify the votes after stealing them-and these children don’t even vote.’
He further criticised security agencies for targeting Opposition supporters. ‘There is no law stopping supporters from another area to attend any rally,’ he noted. ‘But the security is arresting Opposition supporters to intimidate people so that they don’t go to vote. It’s a deliberate strategy to discourage participation in elections.’
Misleading
Mr Jamal Wante, the Forum for Democratic Change (FDC) vice chairperson for the eastern region, has cautioned political candidates against relying on large crowds as a measure of their popularity, saying true support comes from genuine local followers. ‘A political leader who has real supporters in an area means they have support there,’ Wante said. ‘Let people address the real voters of those particular areas instead of ferrying supporters from elsewhere.’
He emphasised that political rallies should focus on engaging residents and addressing their concerns rather than showcasing inflated attendance numbers.
‘Crowds don’t determine the winner,’ he said. ‘A crowd can mean many things. For example, you might bring a musician like Eddy Kenzo to entertain people, and they’ll come to enjoy the music-not to listen to your political message.’
Mr Wante urged candidates to focus on building trust and connecting with genuine voters rather than spending resources to stage artificial crowds for show.
Prof Sabiti Makara, a professor in the Department of Governance, and director of Graduate Training at Kabale University, told Saturday Monitor that big crowds can influence voters but don’t guarantee victory. He said while large crowds at campaign rallies can influence public perception, they do not necessarily translate into victory at the polls. ‘Crowds can determine a winner because people see a big rally and start following it,’ he explained. ‘They think that someone with a big rally is the one going to win.’
Prof Makara noted that both the National Unity Platform (NUP) and the ruling National Resistance Movement (NRM) presidential candidates have been ferrying supporters to rallies, which can create a false impression of widespread support. ‘People who have not yet made up their minds can easily be swayed to follow the person with the biggest rally,’ he said. However, he cautioned that big numbers at rallies are not a guarantee of electoral success. ‘A large crowd doesn’t determine a 100 percent win,’ Prof Makara said. ‘Some people are paid to attend, like boda boda riders who are given fuel. So, big crowds can determine the win-and at the same time, they can’t.’
‘Theatre of deception’
Ms Proscovia Salaamu Musumba, the former Forum for Democratic Change (FDC) Vice Chairperson for Eastern Region, has criticised the growing trend of hired and artificial crowds at political rallies, describing them as a ‘theatre of deception’ used to manipulate public perception and justify election outcomes. ‘Some of those crowds are hired,’ Ms Musumba said. ‘There are different types of crowds at political rallies-serious crowds, food crowds, political crowds, angry crowds, idle crowds, hungry crowds-all those attend rallies. But the largest number are entertainment crowds.’
Ms Musumba accused the NRM party of using such tactics to cover up failures in governance and service delivery. ‘The NRM is creating political erosion to justify manipulation of the results. It’s like a theatre designed to create an outcome. That’s the political disaster we are in,’ she said. She also condemned the practice of distributing party T-shirts as a symbol of political achievement. ‘It’s a shame for the NRM to provide T-shirts to people as achievements,’ Ms Musumba said. ‘Instead of giving T-shirts, they should improve service delivery.’