The underhanded involvement of Cambridge Analytica in the 2017 presidential election in Kenya was already common knowledge among high information elites in the country. But the Channel 4 News expose will certainly make the information accessible to a wider set of Kenyans.
That said, I do not expect it to have any significant effect on President Uhuru Kenyatta’s legitimacy. His recent rapprochement with Raila Odinga has massively boosted his legitimacy and (for better or worse) refocused Kenyans’ attention away from the electoral injustices and failures that occurred throughout the 2017 election cycle.
I must say that it is disappointing that the Kenyatta campaign outsourced a significant portion of their campaign messaging to a company which clearly has very little knowledge of the Kenyan context.
Such insouciance is signal evidence of Kenyan political elites’ pedestrian approach to tackling the many problems that plague the country.