Perception and Reception of Tshisekedi’s 2023 Campaign Messages among Beni Youth Council Members in DRC

Abstract

This study described how youths in the Beni region of the Democratic Republic of the Congo (DRC) perceived and received President Felix Tshisekedi’s 2023 presidential campaign messages. With youth playing an increasingly significant role in democratic processes, the research seeks to understand their interpretations, reactions, and concerns within a conflict-affected context. The study addresses three key objectives: to examine youth perceptions, identify the appeals of Tshisekedi’s campaign messages, and assess the concerns raised by the youth audience. Moreover, the study examines how youths’ reactions are influenced by relevance, engagement, and message effectiveness, guided by the Situational Theory of Publics, and the Excellence Theory of Communication. Thematically, young political discourse revolves around issues like accountability, instability, and unemployment as well as appeals based on emotions, policies, and images. Key research limitations are highlighted in the literature, such as the lack of intersectional analysis, the insufficient attention paid to youth in conflict areas, and the poor incorporation of audience feedback into campaign strategy. The study uses a qualitative descriptive design and gathers data through focus groups and purposive sampling. The study location, participants, data collection tools, and protocols for guaranteeing ethical and analytical rigor are all covered in detail throughout the approach. Finally, the study provides insightful information about young people’s political communication and engagement in the developing democratic environment of the DRC. The findings from the five FGDs provide a nuanced understanding of Congolese youth engagement with President Félix Tshisekedi’s 2023 campaign messages in Beni. Overall, youth perceptions, engagement, and concerns were shaped by a complex interplay of hope, skepticism, and structural constraints. Specifically, participants recalled campaign messages emphasizing peace, security, employment, education, and infrastructure. Trust in local leaders emerged as a critical intermediary. Importantly, the findings highlight that structural constraints, including political divisions, insecurity from armed groups such as the ADF and CODECO, and weak governance, compounded youth skepticism, reinforcing a participatory paradox in which engagement is sought symbolically but limited substantively. By acknowledging situational awareness, structural barriers, and stakeholder involvement, political actors can design campaigns that foster trust, agency, and meaningful participation, thereby bridging the gap between campaign promises and governance realities in conflict-affected contexts. To conclude and emphasizing on some recommendations, political campaigns in conflict zones should integrate youth priorities, participatory feedback, and credible promises. Collaboration with local leaders, civic education, accountability mechanisms, and sustained evaluation foster trust, address constraints, and enhance two-way symmetrical communication, ensuring genuine engagement beyond tokenistic enthusiasm.