The Role of Social Media in Protest Communication: A Case of Gen Z Demonstrations in Kenya

Abstract

The 2024 Gen Z demonstrations in Kenya marked a turning point in youth-led activism, where social media became the primary tool for mobilization, coordination and communication. Despite widespread recognition of digital activism, limited empirical research exists on how different platforms functioned as instruments of protest communication in Kenya. This study sought to examine the role of social media in protest communication during the Gen Z demonstrations, focusing on three objectives: to explore the range of platforms used by youth, to analyze the factors influencing their choice and to assess how online engagement facilitated offline mobilization. Guided by Network Society Theory and Social Movement Theory, the study adopted a mixed-methods convergent parallel design. The research was conducted in Nairobi, Kenya, the epicenter of the demonstrations, targeting university students as the primary population due to their high engagement in digital activism. A total of 377 respondents participated in the quantitative survey, while 30 in-depth interviews provided qualitative insights. Data collection tools included structured questionnaires and semi-structured interviews, pretested for validity and reliability. Quantitative data were analyzed using descriptive statistics and chi-square tests, while qualitative data underwent thematic analysis. Findings revealed that youth employed a multi-platform strategy, where X served as the coordination hub, TikTok provided immediacy and immersion, while WhatsApp and Telegram enabled secrecy and trust. Platform choice was shaped by credibility, speed, safety and privacy considerations, with fears of surveillance and abduction pushing sensitive communication toward encrypted platforms. Importantly, social media not only facilitated information dissemination but also played a decisive role in protest logistics, reassurance through live streams and resilience through platform switching. While not all participants attended protests physically, many contributed through digital amplification, verification and logistical support, demonstrating a hybrid model of activism. The study concludes that social media bridged digital communication with physical mobilization, empowering youth to bypass traditional hierarchies and sustain decentralized protest movements. These findings expand the understanding of digital activism in high-risk political environments and highlight the evolving dynamics of protest communication in Kenya.