Symbols in Political Communication and Social Mobilisation

The introduction of popular, recognizable symbols can be described as the first step towards the creation of a viable social network around which political parties can base their mobilization efforts. Therefore, the choice of a symbol matters and in order to manipulate the power of symbols, it is important for the users to identify a particular symbol, conduct research at the grassroots levels with an aim of identifying the different interpretations and audience perception a particular symbol holds for a particular community. Symbols have increasingly been used as branding tools in political communication and social mobilization. In Uganda, political party symbols have been used by politicians to flag post their identities and policies. Moreover, the increasing use of symbols has informed voters about the brand identity and character of the politicians.