*Les cinq atouts communicationnels de Kiiraay: Ass, Jacob, Moussa, Aldiouma et Lahad.* (Par Moussa Athie)
For some time now, a new dynamic seems to be emerging in the communication of the Kiiraay party. Long dominated by the offensive and particularly reactive style of Pastef, Senegalese political communication is seeing the emergence of a system that now intends to respond blow for blow, with its own codes, its own channels and above all an alternative narrative.
The party led by the President of the Republic seems to have grasped a crucial point: in politics, leaving a media space vacant often means allowing the opposition to occupy it. Whereas the APR had long given the impression of passively enduring Pastef's attacks without a sufficiently structured response, Kiiraay appears to have made the opposite choice: reacting swiftly, occupying the space, and dismantling opposing narratives before they could take hold in public opinion.
This new strategy relies in particular on five key figures whose geographical positions and portfolios give them significant visibility. Their strength also lies in the complementarity of their profiles, their local roots, and their respective departments. Each operates in a different arena, with their own style, but all seem to share the same objective: to no longer allow Pastef to monopolize the narrative, the response, and the setting of the political agenda.
What seems to be fundamentally changing is the method, because for over a decade, Pastef has dictated the pace of Senegalese political communication. Its leaders have long excelled at dominating the media landscape, reacting immediately, and imposing their own themes on the public debate.
There is another advantage, perhaps even more important. Several of these officials have, at one time or another, been involved in the political sphere that brought Pastef to power. They therefore have firsthand knowledge of certain mechanisms, rhetoric, and mobilization methods that contributed to Ousmane Sonko's political success.
This experience gives them particular credibility when they now challenge certain elements of the narrative put forward by the former Prime Minister.
Their words are not merely those of political leaders discovering their opponent after he has come to power. They can be based on a personal knowledge of the people, the speeches, and the mechanisms that have shaped this new political era.
This is probably where one of the most interesting weapons of the strategy put in place by the deputy general supervisor in charge of communication Dr Abdourahmane DIOUF lies: to deconstruct from within what has been built from within.
The next stage could be even more interesting with the future interventions of the allies. The anticipated positions of Cheikh Tidiane Dièye, Déthié Fall Moustapha Guirassy, and Boubacar Camara could give a new dimension to this communications machine.
These individuals each have a political trajectory, governmental or institutional experience, and an ability to deliver a message that would not necessarily be that of the five major figures.
Their entry into this narrative battle would allow Kiiraay to avoid appearing as a mere structure mechanically defending the government. It could gradually become a space for intellectual and political confrontation with Pastef.
And this is precisely where the real challenge lies. Not the Gatsa Gatsa of the 2021-2024 model, but a Gatsa Gatsa of ideas. It's no longer just about demonstrations, street confrontations, slogans, or emotional mobilization. The government now faces a different challenge: rebuilding the political narrative and dismantling the one that allowed Pastef to seize power.
The real battle will ultimately not be about who speaks the loudest, but who succeeds in convincing the greatest number.
And if Kiiraay manages to sustainably coordinate its first five relays, integrate the next expected voices and maintain communication that is both responsive and structured, the party could become a true communication war machine.
A machine that would no longer simply seek to respond to Pastef, but to gradually regain control of the national political narrative.
Moussa Athie
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