Eroding Confidence: Why African Citizens Struggle to Trust Election Results

Across the African continent, elections have long symbolized hope, a ritual of renewal and democratic
expression. Yet, for millions of citizens, that hope increasingly feels hollow. From Tanzania to Nigeria,
Kenya to Zimbabwe, skepticism toward election results is deepening. Trust in electoral integrity, the
cornerstone of democracy, is eroding at an alarming rate.

The Trust Deficit

The roots of distrust are complex, but they converge on one theme: a perception that the process is
manipulated long before ballots are even cast.
Pre-election periods are often marked by uneven playing fields, ruling parties dominate media coverage,
state resources are leveraged for campaign advantage, and opposition figures face intimidation or legal
hurdles. When citizens witness this imbalance, they naturally doubt the fairness of what follows.

In the digital age, transparency should, in theory, be easier. But in many African states, information
blackouts, cyber manipulation, and disinformation campaigns have replaced old-fashioned ballot box
stuffing as tools of control. When internet shutdowns accompany elections, as seen recently in Tanzania
and the DRC, voters receive a clear signal: “We don’t want you to see what’s happening.”

Institutions Under Pressure

At the heart of every credible election lies an independent electoral body. Unfortunately, many of
Africa’s commissions are perceived as extensions of the state rather than impartial referees. Their
credibility suffers from opaque vote counting, slow result announcements, and inconsistent
communication strategies.

For example, in Nigeria’s 2023 general election, delays in electronic transmission of results undermined
public confidence. Similar controversies in Kenya (2017) and Zimbabwe (2023) left lasting scars on voter

faith. Once citizens lose confidence in the referee, even legitimate outcomes are seen through a lens of
suspicion.

The Role of Communication, and Miscommunication

Elections are as much about communication as they are about counting votes. Yet many electoral
commissions and governments fail to manage the narrative of transparency. Poor crisis communication,
lack of real-time updates, and defensive messaging fuel speculation.
In contrast, when communication is clear, consistent, and verified by trusted third parties (civil society,
media, or observers), it strengthens legitimacy, even in contentious outcomes.

The growing trust gap is also amplified by social media disinformation, where fabricated results,
deepfakes, and conspiracy narratives spread faster than official statements. In many cases, governments
respond not with transparency, but with censorship, further eroding trust.

Citizens Want Accountability, Not Perfection

Africans are not disillusioned because elections are imperfect; they are disillusioned because
imperfections are tolerated without accountability. When irregularities go unpunished, when courts
appear biased, and when losing candidates are silenced rather than heard, faith in democracy
deteriorates.

The Way Forward

Rebuilding trust requires more than international observers and donor funding. It demands a new
communication culture around elections, one grounded in openness, dialogue, and accountability.
Electoral commissions must treat citizens as stakeholders, not spectators. Governments must allow
media freedom, encourage civic education, and respect digital transparency. And public relations
professionals, both in government and civil society, have a duty to shape narratives rooted in facts, not
propaganda.

Only when citizens believe that their voices genuinely count will elections reclaim their power as
instruments of legitimacy rather than triggers of doubt.

Key Takeaway for Communicators

In the age of real-time information and deep-seated skepticism, credibility is the new currency.
For Africa’s democracies to mature, effective communication and transparent storytelling must
accompany electoral reform. Trust, once lost, can only be rebuilt through consistent honesty and
openness.