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This study examines a new wave of populisms arising in the digital era using Pastor Evan Mawarire’s #ThisFlag movement: What are they, and how do they express themselves? How does the hegemony react to them? Non-mainstream, digitally born movements, especially in dictatorships, are dismissed by the political elite as ill-mannered disruptors whose political interventions are detrimental. To analyse the cleric’s populism and its meaning to the Zimbabwean body politic, we use three specific themes: (a) personality and influence of movement leader(s); (b) populist communication and messaging; and (c) recreating an involved citizenry. We used digital ethnography to gather and analyse data.

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