Communicating political achievements: a semiotic analysis of political posters in the linguistic landscape of Tanzania

Abstract In Tanzania, political posters function as strategic communication tools within the linguistic landscape, showcasing leadership achievements and national progress. This study analysed 105 political posters from Dar es Salaam to explore how they communicate the accomplishments of the sixth phase government under President Samia. Guided by social semiotics and framing theories, the research examined how visuals, text, and symbols combine to construct narratives of progress, trust, and legitimacy. The posters employed bold colours, simplified Kiswahili messages, and symbolic imagery to make political achievements relatable and accessible. They highlighted milestones in infrastructure, agriculture, education, healthcare, energy, sports, and tourism, often featuring the President’s portrait to personalise and reinforce the connection between leadership and development. Positioned in high-traffic public areas, these posters saturated the urban landscape with ideologically driven narratives, distinguishing themselves from other forms of political communication such as rallies or television. The study underscores the role of political posters in shaping public perception and national identity through visual discourse. It also contributes to broader discussions on semiotics, political branding, and the linguistic landscape in Tanzania. Future research could investigate public reception and the evolution of political poster strategies in digital spaces.