From memes, GIFs and now TikTok videos, multimedia elements have long been powerful communication tools for social movements. They enhance understanding, generate meaning, and evoke a range of emotions. But what makes them so effective in mobilising the masses and creating lasting change? Dr Caroline Kiarie, Assistant Professor of Strategic Communications at Aga Khan University’s Graduate School of Media and Communications, poses this question in a recent op-ed. As Kenya continues to navigate its political and economic landscape, the role of visuals and songs in shaping public discourse and mobilising action remains critical. Visuals aim to create instant recognition, she argues.