THE GATHERING 2026: Voters warned of ‘engagement farming’ ahead of local elections

Ahead of South Africa's local elections in 2026, Murmur Intelligence co-founder Kyle Findlay has warned voters about the dangers of "engagement farming," a tactic used to spread false narratives and undermine trust in the Independent Electoral Commission (IEC). In a talk at Daily Maverick's The Gathering in Cape Town, Findlay discussed how political parties and unaccountable media outlets are employing engagement farming to manipulate public opinion on social media platforms.

Findlay explained that engagement farming involves paying people to make specific topics trend on social media and sway public sentiment through outrage and simplified narratives. He highlighted the use of context stripping, where interviews are edited to create false quotes, and scapegoating, where certain groups are blamed for complex issues. These tactics aim to create a perceived enemy and distract from pressing concerns like water supply and economic growth.

In South Africa, attacks on the IEC's credibility often center around allegations of voter manipulation, the use of foreign nationals in elections, and the theft or pre-filling of ballot papers. Findlay urged South Africans to "take back the agenda," emphasizing that they should prioritize their own issues and concerns rather than being swayed by narratives imposed upon them by those seeking to undermine the democratic process.