Communicating the New Political Dispensation

The study seeks to establish the challenges of branding the Government that is composed of officials from three different political parties that are set to compete each other in the near future. In essence it strives to explore the challenges that are being faced by the Ministry of Media, Information and Publicity as the official mouth piece of the Inclusive Government in its endeavour to brand the Inclusive Government.The study makes use of participatory observation, interviews, opinionnaires and questionnaires among other methods such as focus group discussions to establish the challenges. The study explores the internal media and communication strategies that the Ministry is using and the obstacles that it is facing. It also attempts to strike a balance by seeking the views of the Zimbabwean populace on the Inclusive Government. The study established and proved that politicians in the Inclusive Government are using their time in Government to fight for competitive positioning and maximizing their political appeal to the Zimbabwean citizens as evidenced by the various conflicts that have arisen in the short life spun of the Inclusive Government.