Muhereza Kyamutetera: Muhoozi’s Social Media Strategy Is ‘Calculated Disruption’
August 15, 2025
Marketing strategist Muhereza Kyamutetera has weighed in on the recent transformation in the online persona of First Son and Chief of Defence Forces, Gen. Muhoozi Kainerugaba, describing it as a deliberate and strategic move.
In a statement, Kyamutetera said he has been closely observing Muhoozi’s sudden change in tone and style on social media, which to many has appeared unorthodox and unpredictable. He believes the shift is a calculated tactic aimed at “confusing the enemy” and subtly influencing public perception.
“I strongly believe that what he portrays is a calculated move to confuse the enemy, and it appears he is succeeding at leading certain segments of Ugandans to downplay him,” Kyamutetera said.
He suggested that both Muhoozi and his father, President Yoweri Museveni, could be drawing inspiration from classic strategy literature, citing The Art of War by Sun Tzu and The 48 Laws of Power by Robert Greene — both of which emphasize the element of deception and psychological advantage in leadership.
While he admitted he could not predict the CDF’s exact intentions, Kyamutetera stressed that “it is not what we are all reading from the open book” and urged observers not to underestimate him.
“In marketing strategy, we call it disruption,” he added, hinting that Muhoozi’s approach might be part of a broader, unconventional play in politics and public engagement.
“Only time will tell,” Kyamutetera concluded.
