Addis ababa: After Turkish President Recep Tayyip Erdogan's visit to Addis Ababa on February 17, a video of his motorcade traversing a newly completed boulevard captivated the internet. The footage, showcasing Addis Ababa's wide, clean streets and high-rises, amassed more than five million views in a day, stirring pride among Ethiopians and admiration from international commentators.

According to Global Voices, the Ethiopian government's urban transformation narrative has gained viral attention twice in recent months. In January, a visit by US influencer IshowSpeed generated significant buzz about the city's development, challenging outdated stereotypes of African infrastructure. The Addis Ababa corridor project, integral to this narrative, aims to enhance infrastructure, housing, and public spaces. However, it faces criticism for its impact on the urban poor, cultural heritage, and resource allocation amid Ethiopia's socio-economic and political challenges.

In the face of systemic crises, the government has employed urban renewal imagery as a form of aesthetic propaganda. This strategy uses visually striking transformations to assert governmental success and counter criticism. Aesthetic propaganda leverages the popularity of visual media in the digital age, adapting to appeal to wider audiences through platforms like TikTok. Such propaganda is not solely produced by the state but is distributed by influencers, tourism agencies, travelers, and citizens.

This approach is part of a broader trend where states and influencers help legitimize authoritarian narratives. The viral motorcade video exemplifies how state actors amplify such content to reinforce official stories and bolster state legitimacy. The visuals are presented as authentic representations of Ethiopia's reality, challenging stereotypical Western portrayals but replacing them with domestic elitist framing.

While these videos do not misinform, they shift focus from critical socio-economic and political issues, emphasizing aesthetics over context. This trend is not unique to Ethiopia, but the country's political crisis amplifies concerns about the use of visual propaganda to legitimize the political elite and obscure ground realities. The Ethiopian case illustrates how fragile states can employ visual propaganda to distract from internal challenges and maintain authority.