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Vol 55 No 8

Published 18th April 2014


El Sisi's spring offensive

The Field Marshal deploys a full armoury of marketing and social media tools to extend his political base as he launches his presidential campaign

One of the first public appearances that Field Marshal Abdel Fatah Saeed Hussein Khalil el Sisi made after stepping down as Defence Minister and Army Commander on 26 March was in a tracksuit, as he rode a bicycle around Heliopolis, the north-eastern Cairo suburb where he lives. This set the scene for his campaign. He is projecting the image of a man keen to engage with all social classes and not that of a product of the security elite intent only on serving the interests of a small, privileged minority.

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