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SONA 2021 – A dream deferred yet again

15 February 2021 | Story Prof Sethulego Matebesi | Photo Sonia Small

Dr Sethulego Matebesi — Prof Sethulego Matebesi is a senior lecturer and Academic Head of the Department of Sociology at the University of the Free State.

Opinion article by Prof Sethulego Matebesi, Senior Lecturer and Academic Head of the Department of Sociology in the Faculty of The Humanities, University of the Free State.

In Langston Hughes’ poem, Harlem, the opening line poses a simple yet profound question: ‘What happens to a dream deferred?’ Hughes then arrives at a provocative conclusion: ‘Maybe it just sags like a heavy load. Or does it explode?’

In sharp contrast, President Cyril Ramaphosa’s 2021 State of the Nation address expectedly began by sharing a story of hope, resilience, and inspiration. In a slight departure from his usual presentation style, powerful rhetorical and inspiring themes were a notable feature of the President’s address. By highlighting South Africa’s COVID-19 vaccine rollout programme, boosting the unemployment rate, economic recovery, and fighting corruption as the government’s key priorities, the President wove together the challenges and opportunities we face as a nation.

Pitfalls of the mass vaccination drive

Thus far, the South African government has led a commendable intervention strategy against the coronavirus. While there seems to be a concrete vision of how to implement the mass vaccination drive, the realisation is there is overwhelming evidence of how various challenges have compromised immunisation programmes in the country. Adopting the current Expanded Programme on Immunisation (EPI) strategies to champion the COVID-19 mass vaccination drive will be insufficient in the context of porous borders, overwhelmed primary healthcare workers, and intense and significant epidemiological changes of the virus. The last challenge is not only akin to SA. Therefore, it is imperative that a better understanding of population mobility and more targeted and evidence-informed strategies will be crucial in mounting a sufficient mass vaccination drive.

Unemployment – a mixed bag of fortunes

Long before COVID-19 ravaged the South African labour market, unemployment has been one of the country’s key challenges. In a country where half of the youth are unemployed, it was expected that SONA 2021 would provide a glimmer hope to subvert the poor socio-economic outcomes of unemployment. But the dream for many unemployed South Africans remains out of reach as short-term initiatives such as the extension of the Special COVID-19 Grant of R350 and the Presidential Employment Stimulus will not be able to cushion the ravages of long-term unemployment many South Africans have to endure. Despite the delays and teething implementation challenges of these employment relief packages, they will again face a breaking point when these interventions end.

The COVID-19 pandemic has undoubtedly led to an unprecedented number of job losses. This situation will continue due to deindustrialisation, depressing investment and the complacency of South African institutions. For example, the President mentioned several relief measures, including the Public Employment Programme, which created 3.2 million work opportunities. However, there remain serious doubts about planning around youth employment.

The President stated that the government reached 1,000 businesses by International Youth Day in August 2020, is a far cry from the 15,000 start-ups planned to be supported by 2020. Another complicating factor is that institutions like the National Youth Development Agency (NYDA), which has to play a leading role in assisting young citizens to become successful entrepreneurs, is highly politicised and embedded in the intra-political battles of the ruling party. The fact that there is still no board for the NYDA is indicative of the challenges of fighting youth unemployment. Effective managerial accountability and control of financial resources will go a long way in assisting agencies such as the NYDA in meeting their mandates.

Economic recovery and corruption

The President’s speech highlighted a myriad of plans to restructure, rebuild and revive the South African economy. Comparatively, the President's fifth SONA had more detail about milestones reached and practical strategies to implement plans. Expectedly, he also lamented the impact of state capture and the COVID-19 pandemic.

South Africans are now looking to finance minister, Tito Mboweni’s upcoming national Budget Review for details on how the government will fund the President's priorities. However, attempts to grow an ailing economy are impeded by the continuing energy supply crisis, the lack of scope to utilise digital technologies to shape economic opportunities, and rampant corruption.

The measures against corruption mentioned in the State of the Nation are welcomed. The same cannot be said about the political commitment to deal with the challenge. But what difference will the launch of a National Anti-Corruption Advisory Council make if the government fails to act decisively on the Auditor-General’s reports which highlight an average of R50billion in irregular expenditure annually? Pronouncements by the President about fighting corruption have become a norm. There are pockets of success in this regard. Yet the scourge of corruption and greed in government institutions continues unabatedly.

Global experience has shown that robust, transparent and accountable public institutions can be catalytic in securing and sustaining good governance. Without good governance, our youth will continue to stand on street corners looking for jobs, many will continue to go to bed on empty stomachs, our lights will remain off, and we will continue to be imprisoned in our homes due to the high crime rate in the country.

Only time will tell what will happen to dreams deferred yet again.

News Archive

UFS Communication and Brand Management receives two prestigious international awards

2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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