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22 May 2024 | Story Prof Sethulego Matebesi | Photo Kaleidoscope Studios
Prof Sethulego Matebesi
Prof Sethulego Matebesi, Associate Professor and Academic Head of Department of Sociology, University of the Free State.

Opinion article by Prof Sethulego Matebesi, Associate Professor and Academic Head of Department of Sociology, University of the Free State


South Africa has entered a pivotal stage of the 2024 General Elections. Aside from the usual drama surrounding electoral politicking ─ the twists and turns of new political parties and election campaigns ─ the forthcoming elections have yielded theatrical spectacles that have kept us intrigued over the past few months.

 

Depending on how far back you want to reflect your aesthetic lens, the drama began with the furore over the spike in the number of young people who registered as new voters. In light of this, political parties had run relentless campaigns targeting young voters. There is a deeper issue here, however. Over the past three decades, voter apathy among young people in the country has been a knotty and vexing challenge that many scholars and policymakers have grappled with. What is provided ─ almost constantly ─ by the youth as a reason for the general apathy is a distrust of formal politics.

Here, I contend that while young people may see voting as trivial, especially in comparison to their purported different and new forms of engaging with democracy, I grapple with understanding how they will be staking a claim in the future of a country they will inherit.

New entrants the harsh reality of personality-driven politics

There is one thing South Africans are certain of about the elections: the proliferation of new political parties. Insofar as this year’s elections are concerned, of the independent candidates and newly registered parties expected to contest the elections ─ including Build One SA (Bosa) and Rise Mzansi — it is the emergence of uMkhonto weSizwe (MK) Party, backed by former President Jacob Zuma, and former African National Congress (ANC) Secretary-General Ace Magashule’s African Congress for Transformation (ACT), that ushered in a new era of unprecedented opposition politics in the democratic and political space.

Ironically, the MK Party, whose leader has been blamed for state capture and many other of the country’s failures, has enjoyed prominent winning streaks in the courts to ensure that Zuma is not removed from its parliamentary lists, and the party continues to use the name and logo of uMkhonto weSizwe that the ANC claimed belonged to its military wing.

Given Zuma and Magashule’s complex and frosty relationship with the ANC and their open hostility towards President Cyril Ramaphosa, these populist leaders idealised the forthcoming elections as a thrilling adventure with countless opportunities to provide a viable alternative to the ANC. For example, the MK Party’s radical socialist and conservative policies will ensure the state has almost everything. On the other hand, ACT, which is set to launch its manifesto soon, is still determined to unseat the governing ANC and disrupt the status quo, especially in the Free State.

These are exciting developments as both leaders were once at the helm of the ANC and are now promising a systematic political blueprint that will bridge the gap between the state and citizens.

Nevertheless, regardless of strong rebukes of these former leaders by the ANC Secretary-General, Fikile Mbalula, that had the unintended consequence of illustrating how the party protects its leaders at the expense of advancing national priorities, this leads me to another, and often ignored point: the harsh realities of elections.

For one, elections come and go, but personalities remain. And with the MK Party and ACT being led by shrewd leaders with almost unconstrained power, it is unsurprising that the two parties are already facing internal strife.

In the US it took Americans a while to realise that a current and former president would compete for the White House for the first time in that country’s history. This reality for American voters is that a win for either Joe Biden or Donald Trump will yet again yield one of the oldest presidents in the history of the US.

Generally, a harsh reality for many new political parties will hit the hardest when they realise that beneath all the glamour and shine of election campaigns are many other variables besides political rhetoric that determine election outcomes. I reckon this is a lesson learned by the two major opposition parties ─ the Democratic Alliance (DA) and the Economic Freedom Fighters (EFF).

The DA national flag saga a misstep in tactics

As the tumultuous clock of the high-stakes elections ticks on, the DA decided to provide its own twist to the political theatre through its advertisement featuring the burning of the South African flag.

The DA’s provocative move, intended to make a strong statement about the party’s view on the performance of the ANC, has backfired and caused outrage among most citizens. The DA’s response that their advert was well-intentioned is of even more significant concern.

In a country already fraught with racial tension and polarisation, using intentions as a blanket justification for disrespectful actions towards national symbols sets a dangerous precedent. Resorting to such extreme measures to capture attention illuminates a lack of understanding of the far-reaching consequences of such actions.

As the curtain is about to close on campaigns, it is more important than ever that citizens and political parties approach national symbols with the reverence and respect they deserve.


Institutional experts can be found at: https://www.ufs.ac.za/media/leading-researchers

News Archive

UFS Communication and Brand Management wins for the third time in the 2017 International Gold Quill Awards
2017-06-29

Description: 2017 International Gold Quill Awards Tags: 2017 International Gold Quill Awards

Lacea Loader, Director: Communication and Brand
Management and Leonie Bolleurs, Assistant Director:
Internal Communication in the same department.
The awards were presented at the Excellence
Awards Gala in Washington, D.C. on
Tuesday 13 June 2017.
Foto: Hannes Pieterse

The Department of Communication and Brand Management at the University of the Free State (UFS) has won two International Gold Quill Awards from the International Association of Business Communicators (IABC) for projects executed in 2016. “Winning two Gold Quill Awards put the entrant in the top ranks of the business communicators of the world,” said Ghrethna Kruger, IABC 2017 Quill Awards Chair South Africa.

The Department won Gold Quill Merit Awards for their entries of the publication, For such a time as this: A commemorative journey, and the communication process with prospective students through the Sound[W]right: UFS student tone and voice project.

Two Gold Quill Awards in 2017
This is the third time the department has received recognition by the IABC. In 2014, it received the Jake Wittmer Research Award, a Gold Quill Merit Award, and an Africa Gold Quill Award. In 2015 the department received an Africa Merit Award, Africa Gold Quill Merit Award, a Gold Quill Merit Award, and a Gold Quill Excellence Award. “I am very proud of the nine awards we have won over the past couple of years. Being recognised by a prestigious global association such as the IABC is a great honour. The fact that the UFS is the only tertiary education institution in the country to receive awards this year makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

With the 2017 IABC Awards the IABC has in total recognised 227 entries as world class, announcing 74 Excellence Awards and 153 Merit Awards. They represent a cross-section of public- and private-sector organisations, both large and small. This year there were 13 winners from South Africa compared to last year’s three winners.

Work reflects superior production values
Entries were evaluated against the IABC Gold Quill Awards criteria and IABC’s seven-point scale of excellence. Feedback from the IABC Gold Quill evaluators, on the publication, For such a time as this: A commemorative journey stated: “Exceptional effort and an excellent gift that celebrates your honoree and preserves school history. It demonstrates superior production values and strong images convey key messages.”

On the entry: Sound[W]right: UFS student tone and voice project, the IABC Gold Quill evaluators said: “This entry shows innovation, collaboration, persistence, generosity and strategic intent. They have accomplished much within a very limited budget, to the benefit of both the university and its students.”

“The Gold Quill Awards programme celebrates business communication’s best practices and the value professional, strategic communication programmes bring to an organisation’s bottom line, its brand and its reputation,” said Lynn Barter, ABC, MC, chair of the IABC awards committee. “Each entry is evaluated on its own merits against IABC’s Global Standard of excellence in communication. Winning a Gold Quill recognises exceptional work, innovation and creativity.

Taking communication to the next level
“Gold Quill winners represent a global community executing their responsibilities ethically and to the highest standards of the profession. These exemplary practitioners deliver high impact results for their organisations and clients, taking communication to the next level.”

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