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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

Recognition from the United Nations and MACE
2013-11-22

 
The University of the Free State received Excellence and Merit awards for its communication and marketing projects.
From the left is Leatitia Pienaar, editor of Bult magazine, Lacea Loader, Director Strategic Communication, Leonie Bolleurs, editor of Dumela and Ilze Bakkes, UFS Marketer: Publications and Broadcast.
Photo: Sonia Small

The University of the Free State (UFS) was this week recognised by the United Nations (UN), as well as the national association for Marketing, Advancement and Communication in Education (MACE), for its communication and marketing publications and campaigns.

The UFS was named by representatives of the UN to receive a special United Nations Award for a leadership communication campaign called ‘Talk to me’. The award, which forms part of the Golden Awards of the International Public Relations Association (IPRA), is made annually to the campaign that best supports human development in line with the UN objectives.

The UFS also received seven awards from MACE during the Higher and Further Education Excellence Awards. The ‘Talk to me’ campaign was awarded an Excellence Award in the category integrated campaigns and projects; a television campaign on DSTV received an Excellence Award in the broadcasting category. The campaign also received an award as the overall winner in this category. The magazine Bult received a special Excellence Award in the category external publications (as the publication with the highest marks in the history of this award ceremony); the staff newsletter Dumela and a set of student recruitment publications each received a Merit Award in the categories internal newsletters and special publications respectively; and the Open Day campaign received a Merit Award in the category integrated campaigns and projects.

The Excellence Awards form part of the 2013 national MACE congress, which was hosted by the UFS on the Bloemfontein Campus from 18-20 November 2013 and attended by 139 delegates from 25 higher and further education institutions.

“I am extremely proud of the achievements of what is emerging as a truly world-class communications department at the UFS recognised increasingly for achievements nationally and abroad,” says Prof Jonathan Jansen, Vice-Chancellor and Rector of the UFS.

‘Talk to me’, which was implemented in 2010, is a leadership communication campaign that creates a way for staff and students to engage with Prof Jansen. With the campaign, he regularly spends time physically sitting on the university’s three campuses in a predetermined area giving staff and students the opportunity to talk and interact with him. The success of the campaign stems from the fact that it gives him the opportunity to pick up on issues or concerns of the campus community.

“The ‘Talk to me’ campaign is one of the key campaigns of the university’s Human Project, as it projects the scholarship of service and transformation leadership. It is an exceptional honour to be recognised by the UN and to receive this award,” says Lacea Loader, Director: Strategic Communication at the UFS.

“The MACE Higher and Further Education Excellence Awards provide an excellent platform to showcase the many projects and campaigns of the sector, and to receive this kind of recognition from our peers is a tremendous honour for the UFS,” says Loader.


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