Crafting dominance: political power and the marketing of the African National Congress
SOURCE: Politikon
OUTPUT TYPE: Journal Article
PUBLICATION YEAR: 2015
TITLE AUTHOR(S): R.Ranchod
KEYWORDS: AFRICAN NATIONAL CONGRESS (ANC), MARKETING
DEPARTMENT: Equitable Education and Economies (IED)
Print: HSRC Library: shelf number 8896
HANDLE: 20.500.11910/1725
URI: http://hdl.handle.net/20.500.11910/1725
OUTPUT TYPE: Journal Article
PUBLICATION YEAR: 2015
TITLE AUTHOR(S): R.Ranchod
KEYWORDS: AFRICAN NATIONAL CONGRESS (ANC), MARKETING
DEPARTMENT: Equitable Education and Economies (IED)
Print: HSRC Library: shelf number 8896
HANDLE: 20.500.11910/1725
URI: http://hdl.handle.net/20.500.11910/1725
If you would like to obtain a copy of this Research Output, please contact Hanlie Baudin at researchoutputs@hsrc.ac.za.
Abstract
Recent analyses of the continued dominance of the African National Congress (ANC) have centred on its organizational, electoral, governmental and popular bases of power. This paper extends this analysis by arguing that the ANC derives significant political power through its political communications, and particularly its political marketing. Through the lens of the latter, it examines the ANC's strategic political behaviour over time. It extends its analytical purview beyond election campaigns to include the process of creating the symbolic bases of the South African state through the discursive continuity of economic policy. This paper roots the ANC's political marketing within a wider historical, cultural, representational and political setting. It demonstrates the recursive practices and effects of the ANC's communications and the deep entanglement of politics with marketing. This paper makes an initial contribution to reconceptualizing the bases of the ANC's political dominance and sheds light on an understudied aspect of its political and cultural orientation.-
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