The iconography of persuasion
South Africa’s 2019 elections, like others before, will be remembered for the historical significance around the ANC ruling party’s sharp decline in polls, the surging and re-emergence of the ideologically extreme parties, the Economic Freedom Fighters (EFF) and the Freedom Front Plus (VF+). This e...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1512 |
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| author | Shepherd Mpofu Trust Matsilele Tawanda Nyawasha |
| author_facet | Shepherd Mpofu Trust Matsilele Tawanda Nyawasha |
| author_sort | Shepherd Mpofu |
| collection | DOAJ |
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South Africa’s 2019 elections, like others before, will be remembered for the historical significance
around the ANC ruling party’s sharp decline in polls, the surging and re-emergence of the
ideologically extreme parties, the Economic Freedom Fighters (EFF) and the Freedom Front Plus
(VF+). This election, for the first time since the rebranding of the main opposition, the Democratic
Alliance, saw that party losing its momentum, culminating in the eventual resignation of the party’s
first black leader, Mmusi Maimane. This study examines how the three dominant parties in South
Africa contest with each other in the race to attract potential voters through poster advertising and
campaigns. Going into the 2019 election, the three dominant political parties were – the African
National Congress (ANC), the Democratic Alliance (DA) and the Economic Freedom Fighters (EFF).
Specifically, the paper examines messages on the posters, the parties’ manifestos and speeches
at different rallies before the elections. Drawing on our analysis, we make a claim in this paper
that the 2019 election in South Africa for the ANC, DA and EFF was largely about “unresolved
questions”.
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| format | Article |
| id | doaj-art-ec03eb26ae024c6988e33dfcd60592fc |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-ec03eb26ae024c6988e33dfcd60592fc2025-01-20T08:57:09ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0140110.36615/jcsa.v40i1.1512The iconography of persuasionShepherd Mpofu0https://orcid.org/0000-0001-5924-5721Trust Matsilele1https://orcid.org/0000-0002-7668-7641Tawanda Nyawasha2https://orcid.org/0000-0002-4854-9989University of LimpopoCape Peninsula University of TechnologyUniversity of Limpopo South Africa’s 2019 elections, like others before, will be remembered for the historical significance around the ANC ruling party’s sharp decline in polls, the surging and re-emergence of the ideologically extreme parties, the Economic Freedom Fighters (EFF) and the Freedom Front Plus (VF+). This election, for the first time since the rebranding of the main opposition, the Democratic Alliance, saw that party losing its momentum, culminating in the eventual resignation of the party’s first black leader, Mmusi Maimane. This study examines how the three dominant parties in South Africa contest with each other in the race to attract potential voters through poster advertising and campaigns. Going into the 2019 election, the three dominant political parties were – the African National Congress (ANC), the Democratic Alliance (DA) and the Economic Freedom Fighters (EFF). Specifically, the paper examines messages on the posters, the parties’ manifestos and speeches at different rallies before the elections. Drawing on our analysis, we make a claim in this paper that the 2019 election in South Africa for the ANC, DA and EFF was largely about “unresolved questions”. https://journals.uj.ac.za/index.php/jcsa/article/view/1512electionsSouth AfricaDemocratic Alliance (DA)Economic Freedom Fighters (EFF)African National Congress (ANC) |
| spellingShingle | Shepherd Mpofu Trust Matsilele Tawanda Nyawasha The iconography of persuasion Communicare elections South Africa Democratic Alliance (DA) Economic Freedom Fighters (EFF) African National Congress (ANC) |
| title | The iconography of persuasion |
| title_full | The iconography of persuasion |
| title_fullStr | The iconography of persuasion |
| title_full_unstemmed | The iconography of persuasion |
| title_short | The iconography of persuasion |
| title_sort | iconography of persuasion |
| topic | elections South Africa Democratic Alliance (DA) Economic Freedom Fighters (EFF) African National Congress (ANC) |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1512 |
| work_keys_str_mv | AT shepherdmpofu theiconographyofpersuasion AT trustmatsilele theiconographyofpersuasion AT tawandanyawasha theiconographyofpersuasion AT shepherdmpofu iconographyofpersuasion AT trustmatsilele iconographyofpersuasion AT tawandanyawasha iconographyofpersuasion |