TOWARDS MEASURING SOCIAL COHESION IN SOUTH AFRICA: LESSONS FOR NATION BRANDING DEVELOPERS

Abstract This article uses data collected across the four Waves of the National Income Dynamics Study (NIDS) to construct a measure of social cohesion for South Africa. We compare our index to one derived using the Afrobarometer data and find a large degree of consistency in trends in the index and its constituent components over time across the two datasets. However, there is less consistency in the measures once one moves to lower levels of geographic disaggregation. We also find far less variability in the constructed index relying on NIDS panel data as opposed to the repeated cross-sections from Afrobarometer. Having derived the index, we then correlate it with a variety of indicators of social and economic well-being. We show that higher levels of education, per capita income and employment are positively associated with higher social cohesion whilst social cohesion is negatively associated with poverty, service delivery protest and perceptions of crime. In addition, municipal policy and competence are closely associated with higher social cohesion. Whilst this work is exploratory, it is encouraging, and suggests new opportunities for future research to begin to take the link between social cohesion and economic and social development seriously. 1. Introduction Building social cohesion is perhaps one of the most difficult yet fundamental challenges facing South African society. Social cohesion speaks to the glue that binds us together, forging a common sense of identity and sense of belonging. It speaks to a willingness to extend trust to outsiders, to respect fellow citizens and uphold their dignity, and to be moved to action in the face of persistent inequality on behalf of those who are marginalised. Its very essence is a common humanity as embodied in the notion of Ubuntu. As such, it is at the heart of nation building, which in turn, is critical in being able to project a positive nation brand. The point of any branding exercise is to promote a product to consumers. However, once a brand is established, the creators of the brand periodically need to review the extent to which their product continues to embody the ideals, values and norms encapsulated in the brand. Any divergence between actual attributes and the brand may cause the brand itself to lose credibility over time. Similarly, once a nation brand has been created, it is important to periodically review whether the identity, norms and values of the nation brand in fact, reflect the reality of the lived experience of its citizens upon whom the nation brand is premised. Herein lies the contribution of this article. Using available nationally representative data, we examine the state of social cohesion in South Africa. Put differently, we explore the extent to which the South African rainbow nation brand is reflected in the attitudes and perceptions of its citizens. This allows us one way to evaluate and reflect upon the credibility of the nation brand. An additional benefit of this sort of internally reflective exercise is that to the extent that the nation brand does reflect the perceptions and lived experiences of its citizens, this can be used to further reinforce the nation brand in the hearts and minds of citizens, creating a self-reinforcing virtuous cycle, where a positive nation brand enhances social cohesion, which in turn, further strengthens the nation brand and so on. Not only will this yield positive external benefits for the nation, in terms of how external parties view South Africa, but it may also deliver additional domestic benefits by generating greater national consensus over policy priorities and direction. However, whilst there is widespread agreement that social cohesion influences economic and social development, and that nurturing a more cohesive society is an important policy goal in itself, there has been little progress in trying to measure it and track progress in this domain over time. …