A kind of magic
Subtitle: the political marketing of the ANC
By: Rushil Ranchod
Publisher: Jacana Media
Published: 2013
Place of publication: Auckland Park, South Africa
Language: eng
Number of pages: 196
ISBN-13: 9781431408276
Subjects: Political culture; Elections; Political Advertising; Political campaigns; Marketing; Politics and government; African National Congress
Description: "The story begins in 1955 with the adoption of the Freedom Charter, which became the platform on which the ANc subsequently constructed its image and its appeal. It was in exile, after its banning in 1960, that the ANC took political marketing seriously. There is fascinating evidence of how the ANC's Department of Information and Publicity tailored its messages to audiences inside the country and internationally ; and how it launched Mandela as a global icon, recognising that 'it is human interest that sells politics'. Subsequent chapters examine the 1994 and 2009 elections, publicity and marketing efforts around economic policy, and how effectively the ANC has marketed itself, its history, its role in the struggle, and its links with 'the people'. A Kind of Magic challenges us to rethink what we know about the ANC, its past, present and future place in South African political life." -- Back cover.
Notes: Includes bibliographical references (pages 166-192) and index.