Only voters can punish a president or its party for a poorly executed manifesto, says the writer. Only voters can punish a president or its party for a poorly executed manifesto, says the writer.
Johannesburg - In less than a year, South Africa will hold its fifth democratic general election. The year 2014 will be of celebrations of the achievements of the 20th anniversary in housing, health, education, electricity, roads, water, communication networks and other areas.
However, the polls will be contested within an intensifying political rivalry, an evolving value system, growing citizens’ demand for good governance, a demand for economic freedom, a robust media environment and a growing tide of service delivery and labour protests.
As in past elections, bread-and-butter issues, employment, empowerment, land redistribution, poverty, crime and service delivery are expected to form the core of most election strategies.
I predict the election campaign will be dominated by the ANC, DA and Economic Freedom Fighters (EFF) brands.
Voters prefer political brands that they identify with. The ANC has done it with huge success in previous elections.
The ANC will continue framing itself as the party that delivered liberation and produced celebrated icons such as Nelson Mandela. Its messages will confirm its capacity to consolidate political transformation, community development, economic freedom, social change and human dignity for all.
When launching the ANC’s election manifesto, I expect party leader Jacob Zuma to emphasise that the party will continue implementing its vision by consulting and involving all citizens.
The DA will continue branding itself as a party of reputation, responsibility, diversity, delivery, equality, hope and a watchdog of democracy.
Its messages will be delivered through its mission statements “One Nation. One Future”; “Open opportunity society for all the rainbow people of South Africa”; “Breaking the Cycle of Poverty” and “Know your DA”.
Another campaign message that is expected to shake the election campaign landscape will be that of the Julius Malema-led EFF.
The EFF campaign, particularly its economic freedom and nationalisation messages, will be a continuation of what Malema started while leading the ANC Youth League.
Malema knows that the most powerful fundamental of any political communication is to continually tell the masses what they want to hear and the ability to nail down their daily challenges.
However, Malema is poor in articulating his viewpoints. In the past, his tone betrayed him as an autocrat, radical, arrogant, intolerant and lacking in tact.
His association with controversies, court cases, and his alleged involvement in the plundering of Limpopo state resources are likely to dent everything he says on the campaign.
The two factors that will separate the winner from losers will be ANC messages and the youth.
With its Struggle credentials, huge resources, domination of the mass political market, endorsements from influential personalities, the ANC is expected to win its fifth successive democratic general election convincingly.
I cannot wait to witness an opposition dream team of Helen Zille, Lindiwe Mazibuko, Inkosi Buthelezi, Terror Lekota and Malema taking on the ANC.
With such bulls locking horns, Parliament will never be the same.
* Thabani Khumalo is a political and communication strategist with the Durban Think Tank Marketing Services. He writes in his personal capacity.
** The views expressed here are not necessarily those of Independent Newspapers.
Pretoria News