Originally published in the Daily Maverick
The headline “DA’s campaign a desperate propaganda” left me quite sure that the text was going to be one of those overwrought reader-contributed op-eds, or at worst a product of Jackson Mthembu’s excitable pen. The content did little to challenge that assumption, leaving me quite surprised to see the name of ANC Secretary General, Gwede Mantashe, adorning the foot of the column in question.
The campaign he refers to is of course “Know your DA”, the first of the Democratic Alliance’s campaigns for the 2014 elections. The campaign attracted criticism right from the start, when Helen Zille’s launch speech neglected to mention Tony Leon, who led the party throughout most of its growth from 1.7% to 12.3% of the national vote.
I’d be annoyed by this if I were Leon (though not as annoyed as Rhoda Kadalie apparently was, in comparing Zille’s “airbrushing of history” to that of Stalin (she’s since deleted the tweet), but I think I’d nevertheless understand the reasoning behind leaving him out of the launch speech. The man who was the face of the 1999 “Fight back” election campaign – at the time, derided as the “fight black” campaign – would be quite a hard sell in a 2014 campaign that centres on the DA’s role in fighting apartheid.
Not because Leon played no role, of course, but rather because election campaigns are often about attention spans and caricatures rather than facts. In the case of Leon, we have “Fight back”, the merger with the New National Party, and support for the death penalty. In the case of Helen Suzman, we have the sole consistent voice against apartheid in Parliament for the 13 years from 1961 to 1974.
Suzman was a national treasure, and it strikes me rather bizarre that FW de Klerk has a Nobel Peace Prize while she (twice nominated) does not. But it was her principled contribution to ending apartheid that led Nelson Mandela to speak of the courage and integrity that marks her out as “one of the outstanding figures in the history of public life in South Africa”.
It’s that association the DA is aiming for by showing the image of Mandela hugging Suzman, rather than the image being an attempt to appropriate Mandela as a DA supporter. For better or worse, most South Africans regard Mandela as a moral authority. His endorsement of someone’s character therefore carries significant weight, as the ANC – never shy of invoking the Mandela brand – seems to realise.
Mantashe claims that this is propaganda. On one level, of course it is, just as all electioneering is propaganda of a sort. Expecting the “Know your DA” campaign to talk about “all its history and not just the struggle parts”, as an anonymous “PR and marketing expert who has done political campaigns before” did in this weekend’s City Press, is absurd – we always try to present ourselves in the best possible light.
Not only because nobody has the time to hear or present a comprehensive history lesson in each speech, but also because the alternative is unreasonable. While electioneering, we don’t expect Jacob Zuma to remind us that he was charged with rape, or took a shower to avoid HIV infection. It’s not propagandistic to highlight the things one is proudest of, and if it is true that the DA of today still represents those values Mandela recognised in Suzman, it’s legitimate to point this out.
My view is that they represent fewer of those values than I’d prefer, yet enough of them to make a poster and campaign like this one risky, but nevertheless legitimate. It’s somewhat opportunistic to highlight Mandela’s recognition of Suzman, but it’s not dishonest.
If we understand propaganda to mean a selective presentation of facts to inappropriately or dishonestly influence someone’s beliefs, then I’d suggest that Mantashe himself has a few questions to answer following Sunday’s column. In it, he asserts that what has remained throughout the “evolution of whatever trend among the white minority … has been either brazen advocacy for white domination and privilege or some elaborate schemes for its retention in the guise of liberal policies”.
That’s Mantashe’s interpretation of DA policy, and some of you might share the interpretation. And while he and you are of course free to do so, there is of course another side to the story, and Mantashe knows it. That story involves not only those mentioned in Zille’s launch speech, such as Seremane, Balindlela and de Lille – but also a large group of emerging leaders from the youth structures, many of whom are not white liberals.
Mantashe speaks of the “disdain with which the DA treats transformation” as if it becomes true in uttering it, or perhaps through repeated refrain – and what would that be, if not propaganda? Again, the DA might be wrong in how it approaches transformation, but that’s an entirely separate question to whether they are sincerely wrong, or whether they are lying about their intentions to buttress white privilege.
As Mantashe points out, the “combination of desperation and dishonesty is a lethal one”, and if the DA’s “Know your history” will be perceived as an exploitation of struggle history, we’ll know about it once the ballots are counted. But 20 years after our first democratic election, it’s certainly possible to question whether the ANC are the sole – or more importantly, the best – custodians of our freedom and our future.
And yes, it is also an interesting and legitimate question whether Suzman would support the DA of today. Just as interesting and legitimate, in fact, as the question of whether or not Mandela would support the ANC of today.