Research Catalog

A kind of magic : the political marketing of the ANC / Rushil Ranchod.

Title: A kind of magic : the political marketing of the ANC / Rushil Ranchod.
Author: Ranchod, Rushil Arvind.
Publication: Auckland Park, South Africa : Jacana Media, 2013.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	JQ1998.A4 R35 2013	Off-site

Details

Description

x, 196 p.; 24 cm.

Summary

"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.

Subject

Bibliography (note)

Includes bibliographical references and index.

Processing Action (note)

committed to retain

Contents

Palimpsests : marketing liberation -- 'Of singing tomorrows' : the story of the Freedom Charter -- On promises of a 'better life for all : campaign 1994 -- The Secord War of Liberation : the marketing of economic policy -- Crafting a 'funky' ANC : the spectacle of campaign 2009 -- The 'magical' ANC.

ISBN

9781431408276
1431408271

OCLC

864853188
SCSB-12634137

Owning Institutions

Harvard Library