1887

n Critical Arts : A Journal of South-North Cultural and Media Studies - Images of negotiation : the story of an election told through print advertisements

USD

 

Abstract

This study offers an account of the campaigning of the three main political parties involved in the 1994 national general election in South Africa through a close reading of their paid advertisements in the mainstream print media. Prior to the 1994 elections, the use of political advertising in the lead-up to elections was sporadic. The first democratic elections changed all the rules of engagement: while there were no television advertisements, there were largescale, expensive and complex print campaigns. The narrative approach followed in this article traces the symbology, coherence and arguments marshalled by the political parties, illustrating that parties were able to draw on already-established repertoires of accepted symbols, tapping into the deep-rooted fears, desires, aspirations and historical loyalties of their established constituencies.

Loading

Article metrics loading...

/content/critarts/19/1_2/EJC29148
2005-01-01
2016-12-04
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error