FAZLIN FRANSMAN-TALIEP points to a troubling trend emerging within various political parties in the run-up to the 2024 elections: the growing reliance on sensationalist, Trump-style tactics that prioritise theatrics over substance.
Many parties seem to focus more on eliciting a strong emotional response from voters rather than presenting coherent policy positions and plans for effective governance. Instead, they rely heavily on identity politics, anxiety-inducing statements, and controversial rhetoric designed to resonate with specific demographic groups. This strategy aims to mobilise voting blocs through emotional appeals rather than substantive discussions on addressing South Africa’s challenges.
When evaluating whether a party is employing Trump-style politics, voters should scrutinise several key aspects.
First, examine whether the party relies heavily on sensationalist rhetoric and fear-mongering to sway public opinion, similar to tactics used by Trump. For example, assess if the party uses inflammatory language to vilify opponents or stoke societal divisions.
Second, consider whether the party prioritises emotional appeals over substantive policy proposals. Look for specific, detailed plans to address critical issues such as unemployment, poverty, education, crime, and housing.
Third, evaluate the party’s transparency and accountability in communicating its governance plans. Trump-style politics often involves making bold promises without clear implementation strategies or accountability measures. By critically analysing these factors, voters can make informed decisions that prioritise substantive governance over political theatrics.
This is particularly relevant for the Muslim vote, widely regarded as the most fluid constituency in the Western Cape, largely due to the Democratic Alliance’s (DA) stance on Palestine – a matter that strikes at the heart of identity politics. However, despite efforts by political parties to court this bloc, many have fallen short in articulating substantive governance plans for the Western Cape beyond simply advocating for the removal of the DA. This is deeply alarming because the party (or parties) that secures a majority in the Western Cape, either outright or through coalition, will be tasked with governing a province facing significant challenges including a substantial housing backlog, high unemployment, overcrowded schools, rampant gangsterism, crime, and substance abuse. Many of these smaller parties offer little more than sound bites in their campaign promises.
It’s worth noting that appeals to identity politics are not unprecedented in South Africa, given our complex history and diverse population. However, what is troubling is the growing trend towards politics centred on spectacle and grandstanding, rather than genuine debate and constructive engagement. This shift carries significant implications for South Africa’s future trajectory.
South Africa’s political landscape has become increasingly fragmented, raising the likelihood of coalition governments after elections. Moreover, with many smaller parties prioritising theatrics over substance, there is a risk of smaller political parties without a clear plan for governance being kingmakers in this upcoming election. If someone from these parties becomes a Premier, Minister, or MEC, as part of a provincial or national coalition, without a clear idea of what to do or how to do it, we could face more wasted years. This is not a discouragement against voting for smaller parties but a call to the public to differentiate between sensationalists and those with genuine policy positions or governance plans. The focus should be on supporting parties or candidates capable of effective governance, ensuring progress over empty spectacle.
Political parties employing Trump-style tactics often emphasise societal fears and anxieties to garner support. These strategies focus on highlighting the negatives, without necessarily providing substantive solutions to these issues. By capitalising on voter discontent and fear, these parties aim to create a sense of urgency and crisis that demands immediate, albeit superficial, action. This approach mirrors traditional marketing techniques where the emphasis is on the immediate problem rather than long-term solutions.
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As a result, voters must be vigilant in discerning the difference between rhetoric that exploits pain points and genuine policy proposals that offer viable paths forward. It is essential to look beyond the emotional appeals and scrutinize the specifics of what parties are proposing. Are they providing clear, actionable plans to tackle issues such as housing shortages, unemployment, and education? Or are they merely using these issues as leverage to incite fear and gain votes? By focusing on the substance of political promises and the feasibility of proposed solutions, voters can push for a more responsible and future-oriented political climate that prioritises genuine progress over theatrical spectacle.
The trend towards Trump-style theatrics in South African politics poses a significant threat to the quality of democratic discourse and effective governance. In navigating South Africa’s complex challenges, voters should resist the allure of Trump-style politics, characterised by flashy rhetoric and personality-driven theatrics. Instead, they should focus on identifying parties that engage in genuine dialogue and prioritise substantive discussions on critical issues such as economic inequality, social justice, and corruption.
In response to this concerning trend, voters have a critical role to play in reshaping the political landscape. It is imperative for voters to meticulously evaluate parties based on their policy positions and substantive plans for governance. Relying solely on sensationalist rhetoric and identity-based appeals can obscure the real issues at hand and impede meaningful progress.
To navigate this, voters must demand clarity and transparency from political parties, ensuring that proposed policies address pressing challenges such as unemployment, poverty, education, crime, and housing. By holding parties accountable for their policy proposals, voters can contribute to a more constructive and responsible political environment, one where parties that employ Trump style theatrics are rejected.
Moving beyond superficial campaign tactics, voters can thoroughly assess the feasibility and impact of proposed policies on improving the lives of all South Africans. In doing so, voters become the true architects of our nation’s future.
- Fazlin Fransman-Taliep is Director of Research, Kijami Media
