In recent times, South Africa has faced numerous instances where government communication has faltered under public scrutiny and during crises. These include communication disagreements on NHI, the Bela Act, poisonous spaza shop food, the DA’s response to unemployment statistics, its distancing itself from the president’s statement that “Russia is South Africa’s valuable ally and friend”, and the visa agreement with Ukraine.
The GNU partners have just completed rituals celebrating their first 100 days in office but the events starkly highlighted how ineffective communication can promote unnecessary competition, escalate tensions, amplify dissent and intensify political uncertainty and public hopelessness.
Rather than having one ritual to showcase trust and unity within the GNU, and instil hope in the masses, their separate rituals left questions about the main intention of the GNU brigade — whether it is national or self-serving. If the latter is the intention, then the GNU is just an illusion that will never extricate this well-endowed nation from the morass.
Some observers regard the milestone as a lost opportunity — a squandered chance to showcase an inclusive government based on a spirit of unity, pragmatism, singleness of purpose and power-sharing. Notably, each GNU participant used the occasion to proclaim the relevance of its own political ideology and highlight the successes of portfolios it runs in fancy linguistic gymnastics. While some described the ANC’s ritual as a celebration of mediocrity, defeat, failure and demise, the DA’s and other smaller parties’ rituals were perceived as celebrations of perks and privileges enjoyed by leaders. Disillusioned citizens struggle to find confidence and assurance from the GNU as responsible leadership and good governance are overridden by politicians who employ propaganda brought to life through manipulation of the masses.
Human nature and power politics being what they are, the GNU’s communication is likely to pose a huge threat to its survival if not given urgent attention. Now that the GNU approaches the critical phase of delivery, every effort must be made to ensure that it remains true to its founding principles of consensus, collaboration and co-operation.
The statement of intent commits the signatories to foundational principles that include respect for constitutionalism; accountability, transparency and community participation in government; evidence-based policy and decision-making; professionalisation of the public service; integrity and good governance.
Effective communication is key in ensuring that there is engagement, mutual trust, collective involvement, movement forward and smooth functioning within the GNU.
The success of the GNU will not be measured by the extent to which each partner runs its portfolios, but on how they govern and communicate to the citizens, together.
South Africans made it clear in the latest elections that they want their elected representatives to put aside their narrow interests and work together to build the country. To do so, the GNU cannot be preoccupied with self-serving communication agendas, as happened with the separate 100-days celebrations. Giving effect to the principles of the constitution and statement of intent must be the overriding focus of the GNU’s communication programme. It is the constitutional mandate of the Government Communication and Information System (GCIS) to provide common, clear, coherent and consistent messaging that communicates the GNU’s plans, actions, programmes and results.
When the GCIS was launched in May 1998 to replace the propaganda machinery of the apartheid era, it was meant to create a new way in which the government would share information with citizens. It was also aimed at providing leadership in government communication by ensuring that the public was informed of the government’s constitutional mandate, achievements and planned development programmes.
Celebrating the first 100 days should have been the GNU’s most important exploit to showcase internal trust and unity, give hope to the masses, assure the state’s stability and boost international confidence.
• Khumalo is a management consultant and independent political analyst based in Durban
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.