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Consumers’ perspectives on multiracial advertising in a South African context

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Abstract
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In March 2022, the South African Human Rights Commission opened an inquiry following official complaints sparked by the publication of racially insensitive advertisements. Despite this, advertising agencies appear to publish material that does not represent an all-inclusive approach, which considers consumers’ perspectives and perceptions of multiracial advertisements. This study suggests guidelines for formulating multiracial advertisements to enable advertising agencies to elicit the desired responses from consumers. A qualitative methodology with a cross-sectional descriptive design was adopted. Data was collected through a social media search for related posts. The study purposively sampled cases of brand advertisements (n=3) that South African consumers perceived as racially offensive, namely Dove, Clicks/TRESemmé, and BMW. A convenience sample was also employed to collect comments per advertisement (n=20). An inductive approach to thematic content analysis was utilised to code consumers’ responses on social media platforms (Facebook, Twitter/X, Instagram, and YouTube). The findings indicate that race remains a sensitive topic among South African consumers. Thus, marketing communication practitioners need to be mindful of the racial connotations that the content in their advertising material might carry.

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  • Research Article
  • Cite Count Icon 26
  • 10.17159/1727-3781/2006/v9i2a2821
The Role Played by the South African Human Rights Commission's Economic and Social Rights Reports in Good Governance in South Africa
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The preamble of the Constitution of South Africa, 1996 (the Constitution) contains the commitment to, amongst other things, establish a society based on democratic values, social justice and fundamental human rights, lay the foundations for a democratic and open society in which government is based on the will of the people and every citizen is equally protected by law and improve the quality of life of all citizens and free the potential of each person. One of the methods used to achieve these objectives is the inclusion of enforceable socio-economic rights in the Chapter 2 Bill of Rights.
 
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  • Jan 26, 2025
  • Courier of Kutafin Moscow State Law University (MSAL))
  • E A Sorokina

South Africa has a undemocratic past. This past spans centuries of colonialism and decades of the apartheid regime. The adoption of South Africa’s Constitution in 1996 completed the transition to a constitutional democracy and provided the foundation for a new state and society.The redress of historical inequality lie at the heart of South Africa’s post-apartheid Constitution. The inclusion of justiciable socio-economic in the Bill of Rights was globally considered progressive and distinctive. In addition, South Africa’s inclusion of these rights demonstrated that socio-economic rights were also fundamental to rebuilding a nation and eradicating the inequality that characterised apartheid.Central to the effective realization of the range of human rights protected in South Africa’s Constitution are a number of institutions established for the purpose of strengthening constitutional democracy. This article analyses the main activities and assesses the role of the South African Human Rights Commission in the ensuring of realisation of socio-economic rights in the country.

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  • Research Article
  • Cite Count Icon 25
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The role played by the South African human rights commission's economic and social rights reports in good governance in South Africa
  • Jun 12, 2009
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The preamble of the Constitution of South Africa, 1996 (the Constitution)contains the commitment to, amongst other things, establish a society based on democratic values, social justice and fundamental human rights, lay the foundations for a democratic and open society in which government is based on the will of the people and every citizen is equally protected by law and improve the quality of life of all citizens and free the potential of each person. One of the methods used to achieve these objectives is the inclusion of enforceable socio-economic rights in the Chapter 2 Bill of Rights. Despite numerous debates surrounding the issue of enforceability of socioeconomic rights, it has become evident that these rights are indeed enforceable. Not only does section 7(2) of the Constitution place the state under an obligation to respect, protect, promote and fulfil all rights in the Bill of Rights, including socio-economic rights, but the Constitutional Court has in various decisions passed judgment on issues relating to socio-economic rights, underpinning the fact that these rights are indeed enforceable. The fact that socio-economic rights have been included in the Bill of Rights and are enforceable is, however, not sufficient to achieve the aims set out in the preamble. In order for these rights to be of any value to the people they seek to protect, they need to be implemented. One of the ways in which the implementation of these rights is monitored is by means of the South African Human Rights Commission's annual Economic and Social Rights Reports. The aim of this contribution is to assess these reports and to establish the degree to which they contribute to good governance in South Africa with reference to,inter alia, the constitutional mandate of the South African Human RightsCommission, the reporting procedure and the evaluation of reports.

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How journalists report race and racism was at the centre of the South African Human Rights Commission (SAHRC) Inquiry into racism in the media. A critical analysis of the conceptual assumptions in the Inquiry's Final Report, however, reveals serious limitations to the enterprise. In particular the flawed conceptualisations, plus the generalised character of the findings are of little help in assisting the momentum of eradicating racism in South African media, and for linking race transformation to issues of class, gender, sexual orientation and xenophobia. This article identifies the problems as race essentialism and a relativism about what constitutes racism. It argues instead that journalists need the concept of racialisation in order to change their reporting. The argument upholds the desired role of the South African media as one that contributes to a non-racial, as opposed to a multi-racial, society.

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This article takes a "second look" at the place of the South African Human Rights Commission and its role in the promotion of socioeconomic rights through monitoring. It argues that a "first look" at understanding drew heavily on international concepts of monitoring, including those of violations and progressive realization. These concepts have proven to be of limited usefulness in a national context where the justiciability of socioeconomic rights has been achieved. This "second look" proposes an alternative model of national monitoring of socioeconomic rights, based on greater participation, transparency, and a constitutional right of access to information.

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Notes: A call for specialised foreclosure courts and a separate foreclosure roll — An analysis of South African Human Rights Commission v Standard Bank of South Africa Ltd (CC)
  • Jan 1, 2023
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  • Ciresh Singh

In South African Human Rights Commission v Standard Bank of South Africa Ltd 2023 (3) SA 36 (CC), the Constitutional Court held that a bank is not obliged to take a foreclosure matter to the magistrate’s court, even if the magistrate’s court has jurisdiction over the matter. The apex court confirmed that a court is not entitled to decline to hear a matter properly brought before it because another court has concurrent jurisdiction. Before this decision, the Gauteng and Eastern Cape Divisions of the High Court both found that the High Court was entitled to decline to hear a matter if the matter fell within the jurisdiction of a magistrate’s court. These decisions were taken on appeal to the Supreme Court of Appeal, which upheld the appeal and found that the High Court has no power to refuse to hear a matter falling within its jurisdiction on the ground that another court has concurrent jurisdiction. The Constitutional Court has now confirmed the decision by the Supreme Court of Appeal, finding that complex matters such as foreclosure applications deserve more judicial scrutiny, and ought to be heard by the High Court.

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Structural Interdictics for Environmental Rights Violations? South African Human Rights Commission v Msunduzi Local Municipality (8407/2020P) [2021] ZAKZPHC 35 (17 June 2021)*
  • Sep 20, 2024
  • Potchefstroom Electronic Law Journal
  • Ledile Sekwakwa

The environmental right, as provided in section 24 of the Constitution of the Republic of South Africa, 1996 (Constitution), read with section 7(2), places a positive duty upon all three government spheres to realise this right. This duty thus also befalls every municipality in the country. From time to time this right is adjudicated in the context of municipal governance. This note is premised on the judgment handed down in the case South African Human Rights Commission v Msunduzi Local Municipality (8407/2020P) [2021] ZAKZPHC 35 (17 June 2021). In this case the court found the Msunduzi Local Municipality to have breached section 24 of the Constitution and related legislative provisions. In addition to the declaratory order granted against the Msunduzi Local Municipality, the court further ordered a structural interdict as a way to enforce compliance on the part of the Municipality. Against this backdrop this paper examines the use of a structural interdict as a remedy to achieve judicial enforcement when municipalities breach constitutional and statutory environmental law. The meaning and relevance of the structural interdict in relation to local government are discussed with reference to the South African judiciary's historical application of structural relief in some of the most prominent socio-economic rights cases.

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