Iconography of persuasion

Abstract

South Africa’s 2019 elections, like others before, will be remembered for the historical significancearound the ANC ruling party’s sharp decline in polls, the surging and re-emergence of theideologically extreme parties, the Economic Freedom Fighters (EFF) and the Freedom Front Plus(VF+). This election, for the first time since the rebranding of the main opposition, the DemocraticAlliance, saw that party losing its momentum, culminating in the eventual resignation of the party’sfirst black leader, Mmusi Maimane. This study examines how the three dominant parties in SouthAfrica contest with each other in the race to attract potential voters through poster advertising andcampaigns. Going into the 2019 election, the three dominant political parties were – the AfricanNational Congress (ANC), the Democratic Alliance (DA) and the Economic Freedom Fighters (EFF).Specifically, the paper examines messages on the posters, the parties’ manifestos and speechesat different rallies before the elections. Drawing on our analysis, we make a claim in this paperthat the 2019 election in South Africa for the ANC, DA and EFF was largely about “unresolvedquestions”.