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"The story begins in 1955 with the adoption of the Freedom Charter, which became the platform on which the ANc subsequently constructed its image and its appeal. It was in exile, after its banning in 1960, that the ANC took political marketing seriously. There is fascinating evidence of how the ANC's Department of Information and Publicity tailored its messages to audiences inside the country and internationally ; and how it launched Mandela as a global icon, recognising that 'it is human interest that sells politics'. Subsequent chapters examine the 1994 and 2009 elections, publicity and marketing efforts around economic policy, and how effectively the ANC has marketed itself, its history, its role in the struggle, and its links with 'the people'. A Kind of Magic challenges us to rethink what we know about the ANC, its past, present and future place in South African political life." -- Back cover.
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Subjects
Political culture, Elections, Political Advertising, Political campaigns, Marketing, Politics and government, African National Congress, Mandela, nelson, 1918-2013, African national congress, Elections, south africa, Advertising, political, South africa, politics and governmentPeople
Nelson Mandela (1918-2013), Jacob ZumaPlaces
South AfricaTimes
20th century, 21st centuryShowing 1 featured edition. View all 1 editions?
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A kind of magic: the political marketing of the ANC
2013, Jacana Media
in English
1431408271 9781431408276
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Edition Notes
Includes bibliographical references (pages 166-192) and index.
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November 14, 2020 | Created by MARC Bot | import new book |