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A Kind of Magic
A Kind of Magic

A Kind of Magic

The Political Marketing of the ANC


256 Pages, 6 x 9.25

Formats: Trade Paper

Trade Paper, $26.95 (US $26.95) (CA $29.95)

Publication Date: April 2014

ISBN 9781431408276

Rights: US, CA, AU & NZ

Jacana Media (Apr 2014)

Sorry, this item is temporarily out of stock


Providing a completely new and fresh way of understanding the ANC by looking at the way the organization has marketed itself and built up a distinctive brand, this book explores the development of the its political marketing strategy from 1955 to 2011. The concern is not so much with politics as with publicity, promotion, and propaganda—that is, with the techniques of political persuasion. The author argues that marketing has enjoyed a central significance within the ANC for a long time, and provides important insights into the strategy and decision-making process of the organization at critical phases of its existence, right up to the election campaign of 2009 and the Mangaung conference. The book rethinks the politics of the ANC and the future of its position at the center of South African political life.

Author Biography

Rushil Ranchod is a senior researcher at the Human Sciences Research Council. He has a PhD from Durham University in the UK.