The Americanisation of Southern African Political Campaigns: A Comparative Study of Malawi and South Africa General Elections

This paper seeks to examine the extent and rationale of Malawian and South African campaigns incorporating America-style practices and becoming Americanised. Specifically the paper explores the existence of evidence that supports the notion of Americanisation in both Malawian and South African politics. The paper adopted a mixed methods approach. Semi structured interviews were conducted with senior politicians (campaign directors, research directors and publicity secretaries) of six political parties represented in the National Assembly and media managers. Focus groups were also conducted with media practitioners and voters on the use of experts, advisers and professionals in political campaigns in Malawi. Content analysis of secondary sources (on-line publications and newspapers) for lack of primary data was conducted for evidence of Americanisation and use of political marketing professionals (in-house or otherwise) in conducting electoral campaigns in South Africa. Results show evidence of Americanisation directly or indirectly since 1994 in both Malawi and South Africa. The Alliance for Democracy of Malawi had a team of American consultants working with its campaign team as early in 1994 when the country held its first democratic elections. The other political parties had experts from either the UK or other countries like Israel who have had contacts with their American counterparts or were influenced in some way by their work. In South Africa, the African National Congress (ANC) hired a firm that was advised by Frank Greer and Stan Greenberg, organisers of Clinton’s successful 1992 presidential campaigns. Results further show that the growth in the use of marketing and campaign professionals has been largely related to democratisation, development of the media and changes in the social-economic factors in these study countries. Through transnational diffusion, these practices were adopted and adapted to meet local needs. In fact, Americanisation supplements country-specific situations (hybridisation). The results provide useful knowledge and insight to international political marketing consultants and advisers to design country-specific campaign strategies taking into account the media environment and other country-specific factors. Further research ideas stemming from this study include the inclusion of other countries in Southern African region to make the results of uniform application to the entire African continent. The study provides useful knowledge and insight into international political marketing. The paper’s contribution is to generate knowledge about political campaign practices in Malawi and South Africa, two countries in the SADC region thereby anchoring the study of political marketing and campaigning in Africa. It is hoped that this study leads to further discussion and research on the role of political marketing and campaign professionalisation in Africa.