Images of Negotiation: The Story of an Election Told through Print Advertisements

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Periodical article

Title:	Images of Negotiation: The Story of an Election Told through Print Advertisements
Author:	Teer-Tomaselli, Ruth
Year:	2005
Periodical:	Critical Arts: A Journal of Media Studies
Volume:	19
Issue:	1-2
Pages:	74-111
Language:	English
Geographic term:	South Africa
Subjects:	election campaigns advertising elections 1994 Politics and Government Literature, Mass Media and the Press
External link:	https://www.tandfonline.com/doi/abs/10.1080/02560040585310071
Abstract:	This study offers an account of the campaigning of the three main political parties - ANC, National Party, Democratic Party - involved in the 1994 national general election in South Africa through a close reading of their paid advertisements in the mainstream print media. Prior to the 1994 elections, the use of political advertising in the lead-up to elections was sporadic. The first democratic elections changed all the rules of engagement: while there were no television advertisements, there were large-scale, expensive and complex print campaigns. The narrative approach followed in this article traces the symbology, coherence and arguments marshalled by the political parties, illustrating that parties were able to draw on already established repertoires of accepted symbols, tapping into the deep-rooted fears, desires, aspirations and historical loyalties of their established constituencies. App., bibliogr., notes, ref., sum. [Journal abstract]