Independent Democrats (ID) 2009 Elections Advert...
Independent Democrats (ID) 2009 Elections Advert
Date: January 1, 1970
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The television advertisement for the 2009 South African elections features Independent Democrat leader Patricia de Lille stating that she is a politician, but also a mother. She says that she has been affected by crime, sees poverty as a priority, and is committed to accountable government and change in the country.
This article may be used to:
- Discuss the role of women in politics and possible gender differences in leadership.
- Discuss gender differences in voter education and political messaging.
- Discuss political campaign tactics.
Trainer’s notes
Although reference to being a mother could be considered a subtle stereotype re-enforcing notions of women’s domestic roles, given the fact that the speaker is a presidential candidate, it is more appropriate to say that this reflects the reality of women’s dual roles, private and public. Looking at the election of Barack Obama, he also very often made his role as father clear publicly. Motherhood and fatherhood have become common aspects of public figures.
The advert appears to be mainly targeted at women and mothers. The ID could have chosen to represent families, inclusive of both mothers and fathers, who share many of the same concerns around crime and poverty. However, despite mentioning, that she is a mother, and “like you…” there are both women and men in the advertisement. In addition, there are arguments that women represent a unique constituency and an advertisement (which is part of a larger campaign) specifically speaking to women voters may be needed.
The Independent Democrats are a South African political party, formed by former Pan Africanist Congress member Patricia de Lille in 2003 via floor crossing legislation. The party’s platform is basically populist and anti-corruption, with a mixture of right-liberal proposals and left-wing sensibilities. Ahead of the national elections in 2009, the ID launched a manifesto promising that, if elected to power, they would increase the staffing of the South African Police Service to 200,000, enlist 5,000 caseworkers to operate in crime-stricken communities, make South Africa a leader in renewable energy and finance a minimum social grant by taxing luxury goods, tobacco and alcohol.
Discussion Questions
- By stating that she is a mother, and “like you” the message seemsto be designed for women. Do you think this advertisement will attract bother genders? Is it a good strategy?
- Does referring t herself as a mother constitute subtle stereotyping?
- Would you change this advert? If so, how?
- Is it important to conduct voter education and political messaging specifically designed for women? Why?
- Would this have been more or less effective if designed for mothers and fathers?
- Discuss the images found in the advert.
- Do women leaders have different priorities than men leaders? How?
- How can women being encouraged to become active in politics?
Training Exercises
- Make a list of all of the issues raised in the advertisement, then analyse how these may affect men or women differently.
- Conduct a survey amongst women and men. Do they feel government represents their needs? Do they feel there is a gender difference when it comes to whether politicians represent their needs?
- Profile women politicians making a difference in their community.
- Research what people want from leaders. Design an advert or poster that would be an effective strategy to respond to these needs.
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