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| THE UNANTICIPATED POLITICAL COME-BACK STRATEGY: Former ANCYL president Mr Julius Malema is surrounded and praised by hundreds of Marikana miners and residents during a march against minimal wages. Photo: BBC News Africa. |
This time I would like to discuss how the expelled ANCYL president Mr Julius Malema saw a political recuperation opportunity in the tragic massacre
So, where is Public relations in all this?
Persuasive communication happens when a communicator succeeds in voluntarily forming, changing or modifying the attitudes of an audience though the presentation of his/her message.
Malema uses persuasive techniques to steer the miners in his desired direction; and he has managed to convince the miners that he is on their side far as their grievances are concerned.
- Audience analysis in PR is a fundamental element which suggests that a communicator has to know the needs of his/her audience before addressing them. Malema has succeeded in this regard because he is pushing for the miners' R12 500 salary increase - an indication to the miners that he's indeed on their side.
- Appealing to the emotional state of a communicator's audience is also a very significant technique to use to achieve one's objectives. Malema's strategic plan couldn't have come at a better time than now when miners are still grieving over the passing of their colleagues. They will not stop until they get what they want considering the pain they've been subjected to.
- Last but not least,the credibility, trustworthiness and reputation of a communicator plays an important role in persuading the audience. As far as ethos is concerned, Malema is known for advocating for mines to be nationalized in SA, this is working in his favour at the moment because the miners will be easily persuaded as they know that he is a person who has always been concerned about the activities within the South African mining industry.
Mr Malema certainly is very good at his audience analysis. He identifies the people he is communicating with and calibrates his communication accordingly.
ReplyDeleteHe has indeed made an impression, I'm sure the Marikana case will really help him to achieve achive his personal objectives.
Deletei really dont like Malema he does have points and very disrespecting though but what he did was good of him.
ReplyDeleteHis support towards the miners really gave them strength to not give up until they achieved their primary goal.
DeleteHe always find away through, i think maybe since he is the one who introduced the idea of nationalisation of mines - and Marikana has to do with mines, he though he could have a word with he people and attack the state too.
ReplyDeleteHe's really seen a gap to make his political comeback, the ANC leadership should watch out for him.
DeleteIf there is one person that knows how to manipulate persuasion techniques, it has to be Juju. He knows his audience and he has also mastered their needs, that is why he always succeeds in his talks with them.
ReplyDeleteWell said Michelle, he picked the right time to push his ideas!
DeleteJulius Malema is a manipulative person and sadly because we live in a country that is entertained by stupidity and nonesensical things, he always gets praised and exposed as a leader for the people. How I miss the days when we didn't even know who he was.
ReplyDeleteI'm not sure about the "stupidity and nonesensical things" but I know he's managed to get the support of miners in Marikana.
DeleteMalema is for the people. He just has a dumb way of showing it, but he believes in people and in them getting what they deserve. He never hides the truth from the people which is why he will always have supporters. Those people got what they wanted because of him. he teaches us to never back down and to always stand for what we believe in, even if the entire nation is against you.
ReplyDeleteThe miners have achieved their goal, JUJU's involvement in the Marikana situation will always be noted.
DeleteIt certainly is in place...but I really hpe it back fires. Julius can't just get enough.
ReplyDeleteTrure Refi, he certainly won't stop until Mr Zuma is no longer president of SA.
DeleteI understand that Malema understand where people come from and the fact that he is there when they need him because he is giving them courage to fight until the bitter end. But on the other hand, if this is his way of coming back maybe 4 years back it was going to work but now we know what he is about. He is a good persuader but this time it is not going to work.
ReplyDeleteWhatever that Malema is doing he is just paving his way to Mangaung and want people to discard the current ANC leadership and elect the new one that will bring him back to the ANC by lifting up the suspension he is currently facing.
ReplyDeleteI am glad that,this whole matter is settled,but now the prices are going high and now the money that they are going to get is only going to buy food. Malema does what he does best thats all.
ReplyDeletethis is an example that is mostly typical in most business deals. Malema and the Miners have what we define as " temporary mutual objectives" .both Malema and the miners stand a good chance to gain something out of their acidental encounter. obviously termination is inevitable. "two heads are better than one". i for one i am impressed by the timeous reaction Malema showed in capitalising on this awful and tragic event. my mind was questioning, where were all the other vocal opposition parties that promise to serve ALL the people of south africa. this would have been their key golden ticket into the hearts of the majority. 'to win trust one must earn it not take it". in the miners eyes Malema has earned their trust.
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