How President Ramaphosa’s Covid speeches drew on Mandela’s ideas of South African unity.
In times of crisis, leaders wield more than just political power. They harness the art of rhetoric in a bid to unite their nations towards a common goal. South Africa, with a tumultuous history marked by apartheid, has seen leaders employ persuasive communication to navigate challenges.
In his regular televised addresses, commonly known as family meetings, Ramaphosa tried to promote nation-building. The pandemic had exposed the nation’s deeply entrenched economic and social divisions. Fostering social cohesion and unity was vital to improving the overall response to the pandemic. We observed that Ramaphosa’s communication style bore distinct traits of what has been “Mandelaism” by some academics to rally South Africans behind a common cause. So-called after the iconic statesman, Mandelaism refers to rhetoric that appeals to patriotism to promote national unity and reconciliation. It is
Our analysis of Ramaphosa’s rhetoric and its parallels with Mandelaism provides a case study of leadership and communication in times of crisis. It offers lessons for current leaders and scholars, highlighting the enduring influence of historical figures like Nelson Mandela on the rhetoric and leadership styles of their successors.
I wish to thank you for reaffirming to each other and to the world that we South Africans are a people who come together … Our ability to come together in a crisis, and our commitment to each other and our common future.
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