Rainbow Nation

141 Pages·2007·1.45 MB·English

Brand South Africa: Dutch Impressions of the ‘Rainbow
Nation’

Simon Arthur Christopher Freemantle

13586769

Assignment/Thesis presented in partial fulfilment of the requirements for the degree
of Master of Arts (International Studies) at the University of Stellenbosch

Supervisor: Dr. Janis van der Westhuizen

March 2007
I
Declaration

I, the undersigned, hereby declare that the work contained in this research
assignment/thesis is my own original work and that I have not previously in its
entirety or in part submitted it at any university for a degree.

Signature:………………………..

Date:……………………………..

II
Abstract

This thesis aims to assess what perceptions a sample population of Dutch students in
Amsterdam have of South Africa from a broad range of social, political and cultural
indicators. Until now, research into the existent perceptions regarding South Africa in
the international community has been limited, which has implications for the
formulation of its branding strategies and the possibility of their successful
implementation at a crucial stage in the development of the country’s international
reputation. Based on a theoretical framework which assumes the potential of nation
branding for developing states, this thesis aims to provide an assessment of several
historical and contemporary challenges faced by Brand South Africa, the most salient
of which are linked to the fundamental need for consistency in the promotion of the
nation’s identity. This analysis introduces the empirical research upon which the study
is based and thereby explains the ambiguous nature of South Africa’s post-Apartheid
brand identity.
III
Opsomming

Hierdie tesis poog om die persepsies van ’n groep Nederlandse studente oor Suid-
Afrika te evalueer vanuit ‘n breë spektrum maatstawwe, nl. sosiaal, polities en
kultureel. Tot nou toe was daar ’n tekort aan navorsing oor bestaande persepsies van
SA in die internasionale gemeenskap en hierdie tekort het belangrike gevolge vir die
land se handelsmerkontwikkeling (‘branding’) strategieë en die moontlikheid van
hierdie strategieë se suksesvolle implimentering gedurende ‘n belangrike fase in die
ontwikkeling van die land se buitelandse reputasie. Gebaseer op ’n teoretiese
raamwerk wat die aanname maak dat ontwikkelende state die potensieël het om
hulleself te handelsmerk, poog hierdie tesis om ’n samevatting te wees van die mees
belangrikste geskiedkundige en kontemporêre uitdagings wat Handelsmerk Suid-
Afrika moet oorkom. Die grootste van hierdie uitdagings is die fundementele behoefte
aan konsekwentheid in die bemarking van ’n staat se identiteit. Hierdie analise lê die
empiriese navorsing waarop die studie gebaseer is voor en verduidelik daardeur die
dubbelsinnige aard van post-Apartheid Suid-Afrika se handelsmerk identiteit.
IV
Acknowledgments

• Dr Janis van der Westhuizen at the University of Stellenbosch for his expert
supervision.

• The International Office of the University of Stellenbosch for facilitating the
exchange programme with the University of Amsterdam, The Netherlands, which
enabled me to conduct the empirical research upon which this thesis is based.

• Dr Anthony Leysens for his endorsement of my exchange and his administrative
support.

• Professor Peter Van Ham at the Clingendael Institute for International Relations.

V
Contents

Chapter 1 1

1.1 Introduction 1
1.1.1 Globalisation and the retreat of the state 3
1.1.2 Power in the International System: ‘From Hard to Soft’ 4
1.1.3 Soft Power in the Information Age 5
1.1.4 Nation Branding 7
1.2 Conceptualisation 8
1.3 Literature Review 10
1.4 Framework for analysis 13
1.5 Problem Statement 17
1.5.1 Research Question 18
1.6 Aims and Significance 18
1.7 Methods and Limitations 19
1.8 Overview 25

Chapter 2: Brand South Africa: ‘Uncovering the Cover-Up’ 27

2.1 Introduction 27
2.2 Brand South Africa’s shift from Apartheid to democracy 28
2.2.1 Branding South African culture 30
2.2.1.1 Sport 31
2.2.1.2 Sport after 1994 33
2.2.1.3 2010: Africa’s time has come 35
2.2.1.4 Cinema 36
2.2.1.5 Cinema after 1994 39
2.2.1.6 Cultural Ambassadors 41
2.2.1.7 Music 43
2.2.1.8 Music after 1994 45
2.3 Moving on from Mandela: Mbeki and Brand SA 47
2.4 Conclusion 50
VI
Chapter 3: Dutch Impressions of the ‘Rainbow Nation’ 52

3.1 Introduction 52
3.2 Trend 1: Juxtaposition of positive and negative attributes 55
3.2.1 Political and Economic power 63
3.3 Trend 2: Lingering association with Apartheid 70
3.4 Trend 3: The representation of South African culture 78
3.4.1 Sport 79
3.4.2 Film and Literature 83
3.4.3 Language 88
3.4.4 Food and wine 91
3.4.5 Religion and Tradition 95
3.5 Trend 4: Product and country brands 96

Chapter 4: Conclusion 103

Bibliography 106

List of Tables and Figures

Table 1 Top associations with SA 57
Table 2 South African Universities 61
Table 3 SA and the UN Security Council 64
Table 4 SA’s comparative economic status 66
Table 5 SA, Africa and the West 67
Table 6 Gay marriage in SA 70
Table 7 Greatest problems facing the South African government 73
Table 8 Racial and religious tolerance in SA 74
Table 9 Recognition of SA sportsmen 81
Table 10 SA and 2010 82
Table 11 Recognition of SA celebrities 86
Table 12 Recognition of SA cultural indicators 87
Table 13 Language in SA 88
VII
Table 14 SA wine 92
Table 15 Recognition of South African brands 100

Appendix A 113

VIII
List of abbreviations and acronyms:

AIDS: Acquired Immune Deficiency Syndrome
ANC: African National Congress
BBC: British Broadcasting Corporation
BVSC: Buena Vista Social Club
CEO: Chief Executive Officer
CNN: Cable News Network
COSATU: Congress of South African Trade Unions
DVD: Digital Video Disk
FAWO: Film and Allied Workers committee
FBF: Film and Broadcasting Forum
FBSC: Film and Broadcasting Steering Committee
FIFA: International Federation of Association Football
GDP: Gross Domestic Product
HIV: Human Immunodeficiency Virus
IMC: International Marketing Council
IMF: International Monetary Fund
IOC: International Olympics Commission
IT: Information Technology
MA: Masters
NEDLAC: National Economic Development and Labour Council
NGO: Non-Governmental Organisation
NP: National Party
PM: Prime Minister
PR: Public Relations
SA: South Africa
SAA: South African Airways
SAB: South African Breweries
SABC: South African Broadcasting Commission
SADC: Southern African Development Community
SAN-ROC: South African Non-Racial Olympic Committee
SASA: South African Sports Association
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SRSA: Sport and Recreation South Africa
UCT: University of Cape Town
U.K.: United Kingdom
UN: United Nations
US: United States
UvA: University of Amsterdam
VCR: Video Cassette Recorder
WEF: World Economic Forum
WSSD: World Summit on Sustainable Development
WW2: World War Two

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