The Digital Battleground: South Africa's Political Parties In The Age Of Social Media

From pamphlets to platforms, South Africa's political landscape is experiencing a massive shakeup, and it's all thanks to something most of us carry everywhere: social media. It's fundamentally reshaping how parties engage with voters and how citizens engage with power

We all know social media has played a role in our national elections for years, but its influence has evolved dramatically in 2024. Once a simple communication tool, it has now become a powerful platform where narratives are shaped, public opinion is swayed, and the foundations of our democratic processes are both challenged and upheld. This transformation underscores the importance of digital literacy and critical engagement, as our interactions with these platforms will significantly impact the future of our political landscape.

Today, parties are locked in a digital tussle, wielding the power of online platforms to engage, persuade, and mobilise voters like never before. It's a revolution reshaping political communication and, frankly, the very soul of our democracy. Buckle up, because I'm diving into the thick of this evolution and what it means for the future.

The Changing Landscape

During the 2019 elections, social media had a significant national presence, but it pales compared to its role in the 2024 elections.

Rising from a total number of 23 million active social media users in 2019 to 26 million in 2024 , the country has added an estimated 3 million users across various social media platforms.??

Digital campaigning isn't new, but its importance has exploded recently. Platforms like TikTok have soared in adoption and popularity since it arrived on our digital shores in 2018 .???

Twitter, now X, has changed drastically from a platform B.E. (Before Elon) to A.E. (After Elon) with the rise of more controversial topics shared across timelines through the changes of the content moderation rules , making it an anything-goes channel.??

The Meta -owned platforms (Facebook, Instagram and WhatsApp) have forced parties to adapt; pouring resources into their online strategies as their influence has become ubiquitous in South Africa.

What We’ve Seen From Social Media In These Elections:

• Amplification and Influence: Social media has emerged as a powerful tool for political parties to amplify their messages, engage with voters, and shape public opinion.?
• Challenges: Despite its benefits, social media also poses significant risks , such as the spread of misinformation and disinformation campaigns that can distort electoral outcomes.?
• Guidelines and Regulation: To address these challenges, efforts have been made to regulate social media use during elections . These include implementing guidelines for responsible participation and promoting media literacy initiatives.?
• Collaboration with Tech Giants: The Electoral Commission of South Africa has collaborated with tech giants like Google, Meta, and TikTok to combat disinformation ahead of the 2024 elections.?

How Established Parties Have Had to Adapt (or Get Left Behind)

The AFRICAN NATIONAL CONGRESS (ANC), the dominant political force since the end of apartheid, initially viewed social media with suspicion, perceiving it as a tool used by Western powers and opposition parties. However, recent developments leading up to the election indicate a shift in their approach. Notably, they have ventured into influencer marketing, participated in the #ComeDuzeChallenge, and engaged with new young voices , such as that of Nonceba Mhlauli on the National Health Insurance (NHI) issue. The rise of social media-savvy younger members has driven this strategic direction. Today, the ANC actively participates in online discourse, recognising the importance of reaching voters where they are.??

The Democratic Alliance (DA), traditionally tech-savvy, embraced social media earlier. However, the disconnect between their online base and the broader population is a challenge the DA needs to address. One notable incident that underscored this challenge was the?burning flag debacle. In an election advertisement, the DA depicted the South African flag in flames, warning of the potential consequences of an ANC-EFF coalition government.?The controversial ad received widespread attention, both positive and negative, and sparked heated discussions on social media .?Former Public Protector Thuli Madonsela criticized it as ill-advised, while President Cyril Ramaphosa labeled it ‘treason’ and 'totally unacceptable’ .??

The DA’s attempt to convey a doomsday message emphasises the delicate balance they must strike between impactful campaigning and avoiding alienation.

The Economic Freedom Fighters (EFF), with a strong online presence, represent a different story. Their frustrations with the socio-economic realities of post-apartheid South Africa resonate with many younger citizens. This fuels significant online discussion about the party, its charismatic leader Julius Malema, and its brand of radical politics. Malema's confrontational style on social media encapsulates the party's identity and challenges other political figures. Malema generates more engagement and dialogue through his platform than most political counterparts.

While the EFF's online presence has attracted attention and initiated discussions, the question remains whether electoral success will mirror their captivating social media interactions.

Not So…New Voices Have Emerged On The Digital Battlefield

Umkhonto we Sizwe (MK), a new party named after the ANC's armed wing during apartheid and founded by Jacob Zuma, leverages social media to build awareness and connect with potential supporters. Their messaging emphasises the legacy of the anti-apartheid struggle and its relevance to contemporary South Africa.

Build One South Africa (BOSA) and RISE Mzansi are other new parties making their mark online. BOSA uses social media to highlight its policy proposals and engage with voters on specific issues. Rise Mzansi on the other hand, focuses on mobilising its young people base to address social justice and economic transformation issues.

Action SA, founded by former Johannesburg Mayor Herman Mashaba, uses social media for a different purpose: transparency and accountability. They actively engage with citizens online, promoting their policies and fostering a sense of accessibility.

It's important to note that all these parties are in their early stages, and their long-term success hinges on building a strong brand identity beyond their founders. However, for now, the founders' established online presence plays a crucial role. Umkhonto we Sizwe's foundation leverages its history and public recognition. Mashaba's experience in government fuels Action SA's message of transparency. BOSA's leader, Mmusi Maimane, has had to build his own name recognition beyond his former days in the DA, establishing a personal voice on the national stage. Regardless of the approach, these influential founders lead the charge on the digital battlefield, shaping how South Africans experience these new political movements.

By harnessing the power of social media, these new parties are injecting fresh energy into South Africa's political discourse. Whether it's through charismatic leadership, policy-driven engagement, or youth mobilisation, one thing is clear: the digital battlefield is reshaping the country's political landscape.

The Battle For Hearts And Minds

Political parties now compete fiercely for online attention. They use memes, videos, live streams, and targeted ads to sway voters. Hashtags, trends, and influencers amplify party narratives. But with great power comes great responsibility.?

The future of South African democracy hinges on our ability to be critical consumers of digital content. We must engage thoughtfully with the issues that matter, becoming active participants in shaping the political narrative online. Only then can we ensure that the digital revolution empowers, not disenfranchises, our democracy.

Article by Instinctif Partners Africa , Senior Account Manager, Kenneth Mokgabudi