The quest for 'three thirds' : the ANC's 2014 election campaign

Key Points

• The aim is to analyze how the ANC uses discursive power in its election campaigns to maintain political control.
• Analyzed ANC's political communication strategies during the 2014 election campaign.
• Examined the effectiveness of these strategies in retaining political primacy.
• Utilized qualitative discourse analysis to explore the political narratives employed.
• Demonstrated that the ANC effectively utilized discursive power to frame its campaign narratives.
• Identified key communication strategies that helped the ANC connect with voters and reinforce its political image.
• Showed that political communications played a crucial role in the ANC's ability to secure support during the elections.