An ANC that speaks the language of the people

The deep rumbles of discontent that have exploded into violence and property destruction teach us clearly that the government has not, exactly, succeeded in speaking to the people.

Instead, it urgently needs to address its messages to the people who put it into power.

It was none other than the minister of cooperative governance and traditional affairs, Sicelo Shiceka, who — at the height of community upheavals in Gauteng and Mpumalanga last year — put his finger on the pulse of the problem.

Shiceka said that people are up in arms because of “the failure of government communications”.

Of course, it is not true that government has failed to communicate with the general citizenry, especially the people who elected it.

It is just that for a very long time, the government has chosen to use mainstream media — including billboards, advertising, inserts in newspaper or magazines, television and radio interviews — to carry its messages to the people.

Unfortunately, this media has not only used a difficult language — that is, English — but is largely targeted at the privileged people with some degree of education.

Consequently, government communication has resulted in the slow filtering of messages to the people who matter and thus left confusion or lack of faith to emerge.

Significantly, there is now a small but growing view in government communication circles that more than R100 million spent on newspaper adverts and television campaigns, for instance, has not delivered the expected results of bringing the government closer to the people.

Instead, mainstream communications has not only left the government unprepared for 1980s style of “service delivery protests” but has revealed lack of practical links between it and the people on the ground.

But now the government has taken the decision to strengthen its community engagement strategies through African village-style izimbizos.

This is a decisive moment to strengthen democracy through public participation.

This step holds the promise to put a stop to so-called service delivery protests that are based on a lack of information and knowledge as to what the government is doing.

The renewed izimbizo campaigns, instead of being propaganda, are intended to be no-holds-barred information-sharing sessions that will go beyond predictable gripe sessions.

They will be guided by research to identify issues and leaders will be expected to emphasise giving feedback to communities’ concerns.

Each minister will be expected to host, at least, 10 izimbizos a year to heighten understanding of the government’s programme of action.

The fault that exists at the moment is the presumption that if a minister appears on television or newspaper that automatically means that he has reached the people.

But relying on mainstream communication channels like top-end television programmes or glossy magazines in a highly illiterate country has not exactly delivered the goods.

These are cracks in the communications edifice which show a harmful process that cuts out the people who matter in preference for the privileged and elite audiences.

The shift towards izimbizo is the most positive development to happen in forging closer links and partnerships between the government and the people.

In a developmental state, it will never be enough for a government minister to appear on television or hold an extensive interview with a single journalist.

They must consolidate the gains of a people’s democracy by speaking the language of the people, for instance, in their own surroundings for an intuitive understanding and connection to happen by itself.

Izimbizos are an opportunity for the people of this country to reclaim their power through directly engaging with their leaders to make them accountable.

In fact, there is no place for a community to engage in service delivery protests that reverse the first steps of progress that have been made after more than 350 years of oppression and exploitation.

In order for this country to continue on its successful path, the minister and the people must critically engage each other at the izimbizos to reshape and redefine what this country ought to be.

Each and every one of us is now called upon to be part of the solution through effective communication that will happen inside the communities themselves.

Time for protest is over!