Librería Samer Atenea
Kálamo Books
Librería Elías (Asturias)
Librería Kolima (Madrid)
Librería Proteo (Málaga)
The study explored how public relations principles were used in the Democratic Alliance’s 2014 South African election campaign communication, compared with the ANC, EFF, and Agang. It argued that political PR should be strategic, not just propaganda or 'spin,' and should manage communication between parties and the public. Using a comparative case study and content analysis of 144 Cape Times articles plus the DA manifesto, the research found that campaign communication was mostly reactive rather than proactive. The DA and ANC focused more on attacking or countering opponents than on promoting their own policy issues. Media coverage was dominated by controversies such as Nkandla and the failed DA-Agang merger, which harmed reputations and strained voter relations. The study concludes that political communication should be more strategic, dialogical, and two-way to strengthen relationships, public engagement, and democratic participation.
