When Donald Trump announced his candidacy for president of the United States of America in 2015, it signalled the birth of the “Make America Great Again”, or MAGA movement as it is more commonly known.
Not even MAGA’s most ardent supporters at the time could have predicted just how prolific and transformative this movement would become. In ten short years, it has completely remodelled the political landscape in the United States, tearing down establishment conventions that, up until recent times, appeared to be immutable and permanently institutionalised.
Donald Trump’s ascendency was a predictable response, initially fuelled by middle America, to the offshoring of manufacturing jobs, political and racial polarisation, and foreign policy missteps that characterised the Obama presidency and weakened the USA’s global influence. Trump’s “defeat” in the 2020 presidential election only temporarily slowed the momentum of the MAGA movement. The Biden administration doubled down on failed Obama administration policies and effectively reversed the significant gains made during the Trump presidency, especially on the economic front. For four years, the Biden administration’s disastrous domestic and foreign policies and “green” agenda imposed unnecessary economic hardship on the citizens of the USA, and precipitated conflict on the world stage that would never have occurred under Trump. It paved the way for the revival and ultimate victory of the MAGA movement, predicated on its common sense principles, “anti-woke” agenda, and the restoration of peace and US hegemony in the world.
Central to MAGA’s success was its broad appeal to a large cross-section of Americans, which proved to be a successful antidote to the economic stagnation and pervasive racial and ideological division that had increasingly polarised Americans over the previous two decades. Beginning in 2021, increasing numbers of Democrats shifted their allegiance to the MAGA movement, as the “woke” radical leftist element in the Democratic Party increasingly exerted its influence on the party’s policies. This effectively alienated prominent, highly intellectual leftists and Democrats such as Tulsi Gabbard, Robert F. Kennedy Jr. and Elon Musk, who found a new political home under the MAGA umbrella. Although MAGA in large measure incorporated the Republican Party due to its conservative, centrist-to-right leanings, its appeal transcended political affiliations as increasing numbers of disaffected Democrats and independents gravitated towards the movement, attracted by its pragmatic ethos.
One of the most telling impacts of the MAGA movement was the seismic demographic shift in support it engineered. Record numbers of Black, Hispanic and Asian voters declared their allegiance to the MAGA movement and threw their support behind Donald Trump. Ultimately, history will reflect a landslide victory for Trump in which he won all seven “swing states”, the Electoral College, and the popular vote, and enabled the Republicans to establish majorities in both Congress and the Senate.
The ascendancy of the MAGA movement offers valuable lessons to South Africa, which desperately needs a similar initiative to take root in the country. As South Africa marches inexorably towards a socialist future, guided by an inept and autocratic regime, it is becoming increasingly apparent that a complete political, ideological and economic reset is urgently required. There are two key questions that need to be answered: how does one bridge the massive social and cultural divides in South Africa, and how does one reinvigorate an increasingly disenfranchised and disaffected voter base? In a South African context, the MAGA model could very well be the blueprint for the answers to these compelling questions.
For some obscure reason, nationalism has become a dirty word, especially amongst those who maintain a globalist perspective. Yet, South Africa could do with a healthy dose of economic nationalism, such as that which MAGA espouses. South Africa desperately needs to prioritise workers, businesses and industries by encouraging large-scale foreign investment, eliminating its massive trade deficits and lowering its soaring debt-to-GDP ratio, thereby significantly reducing unemployment and stimulating much-needed economic growth. The “America First” ideals of the MAGA movement have resonated strongly with Americans, and there is no doubt that a strong economic nationalist sentiment could be evoked with similar messaging in South Africa.
The MAGA movement very effectively promoted economic populism, and Donald Trump’s ascendancy to the presidency was predicated on core tenets of MAGA philosophy, such as tax cuts for ordinary citizens and corporates, and deregulation. South Africans have been taxed into oblivion by the ANC, and the preponderance of regulations in our country has disincentivised many, especially entrepreneurs and small-business owners, from developing their ideas and growing their businesses at the grassroots level. South Africans need to present a united front in their opposition to excessive taxation, overregulation, and the political “elite” who for too long have inexplicably rejected the free-market principles that are the hallmark of all successful nations, to the detriment of ordinary citizens.
The plethora of political parties in South Africa might suggest that opposition to the ANC is fragmented and divided, but many parties with centrist-to-right-leaning political ideologies share common values, and it is around these values that opposition to the ANC should coalesce to form a united front against its tyranny. This is not a unique proposition, and we saw an attempt at this through the “Multi-party Charter”, or “Moonshot Pact”, as it is known in some quarters. Whilst sound in principle, the fundamental weakness of this opposition coalition is that it never developed and evolved an identity of its own, as the MAGA movement achieved in America. For such a coalition to gain traction and support in South Africa, the principal participants should be prepared to intentionally diminish the prominence of their own political identities and unify behind a common name, a common message, and common branding.
As mentioned previously, the reason why MAGA appealed to such a broad cross-section of American communities is because it transcended politics. MAGA wasn’t a trademark of the Republican Party; rather, the Republican Party became a trademark of MAGA, as did countless other non-governmental and civic institutions. Unfair or not, established political parties in South Africa have become characterised in certain ways. The Democratic Alliance is widely perceived as a “white” party, and the Freedom Front Plus is viewed as a party exclusively serving the interests of Afrikaners. As long as these misperceptions prevail, neither party will gain the appeal or support necessary to ultimately supplant the ANC. They, and others, must become synonymous with a new identity devoid of the “historical baggage” of the Apartheid era, and must convey a purpose that resonates with South Africans of all races.
The “South Africa First” concept proposed by businessman and activist Rob Hersov certainly has the potential to replicate the success of MAGA locally. A coalition of political parties united under the banner of “South Africa First” could become a formidable force in South Africa. MAGA succeeded because it focused on a return to common-sense family values and “kitchen table” issues such as the restoration of economic prosperity and safety and security. There is no question that the majority of South Africans want access to jobs, homes, safe neighbourhoods, education, and service delivery, amongst other things. The promise to deliver these critically important basic needs should be the clarion call of a “South Africa First” movement. Regardless of one’s social standing or cultural propensities, it’s hard to imagine anybody not aligning themselves with a movement that can promote the provision of these basic needs.
For a “South Africa First” initiative to succeed, there must be certain support structures in place. Messaging is crucial, and for this reason, a highly pervasive centrist to right-leaning media ecosystem needs to be developed. The foundations exist in South Africa, with many conservative podcasters already doing sterling work in this sphere of influence. Rob Hersov has alluded to bringing these podcasters together under a single banner, and in this respect his instincts are correct. Conservative podcasters in America have been instrumental in exposing the lies and propaganda of the mainstream media, most of which are aligned with Democratic ideals. Prior to the election in the USA in November last year, Donald Trump pulled off a masterstroke in appearing extensively on popular podcast platforms, such as those offered by Joe Rogan and Patrick Bet-David. This, along with public endorsements from media royalty such as Megyn Kelly, was seen as a powerful contributor to his electoral success, especially amongst the demographic that consumes this new media, which is a much younger audience than that which watches cable or network television. It is no secret that the majority of mainstream news outlets in South Africa are nothing but propaganda mouthpieces of the ANC. In the absence of a major news network such as Fox News, which is decimating its liberal opponents in the US ratings, a strong and fearless podcasting community, united in its “South Africa First” messaging, is required, to overwhelm and dilute the popular narrative and the deceit of our mainstream media.
It is a well-established fact that young adults in South Africa feel disempowered and disenfranchised. With youth unemployment hovering around 45%, this is hardly surprising. This reality has manifested in countless young people, among them university graduates, abrogating their civic responsibility to vote in general elections, citing the lack of a viable political alternative to the ANC as the reason for their abstinence. Whoever succeeds in getting this massive voter base to the polls will succeed in effecting the change South Africa needs to see. It is indeed surprising that these latent voters don’t acknowledge the immense power they possess to bring about meaningful and transformative political change and dramatically alter their fortunes. This voter apathy has created a giant vacuum that a “South Africa First” initiative could easily fill, with the right messaging, and using the relevant platforms at its disposal to which the youth relate. Charlie Kirk’s incredible Turning Point USA organisation has made significant inroads at universities and colleges in America, successfully gaining widespread support for conservative ideals on campuses on which liberal hysteria abounds and “woke” culture is pervasive. Turning Point USA’s contribution to the success of the MAGA movement is beyond question, and there is no doubt that a similar structure under a “South Africa First” banner would achieve the same result in South African institutions of higher learning and the broader communities where the youth reside.
A common refrain today is that South Africa is going to end up like Zimbabwe if its current trajectory of decline continues. However, South Africa is very different in comparison to Zimbabwe, and there are several aspects that will mitigate such an eventuality. South Africa has a much stronger corporate infrastructure and culture than Zimbabwe, along with excellent civic and non-governmental organisations that have been vocal in their opposition to ANC policies and law amendments, and a robust political dispensation that allows for effective opposition in Parliament. Due to the establishment of the Government of National Unity, this opposition to ANC policy is becoming more internalised, and we are starting to see the positive impact of this in the opposition to the ANC’s proposed VAT hike, which is having a discernible impact. To date, however, corporates, civic institutions and centrist to right-leaning political parties have operated in silos, and this disunity has diluted the effectiveness of their resistance to ANC autocracy. It is time for corporates, civic institutions and political parties, bolstered by partisan media outlets, to unite behind a common cause, with a common identity, to convey a common message. To effect the change South Africa desperately needs, the best option for all of them is to throw their considerable weight behind a “South Africa First” initiative and bring a MAGA-style revolution to the shores of this beautiful country.
[Photo: by Natilyn Hicks Photography on Unsplash]
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