Bullet proof personal narratives
I enjoy keeping tabs on the narrative pulse of South Africa. By listening out for the narrative take on events I believe we get glimpses into our consciousness as a nation. The same applies to organisations and understanding their own narratives. One really gets to grips with this narrative pulse when listening to comments made by listeners who call in to radio talk shows.
The latest check on the South African pulse takes the form of the wake of events following criticisms pitched against our president, Thabo Mbeki, by a former advisor and the ensuing debate between the ANC, YCL and SACP.
Today, while driving, I was listening to SAfm where the topic was around the “malicious attack and hurling of insults” by the Young Communist League (YCL) towards Mbeki after he criticized SACP leader Blade Nzimande in a speech. By and large the thread to the listeners comments was one of defense towards the Presidency and outrage at how disrespectful the allegations were being towards Mbeki (“dictator” is one specific allegation). Interesting that in a functioning democracy where freedom of speech is enshrined in a broad constitution people were defending the institution of the presidency with a fervour one might expect citizens of a dictatorship to do so. Not only this, they were defending Mbeki passionately as well: highlighting the good work he has done and how undeserved he is of such criticisms.
Mbeki seems to be one of those public figures who has a polished public narrative. This is evident in how people defend him. Another such character is that of our famed Minister of Finance, Trevor Manuel. Manuel has a way of delivering bad news with chocolate coating. One wonders what would happen if news had to break that counters such a narrative … will his narrative tarnish or will it prove resilient? In my opinion, such leaders will need to do a helluva lot to break the dominance their positive narratives have in our society. You see, when we have a dominant narrative on an event or someone and new information come sot light that presents an alternative view is most often rejected for being so contrary to the dominant narrative. It also explains how leader fall from fame so tragically – we cannot really believe that the person we thought was so good is actually so bad!
The public narrative is much more than just reputation. Traditional professionals in this space work hard on reputation management where the standard response to a public saga is to get them holding HIV/Aids babies in front of photogrpahers. Leaders and their associated PR, PA, Media Liaison and spokespersons need to catch a wake up on the public narrative.
A well developed public narrative is almost bullet proof. You want to breed loyalty? Start thinking about who you and how that informs your public narrative as an organisation and as an individual.
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Not sure I agree with you, Aiden. I like the concept of a “public narrative” especially in the current context of Mbeki, leadership, succession debate etc. What I do dispute is the (democratic?) right to insult other people – especially people (like Mbeki) in important leadership positions. Sure, anyone can say what they like and use “free speech” as a (cowardly?) cover, but in a relationship economy only so many people are going to listen to what you have to say before how you say it becomes a barrier. How you say what you have to say is more important than what you have to say.
In the reading I have done around this, the use of the word “dictator” is not used as a fact-claim but rather as an insult and communicates to me the immaturity of the speaker, of whom (not previously knowing who he is) I have an immensely low opinion simply because of how he has conducted himself in this case.
And so Rog, what has happened subsequent to the event is that the accuser has been silenced and when anyone mentions the topic you can hear the sardonic smile as they say “dictator”. This is what happend when a personal and public narrative is strong … if the public have bought into it well enough, any contradictory information, or narrative, will be subjugated (silenced).
If leaders grasp this, it can work in their favour.
I think you have misunderstood my stance on free speech. I’m not advocatign that we have the right to slate the president, presidency or any one else. What I am saying si that it is testament to Mbeki’s profile that people stand up for the position and institution of what he represents. In most cases where criticsm is laucnhed at an intstituion, people are generally very quick to jump into the fire … not defend it.
Ah ha – I now understand! I’m just generally a bit bugged with people using “freedom of speech” as a cover to (unresponsibly) say whatever they want – and your post gave me the perfect platform to rant!
And you’re quite right about having a public narrative…which isn’t independant of the leader, so I’m not sure how much it could be “spun” and shaped to be what they’d want. In my view Mbeki has come out the winner, both in how he has dealt with the criticism and in his accepting the award conferred on him by the SACP. And who should introduce him to the podium? Blade Nzimande!