MANUFACTURING CONSENT: HOW THE MEDIA AND OTHER INSTITUTIONS CONTINUE TO PEDDLE THE AGENDA OF RACE RELATIONS THAT EXISTED UNDER APARTHEID 

Although it was actually Walter Lippmann who coined the phrase " manufacturing consent" it was the great Noam Chomsky who popularized it more when he penned a very incisive and scientifically researched book titled " Manufacturing consent/ content: the political economy of the mass media".

In his book Professor Chomsky analyzes how the successive American governments with the assistance of certain media houses have, for years on end and even today, continue to unashamedly " manufacture" and feed a particular view of events ranging from governance in general to its wars in other countries in the name of "democracy".

In South Africa, the media, so called think tanks, research institutes and other beneficiaries of the mining industrial complex and foreign "instigators" have been busy at work trying to "manufacture" consent with regards to the state of various facets of life in South Africa and more particularly the socio-economic conditions of the black majority.

If one were to adopt a detailed and comprehensive illustration of this phenomena a bible sized book will probably be the right way to go. However the following incidents, most of which are recent are but mere examples-

A. Black diamonds outshine whites

The above is the heading of an article written by Sunday Times journalist Adele Shevel following the publication of some research by UCT's Unilever Institute of Strategic Marketing aptly titled 4 Million and Rising.

According to this research the so called black middle class has grown by 250% since 2004 to last year. Readers are made to believe that this is a positive thing for the so called black middle class when in effect the underlying message is that blacks are more reckless with their money and spends willy nilly and are therefore hopelessly indebted.

B. Black Unemployed Graduates are virtually not there.

Recently Ann Bernstein, through her institution, Centre for Development and Enterprise published some imaginary research results in terms of which it is argued that it is entirely false that black graduates are shunned by industry and does not get employment.

Those with analytical mind would understand this kind of research as a pre-emptive and strategic strike against any possible argument or notion by government and black graduates that may seek to confront traditional white firms for failing to hire black graduates, owing to the high unemployment rate in the country.

The reality on the ground is however different from Ann Bernstein's research and everyone, including the media that has been trumpeting this research, knows it.

C. Government spends billions on consultants- AG

This is one of the most interesting illustrations of the spin and agenda serving behavior of the media and white capital in South Africa.

In this case the Auditor General of SA, a constitutional entity tasked with the duty of, amongst others, reporting on how state resources are spent by government entities, lamented billions of rands spent on hiring and retaining consultants.

Now everyone in this country knows that the vast majority of consultants in this country are white and include the so called big 4 auditing and accounting firms. Ordinarily the consultants should have been roasted for swindling government by charging exorbitant fees and for their roles in convincing state officials that they need to be baby sat by them and that they are a panacea to all governance issues.

But no ! that would have been treasonous and "unpatriotic" to the common good of the media and the capital that sustains it through advertising, shareholding and other forms of funding. And the public would have been "misled".

The "truth" was therefore presented in different media platforms as being that it was the fault of the ANC through its cadre deployment policy and no one else.

D. What is a prominent black business person or struggle stalwart?

Those of us who religiously follows events in the media would have observed how the credibility of black business persons and opposition politicians is dictated and solely decided by the media. Every black person who supports a cause or view contrary to the ANC is quickly labelled progressive, prominent or a struggle stalwart as the case may be and the rest are either disgraced, discredited,tenderpreneurs and or out rightly corrupt or thriving on political connections and patronage. 

One has observed the amount of airtime and news pages devoted to black business persons, academics, analysts and others who are seen to be taking a stance against the ruling party. In this instance the media with its funders hold a monopoly on and dispense credibility to black people irrespective of their vocation provided they meet the criteria.

E. Every black person is incompetent until proven otherwise

Everytime a black person gets appointed or is earmarked to be appointed to a position of authority it is automatically implied that they are incompetent or there is just some kind of blot on their credibility. An interesting case is the Kwazulu Natal magistrate who is said to be earmarked to lead one of the justice cluster entities that has been without a permanent head after the DA, through the courts, made sure that the incumbent is removed. The DA is not an investment company and legal expenses are exorbitant in this country but so is black majority rule for some companies such that a donation or even instigation of the court battle could be the best investment they ever make in the future of their business.

Back to the issue: when the said magistrate " passed" the credibility test set by these elements, his disciplinary record was painstakingly scrutinized and insignificant and clearly baseless accusations were peddled and elevated to findings on his credibility.

F. The "Secrecy Bill".

The Protection of State Information Bill also presents the most instructive instance of consent being manufactured and the alliance I refer to above actually manufacturing consent against the government of the day. In fact they came out of this triumphant but still not satisfied.

Just by way of example: one of the key arguments advanced against the Bill (it was and still not yet an active act of parliament capable of enforcement) was the exclusion of a so called public interest defense in the bill.

This is by far the clearest example of a self serving and convenient selective amnesia by the range of opponents of the bill including celebrated Advocate George Bizos. What they conveniently forgot to point out to the public in their exercise of manufacturing consent is the fact that it is not a requirement that for legislation to be valid and acceptable it must include a list of defenses to its criminal provisions.

In fact it would be absurd for any legislation to be drafted that way. In the final analysis they won the day this time round and the ANC was forced to backtrack on legislation to the detriment of the whole country just because a section of society subscribe to the notion that it is not in black people's nature to govern honestly and therefore any attempt, however valid it may be, to protect state secrets means they want to hide their innate corrupt and criminal tendencies.

These are but a few examples of instances where consent is manufactured in this country by the media and sections of white capital. Unfortunately at times the ANC seem not to have scant appreciation of the fact that occupying the Union Buildings does not necessarily mean governing.

Governing means being in charge and the unholy alliance of capital, think tanks (who constantly find everything wrong with government decisions), the media and others are in governing this country.

There appears to be no hope in the short to medium term because the ANC leadership of the day does not seem to understand that the state is, to paraphrase British political scientist in his book "The State in a Capitalist Society", a contested terrain between the ruling party (and what and who it represents) and the economically privileged.

The writer is a member of the ANC and writes in his personal capacity.

Click here to sign up to receive our free daily headline email newsletter