Adam Habib, Vice-chancellor of the University of the Witwatersrand, generally known as Wits, did us all a favour by writing an excellent article on the EFF and the racist ad.
It’s not very complicated. The EFF (Economic Freedom Front for non-South African readers) is a small fascist party under the leadership of a wannabe Hitler, named Julius Malema. They preach a deliberately outrageous brand of extreme Marxism and African chauvinism and specialise in disruptive political theatre, abusive racist language and general small-time thuggery
If by any chance they came to power they would certainly not make the trains run on time but they would destroy what remains of the economy, plunge the country into despair and generally consolidate the perception in certain quarters of an incorrigible African propensity for failed banana republics.
That would be unfair because they’re not supported by the majority of African youth who recognise the dead-end nature of the EFF brand of politics, do not share in their racism (or Marxism) and dislike their nasty thuggery. But nothing is static and continued ANC weakness, corruption, and factionalism is breeding a vast South African underclass which could become a fertile substrate for radical extremists.
Oh yes the ad. In the words of Habib:
“The company (Clicks, a national retail pharmaceutical chain) launched an advertisement around hair with explicit racist overtones which provoked a public outcry. It apologised, but many were not about to leave the matter there. The EFF, long corralled by Covid-19 and awaiting an opportunity for political spectacle, grasped the moment and demanded that the company meet certain demands, including closing for five days as a financial penalty for their racialised advert. If the company refused, the party pledged to call out its members and shut down Clicks branches around the country.”