Language and Discourse in Contemporary South African Politics: A Critical Discourse Analysis

This study analyses written and spoken corpora of three South African political party leaders (Jacob Zuma of the African National Congress [ANC], Mmusi Maimane of the Democratic Alliance [DA], and Julius Malema of the Economic Freedom Fighters [EFF]) in different discourse contexts. A mixed-methods approach was used to collect the data, while Critical Discourse Analysis and text analysis constituted the analytical framework. Twelve political-leader speeches (four each), three senior party official interviews, and seventeen focus group interviews with the voting public were explored as data. The findings established that each political leader had his own persuasive strategies and choice of words, usually aligned with his ideological and personal agenda, and that these political leaders were not entirely responsible for their speeches. The study concludes that these political leaders used and chose words strategically in their speeches to persuade and manipulate their audiences.