Americanisation of Southern African political campaigns

Abstract

This paper seeks to examine extent and rationale of Malawian and South African campaigns incorporating America –style practices and becoming Americanised. Specifically the paper explores existence of evidence supporting the notion of Americanisation in both Malawian and South African politics. Using a mixed methods approach, semi structured interviews, focus group discussions and content analysis were conducted. Results show evidence of Americanisation and increased use of marketing and campaign professionals in both Malawi and South Africa, due to democratisation, development of the media and changes in the social-economic factors. Practical implications of these findings and ideas for further research are presented.