The discussion that follows seeks to critically examine the manner in which a South African financial publication, the Financial Mail (FM) magazine, reported on the country’s Finance Minister over two time periods. The specific time periods are April – June 1996, and February – April 2007. This will be done to assess whether the style of reporting changed over time. In order to accurately analyse the coverage, a content analysis of a number of articles published by the FM over two periods will be conducted. The first period to be examined correlates with Manuel’s first three months in office (April to June 1996) as finance minister, a role he took over after the resignation of then Finance Minister Chris Liebenberg, and the subsequent cabinet re-shuffle. This time period also coincides with the adoption of the internationally acclaimed South African constitution which pre-supposes, amongst others, freedom of the press. Manuel’s first three months in office furthermore coincided with the African National Congress’ (ANC) first period in government under the stewardship of President Nelson Mandela, having taken over power in 1994. The second time period selected is during Manuel’s 11th year in office (February to April 2007). The second time period coincides with a different economic and social situation, with the country’s economy having strengthened to the extent of recording a budget surplus. Relevant media theories and principles will be studied to evaluate which theories, if any, reflect the Financial Mail’s style of writing, language use and choice of stories to cover regarding Minister Manuel. An analysis of the first time period will include a look at the socio-economic conditions that prevailed at the respective times, against the background of the political situation during both periods. Dominant economic policies implemented and decisions taken during both periods relevant to the particular office Manuel held will be critically examined, since FM is a financial publication mostly covering financial and economic news. Research conducted will be qualitative in nature, and include an in-depth content analysis of articles.