Freedom of expression can be viewed as the very heart of democracy, without it the democratic system falls apart. Political communication is a form of expression and perhaps the most important form as well. The intentions and methods of political communication are not always honest and nuanced though, which may jeopardize the legitimacy of the democratic system. This is because of the demos, the voters and citizens, who represent the core of democracy as a system. The demos often act as receivers of political messages, and very rarely as senders. Consequently, the demos are vulnerable in this aspect. On the other hand, the politicians do have the possibly to angle and manipulate information in order to favour their own intentions. Political propaganda is one kind of political communication that has been present during a long period of time in basically every corner of the world. According to various scientists, political parties often use propaganda in election campaigns to maximise votes. Further on, propaganda can be described as deceitful and manipulative, which are features that do not correspond well with democracy and its ideals. Does that mean that the voters are completely helpless in relation to the political propaganda? With the focus and aim of this study, which is to illuminate the various features and techniques of propaganda, we hope to give the voters further knowledge and understanding about the rhetoric strategies within political manifestos. Because if the voters are not aware of the issue, and does not have the tools to see past the propaganda, how are they supposed to form a well-founded perception and make a choice that they are fully comfortable with? With a certain analytical instrument that contains four dimensions of propaganda, some of the political manifestos that were presented during the election campaign in Sweden 2014 have been examined closely. Further on, regarding the results and conclusions of the study, it supports the assumption that propaganda exists in different ways within the chosen manifestos. All of the dimensions that exist within the analytical instrument can be perceived as found in the material. These dimensions/techniques are simplification, exaggeration, packaging the message and disguise.

Thesis (MPA.) -- University of Limpopo, 2018 / This study analyses the national election manifestos of the African National Congress on the subject of service delivery between 1994 and 2014. One of the arguments advanced in this thesis and corroborated in the theory of democratization by elections is that elections play an important role in the struggle for better governance and democracy. The election manifestos, in this regard, serve as instruments of ensuring accountability to the voters as well as gauging the performance of those in government. The party in government must implement its election manifestos; otherwise it must face electoral consequences through a democratic election process. However, there is a view aptly sustained in the study that elections are at times not a reliable or credible measure of a democratic outcome because many voters do not have the necessary knowledge to make rational choices in order to counteract the effects of poor or lack of implementation of election manifestos regarding service delivery. Therefore, as cautioned in the thesis, conscious public participation will remain an empty slogan if the majority of the electorate is left and forgotten languishing in poverty and arrogance. The sustainability of participation by citizens is hugely compromised in an environment infested with rampant corruption and runaway impunity. The study followed an interpretivist paradigm with a qualitative approach. ANC members in four villages –Duthuni, Tshisaulu, Ha-Mushavhanamadi and Ha-Ratshiedana (ward 35, Thulamela Municipality) were purposively targeted as the research population for the study. For practical reason, not all members of the ANC in the villages were reached to participate in the study. Ultimately, 42 members of the ANC in the villages formed the research sample. Data collection techniques used were face-to-face interviews, semi-structured questionnaire and document review (data triangulation). The rationale for using data triangulation in the study was to ensure that the weaknesses of a single data collection strategy were minimized and to ensure that the strategies complemented and verified one another. A total of 12 interviews were conducted, 30 questionnaires were administered and five ANC national election manifestos were perused. Three qualitative data analysis strategies were adopted, namely, conversation analysis, discourse analysis and content analysis. Analysis and interpretation of qualitative data consisted of words and observations and not numbers or statistics because the researcher did not want to quantify nor generate numerical data for purposes of statistical analysis.