A party in transition, the DA has deep thinking to do

The Democratic Alliance (DA) will have to pull up its socks and articulate its policies in a much clearer and holistic manner if it wants to attract black voters to the party, according to a political analyst who spoke after the election of John Steenhuisen as its interim federal leader.

Analyst Daniel Silke said it would be difficult for the DA to attract new voters, especially black South Africans, because of the reputational damage that it had suffered after the resignation of former leader Musi Maimane and former City of Johannesburg mayor Herman Mashaba.

“There has been some brand damage to the DA in the past few months with the resignations of Maimane and Mashaba so the challenge going forward is to translate its ideology and message in such a way that it speaks to the broader spectrum of voters in South Africa and not just appeal to white voters or the minority,” said Silke.

He said in order to undo the damage, the DA would have to articulate its message and its policies in such a way that they appealed to all South Africans.

“The DA’s message really cannot just target or appeal to white voters otherwise it will become a sideshow. The DA has to have a much more holistic view that appeals to black voters as well if it wants to be in power,” said Silke.

He said Steenhuisen’s election was probably the right move in the short to medium term but the party would have to sort out its internal squabbles and get its house in order before it could have mass appeal for black majority voters.

“As a chief whip of the party in parliament, Steenhuisen’s performance has been quite positive but it will be much more difficult to attack the Ramaphosa ANC than it was to attack the Jacob Zuma-led ANC,” he said.

Following the announcement, Steenhuisen said he would focus his attention on reconnecting with voters and addressing the legacy of apartheid, which he said continued to make poor black South Africans even poorer after 25 years of ANC rule.

He said that he should be judged on merit and his contribution to the lives of South Africans and not the colour of his skin.

“Yes, I happen to be a white South African but I want South Africans to judge me not on the colour of my skin but rather on the quality of contribution that I can make to improving the lives of South Africans,” said Steenhuisen. He said the DA was not in a fight over ideology or a fight for power.

“Our fight is to push back against the tide of poverty that has engulfed so many men, women and children,” he said.

Newly elected party chairperson Ivan Meyer said the DA would hold its policy conference in April 2020 to reposition the party.

– gcinan@citizen.co.za

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