Winners and losers

So who played the media game the best, the students or the powers-that-be, and more importantly, who won?

It is not difficult to understand why there was so much media hype around the #FeesMustFall campaign, but how come service delivery protests (which are often more violent) barely make local headlines yet South African students’ voices were heard around the world.

What the students did right?

They realised video and photos drive online publications and that print media just loves a good photo, and they made sure they delivered even when they were doing peaceful marches in the beginning. Clever stage photos began circulating. Comparisons to Sharpville appear to have been cleverly organised.

Later, when clashes became more violent, it was all about playing to the cameras. Young students throwing stones, burning tyres and being baton-charged by police made the perfect image of “us vs state oppression”. They made themselves victims and told everyone sad stories while wearing designer clothes and chatting on state-of-the-art cell-phones.

The students also got another thing right in the #FeesMustFall campaign in that they included minority whites. They played the SA media at their own game. They realised how much the media loves white faces and especially a white student being manhandled by police or injured.

They also realised that not only local media but international media would lap it up! They created a catchy slogan and the media loved it.

What the students did wrong?

What did the students do wrong? Well, not much initially… Maybe the biggest thing was having no end game – some event to nicely package the campaign and an actual goal. (See the video where a student leader bemoans the fact that they won nothing)

They also did not realise in the beginning that it was not the university rectors and boards whose minds needed to be changed, but that of the government. Once the campaign turned on the government, it was but a matter of time until they won.

What the powers-that-be did wrong?

Well, university management ignored the protests to start with, even when it became apparent that it was very well organised. However, as government-run institutions in all but name, they are hamstrung and have to follow Department of Education policy. Questions on why government ignored the protests are easier to answer, as communication within the ruling party is on a crony system with centralised rule. No one dares think too loudly lest they be replaced.

Decisions are made by committee and rarely does any minister step up to the plate and challenge the party line.

They used the police in a manner that alienated them instead of the protesting students.

What they did almost right

They promised a wishy-washy solution with nothing but vague promises and added the zero increase carrot that was gobbled up by protesting students.

That destroyed the cohesion of the campaign. You cannot protest when your demands have been met!

The end?

Is this the end of #FeesMustFall? Well, that is up to all of us (students, parents, the media and the government). Real change is needed and sooner or later, to remain relevant, the ANC will have to start delivering and not just give lip-service to real social problems facing our education system.

Protests are continuing as the call for free tertiary education gains momentum. Some students are however marching to have exams continue.

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