Ramaphosa’s #Thumamina is a rallying call to action
ONE of the enduring catch-phrases from President Cyril Ramaphosa’s maiden State of the Nation address were the words “send me”.
Understandably, it’s trending on the streets of Twitterati under the hashtag #Thumamina – in line with the title of the legendary Hugh Masekela’s song of the same title.
But what meaning must be deduced from this aphorism and is it being sufficiently exploited to realise the impact the 2018 address desires from society?
For some, especially in opposition benches, #Thumamina became an entry point to express a desire to be present when blood on the floor affected primarily those considered wrongdoers during former president Jacob Zuma’s reign.
Not surprisingly, it also became a reference point for your typical perpetual glass halfempty doomsday naysayers, folks who repeatedly punt negative Ramaphosa sentiments based primarily on a gut feeling instead of tangible and defendable facts.
But there was also a strong and positive sense of renewal and optimism expressed.
In his response to the debate on his address, Ramaphosa provided meaningful indication of what “Thumamina” should be about. It is a “call to work together to build a new, better South Africa”.
Because those willing to heed this call “are galvanised by a sense of patriotism that elevates the interests of the country above narrow, selfish interest”. Considering the voluminous response to this call to action, one would expect somebody, say perhaps the likes of Government Communication and Information Systems and the ANC Communications Unit, to seize the moment and direct the narrative around #Thumamina through a sustained and colourful campaign.
Disappointingly, what should be a profound and potentially strong mobilising call to action is now at risk of becoming another oneoff or two times mention that’s likely to be a forgotten captivating phrase. The president’s subsequent public appearance after the address was on February 18 at a South African Defence Force interfaith service.
His speech did not leave an impression that #Thumamina should be a thing for members of the defence force as they go about their lives as soldiers and citizens. Maybe it was implied in his speech, but the implication is not good enough at a time South Africa appears hungry for renewed hope and purpose. This was an obvious missed opportunity to re-emphasise a way forward for South Africa.
An argument can be made that a #Thumamina or #Sendme response to the address should have been foreseen by the spindoctors. But with that now proving not to be the case, one would still expect a reaction that seeks to own and direct, not dictate, the conversation around this easy-tosell message and rallying call to action.
Imagine the possible effect on society if in the coming Missed opportunity? President Cyril Ramaphosa, Defence Minister Nosiviwe Noluthando Mapisa-nqakula and SANDF Chief General Solly Zacharia Shoke during the Armed Forces Day Parade in Kimberley this week.
months the president was to amplify his call to action around #Thumamina. While demonstrating his commitment through action – such as his morning walks and jogging – and continuously reporting on what he’s doing in line with this call,
he could also put it to every South African to do an introspection and carve a role for themselves as both individuals and collectives.
Now, imagine each member of the ANC’S top six publicly committing to a specific action aligned to #Thumamina and
repeatedly reporting back throughout the year. Add to that ANC national executive committee members, cabinet members and parliamentarians, each with #Thumamina commitments that should not necessarily be associated with employment
obligations but which speak to personal vigour as a citizen to renew yourself and country.
A golden thread which runs through the address is a desire to engage and mobilise key stakeholders around fundamental government priorities: a jobs summit, investment conference, youth working group, digital industrial revolution commission and presidential economic advisory council. Are these not ready-made platforms to sell a #Thumamina ethic of sorts to South Africans in their individual capacity and as collectives?
What about calendar dates like Youth Day, Freedom Day, Heritage Day, Nelson Mandela Centenary and others? Imagine the next address being a spectacle, through speeches, song, dance and maybe a week-long exhibition of South Africans demonstrating their individual and collective sense of #Thumamina throughout 2018. Let’s wait and see what gives.
Louw is a communications specialist, coach and facilitator.