yfm bosberaad presentation
DESCRIPTION
An overview of national narrative, national myth and why South Africa needs an overarching narrative that lends a sense of purpose to the random and contingent events of daily life.TRANSCRIPT
Why This Story Matters(and How YFM Can Help)
Dr Sarah Britten * 25 March 2014
This is about my PhD thesis, sort of.
One Nation, One Beer: The Mythology of the New South Africa in Advertising
First I’ll tell my story. Then I’ll ask one of you for yours. Then I’ll tell you about national narrative and offer some examples. Then I’ll give a quick history of SA post 1990. Then I’ll tell you what this means for YFM.
Pace Yourselves
My story.
What’s your story?
National Stories, National Myths
“Men who are participating in a great social movement always picture the coming action as a battle in which their cause is certain to triumph.” Georges Sorel
America, England and Russia
National Myth
America
Great Britain
Rule Cool Britannia.
Russia
The South African Story
Afrikaner Nationalism.
The Struggle
The New South Africa
The Rainbow Nation
The Rainbow Nation
The Rainbow Nation
The African Renaissance
Brand South Africa
Brand South Africa
Brand South Africa
Brand South Africa
The final whistle.
Now what?One person has defined the national narrative more than any other.
Guess who…
Why National Myth Matters
“The outside, the foreigner, the stranger is the one who does not share our myths, the one who steers by different stars.” Rollo May
Why YFM?
What are the stars we’re going to steer by?
Thank You.