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 e...
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...
America, England and Russia
National Myth
America
Great Britain
Rule Cool Britannia.
Russia
The South African Story
Afrikaner Nationalism.
The Struggle
The New SouthAfrica
The Rainbow Nation
The Rainbow Nation
The Rainbow Nation
TheAfrican Renaissance
Brand SouthAfrica
Brand SouthAfrica
Brand SouthAfrica
Brand SouthAfrica
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 s...
Why YFM?
What are the stars we’re
going to steer by?
Thank You.
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Yfm Bosberaad Presentation

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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.

Published in: News & Politics
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Yfm Bosberaad Presentation

  1. 1. Why This Story Matters (and How YFM Can Help) Dr Sarah Britten * 25 March 2014
  2. 2. This is about my PhD thesis, sort of. One Nation, One Beer: The Mythology of the New South Africa in Advertising
  3. 3. 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
  4. 4. My story.
  5. 5. What’s your story?
  6. 6. 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
  7. 7. America, England and Russia National Myth
  8. 8. America
  9. 9. Great Britain Rule Cool Britannia.
  10. 10. Russia
  11. 11. The South African Story
  12. 12. Afrikaner Nationalism.
  13. 13. The Struggle
  14. 14. The New SouthAfrica
  15. 15. The Rainbow Nation
  16. 16. The Rainbow Nation
  17. 17. The Rainbow Nation
  18. 18. TheAfrican Renaissance
  19. 19. Brand SouthAfrica
  20. 20. Brand SouthAfrica
  21. 21. Brand SouthAfrica
  22. 22. Brand SouthAfrica
  23. 23. The final whistle.
  24. 24. Now what? One person has defined the national narrative more than any other.
  25. 25. Guess who…
  26. 26. 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
  27. 27. Why YFM?
  28. 28. What are the stars we’re going to steer by?
  29. 29. Thank You.

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