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.