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Former public protector Thuli Madonsela tweeted: "In my view, the #Clicks case #BlackHairMatter is a textbook case of unconscious bias. Calling it out is great but anarchy and violence undermine the cause."
To which Ndlozi replied: "Find the nearest hell Thuli ... when you get there, you know the cerebral thing to do. We need no approval from your coconut logic."
The Beloved Commander in Chief and veteran of the great VBS campaign of 2019, Julius S Malema, told EFF members: "If they want war give it to them including any landlord of any mall who refuses you entrance. No-one must disrespect black people after 2013 without any consequences, if it means death so be it. We are ready for the ultimate sacrifice in defence of black people." War, fighters, death … malls are the new killing fields, apparently.
Even the EFF’s intelligence wing swung into action, and managed to uncover "the racist Clicks plan to defend itself against justice", and shared it with the world. It included such sneaky manoeuvres as: "All store managers to be on duty next week"; "All stores must be briefed to be on high alert"; and "All managers to work with each mall, centre, landlord to ensure they have been informed and [are] planning for disruption."
It hardly seemed worthy of the fanfare of the EFF’s triumphant unveiling of the "master" plan.
What it means:
Julius Malema has gone so far as to talk about war and death in exhorting his ‘fighters’ to act
Clickbait is another of the gifts that the digital world has foisted upon us. It’s false advertising that uses sensationalist language, "with a defining characteristic of being deceptive, typically sensationalised or misleading. Clickbait headlines add an element of dishonesty, using enticements that do not accurately reflect the content being delivered," says Wikipedia.
What the EFF does is essentially the political equivalent of clickbait, where it manufactures a target for outrage (and often justifiable outrage, as in the Clicksbait example), and uses that as an enticement to sample its revolutionary wares. As with digital clickbait, it’s essentially fraud, to disguise the paucity of the actual content. It’s a lot easier than doing the hard work of producing good content.
Highlighting the EFF’s propensity to go the easy, populist route, the DA’s Phumzile van Damme tweeted: "I’d rather have men stand up against GBV, and not threaten violence because of my hair. But that’s just me. It’s easy to stand up against Clicks but not against your fellow men who kill and brutalise women daily."
The invariable outcome of a reliance on clickbait is losing your audience’s trust, over time. Whether the same fate awaits our brave red-clad fighters will be determined at the polls.
Certainly, we can look forward to more of the Clicksbait tactics in a future where their staged tantrums at parliament don’t really work that well on Zoom.
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