Masters of Disinformation: Exposing Kriel and AfriForum’s MAGA Playbook

South Africa’s political landscape is being reshaped by sophisticated disinformation strategies that mirror techniques used in American right-wing circles, according to media analysts and political observers. At the center of this phenomenon is Ernst Roets and his organization AfriForum, who have reportedly adopted tactics from the MAGA (Make America Great Again) playbook to advance their agenda.

Roets, AfriForum’s Deputy CEO, has emerged as a prominent figure in South African conservative politics, frequently appearing on television panels, radio shows, and social media platforms to promote the organization’s viewpoints. Critics argue that AfriForum has systematically built a parallel media ecosystem that bypasses traditional news outlets while amplifying divisive narratives.

“What we’re witnessing is the calculated deployment of disinformation strategies that have been refined in the United States,” says media analyst Thandi Ncube. “The approach involves creating an alternative information sphere where facts become secondary to emotional appeals and identity politics.”

AfriForum’s media strategy reportedly includes extensive use of YouTube channels, podcasts, and social media platforms to reach audiences directly. These channels often feature discussions about farm attacks, land rights, and what the organization describes as threats to minority rights in South Africa.

Political scientist Dr. James Motau points to the organization’s international outreach as particularly significant. “They’ve established connections with right-wing media figures in the United States and Europe, creating a transnational network that amplifies their messaging beyond South Africa’s borders,” he explains.

This international dimension became evident when Roets appeared on Fox News and other conservative American media outlets to discuss South African land reform policies. These appearances frequently framed complex political issues in simplified terms that resonated with American conservative audiences.

Media literacy experts have identified several key techniques employed in this strategy. These include the selective use of statistics, emotional anecdotes presented as broader patterns, and the consistent portrayal of the organization as defending fundamental rights against an overreaching government.

“The approach is sophisticated because it mixes legitimate concerns with exaggerated threats,” notes communications professor Sarah Barnard from the University of Cape Town. “This makes it difficult to separate valid criticism from manufactured outrage.”

AfriForum has consistently defended its media approach, maintaining that they provide necessary perspectives that mainstream South African media overlooks. The organization describes itself as a civil rights initiative focused on protecting minority rights within the constitutional framework.

“We’re simply providing a platform for voices and concerns that aren’t adequately represented in mainstream discourse,” said an AfriForum spokesperson when contacted for comment. “Our goal is to ensure that all South Africans’ rights are protected, regardless of their background.”

The impact of these communication strategies extends beyond mere media presence. Political analysts suggest that AfriForum’s approach has influenced how certain segments of the South African population perceive key political issues, particularly around land reform, crime, and cultural identity.

“What makes this concerning is how these techniques bypass critical thinking by appealing directly to emotional responses,” explains sociologist Dr. Nokuthula Dlamini. “When information is packaged this way, it becomes resistant to fact-checking or contextual analysis.”

Media monitoring organizations have called for increased public awareness about information manipulation techniques. They suggest that recognizing these patterns is crucial for maintaining healthy democratic discourse in an increasingly fragmented media landscape.

The phenomenon represents a broader global trend where political communication increasingly operates in separate information ecosystems with limited overlap. This polarization makes consensus-building on national issues increasingly difficult, according to governance experts.

As South Africa navigates complex political and social challenges, the sophistication of these communication strategies poses significant questions about information integrity and democratic discourse. Understanding these dynamics has become essential for citizens attempting to make informed decisions about the country’s future.