A South African journalist received an unsolicited email offering payment to lend his name to an opinion piece opposing government policy on Taiwan. The incident highlights concerns over paid endorsements in media. It prompted reflections on the power of personal reputation in public discourse.
In a recent column published by Daily Maverick, the author recounts receiving an unusual email on a Wednesday afternoon in his business-focused inbox. Amid routine press releases, the message proposed R10,000 to R20,000 for endorsing, co-signing, or signing an attached op-ed. The piece aimed to dissuade the South African government from tightening its stance on Taiwan, and the sender represented an agency collaborating with a Taiwanese PR firm. The op-ed was intended for submission to South African publications.
Curious, the author phoned the contact, confirming the offer was legitimate. Shocked, he vowed to monitor publications for the article and publicly question any signatories about payment. He distinguishes this from acceptable ghostwriting, where a writer articulates someone's views, calling the paid-name practice unethical.
The episode evokes the phrase 'what am I but my name?', recalled from a radio discussion with Trevor Manuel, who successfully sued the EFF for defamation. The author argues names carry reputations that influence credibility: Trevor Manuel's appointment as chair of the 2027 Men's Cricket World Cup local organising committee signals Cricket South Africa's commitment, while MK Party's selection of Des van Rooyen as Chief Whip foretells trouble. Similarly, Mteto Nyati's involvement promises solutions, Cyril Ramaphosa's words hold weight, unlike Malusi Gigaba's, and Collins Letsoalo's CEO role at the Road Accident Fund led to scandals, including revelations from the Scopa inquiry that his bodyguards performed farm work.
This underscores broader challenges, especially for young South Africans who lack established names, trapping them in a cycle of needing experience to gain work and work to build reputation.