Agriculture Minister John Steenhuisen has tapped yet another online influencer for a prominent position in government. Meet Sihle Ngobese, better known as Big Daddy Liberty— a YouTuber with a following of nearly 46,000 subscribers.
Ngobese is now set to play a pivotal role managing relationships with interest groups as Steenhuisen’s outreach officer. Before this appointment, Ngobese was a spokesperson at the Western Cape Department of Social Development and worked as a researcher assisting with strategic communication at the DA. He also holds an honours degree in industrial and organisational psychology from the University of KwaZulu-Natal.
Notably, Ngobese also happens to be a farmer and a vocal activist against farm murders, which aligns him with certain sectors of the agricultural community. However, what raises questions is not just his YouTube fame, but the pattern of appointments that seem to mirror the very thing the DA has long condemned: cadre deployment.
By appointing a figure more known for his social media presence than formal qualifications, questions arise about whether the DA is straying from its principles of merit-based governance.
The irony of ‘Bro deployment’
For years, the DA has led the charge against the ANC’s notorious cadre deployment strategy. For those new to this political lingo, cadre deployment is essentially the practice in which loyal party members are placed in key government roles, often without the qualifications necessary to do the job.
The DA has made this criticism a cornerstone of their political platform, arguing that it leads to inefficiency, corruption, and undermines public trust in government institutions. Fair points. However, the DA now appears to be doing the very thing it once railed against—handing out jobs to party-friendly personalities, in this case, those with prominent online profiles.
Ngobese is the latest to benefit from this shift. He isn’t the first, though. In August, Steenhuisen appointed Roman Cabanac, another YouTuber with a legal background, as his chief of staff. That decision didn’t end well. After mounting pressure over controversial remarks made by Cabanac on his YouTube podcast, MorningShot, Steenhuisen was forced to ask for his resignation, though Cabanac is still hanging around until the official HR processes are complete.
The question remains: Is appointing unqualified public figures part of a broader DA strategy, or is this simply a convenient move to push party loyalists into government roles?
The Bro culture connection
Steenhuisen’s recent moves suggest an affinity for “bro culture”—a trend that prioritises personality, social media clout, and political theatrics over substance. It’s reminiscent of Trump-era politics in the U.S., where governance became more about who you know than what you know. By placing individuals like Ngobese and Cabanac in positions of power, Steenhuisen risks embracing this superficial brand of politics.
But it’s not just about the personalities. The DA has made headlines recently for pushing exemptions from qualification requirements for key appointments. On 6 October, the Department of Public Service and Administration (DPSA) disclosed that Steenhuisen requested exemptions for four appointments in his office, including Annette Steyn, a former DA MP and agriculture spokesperson, as well as others with only matric qualifications. DPSA Minister Mzamo Buthelezi rejected these requests, forcing Steenhuisen to reconsider his lineup.
In simpler terms, Steenhuisen is fighting to surround himself with people who lack the formal qualifications required for their positions. For a party that prides itself on merit-based governance, this move doesn’t sit well with many critics.
Pot, meet kettle
The DA’s actions have led to accusations of hypocrisy. They’ve been one of the loudest critics of the ANC’s cadre deployment, but their recent behaviour suggests they’re falling into the same trap. By appointing unqualified individuals like Ngobese and Cabanac, the DA risks undermining its own credibility.
Remember, cadre deployment isn’t just about giving jobs to your pals. It’s about weakening institutions by placing loyalty over competence. The DA’s shift towards appointing “celebrity bros” is concerning because it represents a step towards the same inefficiency they accuse the ANC of promoting.
Not just a DA problem
The DA isn’t the only party under scrutiny for pushing exemptions. The DPSA office has been busy fielding similar requests from other political figures. According to the Public Service Act, since 3 July 2024 senior management service posts require a qualification at NQF level 7, with a minimum of five years of experience for these positions.
Minister Buthelezi disclosed that in addition to Steenhuisen’s requests for exemptions from qualification, Minister of Water and Sanitation Pemmy Majodina and Minister of Minerals and Petroleum Resources Gwede Mantashe (both members of the ANC) had also made requests.
One glaring example of how missing qualifications can go wrong is the case of former Johannesburg Mayor Kabelo Gwamanda, a member of Al Jama-ah. Following his election in May 2023, it was revealed that Gwamanda’s highest level of education was not a diploma in business, as stated by Al Jama-ah leader Ganief Hendricks, but rather a National Intermediate Certificate awarded upon completion of Grade 10.
His tenure, which ended in August 2024, was marred by serious allegations of fraud and deception, culminating in his arrest on Friday for a funeral insurance Ponzi scheme that he allegedly ran between 2011 and 2012.
The bigger issue
The bigger issue is whether this trend signals a broader acceptance of mediocrity in public office, potentially weakening South Africa’s ability to address its pressing challenges. If they don’t, they risk undermining public trust and contributing to the very problems they claim to be solving.
And as for Ngobese? Only time will tell if his new role will mark a fresh, dynamic chapter in agricultural outreach—or if it’s just another example of party politics trumping public service.
Emma is a freshly graduated Journalist from Stellenbosch University, who also holds an Honours in history. She joined the explain team, eager to provide thorough and truthful information and connect with her generation.
