This article first appeared in the Africa Report. February 2014 Politically it was an audacious attempt by the Democratic Alliance to rebrand itself ahead of elections. In each poll since 1994, the DA has essentially stood for what is good for old suburbia. But this secure constituency is also a low ceiling. South Africa’s electorate is 80% African. To grow, the DA needs more Blacks to vote for them. Many Blacks, however, are wary of white intention and largely still appreciative of the steep moral, social and cultural elevation brought by national liberation. I suppose one could call it BSC – Black self-consciousness. Even if the economic dividends are meagre and even as the ANC subsides in a fire-pool of sleaze, to switch to the “Madam” is a ballot too far.