The Defunding of the SANDF – What the SANDF’s Facebook page reveals – DefenceWeb

This article examines the Facebook page of the South African National Defence Force (SANDF) over a twelve-month period (April 2025 – March 2026). Using qualitative content analysis and descriptive engagement assessment, the study evaluates thematic content distribution, temporal posting patterns, and public sentiment. The findings indicate a communication strategy strongly oriented toward ceremonial visibility, institutional legitimacy, and controlled narrative framing. While effective in reinforcing national identity and organisational presence, this approach reveals limited engagement with structural challenges, contributing to persistent negative sentiment within public discourse. Introduction Digital platforms have transformed how military institutions communicate with the public, shifting from one-directional broadcasting to interactive engagement. Social media, particularly Facebook, offers armed forces an opportunity to shape narratives, enhance transparency, and reinforce legitimacy. In South Africa, the SANDF operates within a complex governance environment marked by fiscal constraints, evolving operational demands, and contested public trust. This article provides a longitudinal assessment of the SANDF’s Facebook presence, examining how communication practices evolve over time and how they intersect with public sentiment and broader civil-military dynamics. Methodology The study adopts a qualitative, longitudinal content analysis approach. Facebook posts published by the SANDF between April 2025 and March 2026 were reviewed and categorised into thematic
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