De Beers,Anglo American and Optima Magazine

We consider in this article how the largest corporations in Apartheid South Africa used an in‐house magazine to manipulate their shareholders' perceptions of the current political scenario. We argue that in that era, business felt compelled to respond to the portrayal of events in South Africa presented by the international media. Furthermore, we examine the motivation of business for doing so and why that motivation does not exist in post‐apartheid South Africa.