Brent Bozell III, the newly appointed United States (US) ambassador to South Africa by President Donald J. Trump, struck a tone of reconciliation in a video message broadcast across the nation. The ambassador’s address stood in sharp contrast to President Trump’s bellicose remarks. Bozell, a right‑wing conservative, is the founder of the Media Research Center, a non-profit organization that he says works to “expose and counter the leftist bias of the national news media.” At the time of his appointment, Trump stated that Bozell “brings fearless tenacity, extraordinary experience, and vast knowledge to a nation that desperately needs it.”
A strong defender of Israel, he (Bozell) said at his Senate confirmation hearing in October that he would push Pretoria to end its genocide case. South Africa’s government filed the case with the International Court of Justice in 2023, alleging that Israel’s war on Gaza — which followed the attack by militants from the Palestinian group Hamas — breached the 1948 United Nations Genocide Convention. Israel has denied that accusation. Bozell also told the Senators: “I will communicate our objections to South Africa’s geostrategic drift from non-alignment toward our competitors, including Russia, China and Iran.” He said he would promote Trump’s offer of refugee status to the white Afrikaans minority, several hundred of whom are believed to have taken up the invitation since it was extended last May.
Bozell intends to pursue a low‑key approach to advancing his diplomatic agenda in South Africa. Pretoria will need to be wary of how Bozell uses his influence and what he offers from Washington in exchange for bargains that may appeal to him. With Trump’s ear, Bozell will want President Cyril Ramaphosa to be aware of that leverage. He is adopting a softer tone of reconciliation to persuade Ramaphosa and the African National Congress (ANC) to drop the charges of genocide in Gaza against Israel. Bozell may propose a trade deal and suggest that Trump would moderate his rhetoric regarding allegations of persecution of the white Afrikaner minority, which right‑wing pundits in the US have advanced. Other leading figures in the Government of National Unity (GNU), such as Democratic Alliance leader John Steenhuisen, could support the proposal to drop the Gaza genocide charges against Tel Aviv.
Pretoria and Washington have been at odds since Trump reclaimed the presidency in January 2025 and set about reshaping US relations with allies and foes alike. Trump has falsely accused Pretoria of subjecting white farmers to a genocide, and has criticised its relations with Iran and Hamas. The US president also subjected South African President Cyril Ramaphosa to a humiliating dressing down when he visited the White House last year. “We face challenges – yes, and some are serious,” Bozell said in a video message posted on X. “But strong relationships are built not on the weight of those challenges, but on the power of shared purpose. “As the United States marks 250 years of independence, I’m reminded that liberty, justice, and human dignity are not just American ideals – they are universal aspirations.
“I look forward to honouring that legacy alongside South Africa as we build a safer, stronger, and more prosperous future together.”
International foreign corporations can’t conduct business in South Africa without partnering with a South African company. Pretoria must take seriously its own economic influence across regional spheres in order to stand firm. Bozell may choose to exude charm for now to gain friends and allies for his and Trump’s cause. This reflects the classic carrot‑and‑stick approach: Trump applies the stick, while Bozell (at least for now) offers the carrot. Bozell has reminded South Africans of the 250th anniversary of American independence and extended an olive branch in his broadcast. He is seeking to build a wider circle of allies in South Africa to entrench his views. South Africa, as a whole, will have to engage him firmly. Pretoria must not abandon its close relations with other allies but should emphasize that bilateral engagement with all parties is essential to international security and stability.
Bozell, for his part, wishes to act as the wedge that drives South Africa away from BRICS (Brazil, Russia, India China, and South Africa) Plus. He also seeks to persuade the ANC‑led government to abandon the Palestinian cause. South Africa must be wary and engage with the Americans on a firm footing, ensuring that Washington does not abuse its position.
Article written by:
Yacoob Cassim
Journalist at Radio Al Ansaar
