In this post I have explored my chosen cultures representation in the media, and researched in to some of their current affairs. Having knowledge on these subjects will help me design a look to represent all areas of this culture, potentially including negatives as well as positives. This will help me represent my culture as true to form as possible.
When I was completing my research into cultural appropriation vs appreciation, I unintentionally came across an article with an example of appreciation connected to my chosen culture. During 2014, singer Pharrell Williams began a design collaboration with Adidas, with the goal of releasing his own sneaker collection. Pharrell’s intentions seemed good, as he wanted to represent all corners of the world, and titled the collection ‘human race’.
However, the release of a certain shoe, named ‘clear aqua’ quickly came under fire. The design of this sneaker drew inspiration directly from the Xhosa culture of South Africa. However, even though this South African tribal group’s symbols and wordings have been directly used for this collaboration, they shoe will not be sold in South Africa.
The shoes sported the word ‘uluntu’, an Xhosa word meaning human race, or humanity, yet would not be sold to or even seen by those it was inspired by. Even Though this may not have been intentional, this is a great example of cultural appropriation. This is because someone of extremely high social standing has taken something from a minority group, and used it to gain profits – without even correctly acknowledging its true origin.
During an interview, Mxolisi Mac Bhengu put it perfectly when he said that “The entire concept is wrong if it can’t be purchased in the country where the word originates. It’s all good and well to draw on inspiration from different cultures, but to capitalize on it and not allow those muses to enjoy the creations is another matter entirely.”
From reading this article I have further learned the importance of correctly researching different cultures, and ensuring to represent them in a way that is clearly celebrating their cultures, rather than taking from them. Therefore, I will ensure to research fully into the meanings of certain words and symbolism’s.
The second article I read was a round up of current issues in the country. From that article, I learned although South Africa may seem like a beautiful, and peaceful country from the outside they have many of their own struggles, including; increasing cases of inequality and unemployment, effects from the Covid-19 pandemic, a high profile trial accusing former President Jacob Xuma of fraud, corruption and money laundering. However, one of the topics I chose to look into further was women’s rights.
After speaking to multiple women I know who live, or have lived in the country, I am aware there are many issues surrounding the rights and safety of women. When researching I discovered in January, the South African government passed new laws such as; the Criminal Law (Sexual Offences and Related Matters) Amendment Act, the Criminal and Related Matters Amendment Act, the Domestic Violence Amendment Act, and the Criminal Law (Forensics Procedures) Amendment Act, in order to hopefully improve the disturbingly high rates of gender based violence reported across the country.
The police minister, Bheki Cele has previously reported that between April and June 855 women were killed and over 11,855 cases of gender based violence against women was reported. This number also includes a shocking 9,516 cases of rape.
With this evidence it goes without saying women in this country must feel terrified in many situations. I wanted to focus on this topic, and hope to create a piece that helps to empower women, and enable them to embrace their natural beauty and inner power.
Megan Hoff 