This finding notwithstanding will not, I repeat, WILL NOT move the white dominated creative industry to admit the point I have argued with them for the past 10 years, which is; "YOU CANNOT SPEAK TO THE BLACK MARKET!!!" The fundamental problem white "creative’s" find themselves faced with is as follows:
1) Loss of self image and identity which in itself implies loss of self: It is a known anthropological and psychological truism that human beings, by the very nature are narcissistic. Which as a corollary of that tells us that it would be extremely difficult to morph one’s thinking into that which is unknown and un-experienced. Simply put, white people do not think like us, talk like, move like us or express themselves in the ways we do. The reasons for this is that we are poles apart, with the obvious exception to those unfortunate enough to have endured Model C transformation from black people to mimmicked pseudo black individuals, with funny accents of course.
2) What I refer to as the "Patat-Sak Boere Mentality". In other words, stubborness, arrogance and downright harre-gathied. This stems from their paternal attitude toward people of colour. In as much as their deeply seated sense of insecurity is evident by lopping so-called coloured and Indian people in the spurious "WCI" market, on the other hand they (white"creatives") still firmly believe that they can and do speak to the black community effectively, efficiently and with high regard for the nuances and ideological genre's black people hold as sacrosanct. Nothing has been further from the truth and yet, like the Holocaust denialists, adopts a firmly entrenched belief and position to the contrary.
3) If we can’t work with 'em, kill 'em attitude. Now this is without doubt is the dangerous and downright nasty and sad reflection of the white community over time. A case in point,Maqoma, Makana, Hintsa, Sandile, Biko, Goniwe, Hani, Pama, Boesak, Yengeni etc etc ad nauseum. There exists the mentality that if something from the black community challenges their thinking and stratagems, the first step is always to own it. If this cannot exist, the entity will be removed from existence by any means necessary. Because if these elements of dissent are removed, then its business as usual, sans upstarts if course. The list of people of colour who have challenged them (white "creative's") from outside the citadel of the "Advertising Fraternity" is a long one and all have all met similar fates, without fail. Those who know what I'm referring to with this, know well.
I am not writing this in an attempt to assist this industry into reforming, not because it never will or lacks the ambition to change, it is because it can’t.
Aluta Continua!!!
