How to Celebrate Africa Day with Cultural Appreciation
Africa Day is a time to celebrate the diversity and richness of African cultures and to learn from the stories and experiences of Africans. As content creators and thought leaders, we have an opportunity to honour and respect African culture and support its development.
By Inam Qoma, Business Development Director, Rothko Brand Partners
Photo: MaXhosa Africa Sustainability Fashion Festival, photographed by Arthur Dlamini.
Here are some ways that the communications and media industry can celebrate African culture with cultural appreciation rather than appropriation:
Amplify African Voices: We can showcase the talent and creativity of African artists, such as Burna Boy, Angelique Kidjo, Lisa Folawiyo and Laduma Ngxokolo, who use their music and fashion to express their heritage and identity. We can also provide more platforms and opportunities for African and Black creators and voices, both in front of and behind the productions, to ensure diverse representation and perspectives.
Acknowledge Cultural Significance: We can recognise and respect the historical and cultural importance of African patterns, prints and designs and avoid appropriating them without proper attribution or context. We can also educate ourselves and our audiences about the origins and meanings of these design styles within African communities.
Tell Positive Stories of Africa: We can change the narrative on business in Africa, which is often distorted by the interests of foreign powers, according to a report by Africa No Filter. We can tell positive stories of Africa that highlight its innovation, creativity and opportunity rather than reinforcing stereotypes and biases. We can also showcase the achievements and potential of African businesses and entrepreneurs and challenge the negative perceptions that hinder Africa's progress.
By following these suggestions, we can celebrate Africa Day by embracing diversity, educating ourselves and our audiences, and creating content that promotes cultural appreciation rather than appropriation. Together, we can honour and uplift African cultures while fostering a more inclusive and respectful society. It is crucial for the communications and media industry to actively work towards dismantling systemic barriers and providing equitable opportunities for Black creators and voices to thrive.
