Editor

What DASO Ads achieved

In Media, Politics, Society on January 25, 2012 at 2:01 PM

Media reports claimed this week that Makashule Gana of Democratic Alliance Student Organisation said the party’s posters (see below) with the message “In OUR future you wouldn’t look twice (to what?)” were meant to create a debate about race – and they did.

Gana reportedly said this, arguing that o say the posters were extreme – as had been alleged by Theunis Botha of the Christian Democratic Party who said they were “shocking” and promoting “sexual immorality” – was unfair. Botha told Times Live on Tuesday that there were “many ways in which the DA could have projected its image as a non-racial party, rather than using a poster clearly promoting sexual immorality”.

Gana, however, differed, saying “to say the poster is sexual is taking it to extreme”. He said the posters were saying a lot, instead. “They [the two people on the picture] are embracing each other, and it shows in this country that we can find an opportunity to embrace each other”. He did not know why “there (were) negative comments about it [the poster]” as “it is a work of art that depicts a future that we [DA] would want to build”.

The Ads would, unfortunately, make you want to love South Africans even more, if you never did. Even social networks were buzzing, with many accusing the party of claiming to be non-racist when it in fact is. Although the views were diverse across racial line – but one could get a sense that many black people were angrier than whites as, to them, DA was far from being the non-racial opposition party it claimed to be.

DA may not have achieved one of the objectives it intended to (of portraying itself as a non-racial party) but it managed to get South Africans debating the thorny and controversial race issue, and at the same time exposing our racist tendencies. To Sarah Britten the posters meant we would find them unusual or offensive, thereby implying we are “excessively aware of race” which would then require our re-education “in the principles of non-racialism by the DA” (my emphasis).

I agree with Britten when she, like Gana did through the posters, says that the time has come for South Africans to open up the race debate because we have been “sitting on it for years and acted as if it does not matter”. Britten admitted that we need to ask ourselves questions, almost similar to those former Mail & Guardian journo Mmanaledi Mataboge, currently working to the controversial City Press had addressed in an open letter to her white colleagues in 2009.

These questions would include whether we – as black and white South Africans – have ever discussed our race relations or we just “jumped to reconciliation” and that for as long as we do that (jumping around our race relations and not discuss it), “come 2020 we will still be jumping up and down because we will not have a stand on race relations”.

About these ads
  1. [...] AKanyangaafrica identifies what the controversial poster has achieved: The Ads would, unfortunately, make you want to love South Africans even more, if you never did. Even social networks were buzzing, with many accusing the party of claiming to be non-racist when it in fact is. Although the views were diverse across racial line – but one could get a sense that many black people were angrier than whites as, to them, DA was far from being the non-racial opposition party it claimed to be.” “DA may not have achieved one of the objectives it intended to (of portraying itself as a non-racial party) but it managed to get South Africans debating the thorny and controversial race issue, and at the same time exposing our racist tendencies. To Sarah Britten the posters meant we would find them unusual or offensive, thereby implying we are “excessively aware of race” which would then require our re-education “in the principles of non-racialism by the DA” (my emphasis). [...]

  2. [...] AKanyangaafrica identifies what a argumentative print has achieved: The Ads would, unfortunately, make we wish to adore South Africans even more, if we never did. Even amicable networks were buzzing, with many accusing a celebration of claiming to be non-racist when it in fact is. Although a views were different opposite secular line – though one could get a clarity that many black people were angrier than whites as, to them, DA was distant from being a non-racial antithesis celebration it claimed to be.” “DA might not have achieved one of a objectives it dictated to (of portraying itself as a non-racial party) though it managed to get South Africans debating a troublesome and argumentative competition issue, and during a same time exposing a extremist tendencies. To Sarah Britten a posters meant we would find them surprising or offensive, thereby implying we are “excessively wakeful of race” that would afterwards need a re-education “in a beliefs of non-racialism by a DA” (my emphasis). [...]

  3. [...] AKanyangaafrica identifica aquilo que foi alcançado pelo cartaz polêmico: The Ads would, unfortunately, make you want to love South Africans even more, if you never did. Even social networks were buzzing, with many accusing the party of claiming to be non-racist when it in fact is. Although the views were diverse across racial line – but one could get a sense that many black people were angrier than whites as, to them, DA was far from being the non-racial opposition party it claimed to be.” “DA may not have achieved one of the objectives it intended to (of portraying itself as a non-racial party) but it managed to get South Africans debating the thorny and controversial race issue, and at the same time exposing our racist tendencies. To Sarah Britten the posters meant we would find them unusual or offensive, thereby implying we are “excessively aware of race” which would then require our re-education “in the principles of non-racialism by the DA” (my emphasis). A propaganda faria, infelizmente, você querer amar os sul-africanos ainda mais, se é que você não os amava até então. Até mesmo as redes sociais ficaram movimentadas, com muitas acusações feitas ao partido de declarar não ser racista quando na verdade o é. Embora as opiniões fossem variadas de uma lado a outro da linha racial – mas podia-se perceber que muitas pessoas pretas ficaram com mais raiva do que os brancos uma vez que para eles DA estava longe de ser o partido de oposição sem filiação racial que declarava ser.” “Pode ser que o DA não tenha alcançado um dos objetivos que tinha como meta (de se auto-retratar como uma partido sem filiação racial) mas conseguiu levar os sul-africanos a debater a questão espinhosa e polêmica da raça e, ao mesmo tempo, expor nossas tendências racistas. Para Sarah Britten os cartazes tinham a intenção de nos confrontar com o fato de que os acharíamos incomuns ou ofensivos o que implicaria que estamos sempre “excessivamente cientes de raça” o que demandaria, por sua vez, uma re-educação “dentro dos princípios do não-racialismo de autoria do DA” (minha ênfase) [...]

  4. [...] AKanyangaafrica erkennt, was das kontroverse Poster bewirkt hat: Die Anzeigen führen unglücklicherweise dazu, dass man die Südafrikaner noch mehr ins Herz schließen will, auch wenn man das bisher nicht beabsichtigte. Sogar die sozialen Netzwerke brummten und viele warfen der Gruppe vor, sich als nichtrassistisch darzustelllen, obwohl das in Wirklichkeit nicht stimmt. Die Ansichten waren auf beiden Seiten der Rassengrenze vielfältig – aber man bekam den Eindruck, dass viele schwarze Bürger verärgerter waren als weiße, da sich die DA aus ihrer Sicht bei weitem nicht wie die nichtrassistische Oppositionspartei verhalten hat, als die sie sich selbst bezeichnete. Die DA hat zwar vielleicht eines ihrer Ziele, die sie sich gesteckt hat, nicht erreicht (die Selbstporträtierung als Partei ohne Rasseschranken), aber sie hat bewirkt, dass die Südafrikaner das heikle und kontroverse Thema ‘Rasse' diskutieren und gleichzeitig unsere rassistischen Tendenzen entblößt. Wenn wir die Poster ungewöhnlich oder abstoßend finden, impliziert das für Sarah Britten, dass wir ‘übermäßig auf Rasse fixiert sind' und hinsichtlich der ‘nichtrassischen Prinzipien' von der DA umerzogen werden müssen (meine eigene Hervorhebung). [...]

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