#ImStaying is a Facebook group that is said to have been started with the intention of countering negative narratives about South Africa. It is intended to create inclusivity in a seemingly divided nation, to chant an anthem: “I AM STAYING!” However, the very notion of having an option to leave, but choosing to stay, is rooted in privilege. Most of South Africa is not afforded that choice and stay out of necessity or not having an escape route. I joined the group in its early stages, hoping to indulge in stories excluded from mainstream media. What I came to find instead was underlying tones of rainbowism, tokenism, and other forms of patronising, paternalistic, privileged posts. The group was also heavily controlled, preventing any ‘negative’ comments, discussions or debates. Following from my encounter with angry drivers, I typed up a post and submitted it to the group. For a week, my post was pending approval from the group’s admin, after which someone on their side deleted it. What did it say? It went something like this: “There is a theory in the social sciences that all the world’s problems can be traced back to three institutions: patriarchy, capitalism, and white privilege. What can we do to tackle these challenges and create the South Africa we all belong to and dream of?” Admittedly, I asked this question in the hopes of sparking a conversation but came to realise that this group isn’t the platform for confrontation, observation, or reflection. Here are three lessons for brands. Lesson one: look for signs Frustrated with the “toxic positivity” of the group, local artist David Scott of The Kiffness revealed that many of the people on the page were expats living abroad; they had, in fact, left (read the full story here). Scott has since created his own group, called #ImSlaying, in which people share comical photos and stories of themselves succeeding in life. The original group should not be disregarded or completely discredited, because it exists for a reason. That reason might be that consumers of media are searching for other narratives, communities, and outlets.
False hopes are more dangerous than fears — JRR Tolkien, author Lesson two: map the journey South Africa faces the challenge of several legacies, of patriarchal power structures, of capitalist systems that create exclusion and invisibility, and of privilege that favours the few. We have been through this journey before. Coming from a highly racialised past and moving to democracy, younger generations have since called for the fall of sugar-coated reconciliation. Knowing where we come from and what we have been through can help guide where we are going.
A generation which ignores history has no past, and no future — Robert Anson Heinlein, author Lesson three: change direction If we imagine transformation to follow the shape of an S-curve, it becomes easier to anticipate, prepare for, and shape change. A time of growth is often followed by a transition in which the old is discontinued, and the new emerges (read more about the Sigmoid Curve here). It could be said that SA is currently in a state of transition, transformation, and uncertainty. What we do now will impact our trajectory going forward.
Where the fog is thickest, begin — Marty Rubin, author This article was published on Marklives
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MARGUERITE COETZEE
ANTHROPOLOGIST | ARTIST | FUTURIST CATEGORIES
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