Friday, 1 July 2016

Non African commercials defined Africa this far - We are redefining

The African story has been defined by Commercials this far, creating a global havoc that has affected African lives and experiences; it is still affecting it in ways we can not conceive... and what more? Some countries have made a fortune from our dark objectification. For the sake of  the X - African generation, we get to redefine it. With the advent of "team natural" -  embracing our Kinky hair and loving it the way it grows straight out of our heads, curled and untamed, the African woman gave herself the permission to love her own kind of beautiful. This revolutionized the hair care industry in unimaginable ways. How far will we go to change the narratives of Colourism, African Contourism (which I love absolutely) - for if we don't change these narratives, it lingers, it is internalized by the younger generation and so the disturbing trend continues.
The same strategy employed when we came to ourselves on our kinky hair, will be used to project the good sides of  Africa while we work tirelessly on the bad. Every continent has the good, the bad and the ugly..while the bad and ugly is managed, the good is projected to the world. Why should a one sided story, propagated by non African media be used to limit Africa and Africans, casting the ugliest hues of  grey?
The journey has started, this time led by Africans, sharing their own stories with their own pens, their own mouths, their own media.

Penned by Jumi

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