The Importance of Art

"We consume what we see on 

TV and American content 

dominates our Screens"

The pursuit of education in the arts department is often mocked, ridiculed and not prioritized. I obviously cannot speak of nor to other continents, countries or even universities because I have no knowledge of what goes on elsewhere but I can speak of Stellenbosch University.

Stellenbosch has a tendency to relate certain degrees with levels of intellect and thus importance. For example, if you’re working towards being an actuary (studying actuarial science), you’re considered smart and crème de la crème. And if you’re studying BA law or doing journalism, you’re not particularly smart or particularly dumb; you’re just here to find a man. I’ve heard more than one person referring to a BA degree as BA man vind (direct translation: BA man find). I haven’t heard of anyone (maybe because they keep it on the down low) who’s studying BA and has a bursary (that isn’t from the university).

If you graduate cum laude and you’re doing BA the reaction is “obviously” whereas if you an engineering graduate everyone slaps you on the shoulder and tells you how great you are even though your academic record is a series of 50s. The reality though is that different degrees have different challenges. For me, my creative side died when I got to university. I dread words! Especially if they are intellectually material, the main reason I use my textbook is to look the examples because I don’t understand the written explanations. Someone doing English though, probably loves words and dreads equations.

We have different strengths and weaknesses and specializing in different departments enables us to make the most of our unique talents. In my opinion arts is not emphasized enough. Sure engineering, medicine and law are important in our infant and malnourished economy. But we’re at a time where what the world thinks of us and sees us as a country plays an important role in trade, investment, and other sectors where people in the art department play an essential and influential role.

As a country we are our art! We are the movies and documentaries we make, we are the books we publish, and the art we paint, the moves we dance, the songs we sing, the clothes we make and the ads we produce! And right now we are at a unique position where we tell the American and European story. Our ads promote the European and American lifestyle, the clothes we wear and make are American reproductions or products. We are not forging our own style and path but following the one already well traveled by other countries, perhaps because we are not cultivating our art.

In the April issue of Destiny Tiisetso Maloma is quoted saying: “We consume what we see on TV and American Content dominates our TV screens” and I cannot agree more. I was listening to a song the other day (I think it was by Emtee or Nast C, I’m not sure now) but it said something about peanut butter and jelly! REALLY! Peanut butter and jelly!? In South Africa!? I’ve attached images of South African jelly and American jelly. The one is a bread spread the other is a dessert of sorts. Or he's speaking of actually jelly (the dessert) and peanut butter, which is disgusting even though I've never tried it. If it's the  former, that is rather unfortunate. You cannot be a South Africa using American names for stuff, it's not helping tell our story. South African’s have to start telling, writing and painting stories that portray South Africa’s narrative.

This is American jelly, but in                        I don't know what Americans call this but in
South Africa this is Jam.                               South Africa this is jelly.

Source:http://www.seriouseats.com

Source:http://www.nickjrparents.com.au

South African stories are told by Americans. Invictus, is a film that tells the story of SA during the 1995 world cup. Wikipedia describes it as “ a 2009 American-South African biographical sports drama”! It starred Samuel L. Jackson (they really could have chosen a better person for the role) and Matt Damon (who both got academy award nominations for their respective roles). Sarafina! on the other hand, is a south African movie, telling a South African Story, directed by a South African, with South African actors and actresses (with the exception of Whoopi Goldberg) and is an exceptional film! However, it didn’t get as many (if any) awards or nominations. Maybe it was because of the times at which they were made, I don’t know. But the reality is South African stories aren’t being told by South Africans and when they are told by South Africans they don’t get the credit they deserve!!!!!

Now some effort is being made to cultivate young South African talent, e t.v. has their Monday eKasi stories. A slot that show stories told by emerging producers and actors I guess. But how much are they investing in those shows? If you’ve watched them, have you seen the quality of those things? It hurts to watch and it breaks my heart! I don’t know how much goes it to the production of those films but the people look orange, lighting is always an issue, the filming in general is questionable and I’m not even a movie critic.

Journalists and writers in general have a unique opportunity to write our stories without making us look like invalids. When man builds a car from scratch in Africa it’s a big thing, but the way in which the rest of the world tells the story  does not highlight the man and his intellect but the dire circumstances under which he built the car. Our success stories are written about, sure, but they are usually poverty porn and do not help improve how the rest of the world sees us. If the story was told by one of our own the narrative would be different.

I’m not saying that all south African art is a shambles and is unsuccessful. Tsotsi the film was a success, Isibaya a is totally kick ass soapie, Dean Simon is an exceptional artist, Mafikizolo and The Soil make good music. But how many of these success stories are there? Maybe I just don’t know about them, that in itself is also a problem because it doesn’t mean we aren’t producing phenomenal artists and work but we just aren’t promoting them.

The United States has done a great job of selling itself as great nation (the basis of this is a debate for another day), but they’ve done so through their art! Their movies (They make movies titled Captain America for crying out loud!), the way their rappers rap and dress (The baggy clothes and everything) they do not fail to mention America and its greatness at every turn! America is no longer just a country but it’s become a brand of sorts. There is no reason South Africa shouldn’t be doing the same! And the people to do this are people in the arts department, people we do not give enough credit!

The point I’m trying to make is that the people that tell our story (as South Africans) aren’t engineers, or doctors or accountants. It’s our artists. And we don’t give our artists credit unless their material is American and the stories they write go viral when they expose the weaknesses of our country! We’re not promoting their work nor emphasizing their role and importance. They’re truly successful once they’ve gone to Hollywood, we’re not doing enough to make them want to stay and uplift our country! They have the opportunity to portray our country; it’s history, hopes and dreams form a personal point of view without malicious intent. They’re at a position where they can influence our economy in a big way, and we need to give them the due credit and treat them like the assets that the are.

We undermine the importance and role of art and artists and this need to change.

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