Some cultural things money can't buy

The Editor, Sir:

I had to read it three times to recover from the shock of Kevin O'Brien Chang's suggestion ('A cultural transformation?' in The Sunday Gleaner, August 15) to establish a four-day holiday for Emancipation and Independence based on principles of economics. Perhaps Christmas Day and New Year's Day can be converged in similar fashion too.

"Purists and pendants" will indeed disagree. Mr Chang, at the core of understanding culture(s) is understanding 'meaning(s)'. Slavery 'meant' excellent economic prospects for the Europeans, so did Apprenticeship and colonial rule, which ended on Independence Day. This is precisely why emancipation of the former and attainment of the latter must be accorded its own importance, and commemorated on the very day that each one occurred. It is simply that important.

Chang tells us the most important "emotional" aspect of 'Emanci-pendence' is the 'Augus' Mawnin' midnight vigil. He suggests we can conveniently abandon celebrating Emancipation Day itself on August 1, but still have the midnight vigil for economic reasons. That way, he suggests, ATI weekend in Negril could get "bigger and more hyped". So the economic considerations of the party and tourism market should be privileged over the emotional attachments of cele-brating Emancipation and Inde-pendence, I discern.

Economics vs emotion

Chang might be reminded that according to Western thought processes that we have adopted, the tangibility of economics is always privileged over 'emotion'. That's why an emotional reaction is often likened to being immature, unreasonable or backward. It is not so in many other cultures of the world - Asian, African and Aboriginal - where emotions are naturally written into their philosophies. It is for exactly that reason why emotional responses have been seen to be culturally primitive through a predominantly Western lens. That's also why emotional women are perceived to be 'lesser beings' in some quarters, since we're talking culture.

Mr Chang asserts, "Let's face it, our culture is about the only legal thing we Jamaicans produce that is in worldwide demand. We should be doing everything we can to increase its intensity and marketability." Ironically, Mr Chang, it is the very 'culture' of demand and supply that has caused some reduction in the marketability and value of our cultural products and services. Until that very notion is considered as part of our cultural industries thrust, even "the most effective cultural minister of recent times" will be unable to make the breakthroughs necessary to get the industries to perform optimally.

The garish 'branding' of a marching group in the festival parade is a reminder of this dichotomy. One understands the economic require-ments to stage such activities. Sponsorship means a great deal to the 'bottom line' of the Festival celebrations. There are many more tasteful, creative and culturally specific, visible means through which sponsors can get their pound of flesh than this crass branding. Branding, before it was adopted as a neoliberal marketing term, meant distinguishing marks imprinted on animals, slaves and criminals. Just so we understand the ironic, neocolonial meanings of branding our people and culture during the very festival that celebrates the end of colonialism. Even the concept of Brand Jamaica requires rethinking - culturally.

Dealing with real issues

So, Mr Chang, while we talk culture, Independence and Emanci-pation, let's talk about the cultures of inequity that exist within the cultural industries themselves, of which you speak. This includes prevailing questions about what is seen to be an absence of competitiveness in the very award of contracts and, some might say, transparency in the staging of the very celebrations put on by the Government, now independent for 48 years. Let's deal with some real issues, since we are talking about the economics and culture.

One theme common to both Emancipation and Independence, each celebrated in its own right, must be that there are still some things money can't buy - true and real pride, patriotism, democracy and honesty are among them. It is the heightening of those qualities, culturally, that will revive cultures of productivity in this nation, in all sectors. Even more ironically, without the cultural practitioners as advocates in the creation of what Mr Chang calls the 'New Jamaica' , we may as well all be singing in the winds of a hurricane.

Mr Chang, there must be no compromise in the celebration of Emancipation or Independence in ways and using means and processes that are appropriate to their significance.

I am, etc.,

DEBORAH HICKLING

UWI, Mona

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