Government adds its voice to the various members of society in condemning the insensitive and racial social media advert by personal care and beauty brand Dove.
The advert, which shows black woman taking off her T-shirt to reveal a white woman underneath her skin, advocates or implies that it is not socially acceptable to be a black woman. The advert further reinforces the stereotype that physical features influence how society perceive and judge woman. ‘White-washing’ is an offensive method used in modern advertising to manipulate the appearance of a person’s skin tone to make them appear more like a white person’s skin tone. Thus, it is intended to meet the standards of beauty in society that favor white over black women.
Minister of Communications, Ayanda Dlodlo, said: “While advertising can be seen as necessary for economic growth, it is not without social costs. Social cohesion should be the primary objective of every South African including corporates in the private sector. We cannot time and again make the same mistake and regress the social advances we have made as a nation. I am sounding the clarion call to all individuals, business, the public and private sectors to be mindful and aware of cultural and racial messages and to think about how perceptions, stereotypes and memories can affect society.”
“South Africans, irrespective of the colour of our skin must strive for a common national identity that is supported and cherished by all. This approach will enable us to break down the artificial barriers of culture, race or religion that still divide us to an extent. Furthermore, the marketing and advertising industry is a vehicle for social communication; and its messages reach deeply into some social issues faced by the country. Thus, it has an impact on society’s basic attitude and behaviour patterns,” added Dlodlo.
South Africa embraces diversity and the values of non‐racialism and non‐sexism are central to our democratic principles. Government calls on this generation to continue to working towards a society free from racial, social, economic and class barriers. “We must strive to maximise the things we have in common rather than to focus on that which divides us. Together we move South Africa forward,” added Dlodlo.
Enquiries:
Phumla Williams (Acting Director-General)
Cell: 083 501 0139
Email: phumla@gcis.gov.za
10 October 2017
