The first question I was asked was if this would have been peaceable by other religion counterparts, should their God be portrayed in such manner. My respond was absolutely no, mainly because I feel most religion hypocritically condemns alcohol intake and usage. Even though majority of their follower heavily indulge in it. Should that been beer commercial, it will never be allowed.
That been said, element relating to African image have been on media front line for a while
The bitter truth is the fact that I know we need mass media and all its components and tools. We need a very good PR movement to polish our image. We need to reintroduced our self to the whole world in our own language as oppose to various misrepresentations that have been put out there.
At the same time, knowing how mass media work, and now social media, could also be mass destruction. Certain things cannot be put out there. Before I go any further, I know culture is not static; it grows out of a systematically encourage reverence for selected customs and habits. Holding on to " custom and habits" and relating it to the image that is suppose to be Sango and Ogun. Yoruba culture/religion do not frown at alcohol consumption per se. It is the abuse and excessive usage that it condemns. frivolous uses are also discourage. Need to be noted that alcohol then is made out of fruits and other edibles. It is totally different from what alcohol is today. Maybe that is why the Orisa were use.
Having said that, I don't know the extent this should be condemned or perhaps what yardstick to measure this depiction with.
Owing to their own consciences, art are an important component of the anthropological element in teaching the target culture. If weigh on this scale, Using Orisa image to portray frivolous drinking will be seen as disrespectful. Because what is it teaching?
There have been commercial of alcohol company like Seaman Schnapps in Nigeria which showcase Yoruba culture/religion in retrospect to alcohol usage for libation and prayers. That will not raise eyebrow.
If we are to excuse the fact that our celebration an rituals involve gins and all, how do we think people around the world from various religion counter parts will react if this were to be Jesus and Mohammed in the picture. Especially religion that sees themselves as the apostle of morality and high priests of all things godly. Would this have been tolerated?
Placing this on a global platform, using the Arab Nation and Arabic language as reference. There have been situation where protest have been made and products been recalled due to usage of Arabic language where the Muslim community felt it was used in an offending manner. Take for instance cartoon image of Muhammad that generated protest and enrage the Muslim community all over the world.
On a social scale, what does this mean for children seeing the Orisa in that image. This is an alcoholic beverage in question. There are families that have been destroyed because of alcoholism. Not to offend anyone or be judgmental, but relating the gods to something that is deem destructive seems off.
This is not a Guinness ad or image supported by them ( I hope not). Because as far as I know product maker must at all times consider all kinds of cultural and language barriers in their commercial. This is just a fan act/art. Someone who probably didn't give it much thought as to the sensitivity of the Icon been used or perhaps what it means to others. Maybe because it was never an issue where saying anything about Orisa have been questioned.
As Olorisa we have Image problem already, I don't know what the intention of the artist was or is for making this. This could be a good gesture to some extent, the Orisa been represented. But in what light?. The gods are still relevant and I think all things related to religion and its sacredness should be showcase positively and taking serious. This can be done by anyone irrespective of their religion orientation.
David Rudd, a vice president at ad agency Axis says "Just as each ad should be viewed on its merits, every group has a right to be sensitive to the manner in which it is portrayed in mass media..Memorable art and funny art can be accomplished without insulting anyone.
The questions now are;
- Are we been denied the privileged enjoy by other popular religion?
- Is this meant to be derogatory or celebrating culture?
- Is this image appropriate?
- Should we just chill and sip on this as a mere comic image?
Iyalaje, you have a style of writing and projection on matters relating to Yoruba culture that stimulates my brain, you energize and move thoughts to the surface for me. May the ancestors and the Orisas bless you!
ReplyDeleteFirst, Yoruba must lead and assert itself. Is the Yoruba traditional worship a "religion", or a "spirituality"? Some say it is religion, others say it is spirituality. We all need to speak with one voice about our worship and the deities. We all know, uniformly, what Ile Ife is in relation to our beginnings...so why are we not uniform in defining what our worship is? Religion is not the same as spiritualism. So the ground must be cleared on this.
Second, we need an over-arching Yoruba institution that serves as apex authority on all socio-politico interactions in which Yoruba, whether at private or public level, interfaces outwardly with non-Yoruba elements, and also where we are at the receiving end inwardly. Such an institution, if it exists, will inspect and approve music, movie, advert, television....and all other broadcast medias intended for public consumption. The institution will also possess power to enforce Yoruba customary laws, prosecute and sue and to lobby government for the safeguard of Yoruba interests. If this had been in place, proactively....we would not be struggling and competing, reactive, against movies that portray Yoruba Traditional Priests as kidnappers and agents of evil forces.
Third, there are some aspects of urban living and political value system that are secular and should never come into mix with sacred principles like that of Omoluabi. We were too focused on teaching Omoluabi that we may have ended up doing some long lasting and irreparable damage to two generations of Yoruba children back to back. They are so coded on living and exhibiting Omoluabi that they lack survival tactics and skills in the fast changing social pressures imposed on them by the secular realities of Nigerian society. They were taught uprightness is the key to success. That is fair to expect in a society in which orderliness and harmony exists. An Omoluabi would not need to wonder if the law would come to his aid if robbed. Yorubaland is not walled in to prevent corrupt and barbaric, uncivilized murderers from coming in to harass and violate our Omoluabis. In the Nigeria we live in an unguarded Omoluabi would spend the week in jail after he is robbed...his assailants roaming the street free after paying dues to law enforcers. Lessons learnt! We need now to separate Omoluabi from mundane reality of the Nigerian society and tool our children to be the ones that use pressure and intimidate others. We have many deities that are known troubleshooters (Oya, Sango, Ogun, Esu) and we love them...why can't our children emulate their troubleshooting natures. It doesn't always have to be Omoluabi 24x7.
Fourth, no other ethnic group anywhere in Africa throws party to celebrate life like Yorubas do. With the largesse and excess we lost ourselves and sense of discipline and moderation. We turned what should be occassional outing into habitual outing...some are now addicted to partying and find it unbearable to be home resting on weekend. What really do we do at the parties? We cannot convince the world to clean up our sacred images but our people are known for out-spending any African group on alcohol and meat consumption. Yorubaland has become dumping ground for expensive bottled wine and spirits. Everyone is making their money on our habits, the advert companies included.
Let me stop here, this is not a political forum.
Iyalaje, Ire o, mo juba Awo o!
Mr. Iyalage, Ire o!
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