Why Cultural Appropriation is Offensive and Potentially Harmful

I have spent the past decade trying to reconnect to my roots and reframe my identity because I have come to understand how these are vital in defining your choices, what you think of yourself and others and how you impact your community. This came from a realization that it is so easy to undermine worldviews and perspective of less dominant cultures. Regrettably, our school curriculum does not quite allow us to have an in-depth exploration of our cultural history/heritage and cultural awareness. If you (progressive or not) cannot understand why someone would be offended by the recent juju saga, then you are the problem. The Tzy juju video is something I would like to describe as cultural appropriation and from this, why people are offended should be evident. 

There are written and unwritten laws and guidelines in all cultures that spell out what is culturally accepted or culturally appropriate. It’s almost impossible to live today without borrowing from other cultures, but how this borrowing takes place is very pertinent. People consider the misuse, misrepresentation, and unlawful use of their culture offensive because it can be detrimental and disrespectful to their values, traditions and beliefs and a threat or insult to their honour and dignity.

This is a controversial issue; It baffles me how some hyper-religious and hyper-progressive people are seeing this as a sign of progress and are blind to the other door it opens. Maybe part of the reason for this is that we have been programmed to see cultural expressions from less dominant cultures and the systems they represent as the antithesis of progress, good and holy. Sometimes we have to flip the table to be able to have a better perspective of something and that alone can make a huge difference. 

It is the 21st century, and cultural inclusiveness which goes together with tolerance and respect (mutual respect) should be the norm. Matters related to beliefs and old traditions are generally sensitive because they are part of a people’s life and engrained in their psychology, philosophy and what has been referred to as  “blood-knowledge” or “blood consciousness”. If we cannot acknowledge that today, then life in the cosmopolitan and multicultural spaces and places that we find ourselves in today would be chaotic. 

Culture changes; yes, it is dynamic and there is no doubt about that. However, this change makes a lot of sense when it comes to addressing an issue, it does not distort the truth and it does not cause unnecessary harm and trample on the rights of others and affect their sense of purpose, belonging and being. But we should not make the mistake of embracing everything in the name of change irrespective of who it affects and what it takes. Necessity is a good catalyst for change and absolute necessity is a better one.

Why the Video is Offensive 

Cultural appropriation is insensitive, dangerous and unfriendly for several reasons but I will focus on the aspects relevant to this video. The video is disrespectful and degrading to the culture of the NW Region of Cameroon which is being appropriated.  Using the juju in the video is not the problem; cultural exchange would have been a better option. However, taking elements of the Grassfields’ culture without proper understanding or respect for their significance is offensive.

The juju is sacred (most), and venerated and many guidelines accompany its use. Even for those that are not necessarily marked sacred, they are generally connected to or based on  native religions and beliefs. Humanizing the juju alone is inappropriate and the manner of humanizing it adds to the problem. Cultural heritage is collectively owned; does this mean that one can do with as he/she pleases? No, there are laws governing the use of everything that falls under this rubric. There are even legal provisions regarding the issue. The 1991 law on the protection of cultural and natural heritage in Cameroon covers the cultural heritage, natural heritage, and copyright law. The April 8th, 2013 law on the protection of cultural heritage, traditional knowledge, and traditional cultural expressions explicitly protects how cultural artefacts and folklore are being used or copied and recognizes the importance of protecting the intellectual property rights of indigenous peoples and local communities.

Apart from stirring emotions, this can contribute to the misrepresentation and subsequent misinterpretation of the role or significance of the juju. When this comes from a member or members of a dominant group or people who believe that they are superior in one way or the other,   such an act can be read as cultural oppression. 

It is important to recognize the undesirable impact of cultural appropriation and take steps to avoid it, such as seeking to understand and appreciate other cultures in a respectful and mutually beneficial way through cultural exchange. The Tzy team has to, first of all, acknowledge that what they did has hurt or offended a group of people and then say what their intentions were or were not. It is not only the right thing to do for business, but it is also the right thing to do for anyone with integrity and a sense of responsibility.