The Proteas are chicken

2015-02-08 14:49

One had to admire the actions of Hashim Amla when he resisted wearing the Castle logo; not for his religious reasons, but more so for standing up for something he values. However, would it not be more admirable if Cricket South Africa and the Proteas 20/20 squad took a stand against fast food corporations like KFC instead of supporting them?

It seems the only way of being a hero in South Africa today is the way constructed by the entrepreneurial narrative. If you cannot build and sell a brand, then become a brand name. Simply forget the implications for our children and the environment.

Fast food is having a real negative impact on the lives of children. Take for example, SA’s obesity epidemic. Several credible studies have shown that children are vulnerable to advertiser messages. In fact, the UK has banned junk food advertising during television programs aimed at children.

Today’s celebrity sportsman’s competitive ambitions are increasingly being merged with an entrepreneurial self. The sprinkling of spiritual value of his trade has been displaced with the primacy of crude, mechanical, commercial values.

Our society is bizarre in how it uses sports to instill important values to children on the one hand, and yet abuses these same values by promoting stuff which is generally regarded as junk on the other.

While many sports celebrities have been reduced to the lackey of the entrepreneur, our children have increasingly being reduced to programmed automatons of loyal consumers.

This hypocrisy is also prevalent among ‘entrepreneurial’ principals who force students to participate in sports, and yet at the same time permit billboards that promote fast food at their schools.

Parents that are blind to their own cravings stand little chance against hero constructed commercialism. They should expect programmed induced nagging from their kids during the televised cricket world cup.

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