web site hit counter
African People
Motherland DVD
500 Years Later DVD
FAQ'sAfrican and Islam
African Holocaust | African Race | The appreciation or relevance of Africaness is located in the face of a multi-racial world and the primary function of defining African identity is first and foremost an exercise in political self-interest and African agency. The power of definition must remain with the majority and today African is a term used to super-umbrella all the indigenous ethnicities of the African continent and their modern-day descendents in the Diaspora





Until lions tell their tale, the story of the hunt will always glorify the hunter

African Proverb

Power concedes nothing without a demand. It never did and it never will

– Frederick Douglass

For the time will come when men will not put up with sound doctrine. Instead, to suit their own desires, they will gather around them a great number of teachers to say what their itching ears want to hear

– 2 Timothy 4:3

Every man is rich in excuses to safeguard his prejudices, his instincts, and his opinions.

– Ancient Egypt

Cowardice asks the question: is it safe? Expediency asks the question: is it political? Vanity asks the question: is it popular? But conscience asks the question: is it right.

– Dr. Martin L. King, Jr

God blesses those who work for peace, for they will be called the children of God

– Matthew 5:9

We are not Africans because we are born in Africa, we are Africans because Africa is born in us.

– Chester Higgins Jr.

Don't waste what is holy on people who are unholy. Don't cast your pearls to swine! They will trample them, then turn and attack you

– Matthew 7:6

Leave no brother or sister behind the enemy line of poverty.

– Harriet Tubman


Race Representation in South Africa

Alik Shahadah
Tasha Davis 02-2012

This article is a Policy recommendation to the Advertising Standards of South Africa ASASA. For 4 years we have lobbied for change and demanded race quotas for images in South Africa. If racism is to be eradicated in jobs then what about the images millions of people across Africa watch? ASASA has requested we submit our proposal for policy change. (as of 2013 nothing has changed)

Also read | African Lobby | Agency | Failure to Engage | Media and the African Holocaust | South Africa report

Despite Africans constituting 85% of multiracial South Africa. Europeans are represented 80% of the time in advertising. Unless it is HIV and alcohol related, which represents Africans 90% of the time
African Holocaust Society

race inclusion

I submit to you the following for your consideration and for presentation to the code review committee. I am writing regarding ongoing human rights violations in media concerning race representation. My complaint specifically targets the negative representation (or lack of representation altogether except in subservient and negative roles) of African (Black) South African people who are the majority, (though one would never guess that based on representation) in media.
A quick study of South African advertisements proves that unless the commercial is for HIV or alcohol African South Africans are overrepresented. One is challenged to find a plethora of positive images (print media and motion media) of African South African people. Only policy can start to challenge this legacy of apartheid, because currently in all departments charged to deal with these issues the net to catch racism is too finely defined in some areas, too broad in other areas allowing blatant racism in every instance to slip by without consequence. If left to the White dominated big business they will continue to exercise their White privilege for eternity, under the language of "we are not doing anything wrong"(self-monitored opinion which contradicts all reality). And it is not a surprising reaction because during Slavery, Jim Crow, in the America's the argument of "doing no deliberate wrong" was also offered. The same was through for every ethnic based exclusion the world over (Israel, Germany, etc)

According to the South African Bill of Rights, Chapter 2 of the constitution;

  • Section 7: This Bill of Rights is a cornerstone of democracy in South Africa. It enshrines the rights of all people in our country and affirms the democratic values of human dignity, equality and freedom.
  • Section 8: The Bill of Rights applies to all law, and binds the legislature, the executive, the judiciary and all organs of state.
  • Section 9: 1. Everyone is equal before the law and has the right to equal protection and benefit of the law. AND 2. Equality includes the full and equal enjoyment of all rights and freedoms. To promote the achievement of equality, legislative and other measures designed to protect or advance persons, or categories of persons, disadvantaged by unfair discrimination may be taken.
  • Section 10: Everyone has inherent dignity and the right to have their dignity respected and protected.
  • Section 28: Every child has the right; to be protected from maltreatment, neglect, abuse or degradation

The net to catch racism is too finely defined in some areas, too broad in other areas allowing blatant racism in every instance to slip by without consequence



Checkers Hyper


Kingsmead (shoes)


Dion Wired


Pick N Pay

Chicken Licken






Race Representation in South Africa, Africans are the criminals The principal agent for race preference or values comes from associated images. Therefore a gradual subliminal associate of Africa with poverty and negativity, as was the case during apartheid and continues today, reinforces this pattern. It then self-perpetuates, recreating the cycle of bias.

The media often represents African cultures as inferior and misrepresents the images of people of African descent and other minorities.  Media plays a large role in the psychological development and confidence of a child; this is known and acknowledged by mainstream psychologists. Repeatedly seeing negative brown/black images in media has an impact on the confidence and aspirations of those children who reflect that image and creates a feeling of superiority in those who do not look like the image. Conversely, absence of positive images, or a barrage of images in which every advertisement of privilege portrays images of only whites i.e.; on yachts laughing it up and being serviced by Blacks, also creates a sense of worthlessness. Yet, every time the casting dice are rolled 80% of the time this is the images being fed to the majority of South African people (and beyond with DSTV) compounded by an already negative global image of African people via the mainstream media systems of Hollywood and CNN. Children know what they look like, they also know what is not them; and can easily, while not able to articulate this, feel isolated as incapable of productivity compared to other races. This results in confidence issues, demonstrated by self-destructive behavior, which is easily observed across South Africa. Negative imaging or absence of imaging infects aspirations, recreational activities, and socialization.

FACTS: The four major publishing houses are still largely white and male owned, collectively control over 75% of circulation - and that community media cannot meet their democratic mandate in this hostile economic environment

Continuing to ignore the gross inequities in race representation is a clear violation of the rights of all South African Children as stated in the United Nations Declaration on the Rights of the Child:
“The child shall enjoy special protection, and shall be given opportunities and facilities, by law and by other means, to enable him to develop physically, mentally, morally, spiritually and socially in a healthy and normal manner and in conditions of freedom and dignity. In the enactment of laws for this purpose, the best interests of the child shall be the paramount consideration.” (Principle 2) and in Principle 1 states: “The child shall enjoy all the rights set forth in this Declaration. Every child, without any exception whatsoever, shall be entitled to these rights, without distinction or discrimination on account of race, colour, sex, language, religion, political or other opinion, national or social origin, property, birth or other status, whether of himself or of his family.”


The illusions of monitor are not working. They target areas which are easy to run around; they hide racism in the weakness and poorly defined policies to speak to the spirit of the new South Africa. Over-representation of African casting in alcohol/HIV advertisements doesn’t quite fit into this category and placing beer advertisements in townships may not be seen as clear cut racism (even with conspicuous consequences), so these issues fail to be flagged because they are not designed to catch inequity in so many big holes, thus fails it’s intended purpose allowing racism to slip by every time without consequence. There is also the failure for policy to look at racism outside of the one-on-one occurrence and hence the “trends” of racism slip-by again. Quota fixing by throwing in the odd African in an otherwise all-white advert multiplies by 30 major advertisers does not raise any red flags when treated on a one-to-one basis. It is however a massive problem when we look at the trend of tokenism or blatant ignoring the African demographic all together (like Glomail and Varimark).


When we look at why these holes continue to exist, we find many all-white (with sprinkles of tokenism) so-called civil societies policing all-white institutions that do not service change but indifferently report on it. There is no accountability, no checks and balance and therefor, where the light doesn’t shine, economic and psychological apartheid continues to be accommodated and justified. Under the current mandate groups such as ASASA, Race Relations and all the other bodies are observers not enforcers; many of which are commercially minded white folks selling their “research” under the guise of consulting to their big business friends: Where is the African voice in all of this?


To whom falls the burden and social responsibility of fixing this problem, which is, as we are all aware, systemic? To whom do we complain when each company is making decisions separately, yet each returns with the same racist result? How many ‘convictions’ has the ASASA processed in the last 3 years? I would think any African person in position to overlook these issues would have to agree with the principle issue raised here and the impact on people who share this skin color and deem it unacceptable. After all, prevalence of race inequity does not mean that a society does not take steps to redress it, this is why BEE exists. So because it is common for Africans to be servants or to be engaged in crime and abuse of alcohol do we place a mirror to reality and perpetuate it, giving it momentum? NO. Deliberate action is required to resolve the stereotypes that perpetuate the stereotype, the images that reinforce dominance of one race over another, the phenomenon of all white casting for privilege in a majority (by a large margin) African country.


Many senior leaders including Jacob Zuma and even Mandela have complained in the past that there is a general resistance on the part of the economic majority to play a serious role in the de-racializing of South Africa. And denial of race based oppression is racism, because it perpetuates an injustice and does not seek to heal an inequity. Interestingly, the most racialized country in the world and certainly on the continent of Africa does not seem to have created structures for dealing with the most fundamental agent that shaped its history—race. Discontinuation of race-based privileges is a battle South Africa is failing to win because the problem is not understood by the oppressed and denied by those who perpetuate it. During the apartheid era the very same people eating the fruit of oppression also generally felt there was no “race problem”—clearly there was. Today it is no different—we cannot hide in vague colourless notions of “freedom” and “democracy” or “we have no power to make people do this and that.” No society can stick its head in the sand and deny the severity or prevalence of race bias, nor its long-term effects on our children.

It is long past time to admit that had these issues of injustice been left to the privileged, the world would still be in the chains of slavery and South Africa would still be under the yoke of direct apartheid. Regardless of policy, the tools available to bring these issues to the broader attention of the public must be engaged, or these issues will remain for future generations to resolve. No organizations’ mandate can be so inflexible as to not change with the pressure of reality. Anything which publically represents Africans and African ancestors must be subject to challenge. Peer review, independent of the noose of funders, governments and European agendas keeps things in check. For the safety of our children, who “by reason of his/her physical and mental immaturity, needs special safeguards and care, including appropriate legal protection, before as well as after birth”: I will be pushing this report, listing all occurrences to every corner of the globe until legislation is enacted to correct this glaring transgression.


Laws do not exist in an empty vacuum they respond to and interact with reality, shaping a better world. We therefore cannot deny that race justice is a day to day reality for the still disadvantaged people and then shape laws that are in-effective at curbing racism in all its hideous manifestations. There is no doubt advertising is white dominated, casting is pro-white unless alcohol is being sold, clearly beyond shadows of doubt something must emerge in the policy reforms to be intelligent to this reality and respond to it with a firm and fearless hand. What is that response and who is responsible for that response? It cannot be passed around from department to department because right now nothing in South Africa protect the people from this discrimination, this racist bias which is a phenomena across a large demographic of advertisers who are under no burden to support a new South Africa and be representative of its majority demographic.


African Lobby

If you would like to be part of the campaign which pressures big business to respect the African demographic and lobby for the recognition of media as an area for race regulation, join us


(The email below is in reply to the email below it)

Dear Suzuki,
It is very simple and does not need an expanded explanation or white wash. The ad on television,  for whatever reason, by what ever process is a majority white advert. whites are 10% the only thing we are interested in is the advert not the excuses for how come you get to keep things white. Why show pictures of who was there, clearly if you are sensative to race you would take all step a to make sure casting and editing represent the African majority. You are responsible!
The explanation you have given is exposing your complicity in maintaining white domination. Don't forget apartheid and racism all over the world has a laim excuse. It is always 'accidental ' or 'coincidence '
This email will be forwarded to advertising standards as a an example of the reluctance to deal with racial equality in modern South Africa.
Media Watch
On Jun 27, 2012 1:15 PM, "Megan MacDonald" <MeganM@suzukiauto.co.za> wrote:
Dear Askia

Thank you so much for your letter, and for highlighting your concerns.

At Suzuki Auto SA, we are very aware of the sensitivity around race in South Africa and we try to be as careful as possible with all of our productions. We believe this ad to be the most democratic ad ever shot in our country because the crowd was not cast. The crowd was made up of Suzuki fans who volunteered to be at the shoot, giving up their personal time because they are passionate about the brand. We believe this represents the vibrant democratic society in which we live and for which the people of south Africa fought so hard for. This is not a staged situation similar to those portrayed in many other commercials.

The current commercial on DSTV, for the new Suzuki Swift Sport 1600, showcases our Suzuki Family who are all currently owners of our vehicles and represent what we believe to be of vast ethnicity and diversity.  The casting for the commercial was done via our database of existing customers, through our social media pages and via our Dealer network.  Every Suzuki owner was invited to join us for the shoot and we were ecstatic at the turn out.

In the attached are some pictures from the shoot day, which I am sure you will agree includes not just our White Suzuki Way of life fans, but everyone from Black to Indian, Old and Young, Male and Female. 

Whilst the current commercial could only capture the crowd in 30 seconds, we still endeavoured to represent as many of our fans as possible and again, the final commercial does include people from all races.

I encourage you to visit our Suzuki Auto SA Facebook page or You Tube channel and take a look at both the advertisement and the “Making of” video.  On your laptop you should be able to slow the scenes down and see the crowds better.  We’ve included a couple of snaps of some of our Way of Life fans, including our youngest fan, Naledi.

I trust that I have addressed your concerns and look forward to including you in our Family and the Suzuki Way of life.

Please don’t hesitate to contact me again should you have any queries.

Kind regards

Megan MacDonald, Marketing (MeganM@suzukiauto.co.za)







African Holocaust on ITunes

African Lobby, A Centralized Space for African Lobbying

Motherland Film - Owen 'Alik Shahadah

500 Years Later - Owen Alik Shahadah

The Art of Revolution