The Importance Of Flattening Of Culture

Rorisang Mokgatle

Vernacular: The native language, spoken or visual, representing a particular place, it also includes the basic diversity of language used by everyday people.

Heritage &Conservation: The whole range of our inherited traditions, monuments, objects, and culture. It also embraces much more than preserving the traditional objects. Concepts of songs, recipes, language, dances, and many other elements of who we are and how we identify ourselves are as vital as historical buildings and archaeological sites.

Indigenous Craft Production: An activity involving the ability and skills of manufacturing things by hand, and originates naturally in a particular place.

Gender Stereotyping: Over-generalizations about the role or behaviour of an entire group based on their gender. They are mostly inaccurate and they can either be negative or positive.

Flattening of Culture: The process where culturally significant icons, symbols and associations are used out of the cultural context, history, values and meaning but are fabricated in a way that it becomes recognisable for its cultural association

Experience Economy: An economy in which many goods or services are sold by emphasizing the effect they can have on people’s lives

Adhocism: The making of decisions or the implementation of measures solely in response to a specific

He uses mohair and merino wool which is mostly exported overseas due the lack of local industries in South Africa. He aims to indirectly contribute to the market share of locals by using local mohair in his products. His target market is boys between the ages of 18 and 23 who have attended circumcision schools to be initiated into manhood (because of sensitive their skins become after circumcision, therefore the material will keep the warm). He wants his knitwear to be trendy, influenced by popular culture but also to be recognized as part of the Xhosa