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07 August 2020 | Story Nombulelo Shange and Kali Nena

When capitalism is in crisis, it turns on women, people of colour, LGBTI++ groups and other minority groups. We have seen this throughout history. When World War I and II ended globally, economies were in tatters and capitalism had to repress women to regain its edge. Men returned home to find women doing ‘men’s work’, and the realisation that they were no longer able to provide for their families in the way that society expected them to. 

This created what Bell Hooks refers to as a crisis of patriarchal masculinity. Men were suddenly confused about their role as men in the family and society, because the meaning they attached to being men as ‘provider’, ‘strong’, ‘head of the home’, etc., no longer applied to them. This confusion and frustration are taken out on women, both at home and in the workplace. Men were able to re-enter the workplace, despite women being paid less; many employers still preferred to hire men over women, and women lost their jobs to make room for men. As countries started to rebuild after both wars, women were convinced that their main role was in the home raising the kids, while the men grew the economy. The same is true for South Africa; at the end of apartheid, the SA economy was in ruins because of sanctions and because apartheid criminals emptied state funds before fleeing the country. Apartheid was ruthless to black men – many leaders were either dead, exiled, or in jail. A lot of the late apartheid liberation work was carried out by women and the youth. In a similar way as women in Europe and America were pushed aside after the wars, women in SA had to take a back seat to allow men to take the lead in growing a struggling economy. 

Women are the most vulnerable

The current global lockdown caused by the Coronavirus outbreak is arguably the biggest threat to capitalism in our lifetime. The system is struggling during this time, because its core tenets have always been around profit and enriching white, patriarchal monopoly capital, not social well-being. Many jobs have been lost and the rates of Corona infections are staggering, while we are playing a juggling act between human lives and the economy. Women are the most vulnerable in this time, as they occupy the most unskilled jobs and face the greatest risk when it comes to job or income loss. Cases of gender-based violence are also spiking, with Eyewitness News reporting an increase in cases of domestic violence on the national hotline in the first three weeks of lockdown. More than 120 000 people called the hotline, which is double the usual volume. 

What are we celebrating 

With Women’s Day nearing, we need to ask ourselves what we are celebrating when this failing economic system has shown time and time again that women are not ‘valuable’. On the surface, celebrating Women’s Day/Month is important, because it is symbolic. Women such as Winnie Mandela, Lillian Ngoyi, Helen Suzman, Albertina Sisulu and many others have worked hard to ensure that women have better representation, and this should be celebrated.  However, a deeper look into Women’s Day elicits reflection that should be part of the celebration.  In simple terms, what is worth celebrating? The obvious answer would be that women are free from the political bondage that was apartheid, that women in general – and black women in particular – have fewer structural impediments to entering and progressing in business and at work, and that to some extent, women no longer have to enter the institution of marriage and bear children in order to be significant – at least in theory. But on the flip side, men are at war with women; even when women are able to overcome the historical and structural oppression and make it into workplaces, they still have to deal with sexual harassment and being undervalued. They face similar oppression in their communities and homes. 

Capitalism needs to be challenged

The deaths of Tshegofatso Pule, Naledi Phangindawo, and many other women during the lockdown have led to renewed calls for greater protection for women and harsher punishments for men who abuse women. These calls are important and have created more awareness around the oppression of women. However, the discussion needs to include the markets and not just individuals and state or legal structures. The #BlackLivesMatter dialogue has recently taken a similar shift. The #BLM movement criticised corporate Americans for engaging in brand activism while failing to show support in hiring practices, highlighting that less than 1% of Fortune 500 CEOs are black. 

The oppression and violence that people of colour and women face, were created by the capitalist system through slavery, colonialism, apartheid, etc. Capitalism never intended for women to ever benefit from the system; so, when we address the violence that women are suffering from partners who are experiencing a crisis of patriarchal masculinity, repressive workplaces, communities, church, etc., we have to challenge capitalism too, because this system affects every aspect of our lives, even in ways we do not realise. Employers still prefer to hire men over women, women are paid less, and there are fewer female executives; women still occupy most of the lowest paid, unskilled jobs. A study done by Jacqueline Mosomi found that women in the middle of the earning spectrum earn up to 35% less than men in SA. We know that women are less likely to stay in abusive or transactional relationships if they are financially independent; equal access to opportunities would see a lot more women empowered enough to protect themselves against violence. We still celebrate and get excited when big corporations in SA announce first black female top executives, and of course we should celebrate women’s achievements. But a certain level of outrage should be directed towards these companies for not being more inclusive sooner.

Producers and Reproducers

One of the oldest perspectives in sociology is the conflict perspective. It points out that part of the explanation for the plight of women is the division of males and females into producers and reproducers, respectively.  Producers must work for their families to have access to food, clothes, and shelter, while reproducers have to bear children and care for those children.  Societies by and large seem to believe that the success of the family, business, politics, and communities rests upon both males and females respecting this division.  This arbitrary and often impractical demarcation has been debunked by feminist theorists such as Judith Butler. Judith Butler reminds us that these divisions of labour are socially constructed, they are not based on any absolute facts and they can be changed, dismantled, and reconstructed in different ways. However, the view of women as reproducers and nurturers has persisted even in the workplace, where male CEOs and managers far outnumber their female counterparts.  With this in mind, as well as the heartless killing of women by men in different contexts, one would be forced to ask once again – are women really free? Can women ‘fit’ into a failing capitalist system that has never intended for them to be active members? What are we really celebrating this Women’s Day? 

 

Opinion article by Nombulelo Shange and Kali Nena, Lecturers in the Department of Sociology

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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