By Brand South Africa Chairman Chichi Maponya
The past is all around us. As South Africans - we live against a rich backdrop formed by historic buildings, landscapes and other physical reminders of what has come before us. But the history that surrounds us is more than just a matter of material remains. It is central to how we see ourselves and to our identity as individuals, communities and as a nation. The physical reminders of our heritage embody the emotions and memories that serve as a thread to connect us as citizens of our country.
It can be difficult to express the value of a common heritage, especially in our current society that is obsessed with expressing 'value' solely in monetary terms. The importance that we attach to our ‘heritage’ is growing each year, and that is why events such as National Heritage Day is so important in enabling people to access their local, regional and national heritage.
Bill Bryson once said: "History matters because it reminds us who we are, what we've done and what we might do better." It is a physical record of what our country is and how it came to be. It's central to our sense of place and identity – whether we learn from the past as we go forward into the future.
Our heritage provides citizens with a connection to certain social values, beliefs, religions and customs. As communities, we share the responsibility of identifying and respecting what is important, and pass this onto future generations so they too will understand what came before them. These are values and qualities like Ubuntu, innovation, forgiveness, ability to transform.
Understanding our heritage can be critical to creating vibrant communities and sustaining local economies. Building materials and styles can define localities and communities. Historic landscapes or iconic buildings can become a focus of community identity and pride.
Using sites which express our heritage can also assist local economies by providing employment opportunities and by generating additional revenue, particularly through tourism. It is for this reason that September is commemorated both as heritage and tourism months. Heritage conservation supports the development of a skilled, well-paid workforce in the building trades and traditional crafts.
For South Africa, a country where creative expression flourishes and its endless cultural diversity is embodied in the form of traditional and modern interpretations of songs, dance, theatre, design, fashion and food - the concept of heritage conservation can be an effective catalyst for stimulating local grass root economies. Communities that integrate new forms of economic development without sacrificing their distinctive character have the advantage of attracting talented workers and invocative businesses that spell success in today’s economy.
South Africa is one of the most diverse and enchanting countries in the world, with striking combinations of landscapes, people, history and culture that offer a exceptional and inspiring experience. South Africa is a multi-ethnic society encompassing a wide variety of cultures, languages, and religions. Its pluralistic makeup is reflected in the Constitution's recognition of 11 official languages, which is among the highest number of any country in the world.
It is often said that you must know where you come from to know where you are going. The National Development Plan of South Africa’s Vision statement captures the sentiment of our heritage stating: “We create rather than eliminate; value arises from improving through creativity that which we inherited. We are a web of relationships, fashioned in a web of histories, the stories of our lives inescapably shaped by stories of others. We are, inevitably and intimately implicated in one another.” In this lies the importance of preserving and conserving the symbols of our heritage.
South Africa is known as the 'Rainbow Nation' due to our diverse people, a term coined by Archbishop Desmond Tutu. South Africa's Rainbow Nation title refers to the incredible diversity of its people, from the original San inhabitants of the land to the people who migrated and settled here over the years. There is hardly a nation on Earth that is not in some way represented in this diverse country.
I invite you to see our heritage in all its manifestations – culture, traditions, buildings, food, fashion – not as something old that must be changed, but something that can be used to benefit our communities and society. I invite you to use a different lens through which to look at how we can use what we have inherited in an innovative way to provide solutions to contemporary challenges. I invite you to play your part to preserve and honour our heritage.
