He has not formally appeared in public for years, and recently he's been battling illness inside a Pretoria hospital. But former South African president Nelson Mandela is still a beloved icon across the world, an international symbol of courage, strength and hope.
The 95-year-old Nobel
laureate is also one of the world's most recognizable figures. More than
just a man, he has become a global brand -- one that's estimated to be
worth millions of dollars. Ever since Mandela was released from prison,
where he had endured 27 years for fighting apartheid, many South
Africans have felt like they'd like to "own" a little piece of him.
As a result, the smiling
image of Madiba, as Mandela is affectionately referred to by South
Africans, has been emblazoned on all sorts of memorabilia, items that
are usually not associated with his legacy -- everything from t-shirts
and place mats to banknotes and even salt and pepper shakers.
Some members of Mandela's
own family have also been accused of cashing in on the anti-apartheid
icon's legacy, using the world-renowned name for business ventures such
as a collection of wines, called the "House of Mandela," or a clothing
range branded with his prison number or an image of his hand.
More recently, two of his
granddaughters -- Zaziwe Dlamini-Manaway and Swati Dlamini --starred in
their own reality TV series, "Being Mandela," in which the family
showed some of the Mandela-branded products. In answer to critics
accusing them of tarnishing the Mandela name, his granddaughters say
it's their name too, and that they are treating it with respect and
integrity.
"You can't tell people
how not to celebrate their father, or grandfather, or great grandfather,
because they are using their own name," says Sello Hatang, head of the
Nelson Mandela Center of Memory, which Mandela founded to continue his
work after he retired.
"It would be arrogant ...
to say you can't use your name so it's ensuring that we stick to what
we believe is the legacy," he continues.
Speaking to CNN
earlier this year, Mandela's daughter Maki, who is behind the wine
brand, said that using the family name is important because it promotes
South Africa, as well as a good product. She added that her father had
told her: "If you use the name either for commercial or charitable or
political (purposes), use it with a lot of integrity and
responsibility."
But how can Mandela's
legacy and values be balanced with the commercial potential of his
image? Hatang says that when Mandela's name was used by Viagra without
permission, there was a public backlash.
He represents something in humanity that we should all have.
Sello Hatang, Nelson Mandela Center of Memory
Sello Hatang, Nelson Mandela Center of Memory
"When Madiba was turning
90, they put up their own ad saying, 'Madiba turns 90, Viagra turns
10,'" explains Hatang. "And it was members of the public who objected,
so it tells you that the legacy of Mandela is not just being preserved
by us but it's being preserved and protected by many others."
While it's still unclear
exactly who will control the "Mandela Brand" in the years to come, the
way Madiba's legacy and image endures seems to depend on all those who
have a stake in it -- from his family and his party, the African
National Congress, to the people of South Africa.
Those who know him say he is comfortable with that, never prescribing how he should be honored.
"We tend to not want to
recognize Madiba as a brand," says Hatang. "He represents something in
humanity that we should all have. It's that thing that's special in each
one of us, where we need to reach deep to find it," he adds.
Source: cnnafrica
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