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1 | Why Some Consider ‘Brand Jamaica’ a Problematic Idea | Nahoana No Heverin'ny Sasany Ho Hevitra Ahitàna Olana Ny ‘Marika Jamaika’ |
2 | Illustration representing Usain Bolt reconstructed from parts and fragments of a Gatorade bottle; image by Charis Tsevis, used under a CC BY-NC-ND 2.0 license. | Fanaingoana mampiseho an'i Usain Bolt, naorina avy tamin'ireo ampahany sy silaka tavoahangy Gatorade; sary avy tamin'i Charis Tsevis, nampiasàna ny fahazoandàlana CC BY-NC-ND 2.0. |
3 | Of all the islands in the Caribbean archipelago, Jamaica is probably the one that is the most effectively branded, Rihanna and Barbados notwithstanding. | Amin'ireo nosy rehetra amin'ny vondronosy kely Karaibeana, mety ho Jamaika no hany tena manana marika malaza indrindra, Rihanna sy Barbados, tsy araka ny nampoizina. |
4 | Think sun, sand, sea and, well…spliffs…and you think Jamaica. | Mieritrereta masoandro, fasika, ranomasina ary, izao koa…”spliffs“… dia hieritreritra an'i Jamaika ianao. |
5 | Reggae and dancehall music? | Mozika Reggae sy mampihetsiketsika? |
6 | Jamaica. | Jamaika. |
7 | Fastest man on earth? | Lehilahy haingam-pandeha indrindra eo an-tany? |
8 | Jamaica. | Jamaika. |
9 | Interesting then, that the island has chosen not to rest on its laurels; rather, it is striving to reinvent itself via the first ever Brand Jamaica Symposium, which was held in July at the University of the West Indies, Mona Campus. | Tsara kosa, kanefa tsy nisafidy ny hipetrapetraka foana ilay nosy; fa, miezaka ny hamelona ny tenany indray amin'ny alàlan'ilay Symposium voalohany indrindra ho an'ny Marika Jamaika, izay natao ny volana Jolay tao amin'ny Toeram-pianarana Mona, Anjerimanontolon'ny Antilles Andrefana, . |
10 | The conference, aptly called ‘Re-Imagine Jamaica: Unlimited Possibilities', was hosted by The Re:Imagine Jamaica Project, a branding think tank organised by two academics from the Jamaican diaspora - Hume Johnson, who is an assistant professor of public relations at Roger Williams University in the United States; and Kamille Gentles-Peart, an associate professor at the same university. | Ilay fivoriana, antsoina hoe ‘Avereno Saintsainina i Jamaika: Hevitra tsy misy fetra', nampiantranoan'ny Tetikasa Avereno:Saintsainina i Jamaika, tranon-kevitra iray momba ny marika nokarakarain'ireo Jamaikana roa mpila ravinahitra mpianatry ny anjerimanontolo - Hume Johnson, izay mpampianatra mpanampy amin'ny sampam-pianarana seraseram-bahoaka ao amin'ny Anjerimanontolo Roger Williams any Etazonia; ary Kamille Gentles-Peart, mpampianatra ao amin'io Anjerimanontolo io ihany koa. |
11 | In association with the Centre for Leadership and Governance at the University of the West Indies, the project brings together professionals from a wide cross section of relevant industries to discuss the factors that have an impact on the country's international image, all in an effort “to promote and protect Brand Jamaica”. | Miara-miasa amin'ny Ivontoerana ho an'ny Fahaiza-mitarika sy Fahaiza-mitantana ao amin'ny Anjerimanontolon'ny Antilles Tandrefana, mamory olona matihanina maro avy amin'ireo sampana midadasika anà indostria matanjaka ilay tetikasa, mba hifanakalo hevitra momba ireo zavatra manana ny fiantraikany amin'ny endrikan'ny firenena eo amin'ny sehatra iraisam-pirenena, izany rehetra izany mba “hanindrahindràna sy hiarovana ny Marika Jamaika”. |
12 | According to Dr. Johnson: | Araka an'i Dr. Johnson: |
13 | With the emphasis on #sport, sun, fun & little else, no wonder our people can draw upon only 2 aspects of our greatness. | Amin'ilay fanantitranterana ny #fanatanjahantena, masoandro, kilalao & zavatra kely hafa, tsy mahagaga raha tsy afaka mitrandraka afa-tsy endrika 2 monja amin'ny halehibeazantsika ireo vahoakantsika. |
14 | #BrandJamaica | #BrandJamaica |
15 | - HUME-MEDIA (@DrHumeJohnson) August 23, 2015 However, Jamaica-based Annie Paul, who blogs at Active Voice, explained why the concept of branding can be so fraught in a country of this nature: | Eo ankilany, Annie Paul mipetraka ao Jamaika, izay mibilaogy ao amin'ny Active Voice, nanazava ny antony maha-mavesatra ny fototekivtra hametrahana marika ao anatin'ny firenena tahàka izao : |
16 | For many of us the discourse of branding is problematic, doubly so when it's related to countries like Jamaica with its history of slavery, of human beings treated as property whose abject ‘thinghood' was burnt into their flesh with branding irons-probably one of the earliest articulations of the branding discourse-to literally mark on the bodies of slaves the symbols or logos of the plantation owner they belonged to. […] | Ho an'ny maro amintsika, mametraka olana ny resaka fametrahana marika, avo roa heny mihitsy raha mifandraika amin'ireo firenena sahala amin'i JamaiKa miaraka amin'ny tantarany nisy fanandevozana, ireo olona natao ho toy ny fanànana, ary io ‘fanaovana azy ho zavatra io' izay mahatsiravina tokoa dia vita tombokavatsa tao amin'ny nofony tamin'ny vy fametrahana marika-mety hoe ny tonony akaiky indrindra amin'ny resaka fametrahana marika-hametrahana ara-bakiteny ny marika na sary famantarana ny tompon'ny fambolena izay manana azy ireo ho hita mazava tsara amin'ny vatan'ireo andevo. […] |
17 | It's a matter of some irony that despite this history of inhumane servitude the nation state of Jamaica would develop in the 21st century into a country that fetishizes brands and branding. | Lasa resaka esoeso ilay izy, izay na teo aza ilay tantaranà fanandevozana tsy araka ny maha olona tao amin'ny fanjakana, mbola mivelatra ao amin'ny firenena manindrahindra ny marika sy ny fametrahana marika ihany, ao anatin'ny taonjato faha-21 ny fanjakan'i Jamaika. |
18 | Only a few days before the conference an economist named Dennis Jones noted the Jamaican predilection for logos and corporate branding. | Vao andro vitsivitsy nialoha ilay fivoriana, nanamarika ny hoavin'i Jamaikana tamin'ny sary famantarana sy fametrahana marika, ilay mpahay toekarena mitondra ny anarana hoe Dennis Jones. |
19 | Paul referred to the very first paper presented at the conference, ‘Back to the Brand: Inequality and Alienation through “Brand Jamaica”', noting that it “amply critiqued the concept, signaling presenters Moji Anderson and Erin McLeod's profound disagreement with the idea of ‘nation branding.'” | Niresaka ilay taratasy voalohany indrindra naseho tao amin'ilay fivoriana i Paul, ‘Miverina any amin'ny Marika: Tsy fitoviana sy Tsy fahatomombanana amin'ny “Marika Jamaika”', nanamarika fa “nitsikera tsara ilay zavatra atao io, nilaza ny tsy fanekena lalina avy amin”ireo mpanolotra, Moji Anderson sy Erin McLeod, ny hevitra ‘hanasiana marika ny firenena.'” |
20 | Even the conference's keynote speaker, Samantha North, was wary of the term, saying on Twitter that “The term #nationbrand trivialises the entire thing & gives a false idea of our true aims. | Na i Samantha North, ilay mpandahateny fototra tao amin'ilay fivoriana aza tsy nahasahy niteny ilay fomba filaza azy, tamin'ny filazàny tao amin'ny Twitter hoe “Manao faobe ny zavatra rehetra sy manome hevi-diso ireo tena tanjonay marina ny fitenenana hoe #nationbrand (marikynyfirenena). |
21 | This is NOT about marketing. | TSY resaka dokambarotra io. |
22 | Perhaps a new term is needed, as I mentioned last night in my keynote. | Angamba ilaina ny fomba filaza iray vaovao, araka ny voalazako tao amin'ny kabariko ny alina lasa teo. |
23 | Identity is a good one. | Tsara ny fametrahana ny maha-ianao anao. |
24 | #BrandJamaica = Jamaican identity.” | #BrandJamaica = ny maha-Jamaika azy.” |
25 | Paul also wrote that “Jamaica has a serious image problem which cannot simply be erased or reversed by a few well-funded public relations campaigns”: | Nanoratra ihany koa i Paul fa “manana olana lehibe amin'ny endrika famantarana i Jamaika, izay tsy afaka fafàna tsotra fotsiny na avadika amin'ny fanentanana vitsivitsy tsara tosiky seraseram-bahoaka”: |
26 | Jamaica's negatives-its crime, its violence, its homophobia, its lack of economic growth-are liabilities that will have to be eliminated or reduced before Jamaica's many assets can be effectively leveraged, or used to burnish its image. | Ireo ratsy amin'i Jamaika - ny heloka bevava miseho ao, ny herisetra, ny fankahalany ny mpifankatia mitovy taova fananahana, ny tsy fahampian'ny fisondrotan'ny toekareny - dia fifandraisan-javatra tokony hofoanana daholo na ahena mialoha ny hahafahana maneho tsara ireo zavatra tsara maron'i Jamaika, na mampiasa izany hanatsaràna indray ny endriny. |
27 | In a follow-up post on the issue, Paul wondered whether there was any room for the late cultural theorist Stuart Hall in the new Brand Jamaica, considering the fact that the organisers wanted to achieve a “more nuanced, complex narrative about the country”. | Taminà lahatsoratra fanarahana an'io resaka io, nanontany tena i Paul raha toa ka misy efitra ho an'ilay mpamakafaka ara-koltoraly Stuart Hall ao amin'ilay Marika Jamaika vaovao, raha jerena ny zava-miseho hoe tia ahavita “zavatra tsy mitovy betsaka, tantara somary sarotra momba ny firenena” ireo mpikarakara. |
28 | To do that, however, Paul suggested that the country has to overcome a few of its hangups: | Mba hanaovana izany anefa, nanome sosokevitra i Paul hoe tokony hihoatra ireo fototr'olana vitsivitsy ao aminy ny firenena: |
29 | One thing I do know is that […] Jamaica […] - the scornfully prideful, insouciantly indifferent, self-destructive country - is one that no amount of shallow ‘rebranding' can redeem. | Ny zavatra iray tena fantatro izao dia […] i Jamaika […] - firenena matikambo, tsy misy firaharahiana, manimba tena - dia iray amin'ireo izay tsy misy na ‘fametrahana marika' iray aza haha-onitra azy. |
30 | It would be a hard sell. | Tena ho sarotra amidy io. |
31 | Part of the exercise of building a new identity for Jamaica will have to involve a radical shift in attitude and world-view. | Hitaky fanovàna toetra sy fomba fijery manerana ny tany tontolo mihitsy ny ampahany amin'ny zavatra tokony atao hanamboarana endrika vaovao ho an'i Jamaika. |
32 | There is no one more equipped to help with this than Stuart Hall - he may be gone but he has left behind archives of new knowledge that students all over the world eagerly consume. | Tsy misy olona manana ny enti-manana ampy tsara afaka hanampy izany mihoatra an'i Stuart Hall - mety hoe lasa izy, fa kosa namela rakitra fahalalàna vaovao izay irangorangoan'ireo mpianatra manerana ny tany. |
33 | We should too. | Tokony manao izany koa isika. |
34 | His work on representation, the power of the image, stereotypes and how to dismantle them are directly related to the discussions on branding. | Tonga dia misy fifandraisana amin'ny resaka fametrahana marika ny asany momba ny fisoloana tena, ny lanjan'ny endrika, sy ny sary apetraka ary ny fomba handrafetana azy ireo. |
35 | But the most important thing about Stuart Hall as a symbol of what Jamaican intellection can and should be is the example he sets for Caribbean youth of a Jamaican operating at the top of his game not in athletics, not in music but in the virtually impenetrable world of high theory. | Fa ny ohatra omeny ho an'ny tanora Karaibeana ny ho Jamaikana miasa mba ho lohany lalandava amin'ny lalao ataony, tsy hoe amin'ireo fanatanjahantena fotsiny, na amin'ny mozika, fa amin'ny fiainana tsy afaka tsapain-tànana rehetra, izany no tena zava-dehibe indrindra momba an'i Stuart Hall amin'ny maha endrika fitaratra azy, izay afaka sy tokony hijoroan'ireo Jamaikana. |
36 | When Twitter users employ the hashtag #BrandJamaica, their focus seems to be on creative industries, sport, music and language - things the island is already known for - but perhaps looking at them through a Stuart Hall lens may reveal a deeper experience of what Jamaica truly represents. | Raha mampiasa ny tenifototra #BrandJamaica ireo mpampiasa Twitter, ny resaka indostria amin'ny endriny vaovao, fanatanjahantena, mozika ary fiteny no tena iompanan'izy ireo - mieritreritra izy ireo fa efa fantatra amin'izany ilay nosy - mety hamboraka zavatra lalindalina kokoa amin'ny maha-izy an'i Jamaika ny fijerena azy ireo amin'ny alalan'ny mason'i Stuart Hall. |
37 | One Facebook user even quipped that other countries are the ones profiting from the Jamaican brand: | Misy iray mpampiasa Facebook aza nananihany hoe misy firenena hafa migoka tombontsoa amin'ny marika Jamaikana: |
38 | Its seems like only China is really benefitting from # BRANDJAMAICA…. | Toa hita ho Shina no tena migoka ny tombontsoa amin'izany ? #? |
39 | .our government is so quick to imposed all kind of unnecessary tax on our people…but they don't want to take the necessary step to recovery money from those giant and bullies who seek to exploit our blessed land…. | BRANDJAMAICA? izany…. .maika loatra ny hametraka ireo karazana haba tsy ilaina amin'ny vahoakantsika ny governemantantsika…kanefa tsy tia handeha amin'ny dingana tokony atao amin'ny fanangonana ireo vola avy amin'ireo goavana sy mpisetrasetra izay manararaotra ny tany masina antsika fotsiny izy…. ? |
40 | # ratinnaparliament | #?ratinnaparliament? |
41 | The timing may be perfect for a re-examination of Jamaican identity. | Fotoana tsara indrindra izao hijerena tsara ny maha-izy an'i Jamaika . |