A "Scented Declaration of Progress": Globalisation, Afropolitan Imagineering and Familiar Orientations
Branded as "Africa's first luxury perfume", the Scent of Africa perfume is a "scented declaration of progress". Particularly fascinating is the commercial advertisement for the perfume, which I argue to be an "Afropolitan Imagineering" project that is intended to signal Africa's rise and its new association with global cosmopolitanism. At first glance, the Scent of Africa perfume advertisement seems to point to the ways in which Imagineering projects can reproduce colonial discourses about Africanness. However, in this article, I suggest that we complicate the advertisement and examine its subversive potential to decentre whiteness and celebrate Africanness while writing Africa into the world. Despite this subversion, I conclude that African worlding practices should disinherit the familiarity of Eurocentric geographic determinism that is embedded in Afropolitan Imagineering and instead become informed by afro-futuristic imaginings and disidentification politics.
|Keywords||Africa Rising, Afropolitan Imagineering, Identity, Place-making, Race|
Ogunyankin, G.A. (2018). A "Scented Declaration of Progress": Globalisation, Afropolitan Imagineering and Familiar Orientations. Antipode. doi:10.1111/anti.12392