Dear Editor,
The use of women’s bodies in advertising and marketing in Guyana has increased in proportion to the intense levels of violence that many women and girls face. Around the world, many advocates against violence campaign against the objectification of women in the media.
The private sector in Guyana has been relentless though and has not backed down.
In this season of Navratra, leading up to Diwali, many Hindus are now trying to reclaim that divine Mother, the Shakti as a force which could turn the tide of violence against women and girls.
It is shocking to see how the season of Diwali is being used by Digicel in their recent promotions. A Hindu woman’s body is featured prominently… with the Diya held in one hand and the other hand on the waist. Most of us at this time usually are reverential rather than confrontational with our Diyas.
The Diya of course is not given the prominence. While Hinduism is diverse and Digicel and its Hindu advisors might believe that they are doing a good thing, we should question the decision behind that kind of imagery in a society in which many women and girls have to deal with the harassment and violence which limits their ability to have light in their lives.
The Diya with the light is the prominent symbol for Diwali… that kind of inner light which is so desperately needed when many of us wish to light fires all around to deal with our rage and anger.
The private sector, which might say that it supports and adds its branding to Diwali events, should know that it cannot give with one hand and grab back with two. More than donations in exchange for branding, Digicel and other companies who want to celebrate Diwali might want to join with those Hindus who are rejecting the pervasive sexism which has resulted in the destruction of the lives of many women. Lighting up your Life as Digicel wants us to do… is really not about Blackberry plans, it is an important call to all humanity to remember our spirituality and to think of those who face danger every day.
In Guyana, where inner light is being quashed in some instances, and where raging fires are lit in its place, we need more than ever to link our faith with our practice. Navratra and Diwali means questioning our desires for material things and considering how we represent and manifest those desires.
Navratra and Diwali are opportunities to confront the sexism which underpins the acceptance of gender based violence.
Digicel is urged to light up their life, to find a way to participate in the 2012 Diwali so as to seek to promote a more just and equitable society in which women and girls are viewed as equals.
Yours faithfully,
Vidyaratha Kissoon
