Tourist images of the African continent are dominated by scenes of safari adventures. While these entail their own colonial associations – Africa as nature rather than culture – there is a more phenomenological dimension to the African experience for westerners. This suggests a continent that we look down to.
Virgin Airlines have just released their first direct flight between Sydney and Johannesburg. To tempt Aussie travellers to experience the wonders of Africa, they released a brief clip.
The clip starts in a sedate fashion, with images of relaxing familiar scenes involving swimming pools and safaris, but then it builds up pace to a vertiginous series of scenes mostly involving positions of great altitude:
- View from Table Mountain looking down on Cape Town
- Epic dam
- Majestic waterfalls
- Abseiling down Table Mountain
- Flying in a helicopter
- Teeing off from a precipice
- Motorbike jumping
- Flock of birds flying
- Bridge bungee-jumping
Naturally, this is an airline company, so they are keen to promote the experience of flight. But the resulting engagement with Africa is puzzling. Would you fly to Africa in order to hit a golf ball into the seeming void? Surely, this is simply the expression of a deeply embedded colonial mentality that sees Africa as a vast playing field for Western adventure.
Sustaining this mentality is lofty point of view by which we gaze down on Africa. While they settle on a horizontal plane of nature, we move along the vertical axis of experience.
Today, few of us would admit to any racist attitudes towards those in Africa. Wearing Make Poverty History bracelets, we see ourselves as far from the brutality of those who scrambled for Africa in the nineteenth century. Yet, the Virgin ad shows us that the imaginary architecture of colonialism remains deeply embedded.
Come on down.
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