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“Scent of Africa” Marketed to “Afropolitans”
Black Agenda Radio with Margaret Kimberley and Glen Ford
11 May 2020
🖨️ Print Article

Fifty years after most African nations won nominal independence, ad agencies are marketing upscale products like the perfume “Scent of Africa” to so-called “Afropolitans,” a cohort defined by Dr Grace Adeniyi-Ogunyankin, of Canada’s Queens University, as “mobile and relatively well-off” Africans. Adeniyi-Ogunyankin said Afropolitans are criticized for “trying to envision these same capitalist ways of consumption that continue to produce such inequalities.” However, she prefers to think of Afropolitans as Africans that are “aware of the world,” and part of it.

Africana Studies

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