Commercialisation of the iTaukei identity

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The post of Facebook. Picture: Facebook

JUST the other day I found out on social media a man promoting what seems to be his new business.

His new initiative received mixed reactions, many not agreeing to this business venture.

On the “Buy N Sell In Suva” page on Facebook, his post is titled Herald for Hire.

“Need to attend a reguregu (traditional funeral presentation), bulubulu (traditional seeking of forgiveness) or need someone to present your sevusevu but don’t know how to do it? Well Hire a Herald. For $100 a function we will present your bulubulu or sevusevu in the traditional Fijian manner. Message this account if you need this service. Please note that you will have to give us seven days’ notice before the event.”

On Facebook many iTaukei lashed out at the post demanding it be taken down as the person had no right whatsoever to commercialise the iTaukei cultural identity.

Others called it a shame and an embarrassment that an indigenous himself would trade and sell his custom for monetary benefits.

All grievances and opinions are valid, yet we must always remember there are two sides to the coin.

There were other comments, some commending the post, that now they know who to look for when intending to attend to traditional indigenous Fijian occasion.

In several functions I have been present in, I have seen non-indigenous friends who present their gifts in their own language, not that that is bad.

Then there are those Fijians who are reluctant to go, even though they really want to attend but are ashamed because there is no one in their group of friends that knows how to do the traditional presentation, and as a result which may make them stick out like a sore thumb, knowing full well how some are very observant and can be very critical.

So to have someone willing to offer his service and help is something that must be commended.

Here you have one person willing to give up his quality time with his family to help other Fijians and non-Fijians in making them feel home and welcome when attending a traditional function, should be appreciated.

He could be spending time with his family, doing something useful but instead he is willing to offer his service, so why not subsidise time lost and service with a fee.

Furthermore this boils down to how much we value our own identity.

Not once have I demanded a fee when someone asks for advice or to lead a traditional presentation.

It’s not always about the money but it’s about the willingness to share and being proud of your own identity.

It also comes as a reality check for all iTaukei men reading this article, whether it be in the village or in the town, cities or rural communities.

We must always remember that you are who you are because of your identity.

Embrace your culture, know your tradition, and perform your role.

The protection of cultural identity rests on the shoulders of those that call Viti their vanua.

Do we still value our vanua.

Gone are the days where it is only the duty of the elders in society, gone are the days where you have to sit at the back and let others perform these traditional ceremonies, when do you plan to learn? Are you willing to learn?

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