The Pepper Manual: Towards Situated Non-Western Feminist Rhetorical Practices
Author(s): Efe Franca Plange
Efe F. Plange is a 3rd year Ghanaian International student in the Rhetoric and Writing Studies Doctoral program at the University of Texas at El Paso. Her research explores African Digital Feminisms and Activist Politics. Efe is engaged in online gender activism in the Ghanaian/African social media space and is a founding member of the Ghanaian online Feminist movement, Pepper Dem Ministries.
Abstract: Even as feminist historiographic research gains increasing salience in rhetorical studies, enough work remains to be done in terms of rhetorical practices in non-Western contexts. To this end, this paper focuses on the digital activism of the Ghanaian based feminist group, Pepper Dem Ministries (PDM), to argue for an instance in which African women resort to available, but little-known cultural resources to position activist work concerning feminism, gender representation, and inequality. Specifically, the analysis explores the mako Adinkra symbol’s ancestral wisdom of inequality and uneven resources which informs the group’s work and how the activist group used this knowledge to challenge the problem of manels (all-male panels) in Ghana. The group uses the strategy of flipping scripts and tactics of humour and sarcasm to name oppressive patriarchal practices that exclude women from participating in civic debates. I argue that the effectiveness of this group could be attributed to their recovery of the mako Adinkra symbol as it situates their activism in a cultural context, thereby decolonizing feminist knowledge-making and rhetorical practices, while debunking the perceived notion that feminism is “unAfrican.”Tags: African feminisms, digital feminism, manels, non-Western rhetorics, transnational feminism
In June 2015, Florence Warmate’s book club in Abuja, Nigeria read and discussed Chimamanda Adichie’s We Should All be Feminists. The book was based on Adichie’s viral TED Talk video of the same title. Excerpts from this same talk had also featured in Beyoncé’s 2014 pop hit song, “Flawless.” According to Ms. Florence, an area sales manager, the book/talk—which highlights everyday sexism in Nigeria—is what set the tone for members of the book club to share their experiences as women in Nigeria. The discussion of the book was extended to Twitter under the hashtag #BeingFemaleInNigeria. To raise awareness, Nigerian Twitter users were invited to share their lived experiences as females in the country. Women and girls living in Nigeria honored the call and posted tweets that spoke to certain specific cultural manifestations of the system of patriarchy in Nigeria, such as a traditional widowhood rite which required a widow to “sleep with her dead husbands’ corpse for days” to prove she didn’t kill him; landlords refusing to rent out apartments to single/unmarried women, forcing some to “present fake husbands” during apartment searches; and a general culture of male insubordination toward female authority, like a hired male steward who informed his boss that he didn’t mind being rebuked; “just not by/in front of a woman.”
Although many people would argue that feminists come up against patriarchal systems regardless of wherever they may be, the manifestations of these patriarchal structures vary by culture, time, and place. While the examples above might not register as frequent or even plausible occurrences for and within Western feminist circles, they are common in certain non-Western contexts such as Nigeria. This would explain why shortly after the #BeingFemaleInNigeria hashtag trended, versions of it sprung up in other African and non-Western countries, including Bangladesh with #BeingFemaleInBangladesh, Zimbabwe with #BeingFemaleInZimbabwe, and Ghana (my home country) with #BeingFemaleInGhana (BBC, 2015). What these tweets reveal about the suppression of women in some African countries are lingering pre-colonial paternalistic ties and the legacies of Victorian-era colonial values of womanhood and femininity. As such, this social experiment by Warmate’s book club makes a good case for the need for non-Western feminist rhetorics.
As a growing number of feminist scholars argue: to enrich our understanding of feminist rhetorical practices, especially in understudied contexts, there is the need to focus attention on non-Western feminists’ scholarship (Amadiume 1987; Bawa 2012; 2018; Oyěwùmí 1997; Royster and Kirsch 2012; Wang 2013). These calls, according to Bawa, contest “Western feminist universalizing discourses on women’s oppression” in order to develop “context-specific” notions of empowerment (2). Attention to these context-specific feminist concerns and interventions in non-Western cultures are necessary beyond the simple case for inclusion. More significantly, due to the uniqueness of the social settings, histories, and geographical locations, the tactics and strategies women in these cultures adopt to confront their subjugation offer rich insights that have the potential to stretch the boundaries of feminist rhetorical studies.
In this paper, therefore, I focus on one such manifestation where Ghanaian feminists within the Pepper Dem Ministries (PDM) movement, of which I am a part, use a range of homegrown tactics to challenge the erasure and suppression of women’s voices in Ghana. PDM, as an organically-formed online digital movement, showcases how Ghanaian feminists use tactics of culturally situated humor and sarcasm, all the while falling on little-known cultural resources for a resistance strategy that is engendered by flipping scripts and creating counter-narratives. Specifically, I examine the group’s digital activism around the problem of manels— a description for a tradition of all-male panels in political, civic, and social discussions on radio, TV, and conferences—and the creation of counter-fliers as a response to this phenomenon. The analysis identifies an instance of feminist advocacy situated in an African context where a specific cultural manifestation of women’s subjugation, particularly, women’s exclusion in public debates and erasure of women’s perspectives on national issues as well as issues pertaining to them was being addressed by reclaiming spaces that allow them to participate in governing their own bodies.
I approach this analysis as a Western-trained feminist rhetorician who is also engaged in feminist activist work in Ghana, specifically with PDM. As one of the movement’s founding members, I use this essay as an opportunity to reflect on the exigences driving our advocacy, as well as the impact of some of our tactics. In the cases I analyze here, the online genre of counter-fliers demonstrated the effectiveness of culturally sourced resources in drawing attention to the sexism in the manels and to reveal the counternarrative power of our responses to it. By so doing, I show that to broaden our study of feminist rhetorical strategies, it is crucial to examine non-Western rhetorical practices in ways that inform our field’s global perspectives. Such an analysis also allows us to appreciate unique lived experiences of women in non-Western societies in order to erase the “networks of assumptions” (Wang 2013) that are all too often brought to global discourses on feminism.
I focus on a period between March 2020 when Ghana recorded its first COVID-19 cases and May 2020 when there had been a number of state-of-the-nation addresses by the President of Ghana on the pandemic. While all-male panels on critical national, social, and political issues are commonplace in Ghana, the impact of the pandemic produced a series of back-to-back discussions within short intervals. Several non-COVID-19 related events also had to be rescheduled to online platforms in accordance with the pandemic protocols, increasing creative online publicity strategies. The focus of the paper is on the narratives and the discussions in digital spaces that draw attention to them, as well as its implications and how these narratives function as a symptom of a larger problem in Ghanaian society. Through a visual rhetorical analysis of the counter-fliers and the narratives they highlight, I demonstrate how flipping scripts through counter-fliers and the platform of Facebook can be used to actively resist the status quo of patriarchal norms and expectations of women in Ghana.
Ultimately, in response to increasing interest within feminist rhetorical studies about studying non-Western rhetorical practices, my paper draws from these lines of scholarship to examine the relationship between rhetoric and gender and how gender conventions can be disrupted and the power imbalance, changed. The question informing this paper then is: How does rhetoric and gender intersect in activist politics in the Ghanaian society? To answer this question, the paper examines what these counter stories tell us about gender expectations in Ghanaian society and to argue that in Ghana, rhetoric and gender intersect to make certain disparities in the society more visible to the public.
By non-Western I am referring to: (1) events in Ghana that call for feminist interventions and (2) tactics used in Ghana for feminist work. In summary, I draw attention to the specific practices of feminists located in Ghana and the knowledge-mediation processes involved in responding to specific feminist concerns in the Ghanaian context. Specifically, the overarching argument here is that feminist rhetoric studies needs to be more inclusive of (and culturally literate about) global Black feminist practices. In what follows, I explore scholarship in feminist rhetorical studies calling attention to non-Western feminist rhetorics in order to situate my analysis.
Feminist Scholarship in its Global Contexts
Increasing calls to recognize the global dimension of feminist rhetorical practices demands that the activist strategies of women in various places (and different cultural orientations) be recognized to push the boundaries of the feminist movement (Glenn and Ratcliffe 2011; Glenn 2018; Hooks 2003; Oyenwumi 1997). These calls stem from the recognition that Black women have always contributed to feminist theories and practices, often deviating from White and Eurocentric strategies, scopes, and approaches. Significantly, they draw attention to nuances that tend to be easily overlooked due to the impact of certain socio-cultural factors (Crenshaw 1990). And, while mainstream Western feminism has always been perceived as radical in nature, the racial dimensions that add another layer of oppression to Black women’s lived experiences offer rich insights into where the scope of rhetorical feminism can be stretched (See, for instance, Khoury 2015; Logan 1999; Pough 2004).
In her article, “Necessary Adjustments: Black Women’s Rhetorical Impatience,” Tamika Carey makes a case for Black women’s social and structural responses to various forms of microaggressions which have been negatively stereotyped as “loud,” “ghetto,” “rude,” or “aggressive.” Here, Carey contends that Black women’s rhetorical impatience, often exhibited in their unapologetic stances and in the need for performance/spectacle, is evoked for self-preservation. She argues that these bodily, tonal, and verbal performances that culturally raised Black women enact “reﬂect knowledge-making traditions and discursive practices that… foreground the assumption that equity and justice for one’s self, Black women, and Black communities is already overdue and, thus, requires speed and decisive action” (270). This re-purposing of “haste” by Black women to ensure discipline and to demand respect with racially-biased people and the oppressive systems they interact with is a good example of the knowledge-making opportunities embedded in the intersectional positionality of research by Black women and on Black women’s experiences.
Even when Black feminists engage established feminist rhetoric concepts, they enrich these concepts with their unique lived experiences. For instance, consider Suban Nur Cooley, a black woman of Somali descent and her personal narrative on migration. Cooley’s work draws on Sarah Ahmed’s queer phenomenology to explain the migrant orientation which involves “the lived experience of facing at least two directions: towards a home that has been lost, and to a place that is not home yet” (par. 4). Cooley notes her deliberate dissociation of “movement” from “migration” to depict an experience that transcends physically traversing from one point to another, to instead an experience that is “embodied in the daily practice of existence.” As such, her idea of “home” is a “sensation,” one that can be found in her memories and in her lived experiences. This re-imagination of “movement” and “migration” also draws on Royster and Kirsch’s (2012) call for feminist scholars in the West to engage in a “whole body experience” and use their “critical imaginations” to appreciate the lived experiences of women of color. Suban’s narrative as an African immigrant who spent the most part of her developmental years shuttling between several countries and across different continents, offers a unique perspective on immigration in general, when we consider the dominance of Mexican/Hispanic/Latino experiences on immigration in the US.
Aside the implicit case being made for the inclusion of Black feminist scholarship to enrich the field, there’s work explicitly making this call, too. An example is Aja Martinez’ work on Critical Race Theory counterstory that recognizes that “the experiential and embodied knowledge of people of color is legitimate and critical to understanding racism that is often well disguised in the rhetoric of normalized structural values and practices” (37). Counterstories, as a methodology, work to Center the perspectives of those who have been Othered in research. Similarly, in Feminist Rhetorical Practices, Jacqueline Jones Royster and Gesa Kirsch insist on the globalization of feminist rhetorical analyses and feminist theory, calling for a focus on the global dimensions of feminist rhetorical practices. Beyond the calls for inclusion, I extend this argument to include the case for how the global dimensions of feminist rhetorical practices provide insights into the unique lived experiences of women in places with complex histories.
As more work by Black feminists, specifically contributions from non-Western feminists gain public recognition, there’s also the potential for cross-fertilization of ideas which can inform feminist work globally (Glenn 2018; Khoury 2015; Losh 2014). This is because, although some feminist concerns are similar across the globe, peculiarities of patriarchal systems in different geographical locations and cultural orientations often produce unique experiences for women in specific contexts. Put differently, while women are subject to patriarchal structures wherever they find themselves, the manifestations of those structures differ; therefore, the strategies women adopt outside the US and other non-Western contexts in engaging culturally-specific patriarchal systems are important to understanding the global dimensions of feminist rhetorical practices (See, for instance, an important work on Ghanaian women’s relationship with traditional beads by Mavis Boatemaa Beckson ).
It is for this reason that growing studies on rhetorical silence and listening couldn’t be more relevant. In their book Silence and Listening as Rhetorical Arts Cheryl Glenn and Krista Ratcliffe not only reclaim silence and listening to dissociate them from the contexts of “passivity” or “quietism”; but they also posit silence and listening as rhetorical arts that can enhance cross-cultural communication between dominant and marginalized groups. Ultimately, this is a call for dominant groups to engage in rhetorical listening to recognize (and learn about/from) the silence and silencing of historically marginalized groups to transform our societies. Therefore, as rhetorical feminists embracing the work of Black feminists, we need to broaden our study to be more inclusive of the scope of the strategies that black women elsewhere other than in the West are adopting to challenge, correct, change societal narratives around women, and make a case for their rights. In addition to including the voices of non-Western feminists, we can equally learn from insights from their research and how these perspectives can inform, extend, and enrich studies on feminist rhetorical practices more generally. In the next section I look specifically at African feminist practices and female justice activism on the continent.
African Feminisms: Confronting Context-Specific Exigencies for Feminist Work
Figure 1: The women behind the tactful 1929 Aba Women’s Riots in Nigeria
African women have historically organized and acted to make societal changes. Colonial legacies from interaction with the West and the continued dominance of the West have created an even bigger exigency for feminist interventions and advocacy on the continent too (Amadiume 1987; Oyěwùmí 1997). Some notable historical events showcasing African women’s organizing power in challenging oppressive systems in their cultures include: the 1929 “Aba Women’s Riots” also known as the “Aba Women’s War” in Nigeria; the 1956 Women’s March in Pretoria, South Africa; and the “National Federation of Gold Coast Women,” preceding Ghana’s (formerly known as the Gold Coast) independence in 1957. Nonetheless, we shouldn’t also lose sight of some forms of female subjugation and imbalanced male privileges that already existed in the traditional systems in these cultures that may have also been intensified by colonial influences, thereby necessitating feminist organizing and advocacy.
For instance, in Male Daughters, Female Husbands: Gender and Sex in an African Society, Ifi Amadiume writes extensively on the complex organization and performance of gender in her Igbo culture in Nigeria. She discusses a salient example where although land inheritance typically went to sons, the role of a son could be occupied by the first female child (male daughters), and while women couldn’t own land, a wealthy older woman (female husbands) could marry wives in order to benefit from their reproductive abilities. The sons these wives produce then offer these wealthy older women claim to certain resources. This audacious work, dissociating masculine attributes from men and female attributes from women, challenged the Western binary notions on sex, gender, and sexuality. In contemporary times, this complex organization on gender, sex, and sexuality has been exploited in these Igbo cultures and have foregrounded some oppressive systems in Nigeria where women and girls are excluded completely without a regard for their nuanced applications in pre-colonial times. As such, in more recent feminist advocacies over the last few decades on the continent, a lot of attention has been dedicated to addressing these issues with huge strides being recorded.
In light of these unique cultural experiences, there are ongoing debates among scholars for the implementation of the feminist movement, feminist advocacy, and feminist scholarship on the continent (Davies and Graves 1986; Bawa 2018; Oyěwùmí 2003; 1997). These debates are predicated on two main concerns: First is the reality that the term feminism invites a lot of resistance in many African societies because it is widely perceived as “un-African” and merely another imperial threat from the West to destroy Africa’s socio-cultural bonds, beginning with the family unit. Resistance to the term is also largely due to how feminist activist work on the African continent is dominated by highly educated and mostly Western-trained individuals. Hence, the term feminism courts immediate suspicion and hostility, even causing several organizations and individuals doing feminist work on the continent not to define their work as feminist or even take up the feminist tag/identity in order not to detract attention from the essential work they are doing. Bawa thus notes in her work tracing feminist work in Ghana:
In Ghana, feminism (as a “new” name/term for women’s rights organising) as a movement epitomises tensions, contradictions and misconceptions often associated with the threat of the women’s movement’s ability to disrupt the “normal” socio-cultural and political landscape. It is important to distinguish between those who do feminist work (social justice for women) and fear that the label will detract from important social justice work and decide not to label themselves as such, and those who consciously, aware of the political stance they take by naming their activism feminist, call themselves feminists. African feminists cannot escape the charge of elitism given that one would typically have to have learned about feminism in an institution of higher learning to subscribe to it and to label oneself as such. Nevertheless, most of these women grew up poor and experienced life in the peripheries before obtaining tertiary education. Their varied life-experiences and challenges impact the type of feminist politics they engage in (5).
The second reason scholars have advocated for the localization of feminist concerns on the continent is that the Western origins of feminism and the dominance of Western feminist scholarship creates a challenge by not accounting for the role of race dynamics and precolonial traditional norms that greatly impact the lived experiences of women in non-Western cultures. Thus, what some scholars are concerned with is not necessarily the irrelevance of feminism in Africa, but rather concerns about the cultural implications of using the term “feminism” to engage women’s rights in Africa. As Bawa and others have contended, then, there’s the need to historicize the oppression of women on the continent. What these concerns essentially emphasize is the need for contextually-driven analyses in feminist theories and its applications, as well as a re-definition of the term to properly account for these nuances.
Following these epiphanies, feminist scholars in Africa and of African descent draw attention to an element of the movement on the continent that specifically regards the participation of men in order to achieve its tenets (Dery 2020). This element is driven by the shared colonial experiences of both men and women on the continent and the combined and unified efforts of both genders in fighting for independence from Western imperial rule for their countries. Bawa puts it more eloquently in her distinction between attitudes of older generation women’s rights activists and younger generation activists in Ghana, when she observes “a strong connection between women’s rights movements and nationalism and nation-building” (8)—a result of fighting hand-in-hand with men to challenge Western colonial imperialism on the principles of equality and self-determination (8). As such, feminist organizations, and self-identified individuals in places like Ghana are preoccupied with presenting a “male-friendly” advocacy, sometimes even going at lengths to center men in their work and public utterances.
An instance, where this uniquely Ghanaian brand of African feminism was manifested is when a former Minister for Gender, Children, and Social Protection, Madam Hajia Alihu-Mahama, who embarked on a nation-wide campaign to soothe the tempers of male traditional leaders about her commitment to stop a clause in the parliamentary proposed Domestic Violence Bill which was seeking to criminalize, among other things, marital rape. In a culture that perceives sex to be the birthright of men and enabled by the existence of the “bride price” in traditional marriage ceremonies, there was an immediate resistance to that clause in the bill because it sought to deprive men of their privileges. An effect of the concept of the bride price, which I argue, suggests ownership of wives through the exchange of monetary or other forms of gifts/payments to the woman’s family. This exchange then permits most husbands to commodify their wives, even though that isn’t the intended purpose of the concept. More recently, the first public interview of Ghana’s immediate past Minister of Gender, Children, and Social Protection following her appointment, was an affirmation of this cultural inflection of the feminist movement in Ghana. The then minister, Cynthia Morrison, announced that she “came for the men as well”, an affirmation that was necessary to calm the fears of an already tensed atmosphere from a new wave of vibrant digital Ghanaian feminist activism.
This cultural dimension of involving men in feminist activist work in places like Ghana is further complicated by generational gaps in women’s rights activism. Here, I draw on the work of Bawa, Opewumi, and Ampofo, Beoku-Betts, and Osirim who suggest that the lack of inter-generational conversations and collaborations in women’s social justice advocacy has created an instance where there currently exists three main attitudes informing people’s feminist identities and reception of the term and concept. We have, first, those who see the term as “un-cultural” and almost regard it as being in opposition to their religious principles and/or African and Ghanaian identity, and therefore choose not to identify with it, reject it, and remain skeptical of it. The second group includes those who, due to the unnecessary antagonism the term feminism evokes, choose not to label themselves or their work as feminist even though their life choices and social justice concerns reflect feminist ideals. There is a genuine and plausible case for this attitude which, as already stated, is to ensure that attention is directed to the essential work these individuals are doing, as the term tends to detract. Essentially, this group is more likely to lean toward the term “women empowerment” (Bawa 2018).
Then, there is a final group encompassing what some have described as the new wave of Ghanaian feminism or feminist work in Ghana. This group, despite being fully aware of the negative associations with the feminist tag, and also being at the receiving end of resistance tactics, choose to deliberately take on the tag and label their work/advocacy/activism as feminist. There is an underlying goal which is aimed at not feeding into the negative tags associated with feminism by rejecting the tag, as well as to challenge stereotypes around feminists. I argue this point on my positionality as a trained feminist rhetorician in the US who is also engaged in digital feminist activism in Ghana. Furthermore, in a little while when I look at the PDM movement, I place the movement within this group of Ghanaian feminism.
Responding to the call, then, to localize and legitimize the use of feminism to describe activist work on the continent, Davies and Graves (qtd. in Bawa) offer a more encompassing and culturally relevant definition of African feminisms. This definition describes a distinctive ideology that is preoccupied with decolonizing gender and sexuality (Opewumi 1997; Amadiume 1987), is deliberate about including men in the discourse for more sustainable results (Dery 2020; Akinbobola 2020), exposes patriarchy as a system that impedes democracy, emphasizes context because the existence of multiple ethnicities produce unique varieties and different levels of female subjugation, and finally, reclaims certain traditional notions of femininity/womanhood/motherhood. Davies and Graves (qtd. In Bawa) assert that:
African feminism … recognizes a common struggle with African men for the removal of the yokes of foreign domination and European/American exploitation. It is not antagonistic to African men but challenges them to be aware of certain salient aspects of women’s subjugation which differ from the generalized oppression of all African peoples … [it] recognizes that certain inequities and limitations existed/exist in traditional societies and that colonialism reinforced them and introduced others…. It acknowledges its affinities with international feminism, but delineates a specific African feminism with certain specific needs and goals arising out of the concrete realities of women’s lives in African societies … [it] examines African societies for institutions which are of value to women and rejects those which work to their detriment and does not simply import Western women’s agendas. Thus, it respects African woman’s status as mother but questions obligatory motherhood and the traditional favoring of sons … it respects African woman’s self-reliance and the penchant to cooperative work and social organization … [it] understands the interconnectedness of race, class and sex oppression (2).
To demonstrate the knowledge-making process of such an embodied definition of feminist advocacy, in what follows, I draw on the digital activism of feminists within the African context of Ghana to demonstrate tactics based on cultural resources that effectively highlight Ghanaian women’s challenges and upend cultural notions of women’s contributions in public discussions. Specifically, I will look at the work of PDM, an online activist group that aims to expose power imbalances through the strategy of flipped scripts.
“That the Female Pepper will Eventually Ripen, Too”: A Short History of the Pepper Dem Ministries
In the last decade, feminist activism in Ghana has seen a switch in strategies and tactics. Not only are feminists resorting to social media; they are becoming bolder, creative, and touching into culturally sensitive topic areas. In October 2017, two random events on the Ghanaian social media scene set the tone for the Pepper Dem Ministries (PDM) agenda, forming a spontaneous and organic new wave of Ghanaian digital feminist work in Ghana. The first event concerned fracas that involved two senior male journalists who engaged in antagonistic public outbursts on TV and Facebook. The second event involved a female media personality whose private intimate photos with a lover in bed were leaked online by her ex-husband. Ghanaian women’s frustration with the society’s double (moral) standards for different genders regarding how emotional outbursts and antagonism among women are perceived, as well as normalized societal perceptions on spousal infidelity, began trending under the hashtag #PepperDemMinistries; a playful hashtag that was already in use by a small group of Ghanaian female acquaintances who bonded over women’s issues on Facebook.
Under this hashtag, Facebook commentaries by women employed humor and sarcasm, through a tactic of “flipped scripts.” The flipped scripts simply took on normalized gendered narratives in the Ghanaian and African society and replaced “him” with “her,” “man” with “woman,” or “boy” with “girl.” The strategy essentially reversed dominant narratives by presenting them as mirrors for society to reevaluate and change them, to wit, “what’s good for the goose is also good for the gander.” These flipped scripts have since capitalized on the shock effects from the misplaced receiving gender to draw attention to the unfair, imbalanced, and sometimes outright ridiculous expectations for women in Ghanaian society. Due to the high-profile nature of the figures involved in these two cases, the hashtag gained significant popularity and launched the nature of this style of gender commentary into an identity of its own. So far, sexist, misogynistic views such as #MenAreTheirOwnEnemies (Women are their own enemies) and #HandsomeWithBrains (Beauty with brains) as well as ridiculous expectations of women to be chaste, ignore infidelity in their partners, take on domestic chores, and acquiesce to rape culture through the normalization of rape jokes online etc., have been highlighted through the fearless activism of members and allies of the movement. This activism was a feat which earned the movement mainstream and international media attention (BBC Africa), as well as a radio talk show that ran for a year in 2018.
Due to the immediate national and international attention that the movement received, the founding members made a decision to use the opportunity for some deliberate intellectual education on gender and feminist advocacy. A Facebook page was officially launched a few days after the hashtag gained mainstream media attention in Ghana in October. In addition, some conscious efforts were employed to situate the movement within the Ghanaian context by strategically falling on little-known cultural resources during the process of designing a logo for the movement. By cultural resources, I refer to the traditional Adinkra philosophy inspiring the work of PDM. The specific cultural scope informing this tactic is the “Mako” Adinkra symbol (Twi language translation for “chili pepper”), which informs the group’s name and logo. Mako is a symbol of inequality and unequal resources or uneven development.
The Adinkra symbols are a set of signs with ingrained ancient philosophies that were used to govern the society. They are usually printed in fabric, architectural designs, and artifacts for communication purposes. In contemporary times, Adinkra symbols have become popular in corporate logos, as a way for brands to assert their legitimacy, authenticity, and exude an authentic Ghanaian identity. While there were several symbols within the Adinkra that could communicate the ideals of the PDM advocacy, the process to finally settling on the Mako symbol is what makes this tactic theoretically relevant. This is because, although the Adinkra symbols, as a cultural trope, generally are popular, individually some of the symbols are more popular and therefore easily recognized than others. Finding and deciding on the Mako symbol then was an entire process that took time and extensive research. It would explain why the launch of the logo and its explanation courted skepticism and even accusations of lying about the symbol and its meaning. Some Ghanaian online users thus questioned the legitimacy and existence of this particular symbol—Mako—and the claim to culture and tradition of this particular brand of Ghanaian feminism.
The Mako Adinkra symbol is sourced theoretically from and is shorthand for the Akan proverb “Mako nyinaa mpatu mmere,” to wit, “All peppers (presumably on the same tree) do not ripen simultaneously.” The implicit wisdom here is that in life and society, growth/advancement/actualization is not simultaneous for everyone; some people get ahead of others due to certain privileges. By extension to larger social issues, the proverb evinces the reality produced from social engineering during the brawn age which accounts for power being in the hands of men: structurally, socially, politically, economically, and culturally. By adopting the mako Adinkra signifying inequality and uneven resources, the group’s advocacy is situated contextually and culturally to advocate for “balance” and equity in sharing whatever socio-economic, cultural, and political resources that are available. The ultimate goal, then, is that the female pepper will eventually ripen too. This metaphor of the ripening pepper works to inspire the ultimate goal of our advocacy—equality, a situation where equal opportunities exist for boys and girls, male and female and where society develops equal standards and representation for each. This tactic of locating gender imbalances through the lens of this Adinkra philosophy reflects a layer in Davies and Graves’ definition of African feminisms that seeks to point out how existing inequalities have been exploited by the impact of Africa’s interaction with Western imperial rule.
Figure 2: PDM logo featuring the “Mako” Adinkra symbol in red
Pepper is also a metaphor for truth, an inflection drawn from a West African slang “Pepper Dem!” It invokes the uncomfortable burning sensation of the chili pepper which is still enjoyed in typical African meals to mean: “Raw and undiluted,” “Say it as it is.” Although there exist sweet varieties of peppers around the world, in typical African cultures like Ghana, they are mostly known for and sourced for their burning sensation. What is central here is the truth being sought in itself (uncomfortable issues being addressed) and the truth spoken to power (society and its systems of discrimination, subjugation, and benevolent sexism). PDM’s advocacy, according to our official Facebook page, “is rooted in exposing how society and its systems have not treated women as importantly as men; of how more value is placed on being male than female instead on both genders; of how differences in biology have essentially come to mean superior, more ideal rather than complementarity and equal value on each life.” Another dimension to our identity addresses society and the concept of democracy, by speaking to the systems, tools, practices, and agents of the structural inequalities in Ghanaian society. At the core of these is mindsets which are harbored and operationalized in sometimes treating women differently from men. The ultimate resolve is that, until women participate and are represented fully in the Ghanaian political and economic systems both qualitatively and quantitatively, Ghanaian democracy is a pseudo-democracy.
In summary, PDM functions as a theoretical framework which is focused on addressing inequalities in Ghanaian society between the genders. As a metaphor, it is a tool speaking to, exposing, and unveiling the mindsets that enable and promote the inequalities that pertain. One such problematic phenomenon that PDM enforced the ripening pepper framework and the methodology of flipped scripts to expose the manifested inequality was the issue of manels. In the next few sections of this paper, I discuss electronic fliers promoting some media events and public debates during the beginning stages of the COVID-19 pandemic in Ghana to show the rhetorical exigence of feminist tactics employed by the women of the PDM movement engaged in feminist advocacy in Ghana. I then proceed to demonstrate, through the analysis of two sample counter-fliers created to tackle the problem of gender representation in public discourses. These counter-fliers employ rhetorical tactics to flip gender scripts to shock audiences into (1) realizing the gender bias and lack of representation that pervades the culture and (2) acting for change. Finally, I point to implications of how the analysis can be useful for exploring feminist rhetorical practices in non-Western contexts.
Manels, COVID-19, and the Ghanaian Society’s Response to a Pandemic
Representation is central to feminist scholarship and advocacy and this section explores PDM’s response to the lack of female representation in Ghanaian public discourses through the normalization of manels—a problem that I argue became more pronounced during the early stages of the COVID-19 pandemic for a number of reasons. The earliest conception of the term manels was about five years ago by Finnish feminist researcher, Dr. Saara Särmä (Alhassan and Musah 2020). This came from her observation of discussions being solely led by men on multiple platforms and events. As the critique suggests, male-only panels are a symptom of a much bigger problem and in Ghana, manels are commonplace. Majority of political discussions on radio, television and conferences are dominated by men, leading to and ensuring/maintaining the erasure of women’s perspectives.
Ghana recorded its first Coronavirus case on March 12, 2020 and was not excluded from our forced new normal ways of living under the recommended safety protocols. Soon after, the seat of government mandated a partial lockdown in principal cities of the country for about a month and then relaxed the restrictions to allow some essential services to run. The insecurities around the pandemic forced weekly state of the nation addresses from the president, during which timely updates on recorded cases, recoveries, and deaths were announced, and new measures and recommendations for the public made known. The president, as of December 7, 2020 had given a total of five COVID-19 state of the nation addresses. As an exigent outcome, public debates on traditional Ghanaian media platforms centered the contents of the president’s addresses after each of his addresses. In addition, private and public institutions have held conversations around preventive and containment measures which have since featured government officials, health experts, and private groups and individuals. Media programs were forced to move from more physical and enclosed facilities to online spaces due to imposed restrictions on social gatherings, which was subsequently eased in June 2020.
As such, primetime discussions on TV and radio competed amongst themselves to capture much of public attention by gathering high-profile personalities and experts to grace these discussions. Traditional media houses have been turning to social media to circulate and promote their talk shows in hopes of capitalizing on the anxieties surrounding the pandemic. One way traditional media in Ghana promoted these primetime discussions was through electronic fliers that mostly featured the guest speakers, the show host, topics, dates, and times of the shows. While all-male guest speakers are a normalized optic in these debates, Ghanaian women on social media have begun addressing the gender disparities in representation on these panels by intentionally calling out journalists and TV/Radio talk show producers, as well as organizers of conferences.
The fliers that were promoted became visual evidences of the absence and erasure of women’s voices and perspectives, due to the frequency of these COVID-19-centered discussions coupled with people staying at home from restrictions and being glued to their TV and other electronic devices. The problem of manels, hence, became more pronounced. Furthermore, the physical, social, and economic implication of the COVID-19 protocols were too relevant to women for them to be excluded from these discussions. Take, for instance, a quantitative research conducted by Moyer et. al on how the pandemic was increasing anxiety levels in pregnant women in Ghana. The study found that a significant percentage of pregnant Ghanaian women had missed scheduled antenatal care and had cancelled hospital birth appointments in place of home births for fear of catching the virus. Due to how influential these debates are on government policies, disregarding women’s experiences on a critical issue like the COVID-19 pandemic has dire consequences on not just women, but children and the family unit as well.
In response to this problem which points to the absence of women’s lived experiences on issues of national concern, PDM and its allies adopted a version of their flipped scripts tactic by creating electronic fliers around make-believe events that were exaggerated to drive home some critical points: first, attention to the manels helps to expose the problem, in general, of centering national issues exclusively on and from the perspectives of men; and second—and perhaps more critical to the point being discussed here—that for an issue such as reproductive health with enormous consequences for women, an all-male view erases and ignores much-needed views from women. PDM, informed by the Mako Adinkra philosophy to ensure that the female pepper ripens too, flipped the scripts on manels and put together all-female panels to also dominate conversations pertaining to men. To use Martinez’s term, they created a counterstory to call attention to the problem of male dominance in civic debates. The next section of this paper examines the counter-fliers that were produced to tease out the context-specific narratives that that informed this particular tactic.
Counter-fliers as Situated Feminist Intervention
Figure 4. A manel discussion on World Menstruation Day; A day set aside to break myths about periods.
On May 28, 2020, World Menstrual Hygiene Day was observed under the theme, “#NoMoreLimits – Empowering Women and Girls Through Good Menstrual Hygiene.” In Ghana, controversy surrounding one of the commemorative events was a manel discussion on menstruation. It was a virtual event (due to COVID-19 safety protocols) put together by a non-profit organization run by women (See Figure 4). Despite the event acknowledging women’s health, the pictorial evidence of the erasure of Ghanaian women’s experiences and voices was apparent. As such, it was the significance of the day that registered as the utmost insult to an already existing problem. The organizers of the event argued that their intention was to raise men’s interest in women’s private affairs and break the mold on a taboo subject. While well-intended, the timing of the event added to the tensions that were already being raised around manels by Ghanaian feminists involved in digital activism.
The defense the organizers gave is also limiting when we consider that the men/panelists ought to be informed and not perpetuate positions that entrench damaging narratives around women. And so as predicted, some members of the manel showcased tone-deaf views about menstrual hygiene and produced comments that rather contributed to the mystification and stigmatization of periods and women’s reproductive health rather than recast menstruation as an aspect of healthy womanhood. As Alhassan and Musah recall in their article “Dismantling Manels: The Ghanaian Feminist Agenda”, “It was condemnable, and Ghanaian feminists rightfully called it out” (par. 5). The intention also sought to fulfil a specific unique cultural dimension to feminist advocacy work in Africa; the obligation/expectation to include/involve men and present a male-friendly approach. As such, it was a very innocent error on the part of the organizers, who were females. Nonetheless, this error/expectation/obligation also reveals how complicated feminist activism can be in non-Western contexts like Ghana. As evident from this case study, female social justice interventions are burdened with the pressure to root their work in a set of cultural expectations in order to gain legitimacy for their work. Navigating this can sometimes backfired and rather harm the overarching goals of feminist activism.
Following the manel discussion on World Menstruation Day, the critiques were multilayered. First, apart from one panelist whose professional background is in the field of health, none of the other three male panelists were remotely experienced in health, let alone, women’s reproductive health. The ethos of these men (pastor, journalist) hinges on their expertise in all other endeavors but feminism, women’s reproductive health, or competence in issues having to do with women. What is taken for granted here is that once their expertise in pastoral work or journalism is recognized, that somehow suffices for everything else, including their gender which poses them as automatic authorities in critical debates. But more significantly, this also points to the role and cultural relevance of religion in upholding the narratives that sustain women’s oppressive positions.
Furthermore, the theme “It’s a Mense World” which sought to play on the words, “Men” and “Menstruation,” and the phrase “It’s a man’s world” was a tad tone deaf as periods are already very culturally sensitive topics. Again, women and girls have not been given enough avenues to speak to the physical, emotional, and economic impact of this biological phenomenon and other issues pertaining to them. It was therefore triggering to log on to social media platforms and be met by this evidence of male dominated civic discussions (regardless of its good intentions) and to be confronted by the sheer audacity of men with unrelated expertise, both by nature, nurture, and training, to speak to a topic like menstruation and on a day set aside to demystify it.
In response to this worrying trend of all-male panels gradually eating even into women-centered topics, Ghanaian online feminist activists employed humor, sarcasm, and exaggeration, and created counter-fliers that used the methodology of the flipped scripts. Figure 6 (below) is an example of one such counter-fliers created by some members of the PDM movement in response to the infamous “It’s a Mense World” event and flier in Ghanaian digital feminist activism circles.
Figure 5. A counter-flier created by some Ghanaian online activists
It features four female activists of the PDM Movement (myself included) as panelists of a fake day set aside with fictional profiles to commemorate Blue Balls, a phenomenon associated with the male sexual experience. The strategies employed here include Humor as a form of critique where sarcasm is used as an inventional tool that subverts and upends the very technique used by men in discussing women’s issues. The goal here is to draw attention to the ludicrousness of the thinking that women—by association, by familial ties to men, by observation—know what men’s issues are. Secondly, the counter-flier touches on the knowledge-by-proxy criterion which usually informs the selection of male panelists. As such, expertise here (on blue balls) isn’t by education, credentials, experience, or training of any sort, but by mere association. In addition to this is the intentionality in the coining of the themes that explicitly present the displeasure of these women who do not want to tolerate the idea of men’s dominance on issues not pertinent to them.
Another such counter-flier (See Figure 6 below), also brought together some more gender activists, with irrelevant expertise to commemorate prostate cancer, an illness that affects men only. This counter-flier also employed sarcasm and humor and exaggerated profiles. For instance, the designation “PhD Holder in Ghanaian Prostate Mythology” was culturally situated because in Ghana, male religious leaders are allowed to assume an almost all-round authority, often speaking to issues they know very little about—here again, rather than expertise, folks easily draw on folk knowledge about specific topics. The words “Prostate enthusiasts” address how mere enthusiasm about things doesn’t equate to knowledge about it. Finally, the hashtag used here #womenforprostates critiques “allyship” and allyship is inferred here to address how men draw on allyship to escape criticism and to uphold their own versions of the narrative.
Figure 6: Another counterflier that was created to challenge manels
Conclusion: Chili Pepper as a Culturally Sourced Theoretical Framework for Feminist Activism
In her book Rhetorical Feminism and This Thing Called Hope, Glenn describes rhetorical feminism as a “tactic” and more specifically, a “theoretical stance” that is “responsive to the ideology that is feminism and to the key strategy that is feminist rhetoric” (4). Rhetorical feminism exists to first, counter hegemonic ideals on rhetoric while simultaneously “reshaping,” rereading, and redefining traditional rhetorical appeals. In the same vein, I argue that African feminisms exist to push our understanding and possibilities of the feminist agenda because of the ethical pressure to navigate complex social settings, histories, and experiences of women in these contexts. The experiences of women in these contexts are unique, therefore, the strategies they adopt for feminist interventions have a lot to offer scholarship on digital feminist work and PDM’s digital feminist rhetorical activism is testament to this.
First, the strategy of falling not just on any cultural resource but little-known (even to many members of Ghanaian society) or less familiar ones like the mako Adinkra symbol is an excellent way to tackle the resistance to feminist work as “un-African” or “un-cultural” in places like Ghana. To identify female social justice activism as a value embedded in Ghanaian traditional ancient ancestral wisdom silences antagonism that lays its claim to the notion of “tradition.” Therefore, PDM’s approach situates their advocacy in a cultural context, thereby decolonizing feminist knowledge-making and rhetorical practices and ultimately debunking the perceived notion that feminism is “unAfrican.” My analysis provides a useful heuristic with which feminist rhetoricians can conceptualize the activism of communities in which ideas about “what is” are in contention with those of “what used to be” or “what should be.”
Secondly, the methodology of the flipped scripts borrows the Ghanaian conservative religious value of “treating your neighbor as yourself.” By reversing these narratives, men (society) are invited to process the idea of being at the receiving end of these imbalanced narratives that society maintains for women. The responses from the public to the problem of manels raised through the counter-fliers might be very useful in future research, to explore the psyche of the society and establish some concrete arguments about how manels represent a mere microcosm of a phenomena that is endemic in societies like those analyzed here. Television, radio, and online platforms are important influential spaces where the unique perspectives of women particularly around their own issues could potentially influence national policies and change societal mindsets. Flipping the script of manels was therefore necessary to show stakeholders that women deserve rhetorical spaces that allow them to contribute unique perspectives to nation-building.
Finally, the use of humor and sarcasm stands in stark contrast to the negative stereotypes around feminists in Ghana as “bitter” and “angry” women. These tactics therefore serve a dual purpose by revealing the ludicrousness of Ghanaian societal gender narratives, while also challenging certain negative stereotypes around feminists. Significantly, the effectiveness of PDM’s digital activism is evident in the movement’s popularity locally and internationally. Quite frankly, I wasn’t even aware of the extent of the impact of our advocacy until I began research for this paper. I have since come across several academic articles, op-eds, and news features that speak to the effectiveness of these tactics (See, for instance, work by Donkor 2020; Abdul-Hamid and Forson 2020).
In this light, I join the host of feminist rhetoric scholars in the US and globally, calling for more scholarly research on under-researched communities, particularly in the Global South, to enrich conversations and studies of feminist rhetorical strategies more generally. I insist on a focus on cultural resources, and more attention to contextual cues that can yield productive, more nuanced analyses. PDM’s activism also invites individuals and organizations involved in female justice activism in Ghana and other African contexts to explore the uses of similar cultural resources and social media for the study and performance of digital feminist activism in Ghana. Ultimately, I propose that feminists, and especially Western feminists, continue to learn from the activism of their Global South, African friends/colleagues/sisters to employ outrageous displays of humor, irony, and performance to flip scripts in our continued effort to see female peppers in every society ripen, too.
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