Advertising, Happiness, and the End of the World - Blog Post #4

Maile Danilchik

10/21/17

IB Language and Literature

Blog Post #4

Two GAP Advertisements:


Advertising uses a variety of tools and strategies to persuade the viewer to buy a product or to promote the name of a company. Marketing teams utilize images and text as their medium. Many of the print advertisements seen in magazines are predominantly image based with some minimalistic text, this technique allows for the viewer to be drawn in by the image and then read the information about the company. Furthermore, our brains are wired to respond to images more than words on a fundamental level which means that images will spike interest in the audience more than a body of text. In addition, the subject of the image is an important factor of the message,  tone, and ultimately the success of the advertisement. Often times the stylistic choices of advertisements follow certain trends or themes that can be positive or controversial. One of these is how genders are portrayed in advertising. Take, for instance, two GAP ads respectively depicting a young boy who is called a “The Little Scholar” wearing an blue Albert Einstein shirt and a young girl who is labeled as “The Social Butterfly” wearing a shirt with the GAP logo in pink. Separately, they may seem innocuous but together they show a clear categorization of the children into “smart” and “social”. This gender divide is clear with the use of traditionally feminine colors with the girl and masculine colors with the boy. Furthermore, GAP is associating traits that one would related to a scholar such as diligent and intelligent with the boy but not with the girl. When analyzing this further the stereotype that men are more physically and mentally capable than women seems to be an underlying theme. Even if GAP’s intentions were not to promote this belief, their use of it in their advertisement could be a reflection of society and how these controversial stereotypes are normalized.

From this analysis I learned that it is important to take advertisements in context with the company, year, as well as social developments at the time. Through this we can see how advertisements in a series, such as GAP’s, tell a larger story. I also learned that every stylistic device used in advertising is essentially text, which can reveal a theme within an advertisement as well as supplementing the context of the theme. For instance, in the GAP advertisement the pink palette as well as the text indicate, “A girl is a social butterfly, she likes to talk with friends”. Finally, I learned that there is often a deeper or subliminal message underneath the literal message of an advertisement. When analyzing this message we can see how a company creates a tone in an ad and how this can affect the overall reception of the promotion. It is important to not only analyze what is said, but also what is left out. Gender in advertising is a reflection of our societal beliefs but at the same time it can shape society. If we can use advertising that depicts strong, successful, or non-stereotypical women perhaps we could change our societal view that begs the question, “Can we use advertising to change society?”.

FOA #1 -Advertising Reflection

Maile Danilchik

10/16/17

IB Language and Literature

Reflective Statement for Advertising

Advertising is type of propaganda using text, images, and sound to affect an audience's response, thoughts, or actions and is to convince the viewer or listener to buy a product. We come across advertisements daily and even though we may not purchase a product, advertising has a subconscious effect on people. In order to dissect the elements of advertising and commercials, fellow students and I have collaborated on a film and print advertisement for a multipurpose camping called the “WonderBaton”. Our goal was to cultivate our audience’s interest about our product using the commercial and handout as our communication medium.

The message of our advertisement was that the “WonderBaton” is an innovative tool that replaces a bag of camping gear. We developed an Australian survivalist named Gare Bills to narrate and provide a personal testimony. Our target audience were outdoorsmen who wanted to be safe while in the wilderness. Our film only features Bills for the sake of simplicity, so it could be seen as marginalizing whoever was not the same demographic as him. Our advertisement shows the relevance of nature within the region we live in since the Pacific Northwest is generally acknowledged for its diverse ecosystems that many hikers and outdoorsmen like to explore.

Our brand name was created to invoke the feeling of wonderment from using such a versatile tool while “baton” was derived from the fact we used a relay race baton while filming. Our slogan, “Because we all deserve the chance to camp safely”, brought elements of pathos into our product promotion to invoke the feeling of security we desired to associate with our product. Rhetoric such as “highly recommend” used was to emphasize Bills’ endorsement of the product and the company mission. The use of the rhetorical triangle shows that linguistics play a huge role in the sharing of ideas and persuasion.

We utilized film and print since we thought that an audience would engage more with a cinematographic piece rather than another form. It would ideally be aired on shows pertaining to the outdoors such as National Geographic or other channels; our printed advertisement would feature in a magazine like the American Outdoors Magazine. For a soundtrack we chose “Wanted Dead or Alive” by Bon Jovi as it is an iconic song that has adding a rugged feel. I think our advertisement was effective in promoting our product with these elements subconsciously affecting the viewer.

I think the most effective appeals within our pieces was the use of ethos and pathos from the rhetorical triangle. With Bills’ testimony and emotive language, we were able to create a piece that drew the viewer in with both the print and film advertisement. Potential consumers of this product may want to be like Bills with his preparedness or they wished to relate to his persona through the acquisition of this product. The cinematographic qualities of the film as well as the soundtrack were beneficial to creating the type of feeling we wanted within the advertisement.

Word count: 500

Advertising, Happiness, and the End of the World - Blog Post #3

Maile Danilchik

10/8/17

IB Language and Literature

Blog Post #3

First Advertisement: Nike (http://www.designyourway.net/blog/inspiration/35-nike-print-advertisements-that-boosted-the-companys-income/)

Part I:

This advertisement is mainly picture based with minimal and bold text. This simplicity is also seen in how the image of used is edited to pull out dark colors for a contrasting background. Nike placed Adrian Peterson as the focal point of the advertisement. High contrast and intense lighting in this piece give it a very bold appearance that easily draws the eye toward the text, which reads, “Leave nothing”. This is not quoted from Peterson, nor is it Nike’s well known slogan, “Just do it”. In fact what exactly it is referring to, whether it is athleticism or athletic “glory” is unknown. However it is common of Nike to have short, unattached phrases in many of their advertisements to encourage potential clients. The Nike logo is visible next to the text, on his gloves, and the football. This shows that Nike produces several products that a football player or other athletes could use. Below in the lower right corner is the online store: nikefootball.com. In this advertisement Nike opts to sell the brand rather than a particular product. Despite the fact that the logo is on his gloves and the football, the company does not work to draw in people who need gloves or a football, it is for all football players of all levels. Nike also used a non-Caucasian athlete for its advertisement, showing that endorses athletes of different races. However, this ad is directed toward males since it is for Nike’s football line and the NFL is comprised of strictly male players.

Part II: The Rhetorical Triangle

Ethos: Ethos is the reliability of the advertiser and is commonly equated with trust. This advertisement employs ethos as its main theme, with Adrian Peterson as the focus of the piece. This shows ethos through Peterson’s fame in the NFL as well as his reputation as a high caliber athlete. In a way, Nike is suggesting that by purchasing their products you can become a player as successful as Peterson. Another interpretation is that Nike is showing that their brand and products are trusted and used by a pro-athlete so they are the best quality.

Logos: Logos is the use of logic in commercials and advertisements. This ad by Nike does not employ logos as one of their main rhetorical devices, which can be seen with the out of context “Leave nothing”. If this advertisement used logos, it would have said what “nothing” referred to.

Pathos: Pathos is an emotional appeal of a rhetorical piece, which can be used to draw the viewer closer to the advertisement. This piece by Nike does not use as much pathos as ethos but it could be inferred that pathos is used to connect with the audience and their want to be an athlete of Peterson’s level, which is supposedly achievable with the purchase of Nike products.

Part III: I do think this advertisement is affective visually, with the simplistic design and the use of ethos that is characteristic of Nike ads. Although personally I do not have a need for football gear, I could see someone who does finding appeal in this Nike advertisement.

Second Advertisement: Fanta (http://www.adweek.com/creativity/fanta-flavored-print-ad-probably-not-quite-tasty-or-refreshing-fanta-itself-147567/)

Part I:

This Fanta advertisement is simple in design but much more visually busy than the Nike ad. The logo as well as other little graphic designs are used to keep the eye moving with all of the text. The simple and “happy” color palette employs the colors in Fanta’s logo, orange and white. Interestingly, Fanta uses multiple different fonts that could be seen as cluttering the ad yet the plain background allows for the eye to rest while reading. The white text allows for the eyes to rest easier than if the background was white and the text was orange. The advertisement is a short prose about describing a taste or the feeling supposedly associated with drinking Fanta. Seeing the text and the different fonts draws the viewer in to read the entire piece which at the bottom, reads, “Are you still with us?” showing that their advertisement is drawing the audience in to read the entire page. The addition of the graphic designs helps add a visualization with the text, and breaks up different phrases. Their marketing idea was also to use edible paper, which is explained below the main text. Supposedly eating a piece of the advertisement was a way to test out Fanta’s new flavor. Not only is this concept not used very often but it draws more intrigue into the company and the advertisement itself.

Part II:

Logos: Logos is used but concealed with the fun sounding and imaginative language. Fanta suggests that because you feel all of the mentioned descriptions in the text you should buy their products. Why wouldn’t you want to experience the appealing message of the advertisement. It also explains that their method of sharing their new flavor is easy and safe with their edible advertisement.

Ethos: Fanta is a popular brand but they do not use much ethos in this advertisement. Although it could be said they are asking you to trust them and their use of edible paper which some people would be hesitant to do.

Pathos: I think this ad uses pathos through their descriptions they use and relate to consuming their product. The message of this advertisement and use of colors invokes a light-hearted and happy feeling while reading the page.

Part III: I think this advertisement is relatively successful in getting its point across. I think the use of taste as an extra sense in the marketing plan was an interesting concept. The color and different fonts create a welcoming atmosphere and although busy the ad does not look jumbled or overbearing on the eyes.

Advertising, Happiness, and the End of the World - Blog Post #2

Maile Danilchik

10/5/17

IB Language and Literature

Blog Post #2

Part I:

   I find happiness when I am doing what I love or when I am with people who I appreciate. This can be in riding my horse, reading a good book, painting, or being with friends and family. I am honestly at my happiest when I can combine many of these variables such as going to horse shows with my friends. I also find happiness in knowing people care about me and being able to be present when others need me. Happiness within a community, in my opinion, is an essential factor in life as humans. The idea of surveying national joy is seen with groups that orchestrate Gross National Happiness Surveys or GNH. Many of these surveys were performed in Bhutan, however, people have extended this idea to a global scale with the “Happy Planet Index” which rates the happiness of the world by country on a scale of an “HPI score” based on economics, environmental footprint, and life expectancy. I think that although this idea is interesting, you cannot quantify happiness because we haven’t succeeded in determining the qualities of happiness. We may associate happiness with smiling or with certain activities as I mentioned above, but find a universal sign of happiness proves itself difficult. Happiness can be related to “quality of life” and sometimes interchanged. Both of these terms are vague, yet we understand the meaning on a more subconscious level. However, we cannot find a way to discover a key factor or unit of measurement that is universally applicable. Therefore we resort to efforts similar to the HPI where we use real data points with national statistics to measure or assess something that is virtually unmeasurable. Finding the national happiness could maybe be quantified in a comprehensive survey, but that would rely on the general willingness of the population to participate which is difficult to obtain. In a New York Times article, “But Will It Make You Happy?”, research is quoted to suggest that happiness is widespread throughout leisure activities and vacations. Perhaps measuring the amount of travel (excluding business trips, medical trips, and non-extracurricular trips) could help find some data for figuring out national happiness.

Part II:

    “I’ve Been Called Luddite” by Kurt Vonnegut is about how he navigates the world of constant technological change and his thoughts on it. Vonnegut describes a Luddite as “a person who hates newfangled contraptions”. The term originates from Ned Ludd, a textile worker in England who protested against the use of mechanical looms in the workplace by damaging them, a capital crime at the time. His justification was that they were going to “put him out off work” with the ever increasing shift from humans in the workplace and factory jobs to machines. Vonnegut narrates his errand of going to the post office to mail a manuscript. Although this seems like a monotonous activity, every moment in the event is described with reverence for the simple things in life such as human interaction. The addition of modern technology in our society, for Vonnegut, seems to have replaced what seemed like quintessential parts of everyday life. He asserts that with this new dimension to our lives we are less happy because we cannot connect with each other. Besides losing touch with tangible reality, Vonnegut claims, “electronic communities build nothing. We are dancing animals”. Essentially, technology is dehumanizing us by taking away the simple interactions we share as part of our human nature. In his opinion, we cannot necessarily combat this movement towards a wholly technological society, but we can “get up and go out and do something” to detach us momentarily from a digitized world. I agree with Vonnegut that we are losing touch with each other on a more casual level with social interactions in a traditional sense. One could argue that technology such as social media can bring more people across nations together as a broader, less localized community; besides, with the implementation of technology, the possibilities for more innovation is present and waiting to be utilized. However, I think that we have lost the sense of happiness in performing normal tasks because they seem dull in comparison to the seemingly endless bounds of the internet and technology. Vonnegut’s nostalgia for a more straightforward past and a return to the “basics” in life could be a source of happiness in a chaotic, complex, and evolving world.

Part III:

This picture of my horse, Khaleesi, makes me happy because I love being with her. I also think she has a really cute nose and adorable eyes!

Advertising, Happiness, and the End of the World - Blog Post #1

Maile Danilchik

9/27/17

IB Language and Literature

Blog Post #1 - Advertising, Happiness, and The End of the World

"Dove Evolution." Youtube, uploaded by Zephoria, Oct. 2005, www.youtube.com/ 

     watch?v=hibyAJOSW8U. Accessed 27 Sept. 2017. 

"Dove Onslaught." Youtube, uploaded by Tim Piper, 2 Oct. 2007, www.youtube.com/ 

     watch?v=Ei6JvK0W60I. Accessed 27 Sept. 2017.

"Dove Onslaught(er)." Youtube, uploaded by GreenpeaceVideo, 21 Apr. 2008, 

     www.youtube.com/watch?v=odI7pQFyjso. Accessed 27 Sept. 2017. 

Part I:

           I am Maile and I currently attend West Sound Academy. I am a junior this year meaning that this is my first year of the International Baccalaureate Program. For IB Language and Literature I am studying journalism, advertising, and the role of media literacy in today’s society. My personal experiences with media are not expansive since I do not have many social media accounts but I encounter online news and other offline forms of media such as televised or printed forms. In fact, I believe I come in contact with everyday media more than I recognize because of its abundance within our modern day society. Whether it is on television, or on billboards on the streets, media is all around us and we are constantly being barraged by its subliminal messages even though we may not consciously acknowledge its presence. Media in my life plays different roles, the most pertinent being online, since the internet is the most abundant source. I try my best to not spend more time than necessary on the internet but nonetheless I still encounter advertisements, news, and more. The media I see or hear has more of an effect on what I may purchase but not my view points or other aspects of my life. I think our environment has a huge role in how our ideas are shaped and with media being part of our modern environment it is near impossible not to be affected by it. I use technology such as my computer or phone everyday but mostly for homework or communication. I appreciate spending time outside of the screen and enjoying the outside world.

Part II:

           The four big ideas in media regard the message or the meaning the different forms of media are trying to convey to their audience. The first theme in media is how messages are constructed. This includes the way a newspaper front cover is laid out, the soundtrack in a commercial, or the colors used in advertising. All forms of media are created to best and most effectively convey their message to the viewer. Within the context of the Dove commercials I think the use of time-lapse or fast moving frames and the increasingly intense music creates a sense of chaos that could be applied to urgency felt by Dove to spread their message of self-acceptance amidst the negativity or unobtainable beauty standards within the industry that are projected onto our society. 

          The second main idea in media literacy is that media significance is the representation of the world. I think this speaks true to the Dove commercials because of how they highlight the existing beauty industry and how the messages about beauty standards are conveyed in our present day society. I think the first and second commercial, “Evolution” and “Onslaught” speak to this idea more than the third because it portrays the experiences witnessed by everyday people and demonstrate how we as passerby are more deeply impacted than we realize. The second video, “Onslaught” depicts a young girl, a sort of “every girl” representation to universalize the negative effects of the beauty industry on people and consequently, society. 

          The third theme of media is that messages have economic and political purposes and contexts. This rings true for all of the commercials, the first two being political about the message of self acceptance and economic about promoting the Dove brand (which in doing so advertises their products with the Dove name). These first two films could be seen politically through connecting their message with a common theme in feminist movements and other groups promoting positive self-image. The third commercial, “Onslaught(er)” is less economically driven but more politically charged. Greenpeace, an environment destruction prevention group, used an identical template as Dove did in its films but with a twist against Dove. Instead it is about how palm oil in skincare products, specifically Dove’s, is decimating forests in Indonesia and killing the animals and other members of the ecosystem in which the trees are a keystone element. This was extremely political, not only talking about international environmental issues but also mocking Dove’s advertisement and consequently the message of feminism employed by the Dove foundation even if they were not directly targeting Dove’s statement.

          The fourth and final message in media is that individuals create meaning in media messages through interpretation. This is a universal statement that is applicable to every form of media. Within context to Dove, people can either be supportive or in disagreement with the message in the film. This can also be said for the Greenpeace video except there is also an element of how people may interpret the way the organization mimicked Dove’s commercial layout and mocked the Dove name and message. Similarly, people can decipher the meaning of one commercial as more pertinent or important than one depending on whether the viewer places more gravity on the mental health of our younger generations or on the fragile environmental statues of our planet and how our industries affect it. 

The Islamic Faith

Maile Danilchik

3/13/17

10th Grade World Literature

Islamic Religion

The Islamic faith is a branch among three main religions that compose the Abrahamic faiths. The other two belief systems are Christianity and Judaism. Before I learned more about the origins and core doctrines, I knew that Islam was an Abrahamic religion, but I did not know how similar the perceived origins were to Christianity. I did not know that Adam and Prophet Noah were common themes in both religions. I was interested to see that Eve is not mentioned as an important aspect of Islamic faith, which I also did not know. I previously knew that Prophet Muhammad was very central to the Islamic faith, but I learned that he was the progeny of Prophet Abraham, whose name I assume inspired the title of Abrahamic Faiths. I did not know that the name “Islam” is derived from “Salam” which means peace in Arabic. Therefore Islam is considered the religion of piece. I feel that there is a negative connotation related to the Islamic faith that can be applied by present-day media in our area of the world. I think it is important to understand the history and origins of the Islamic faith before choosing to think of it a certain way. I do not practice the Islamic religion or have much experience with the religion, but after learning more about it I believe it is a fascinating belief system, and I am interested in learning more about it.

Cry, the Beloved Country Observations #4

Maile Danilchik

2/9/17

World Literature 10th

Cry, the Beloved Country Paragraph Assignment #4

Paton, Alan. Cry, the Beloved Country. New York, Scribner, 2003.

   It was believed throughout the native African community in Ndotsheni that “the white man” has broken the tribe. Many think that a broken tribal system contributed to native crime rates to spike and racial injustice. In Cry, the Beloved Country, the prosperous, busy city of Johannesburg serves as the white man’s town, and Ndotsheni in the poor countryside is the place of the tribe. Apartheid kept the two communities apart legally, but there was a political dynamic between the two locations. For instance, the crimes Absalom Kumalo committed in Johannesburg were said to be “the disastrous effect of a great and wicked city on the character of a simple tribal boy.” (Paton, 233). Johannesburg was the location of where many African youths wanted to go, but instead of gaining prosperity they get either are corrupted by the city or led down a path of crime.

In Ndotsheni, the black community seems to be reliant on white men to survive, Kumalo is aware of the dependency Ndotsheni has on white people, “Where would we be without all that this white man has done for us?” (Paton, 301). In many instances, favors done by a white person for a black person was seen as a rare miracle, and white reformers were idolized. However, the young demonstrator who comes to aid the African people of Ndotsheni explains that “it was the white man who gave [Africans] so little land, it was the white man who took us away from the land to go to work...Therefore what this good white man does is only a repayment.” (Paton, 302). The white man was said to destroy the tribe and cause racial divides; therefore the demonstrator believed that every good deed a white man did for the African community should not be viewed as a random act of kindness but something that is necessary to justify the past.

Cry, the Beloved Country Observations #3

Maile Danilchik

2/3/17

World Literature 10th

Cry, the Beloved Country Paragraph Assignment #3

Paton, Alan. Cry, the Beloved Country. New York, Scribner, 2003.

     The two most significant communities that were engaged in the racial tensions were the African natives, referred to as “the tribal system” and white people, or Afrikaners. Arthur Jarvis, a white reformer for the black community, wrote about the politics of the issue before his murder. Many at the time thought that natives were inherently criminalistic, but Jarvis argues that “The old tribal system was, for all its violence and savagery, for all its superstition and witchcraft, a moral system. [The] natives today produce criminals and prostitutes and drunkards, not because it is their nature to do so, but because their simple system...has been destroyed.” (Paton, 179). This was a common belief expressed by Msimangu and Jarvis that it was not the tribe’s fault that Native adolescents were getting into trouble, but because the white men had ruined the tribal system and caused “the disintegration of native community.” (Paton, 178). Jarvis had also supported apartheid to “preserve the tribal system by a policy of segregation…” (Paton, 179) but was dismayed at the inequality of segregation when “[South Africa] set aside one-tenth of the land for four-fifths of the people.” (Paton, 179).

    The politics of South Africa was closely tied to the church, and many equated the word of God with the law. Many believe that South Africa was a Christian society due to its close connections to faith. However, Jarvis wonders how God was connected to racial circumstances in South Africa. To him, it seems that “[God] gives the Divine Approval to any human action that is designed to keep black men from advancement…[and] He blesses any action that is designed to prevent black men from the full employment of the gifts He gave them.” (Paton, 187). Jarvis is confused why “God becomes [an] inconsistent creature, giving gifts [to blacks] and denying them employment.” (Paton, 187). This is most likely a reference to the politics of segregation and the motto of “separate but equal”, yet the irony is in the fact that whites and blacks were separated but not treated equally. Jarvis concludes that “[South Africa] is not Christian; it is a tragic compound of great ideal and fearful practice, of high assurance and desperate anxiety, of loving charity and fearful clutching of possessions...” (Paton, 188) and that such injustice of racism would not exist in a Christian society that followed the covenants of God.

Cry, the Beloved Country Observation #2

Maile Danilchik

1/28/17

World Literature 10th Grade

Cry, The Beloved Country Paragraph Assignment #2

Paton, Alan. Cry, the Beloved Country. New York, Scribner, 2003.

 

    Before apartheid was officially enforced in South Africa (1948), there was still a psychological and socio-economic barrier between black Africans and white Afrikaners living there. Job, housing, and economic discrimination led to a growing gap between white people who could afford to live and prosper in cities such as Johannesburg and black people who were denied an equal chance at successful jobs had to establish shanty towns and other low-income housing. Some Africans were desperate enough to look towards theft to support their families and themselves. Therefore, the stereotype put on shanty towns and African communities of crime was created, resembling that of ghettos and crime in the United States. The connection that some white Afrikaners failed to make was that crime was not in the DNA of the black Africans, it was a condition imposed by their environment and financial disadvantages due to an unfair economy.

   In Cry, the Beloved Country, the politics of this socio-economic imbalance and the perspectives of white South Africans who did not make the key connection between economic inequality and crime is portrayed through a council meeting. Council members agree that “[they] shall always have native crime to fear until the native people of [South Africa] have worthy purposes…” (Paton, 107), illustrating the assumption made about the African native demographic that many white Afrikaners made, believing that the native black people did not have a purpose in their town. Essentially, some white Afrikaners thought that the black Africans were an inconvenience or an obstacle, not a group of people. The council also mentions how African natives could not afford the proper education for their children, leading to one council member to question whether “more schooling simply means cleverer [native] criminals.” (Paton, 107). I think that this question brought up by the council shows the mindset and belief that black Africans showed inherently criminal tendencies, once again not making the connection as mentioned earlier. These political differences and socio-economic divides were the roots of apartheid since the population was already split by race and economic separation.

Cry, the Beloved Country Observations

Maile Danilchik

1/22/17

10th Grade World Literature

Cry, The Beloved Country Paragraph Assignment #1

Paton, Alan. Cry, the Beloved Country. New York, Scribner, 2003.

   Cry, the Beloved Country by Alan Paton is a novel placed in South Africa during the time of apartheid, meaning segregation. South Africa’s long history of being occupied by different European settlers had created a racially diverse population and many racial controversies to unfold in following years. The domestic disputes between white Afrikaners and black Africans were similar to white Americans and Native Americans in the United States, with a foreign group placing power over the existing people. The politics of those events were illustrated in Alan Paton’s novel through the eyes of the protagonist Reverend Stephen Kumalo. Kumalo is an older Zulu man whose family has been abandoning the countryside where he resides for the nearest westernized city of Johannesburg for the promise of prosperity in its gold mines. He receives a letter from his friend asking Kumalo to come quickly to Johannesburg because his sister is sick. Once he arrives in Johannesburg, he has a dinner with fellow religious leaders and their dinner discussion narrated the how the racial divisions of South Africa affected everyday life.

At the table “they talked of young criminal children, and older more dangerous criminals, of how white Johannesburg was afraid of black crime.” (Paton, 52)  Newspaper headlines had announced black on white crimes in Johannesburg that were spreading fear of black people through white communities. Kumalo questioned why it seemed African youths were committing crimes against white people, and his friend explained “White man has broken the tribe...But the house that is broken, and the man that falls apart when the house is broken, these are tragic things. That is why children break the law, and old white people are robbed and beaten.” (Paton, 56) Kumalo’s friend is referencing the Boer-Zulu War in which Europeans took over native Zulu tribes in South Africa, and that perhaps the African descendants of these people were trying to create justice. I think that the crime depicted in Cry, the Beloved Country is a significant aspect of the politics in South Africa, showing how apartheid had negatively impacted domestic race relations.