No sexual playground

A Part of the colonial dominance of countries and people in what is today’s developing world involved gross sexual exploitation. Not only was there economic exploitation of the colonies, but many of them were treated as suppliers of the sexual desires and depravities of predators in the countries which made up the colonial powers.{{more}}

Even after independence, this trend continued and with the rise of tourism, the attractions of many countries were advertised, linking their natural attractions to sexual activities. We are familiar with the “Sun, Sea and Sex” label tagged on exotic locations such as the Caribbean and the Pacific, branding us under the “Rum and Coca Cola” tag, not so subtly indicating that we were “wuking fo’ de Yankee dollar,” with all its sexual connotations.

All around the globe the singling out of regions and young women, and men, for sexual purposes, continued to be promoted, with gambling sometimes as an added attraction. There was “Sun (Sin) City” in South Africa, Phuket in Thailand, the scantily-clad senoritas of Rio’s Carnival in Brazil, all marketed as part of the tourism experience.

But, as the legendary folk singer Bob Dylan reminded us, “Times are a-changing” and more and more countries in the developing world began to reject the sexual model for tourism. Cuba made a break after the 1959 revolution, refusing to be a playground for the rich and depraved in the USA, an act for which that country is still being punished today.

Others are placing self-respect very high in promoting tourism development and focusing on more healthy and sustainable models. Brazil is still struggling to escape from the model of sexual tourism. It is today a modern economic powerhouse in its own right, one of the major “emerging nations” on the global scale. Its status is demonstrated by the fact that within the space of two years, 2014-2016, it is to host the two largest sporting events in the world, namely the World Cup of football and the Olympic Games.

One would think that these are by themselves sufficient attraction to bring hundreds of thousands to Brazil’s shores. But old habits still persist. The giant sportswear maker, Adidas, is one of the big sponsors of the 2014 World Cup. As part of its promotion, it has printed promotional World Cup jerseys. Unfortunately, these were done in the same old shameful sexual images, one with the image of a half-naked woman under the slogan “Looking to score,” and another showing a heart designed as a woman’s bikini bottom, saying “I love Brazil.”

In times past, these would go unchecked. Not anymore, for Brazil has protested about the sexualising of the image of its country and the mighty Adidas has been forced to withdraw the offending jerseys.

Yet another, SIGN OF THE TIMES.