What Happened to Kwanzaa?

Long before the giant mall usurped the American urban landscape, Hallmark was cheapening our age-old religious traditions and turning nuanced theological messages into platitudinous feel-goodisms to be bought and sold in the marketplace. Out of a singular, sinister force, Hallmark conspired to transform a suffering servant into a jolly present-giver and a fundamentalist victory into a celebration of assimilation. Hallmark was late capitalism's ubiquitous signifier before Starbucks was in operation in Seattle and Disney was in operation in Times Square. "Hallmark moments" elicited mild forms of queasiness, a mix of nostalgia and sentimentality under the guise of the universal.

Perhaps, then, it's a good thing that Kwanzaa has all but vanished from the local greeting card store. But what led to its disappearance? And where did it go? As recently as 1993, Kwanzaa was America's fastest-growing holiday. I recall a chilly December evening of that year when on the campus of Brown University my girlfriend and I took a study break and paid a visit to the campus' Third World Center. We used to go there a lot--mostly when we detected the distinct aroma of free ethnic food. We waded through a throng of students of color to the buffet table, gathered some fried plantains and okra on a tiny paper plate and found some room in the corner to take in the scene. We knew that Kwanzaa honored African heritage, and soon learned that it meant "first fruits" in Swahili. The place was packed and the music was booming--A Tribe Called Quest (of course)--while red, black and green-clad bodies bobbed their heads in sync. That year Ben & Jerry's began making sweet potato ice cream, J.C.Penny offered Kwanzaa products in stores nationwide, local news stations wished their viewers a Merry Christmas, Happy Hanukkah and Happy Kwanzaa, and Hallmark printed 12 different varieties of Kwanzaa-themed cards.

Fifteen years later, I publish an irreverent Jewish culture magazine called Heeb and immediate circles supply me with more anecdotal information about lower back pain than they do about Kwanzaa observance, but I still can't help but notice not noticing Kwanzaa at the greeting cards store. Certainly people are still celebrating the holiday, but clearly corporate America no longer seeks to capitalize on Kwanzaa the way it once did. At a time when a black man can be elected President, the powers-that-be seem to be saying African-Americans are much more ready embrace the de facto American civic religion, Christianity.

Multiculturalism was supposed to highlight our differences in radical ways, not transform them into different flavors of ice cream. But I worry about how Kwanzaa's disappearance will get understood. In a few years (if not already), Americans will probably remember it the way they remember parachute pants or the Rubik's cube--the irony, that removing Kwanzaa from the aisles of greeting card stores might end up forever enshrining it as a pop cultural relic. Meanwhile, the meanings of Christmas and Hanukkah continue to be contested and questioned as they reside in the marketplace, Whether it's gone because nobody knew how to sell it, or because nobody wanted to buy it, Kwanzaa is now nowhere to be found.

Joshua Neuman is the Publisher of Heeb Magazine. A graduate of Brown University and the Harvard Divinity School, he has taught undergraduate courses in the Philosophy of Religion at New York University, written for Slate, eMusic and ESPN and appeared on VH1, A & E and National Public Radio. His first book, The Big Book of Jewish Conspiracies, was published by St. Martin's Press in 2005.

Comments

[gojo]

I do believe that most African Americans like the idea of kwanzaa but just can't seem to relate to it very well when raised in a America. It seems too foreign and distant. It may be your heritage but if it doesn't feel right for you, then you feel a little phony participating in the whole thing.

[gojo]

a America? Sorry...

[biblioscribe]

Kwanzaa has not disappeared -- and depending upon where you shop, Kwanzaa cards can be found in abundance. That being said, Kwanzaa is a time for reflection -- it is often difficult to find commercial appeal in something that requires the celebrant to look inward to assess his or her value and contributions to family, community and nation. More and more families are celebrating the principles of Kwanzaa and are trying to live those principles year round. It is more about gratitude and giving back, and less about purchasing power. Families and individuals who celebrate Kwanzaa make a commitment to live their lives with purpose and self-determination as they work toward promoting national unity; demonstrating faith in community, others and a higher power; working and acting with creativity; and pulling together in collaboration to build strong families, businesses, and community. Kwanzaa hasn't disappeared -- it's simply gone home, where the heart of the family resides. Strong families build a strong nation.

[Raybee]

Beautifully written, thank you.

[coachrich]

I like the way you put it. "Families and individuals who celebrate Kwanzaa make a commitment etc.... Many people celebrate Kwanzaa. Whatever you celebrate it or not, is not the issue. I am happy that some people celebrate, the attempt of building a better, unified community.

[08politicaljunkie]

Although I often participate in the pageants and traditions of these "Holy_Days," the commercialization of them bug me -- especially Christmas and Easter.

Perhaps it's good that the huge corporations aren't profiting from Kwanzaa and those who've decided to practice its seven principles can do so in the true spirit.

http://www.star-telegram.com/living/story/1111193.html

[Freedomscap]

I wanna know why is this guy writing a piece about a black holiday -- they couldn't find a black writer to write about it -- giving more crediblity and legitimacy.

[jazzdrummerb]

"I wanna know why is this guy writing a piece about a black holiday"
That statement is wrong on so many levels...

First, you're complaining about the color of the guy's skin, AND NOTHING ELSE.

Sound familiar? Yeah me too.

Second, if you're trying to promote the legion of talented, hardworking and imaginitive black writers (like Walter Mosely for one), you get the failing grade. Personally I don't know what you really want, other than someone who's not white.

Air ball.

You can argue that there is a cultural divide in America. An idiot can see that. It's a freakin canyon between Baltimore and anywhere in Idaho. What you CAN'T argue is that a white person couldn't possibly understand or empathize. You can't argue that somehow they're outsiders simply because of the color line. That to me is as offensive as when whites have done it to me.

Third, yes there are many many many inequities to be overcome. Welcome to Earth.

[FabulousAt52]

What?? Only a black writer can observe and write about their observations regarding a "black holiday?"
I guess only Christians are allowed to discuss Christmas, and only Jews should mention Hannukka? The writer is commenting on a cultural issue from his viewpoint, he's not dissing anyone's holiday or beliefs, so what is the problem?

Ridiculous.

[Freedomscap]

How many pieces have you read of black folks writing about Hannukka? Yes, you can intellectualize about it -- waxing poetically.

However, reality always bites.

[Cushite]

Hopefully huffingtonpost won't censor these comments.

I agree with you FabulousAt52. We are lucky not to have America's imperial corporate world miking Kwanzaa. African Americans and those who admit the true meaning of Kwanzaa has it right. People buying junk to give their lives some kind of meaning will never get it.

The Pagan spirituality was the starting point of today's money driven religions, is safe from the devalued holidays of today. They have no real value other than making money for the American corporations.

http://www.youtube.com/watch?v=qD-04G3_F7E

[FabulousAt52]

This is why the Pagans (still) have the right idea...
Yes, there are modern-day Pagans still around, people...s­till honoring [their own, personal] gods/goddesses, or not honoring any at all. But all Pagans celebrate the turning of the seasons,
and all things "universally natural".
The seasons change for us all... the sun rises and sets for us all. The daylight hours lengthen and shorten for everyone, everywhere.
Everyone everywhere plants and harvests crops, and in some form or another lives off of (and should be replenishing) the Earth. Spirituality based on nature and time. Just can't beat it.

Hopefully Hallmark and the corporate whores of consumerism will never leech onto the Pagan "holidays" and celebratio­ns...
Real holiday or not-- Kwanzaa got off lucky if you ask me.

[Wanluv]

For all those who don't like the term African American, I think your incoming preident's heritage makes this a moot point, because he is a "real" African-American, as are all of us, regardless of complexion­... Unless you don't believe your own Bible or evolution and DNA theorists. "We are family, brothers and sisters we be!"

[Cushite]

Indigenous Africans are all dark hued people. So your ancestors were dark hued, however there were no such thing as a white indigenous African. So no, you are a European American and I think it's about time that you learn to love who YOU are and stop trying to control African people with silly social constructs to make you feel better about who you are. The point, focus on YOU you will learn to be a happier person.

[ESerafina42]

I believe that Wanluv is going back further than you are. ALL humans - every single one of us - are descended from people who came out of Africa, and we really don't know what color those people's skin was. It probably was dark, though how dark is only a guess.

[karinova]

Have you ever seen a Libyan?

[Wanjiru]

Indigenous Africans are all dark hued people
============

...totally FALSE premise, thereby negating the rest of your "argument"­...

.

[jazzdrummerb]

The oldest human remains are from Africa. We are all descended from Africans. It's simple and true.

Nonetheless, I get tired of the whole debate over the minutia of African American versus black (or Black). I'm proud of my skin, I'm proud of where I come from. Call me black or African-American, whatever floats your boat. Can we stop arguing about it now?

If I'm going to get involved in anything truly African, then I'm going to Africa. I'm going to Ghana or Kenya or South Africa and I'll ask THEM what they value, and what their lives are like. Or there are blogs out of Africa, and many web sites where you can get news from the continent. I want the real deal, not just another Americanized version of Africa.

Africa has many cultures and languages. One American guy from the 60's can't possibly know which one is my heritage.

[Wanluv]

This "conversation" just proves that we have a long way to go on our intellectual and spiritual journeys. For those from the east coast (Africa= Kenya, etc...), KWANZAA's 7 principles have (Ki-)Swahili names, so take the time to READ and grasp the origin and y'all might learn something that can be taken back to Africa so that people in Zimbabwe, Tanzania, Kenya, Uganda, Congo, etc. can have bread at a reasonable price, share in the resources of the wealthiest continent that enriches everywhere and everyone else in the world but only benefits a corrupt few in your homelands, and maybe slow or stop the genocide by AIDS of the professional middle class and sandwich generations. You could do worse than adopt Kwanzaa as a blueprint for the good life, regardles of KoolAid flavor... Decolonize your minds and your pockets will follow.

[jazzdrummerb]

No disrepect to you, but I checked out Kwanzaa long ago. Yep, I can READ. I did not feel compelled or inspired by Kwanzaa in any way.

Anyone reading this can help the continent of Africa by volunteering, donating, keeping up to date on the issues facing Africa. Get involved. Do something. Anything. With or without Kwanzaa.

Yeah I get it--I'm "colonized", blah blah. That's yesterdays news, man. People are moving on, and a new generation doesn't have our experiences and doesn't share our bitterness. Things change way too slowly on this planet, but they change just as sure as you're born. Our children will have it better. How much better depends on how much we all get involved in the process beyond blogging.

Africa is made up of many countries, tribes, languages, religions. I never needed a ritual to know that.

We disagree about Kwanzaa. We've both had worse days than this my friend. I wish you well.

[Wanjiru]

...ok, someone from "the east coast (Africa=Kenya, etc...) " here (whatever in h.el.l that means)...

......wher­e do you get your information from?...


...everyth­ing you say is FALSE...

...EVERYTH­ING.

.

[trudem2]

Kwanzaa is a fairly contemporary invention that does not have deep historical roots and meaning among black Americans and never really caught on among the mainstream. I believe the creator of this holiday is still alive -- though can't tell you his name - but the holiday always had a certain contrivance about it. Not surprised it has slowly faded away since it never gained much ground in the first place.

[drayak]

Kwanzaa was invented in 1969. It has no true roots in Africa or anywhere else outside the US. It was a case of creating a celebration that was not embedded in (White) Christmas, or (Jewish) Hannika.

The problem was the kids wanted the celebrate with their friends, not on New Year's Day.

[realpolitic]

Yes, Kwanzaa was only around several years before it disappeared. It went the way of Ebonics. It was a difficult holiday though because it borrowed from Christianity and the Jewish celebration of hanukkak and African tradition.

[Cushite]

...borrowe­d from Christianity and the Jewish??? My friend your lack of education can't be ignored.

Try reading, The African Origin of Modern Judaism, by Jose' V. Malcioln. Also, The Moses Mystery, by Gary Greenberg. I think you have this borrowing idea backwards.

[Cushite]

Why do European American spread lies on a global level by changing the ancient images in Christianity? Professor Thomas C. Oden makes clear in his book, How Africa Shaped the Christian Mind: Rediscovering the African Seedbed of Western Christianity. Where is the cradle of Christianity, Europe or Africa?

And Tim Wise has made it more directly clear in his article, Santa, Jesus and the Symbolism of White Supremacy. So tell me should we stop this age old European lie? Not to mention stop trying to spread this lie into every country that we invade?

[MIKEinNYC]

Now that we have elected a black president what's the point?

The message connected to black assertediveness has been delivered.

[Heru1]

Because Obama won we should give up black culture? Sounds like the same plan u had when u enslaved us.

[MIKEinNYC]

From what I'm seeing here it appears that most black respondents are disavowing any connection with Kwanzaaaaaaaa and denying that it has anything whatsoever to do with genuine black culture.

BTW, I'm 1st generation. Not one of my ancestors ever enslaved anyone. A tad racist and presumptuous for you to have made that silly remark, just because you disagree with my post, eh? What say? Low blow?

[RadicalConservative]

It's fine to have a cultural based holiday, like Kwanzaa; but why are Blacks and sometimes Hispanics the only ones allowed to have such a holiday and it not be considered ra ci st?

[rmreddicks]

Why don't you think that through a little more?

[Wanjiru]

LOL...

.

[N8Ma]

Ever heard of St. Patrick's?

Halloween for that matter...

[Eyewideopen]

Christmas

[KenGirard]

If you choose to celibrate Kwanzaa, or not celebrate it, that is your choice.
What about cultureal holidays like Labor Day or Thanksgiving, with the culture being American?
It is also your choice to celebrate, or not, Talk Like A Pirate Day, Easter, Xmas, or whatever. No one is stopping you, or making you.

[karinova]

Ugh, whatever, I'm just glad it's finally gone.

It must have seemed like a good idea at the time, but to me, Kwanzaa always reeked of desperation. The whole thing always just made me feel vaguely sad, not empowered.

And I don't think it was ever actually explained to me-- what exactly are we supposed to be celebrating, again? Maybe I was just supposed to embrace it because I'm black? Speaking of which, is this a holiday for black people only or what? Because a) that makes me uncomfortable, and b) I don't see why/how the various virtues of Kwanzaa are special to us. And finally, I call BS on the notion that it wasn't intended to be a "black Christmas.­" Why else choose that time of year? What about Kwanzaa has anything to do with that particular time of year?

[jazzdrummerb]

I'm with you.
I've never cared a bit for Kwanzaa. It was kind of like, "Here's a new holiday. Celebrate it because you're black, OK?" .
I was raised to think for myself. I hate when anyone of any color tries to tell me what I'm supposed to be/do/thin­k/wear/say­/believe because I'm black, so no thanks.

I think Kwanzaa is a made up excuse for separatism. My parents felt the same way and it never got any attention in our household as a child.

If I could find out what country my ancestors came from (my parents have been trying for years), I would love to know what customs and rituals they follow. What I don't need is a dude I never heard of making up holidays for me just because of my skin color.

[Stirner]

Kwanzaa is but a reaction to the all-white Christian Christmas affair (or, if you will, the old "Saturnalia" at the Winter Solstice). Western Europe, and so American culture (North and South) are fundamentally Christian/­Nordic/Gre­co-Roman, and not African nor Middle East (so much for Hannuka). Besides, the birth of God as a Man is something of a world-historical event. It is not merely a thanksgiving (Kwanzza) or the marking of some minor event in some religious history. It is more than these Christmas/Winter Solstice/Saturnalia wannabes.

[Heru1]

Some children need to believe in fairytales like santa claus and crucifixion