The thing that is being lost is heritage. In Africa, religion and advertisement and television and media hype have gotten Africans to where they are convinced psychologically that their own heritage is heathen, pagan, barbaric, savage, primitive.

Hugh Masekela’s quote highlights the loss of heritage and the damaging effects of external influences such as religion, advertisement, television, and media hype. He points out that these forces have played a significant role in convincing many Africans to reject or devalue their own cultural traditions and values. The terms heathen, pagan, barbaric, savage, and primitive reflect the derogatory labels often applied to African heritage by colonial powers and Western influences, which led to internalized self-rejection and a diminished sense of pride in one’s cultural identity.

Masekela emphasizes the psychological toll of this process, where people come to believe that their own heritage is inferior or undesirable. By framing these external forces as responsible for shaping this mindset, he underscores how cultural colonization and the imposition of foreign values have led to the alienation of Africans from their own traditions. The internalized view of African heritage as backward or uncivilized is a powerful example of how media and religion can reshape self-perception and societal values.

The quote also speaks to the larger issue of cultural erosion and the globalization of ideas that often undermine local cultures. Masekela’s critique suggests that Africans, like many other indigenous peoples around the world, have been made to feel that their cultural identity is something to be ashamed of, replaced by foreign ideas and practices. This process of cultural assimilation diminishes the value of traditional knowledge, art, and practices, and fosters a sense of loss among communities.

Originating from Hugh Masekela, a prominent South African musician and anti-apartheid activist, the quote reflects his deep commitment to African heritage and cultural pride. Masekela, known for his music as well as his activism, often used his platform to challenge the narratives that oppressed African people and to celebrate African identity. His reflections on the loss of heritage are rooted in his personal experiences with apartheid and his lifelong advocacy for reclaiming cultural pride.