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Localising Christmas: The Tradition/Relevance Gap
Posted by
Al Mackay at 08:00
It’s the end of the year and we all know what that means – beaches, braais and spending as much time with friends and family as we can. We’ll eat too much and struggle to stay cool in the sticky heat and many of us will celebrate Christmas. Even those of us who do not celebrate will struggle to avoid the Christmas atmosphere all around – our retailers make sure that we are confronted with snowflakes, snowmen, pine trees and reindeer wherever we go. It irritates me every year. What do any of these things have to do with our experience of December? It strikes me as bad marketing.
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