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Excerpted from Sarah Britten’s The Art of the South African Insult
Choking on broccoli
Chris Chameleon once said that singing in Afrikaans was like choking on broccoli. Nobody seemed to mind as much, though, as they did when the Bible of global cool, Wallpaper magazine, described Afrikaans as “one of the world’s ugliest languages” in its September 2005 edition.
Johan Rupert, who is also the CEO of Richemont, responded by withdrawing millions of pounds of advertising for some of the world’s most desirable brands, effectively telling this nauseatingly self-regarding bunch of ponces to stick their Philippe Starck up their Rem Koolhaas. In our globalised society, Rupert showed us that the best way to get your own back is to use your status as a captain of industry at the helm of a huge marketing budget to further your own personal agenda. It makes more sense than writing letters to the Sunday Times.
Of course, it was only a matter of time before Steve Hofmeyr, having fathered half the Afrikaner nation (Wie’s jou papa? as the jokes go), crowned himself defender of the volk. Thus Afrikaners now have a choice, if one can call it that, between Steve and the Don of Dainfern, Dan Roodt. At least Dan wouldn’t be caught dead in a brown patchwork leather jacket. Continue reading »



