Community Matters
THEIR LIVELIHOOD IS UNINTENTIONALLY PRESERVING THEIR CULTURE
Importantly, there is no community without shared interests; interests come first and foremost. They form the community, they give it a reason to exist.
Whether the interest is a TV show, a shared vision or a sport, it’s the catalyzing connection point for that community. These communities then create and offer up a common ground to which the individual can belong, connect and contribute. And of course, there can be communities within communities; interests are often multi-dimensional.
And typically these interests and tastes revolve around food, music, sport and art in its various forms [dance, for instance, is an art form]. And each of these interests has its own space and language that binds them in belonging. Interestingly, as we saw, religion plays far less of a role than might have been expected, particularly for the new gen.
Yet there are new manifestations of ‘churches’ through which the audience congregates, whether it is a football stadium, a favorite restaurant, or even a Barbershop. Businesses themselves also often become a source of employing a diaspora and congregating/preserving community [hosting events, etc.] even if it's not the original intention. That is one of the ways culture survives.
““There’s definitely significance in other people recognising you and your community, and when that happens - whether it’s a new cycle, or someone playing afro beats, or suddenly I’m seeing South Asians in movies, that recognition is power to how you relate. That was interesting, I think about our role as a brand, are we shedding [enough] light or bringing [enough] visibility to your group of people.”
Vivian from WhatsApp, Group Debrief