University of Pennsylvania ScholarlyCommons Publicly Accessible Penn Dissertations 2019 Soweto, The s“ torybook Place”: Tourism And Feeling In A South African Township Sarah Marie Kgagudi University of Pennsylvania,
[email protected] Follow this and additional works at: https://repository.upenn.edu/edissertations Part of the Linguistics Commons, Music Commons, and the Social and Cultural Anthropology Commons Recommended Citation Kgagudi, Sarah Marie, "Soweto, The s“ torybook Place”: Tourism And Feeling In A South African Township" (2019). Publicly Accessible Penn Dissertations. 3320. https://repository.upenn.edu/edissertations/3320 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/edissertations/3320 For more information, please contact
[email protected]. Soweto, The s“ torybook Place”: Tourism And Feeling In A South African Township Abstract This dissertation deals with the role of tour guides in creating and telling the story of Soweto – a township southwest of Johannesburg, South Africa. The ts ory speaks of a place afflicted by poverty because of its history of segregation during apartheid but emerging out of these struggles to lead its nation in a post-apartheid culture. I argue that Soweto’s story was created out of a governmental mandate for the township to become one of Gauteng’s tourism locations, and out of a knowledge that the transformation story from apartheid to a ‘rainbow nation’ would not sell in this context. After being created, Soweto’s story was affirmed through urban branding strategies and distributed to tourism markets across the world. It is a storybook – a narrative with a beginning, a climax, and an ending; it is easily packaged, marketed and sold to individuals from across the world, and this is done through the senses and emotions.