Award-winning South African artist, Makhadzi has come forward with an apology after receiving backlash for a scene in her latest music video for the song Jealous Down. The singer was criticised for portraying sign language inaccurately, which offended members of the deaf community.
What Sparked the Criticism?
The incident came to light when Andile Ngidi, one of the featured individuals, shared a short clip from the video on TikTok. In the video, Makhadzi can be seen mimicking sign language in a playful manner. However, it was quickly pointed out that the gestures used were inaccurate, failing to follow proper sign language grammar and syntax.
Dieumercy Asan, a prominent sign language mentor, was one of the first to raise concerns, saying, “By using incorrect signs, Makhadzi did not only disrespect the deaf community but also misinformed her millions of fans, making it seem like this behaviour is acceptable. Sign language is an essential part of deaf culture, and mocking it trivialises the community’s struggles.”
Calls for Raising Awareness
Asan also pointed out that the month of September is celebrated as Deaf Awareness Month, making the timing of the incident especially sensitive. With Makhadzi’s large following and influence, there was an opportunity to use her platform to educate the public on sign language and the challenges faced by the deaf community.
“She could have easily hired a professional interpreter to ensure the correct usage of sign language,” Asan continued. “By doing so, it would have been an act of inclusion. It’s important that whenever sign language or deaf culture is involved, a certified interpreter or a member of the deaf community should be consulted to ensure accuracy and respect.”
Makhadzi’s Apology and Response
Following the criticism, Makhadzi acknowledged the harm her actions had caused and expressed deep regret for her portrayal of sign language. She admitted that she had not intended to cause any offence and did not fully understand the potential impact of her actions.
In her statement, Makhadzi explained, “As someone who works in the entertainment industry, I often engage in acting without fully considering how it might affect different communities. I now realise what I did was wrong, and I deeply apologise for any pain I caused.”
Makhadzi confirmed she would issue a public apology the following week and request that those involved in the video remove the offensive clip from social media platforms like TikTok.
She was also willing to take full accountability, stating, “I understand the importance of listening and learning when my actions hurt others. I had no intention of offending anyone, especially not the deaf community. As someone who has experienced bullying, I understand how hurtful it can be when others feel disrespected. I am truly sorry and will release a formal statement soon.”
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Looking Forward: The Importance of Sensitivity in Media
This incident underscores the importance of cultural sensitivity, especially when portraying minority communities in media. While the music industry is often playful and expressive, ensuring that no group is marginalised or misrepresented is vital. Proper consultation with experts from the relevant communities can prevent such issues and foster inclusivity.
As Makhadzi prepares to release her formal apology, it reminds creators and influencers alike to be mindful of their content and its potential impact on diverse audiences. This is particularly true for public figures who can influence millions of followers, as their actions can educate or alienate those who feel misunderstood or disrespected.