Name: The Story Of Kwanzaa: From Civil Rights To Corporate America
Uploaded: 2016-12-31T08:11:03.000Z
Duration: 4 min 52 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

Now you may have heard of Kwanzaa… that celebration that coincides with Christmas

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You may have even been to a Kwanzaa celebration.

In the 80s and 90s, Kwanzaa was everywhere.

But do you really know what this holiday is about and why it started?

In 1965, tensions between black communities and law enforcement reached a boiling point

and Los Angeles saw the most violent urban riot in 20 years.

As the Watts Riots unfolded around him, LA-based PhD student and activist Maulana Karenga saw

an opportunity to restore unity in black communities and foster African American cultural institutions,

So in 1966, Karenga created Kwanzaa with the purpose to help connect black Americans to

their African roots and with each other in the face of marginalization.

In fact, the name “Kwanzaa” even comes from a Swahili phrase... “matunda ya kwanza”

Karenga decided that this new holiday should fall in the seven day period between Christmas

He even added a second ‘a’ on the end of Kwanzaa to represent each of these seven

Each day represents a different principle: namely, unity, self-determination, collective

responsibility, cooperative economics, purpose, creativity, and faith.

During Kwanzaa, Karenga wanted communities to celebrate by gathering together to light

candles and to join in a huge communal feast called karamu, inspired by a Zulu harvest

Every celebration is different, but generally, families come together to light a kinara,

read poetry and dance to traditional African songs.

Karenga travelled the country spreading the word about this new holiday.

It then gained momentum through schools and colleges.

And pretty soon, families started adopting Kwanzaa into their yearly celebrations.

At first, many African American Christians were opposed to Kwanzaa, as they didn’t

want it to be a replacement for Christmas.

But as Kwanzaa became more popular in the late 1960’s, black Churches began to embrace

it, and the holiday became a supplement, rather than an alternative to Christmas.

Some churches even organized Kwanzaa celebrations.

But Kwanzaa really took off in the 1970s, as the black middle class started to grow.

After the 1964 Civil Rights Act outlawed race-based discrimination in employment, the number of

African American middle-income earners increased dramatically, and continues to grow into the

As black families started to move into white suburban areas, they began to feel isolated

and Kwanzaa became a way for them to reconnect to their history and culture.

By 1995, the holiday was celebrated by an estimated 10 million Americans, compared to

With Kwanzaa’s cemented popularity, it didn’t take long for corporate America to notice.

By the mid 1990’s, an entire industry had formed around the holiday.

Companies like Heineken even created an advertisement around Kwanzaa’s seven principles.

The slogan read “Unity, Purpose, Creativity, faith, Heineken Beer is Proud to celebrate

This was something that Karenga had specifically sought to avoid, saying "The challenge for

the African people is to avoid the problems of commercialization that they've learned

In fact, one of the seven principles of Kwanzaa is the importance of a self-sustaining, cooperative

economy between African Americans, one that emphasizes black owned businesses and discourages

But Kwanzaa’s mass marketing appeal was somewhat short-lived.

By the mid-2000’s paraphernalia started to disappear from shelves, and many adherents

abandoned the holiday as a yearly tradition.

Today, only 2 percent of Americans are believed to celebrate Kwanzaa, despite the fact that

African Americans now make up 13 percent of the population.

After five decades, Kwanzaa still stands as an important reminder of the historic challenges

that black America has overcome and it still remains a uniting force for millions.

Kwanzaa emerged out of the fight for equality during the Civil Rights movement.

Of course, social norms in the United States have changed somewhat since the 1960’s,

but minorities still face greater challenges than their white counterparts.

To get a better sense of what discrimination in America looks like, check out this video.

If you're black in America, you run into bias at a pretty young age.

If you walk to school in the morning, you might have to wait longer to cross the street.

Drivers stop less frequently for black pedestrians than for white.

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