The highlight of my day in village is breakfast. Every morning, I wake up around 8 am, take a brief bucket shower, get dressed, and then walk over to the boutique next door to buy “cheese” (it is actually cheese spread; real cheese is only available in Kolda – sometimes – or Dakar) or an egg, a packet of dried milk, and a loaf of tapalapa. Tapalapa is the local, Senegalese version of baguette. It is made from the same flour, but it is denser than regular baguette (called “machine” here). It is absolutely delicious. It is, in fact, one of my top 3 favorite foods in Senegal (the other two being hibiscus – either as a juice or a sauce that goes with fish and rice – and “Thiakry”, sweet yogurt with couscous).
The tapalapa at my boutique is particularly good because it has just the right amount of crunch on the outside and softness on the inside. Yes, I know what I am talking about because I have, of course, taste tested tapalapas all around the country. Ironically, just as the Senegalese prefer imported, broken white rice over locally-grown millet because it is considered more “fancy”, they will choose machine bread over tapalapa, the village bread, even though tapalapa is cheaper and more filling. It makes absolutely no sense to me. It is, however, yet another beautiful reminder that as different as we peoples of the world are, we are also often alike: whether we are German, American, or Senegalese, we all like to imitate or emulate the rich, powerful, and famous. We like (or dream) to dress like them, eat like them, act like them. Of course most of us have no idea how they actually live, but we tend to believe what we are told or shown by others, including, most notably, television. The Senegalese, for example, believe that life in America is paradise; they think that every American is extremely rich and has no problems.* This message is conveyed in most American movies that run on Senegalese TV, and people do not understand that the reality looks very different. And so it should come as little surprise that most Senegalese teenagers look like they are fresh off a Hip Hop video shoot, complete with chunky gold chains and earrings, flashy sneakers, and bold t-shirts, jeans, and caps.
This act of imitation, tough often ridiculed, can be and is often used positively: today, it seems, most causes (environmental, social, political) are associated with one or multiple celebrities. What is Al Gore most famous for today? His environmental work. And Angelina Jolie? Yes, people know her for her marriage to Brad Pitt and her many children, but I would argue that they have also heard about her work as a Goodwill Ambassador for the UN. These celebrities try to affect positive change by encouraging others to do as they do, to imitate them. Surprisingly, positive change through imitation is possible even when the message or the medium is not expressly educational, as, for example, cable television. However, a 2009 study** on rural India shows that birth rates decreased and female enrollment rates in school increased after the introduction of cable television.
The Senegalese are completely nuts about Indian movies and television shows, but, unfortunately, it seems not to have (noticeably) affected the same positive change in rural Senegal as it has in rural India. Birth rates continue to be high and female enrollment rates in school low. So what can we do here? How can we convince parents to pay for school for all their children when they have barely enough money to pay for food? When the potential benefits are so far off and they are only living from day to day? When tapalapa, which costs 100 CFA a loaf (roughly $0.20), is only consumed by the wealthy in village?
* In comparison to their lives, they are probably right.
** Robert Jensen and Emily Oster: "The Power of TV: Cable Television and Women's Status in India." The Quarterly Journal of Economics, 2009.