Did Adele dweet fi di love or di likes? - J’cans divided over British singer depicting local culture

Professor and sociocultural analyst in the Institute of Caribbean Studies at The University of the West Indies, Mona campus, Donna Hope, says she believes British megastar Adele is getting ready to hit the market with a new product or new music that will be heavily influenced by the Jamiacn culture.

The Someone Like You singer posted a picture of herself on Instagram on Sunday sporting bantu knots (chiney bumps) and a Jamaican flag-inspired bikini top.

Amid discussions on whether the photo is an example of cultural appropriation or cultural appreciation, Hope says either way, the image was not coincidental.

"Whenever I see non-Jamaicans, especially white Americans or Canadians, wrapping themselves up in Jamaican cultural symbols and signifiers, I get very jumpy about it. When black people like us start to wrap ourselves up in white people symbols and colours and hairstyles, what we do is buy their products. When non-Jamaicans and white Americans wrap up in Jamaican symbols and signifiers, they are going to monetise it. It is a move to do something in which they want to be identified as Jamaican and connected to Jamaica," she said.

Hope said the Jamaican culture has always been loved and imitated, but says whenever celebrities like Adele adopt different aspects of it, it's a part of a bigger marketing ploy.

"Why does she suddenly feel inclined to wear bantu knots? We in Jamaica call dem chiney bumps, and why is she wearing our Jamaican flag? Why is she trying to sound Jamaican in her chat online during the Verzuz battle?" she questioned. "None of this is because she loves the culture or just suddenly fell in love with it. For me, celebrities like these who are involved in marketing and using image to market a product are never usually arbitrary in these representations. It's usually a very deliberate act." But selector Tony Matterhorn feels differently.

He suggested that you have to look at the magnitude of the person and how they imitate the culture to determine if it's 'robbery' or 'representation'.

"It's more of appreciation with Adele based on her status. Unintelligent people fi know Adele nah do this fi nuh publicity or no recognition because she already publicised and recognised. When a celebrity jump on the culture, is how dem jump on it that will determine if this person is a vulture or somebody who rate the culture, and Adele is not a vulture," he said. "She is one a dem weh really rate the culture cuz Adele did a dutty wine and all a dese things long before the picture come out."

He said Jamaican culture is so diverse that many will try to rob it, but that's because it's "unique and pretty".

"It's like yuh see a pretty gal and every man want her. Is like that. If you check outta every 10 person weh dweet, eight a dem actually really love the culture," he said.

Heated arguments have unfolded in the comments section under the singer's Instagram photo. Some social media users were furious with Adele, accusing her of cultural appropriation.

However, others felt that having been brought up in a part of London that was largely influenced by the Jamaican culture, Adele was only showing appreciation for the culture.

Popcaan was one of the entertainers who commented under the picture with the black power fist and heart emoji.

US supermodel Naomi Campbell and British dancehall artiste Stefflon Don, who both have Jamaican heritage, also showed appreciation under Adele's post with their comments.