Tokunbo Syndrome In “Everything Counts”: A Short story In No Sweetness Here by Ama Ata Aidoo

Reviewed by Omowunmi Segun


Ama Ata Aidoo’s short story, “Everything Counts” In No Sweetness Here, explores the influence of international business ethics on local economies and cultural values.

Sissie, a student of economics overseas, finds herself in a moral bind over the cultural and economic implications of homogenisation of markets symbolised by the wig, she and many other African women wear. Initially, she refuses to see the connection between wearing the wig and the stagnation of economic development in her country as a result of this, although she raises questions about the ethical behaviour of marketers (businesses) who impose “second-rate” expert advice and “tokunbo” second-hand goods sold at exorbitant prices on less developed countries.

Sissie is, however, forced to change her opinion on her return home to take up a job as a lecturer of economics in the university. She is shocked at the extent to which the wig has almost completely eroded the cultural identity of the women.

“From the air-stewardesses to the grade-three typists in the offices, every girl simply wore a wig. Not cut discreetly short and disguised to look like her own hair as she tried to do with hers.”

Over the next few weeks, Sissie’s visit to her relatives, who make a point of telling her their expectations in terms of the sort of material goods she would be bringing home, makes her realize the harm international commerce is causing by promoting and developing a materialistic and consumer-aware society, which really does not have the wherewithal to sustain high levels of consumption. But: “How could she tell them that cars and fridges are ropes with which we are hanging ourselves?”

Sissie’s worst fears about the insidiousness of international commerce on cultural values are confirmed by the beauty contest which marks the climax of the story. She has a rude shock when she discovers that the winner of the beauty pageant is “mulatto”, an affirmation by Africans that being light-skinned and having silky hair, like the wig, is symbolic of African beauty.

Ama Ata Aidoo’s short story shows how global markets grow, sometimes to the detriment of the local economy and cultural values. The key issue here, however, is that generally the moral responsibilities of marketers (businesses) are discussed within the contexts of such issues as bribery, corruption, and international human rights but very rarely are the responsibilities of marketers (businesses) to the cultures of the societies in which they operate highlighted.