Jafa
Encyclopedia : J : JA : JAF : Jafa
For other meanings of the word, see Jaffa (disambiguation).
Jafa is an insult for a resident of Auckland, New Zealand. It is the acronym for Just Another Fucking Aucklander. This prejudice against Aucklanders has only appeared within the last four decades.
Contents
Origins
The word was coined by New Zealanders living outside Auckland as an insult perhaps because of- the perceived faults of Auckland and Aucklanders.
- the domination of the National Provincial Championship by the Auckland provincial rugby union team in th 1980s, and 90s, holding the prestigious Ranfurly Shield trophy for a record 61 successful defences over 8 years.
Stereotypes
- Auckland is seen to dominate over other New Zealand cities as it has by far the largest population.
- Also perceived to be a drain on the national economy. (Auckland is the main business centre in the country, and the main entry and exit point for tourists, so this view is probably slightly misguided.)
- Take more than their fair share of tax-take, particularly because of the costs involved in attempting to alleviate its traffic congestion.
- Aucklanders are supposed to be ignorant of New Zealand geography
Location Of Prejudice
- Primarily in the Canterbury Region and other southern areas.
- Some smaller cities and rural areas who consider many of its residents to lead a yuppie lifestyle.
- The strength of predudice generally begins south of the "bombays" (Bombay - Small Town Next to Pukekohe on a steep hill spearating the Auckland Region with that of the Waikato Region)
Examples
- A much published photograph taken in 1997 shows a young boy at a rugby match in Christchurch holding a sign reading simply, "I hate you Auckland".
Use In Auckland
- In 1999 the Tourism Auckland organisation launched a "Jafa" advertising campaign.
- Aucklanders initially adopted the word ironically.
- The New Zealand Herald, the main Northern North Island (encompassing Northland, Greater Auckland, Waikato) daily newspaper, sometimes now uses "Jafa" as a nickname for Aucklanders without any hint of irony.
- The term is also used in the name of a volunteer-based media group, Jafa TV, run by students of the University of Auckland. This use of "Jafa" amongst Aucklanders, as a positive, self-referential term, has led to the reinterpretation of the acronym by some to mean Just Another Friendly Aucklander.
- Recently, a free JafaCab service started in the Auckland CBD, with mayor Dick Hubbard driving a cab down Queen Street. The occupants were Nicky Watson and Santa.
Prejudice Related Words And Sayings
- New Zealand stops at the Bombay Hills - used by people on both sides of the southern border of the Auckland Region
- Jafastan - Auckland
- Jafastani - Aucklander
- Jafaland/J'land - Auckland
Use In Advertising
- Transit NZ is currently running a road safety campaign on State Highway 2 using the term "JAFA" - "Just Another Fatigued Aucklander".
- A Tui beer billboards: "Let's go to Auckland for the holidays. Yeah, right." and "Aucklanders are people too. Yeah, right."
External links
- [News article about "Jafa" advertising campaign]
- [Example of the use of "Jafa" without irony by Auckland newspaper]
- [News article about "Jafa-bashing banners"]. Note that the "I hate you Auckland" photograph is incorrectly dated as 2001. It was published on 21 September 1997 by the Sunday Star-Times.
- [Jafacab service running in Auckland]
- [Jafa TV]
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