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The Individual, Auto/biography and History in South Africa

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that would generate at least $10 million for the K<strong>in</strong>g estate. Warner would be the label<br />

under which all book, audio <strong>and</strong> CD products of the K<strong>in</strong>g Papers Project would<br />

“exp<strong>and</strong> … K<strong>in</strong>g’s presence <strong>in</strong> popular culture”. 101<br />

<strong>The</strong> major shop front for this commercial activity is the Freedom Hall Gift Shop <strong>in</strong> the<br />

K<strong>in</strong>g Centre, where K<strong>in</strong>g has been turned <strong>in</strong>to a legally protected br<strong>and</strong> through a vast<br />

array of products <strong>in</strong> a refurbished display environment “made possible through the<br />

generosity of the Target Corporation”. 102 Visitors were able to remember K<strong>in</strong>g by<br />

purchas<strong>in</strong>g br<strong>and</strong>ed mugs, cloth<strong>in</strong>g, calendars, clocks, buttons, postcards <strong>and</strong><br />

stationery. In addition to a careful selection of video biographies <strong>and</strong> heroic books<br />

aimed at children, the general reader <strong>and</strong> the scholar, visitors were able to acquire the<br />

def<strong>in</strong>itive Warner 8‐hour, 7 CD collection of orig<strong>in</strong>al record<strong>in</strong>gs of K<strong>in</strong>g’s “l<strong>and</strong>mark<br />

speeches”, sermons, letters <strong>and</strong> writ<strong>in</strong>gs together with an “authentic<br />

auto<strong>biography</strong>”. 103 Accord<strong>in</strong>g to the K<strong>in</strong>g Centre, proceeds from these purchases are<br />

utilised for the “mission” of “educat<strong>in</strong>g the world about Dr. Mart<strong>in</strong> Luther K<strong>in</strong>g, Jr’s<br />

philosophy <strong>and</strong> methods of nonviolence <strong>in</strong> order to create the Beloved Community”. 104<br />

<strong>The</strong> K<strong>in</strong>g archive, <strong>and</strong> <strong>in</strong>deed, the K<strong>in</strong>g <strong>biography</strong>, it seemed, was also the basis of a<br />

very carefully managed family enterprise “that puts profit ahead of pr<strong>in</strong>ciple”. 105<br />

<strong>The</strong> scale of the K<strong>in</strong>g Centre’s commercial activities gave rise to the accusation that it<br />

had “almost noth<strong>in</strong>g to do with further<strong>in</strong>g the martyred civil rights leader’s dream<br />

<strong>and</strong> nearly everyth<strong>in</strong>g to do with enrich<strong>in</strong>g his family”. <strong>The</strong> K<strong>in</strong>g Centre had<br />

apparently charged a fee for extracts from K<strong>in</strong>g’s ‘I Have a Dream’ speech to be<br />

rebroadcast, while it allowed two cell phone companies to make use of footage of K<strong>in</strong>g<br />

for television commercials. It was also blamed for stall<strong>in</strong>g the effort to build a K<strong>in</strong>g<br />

memorial on the Mall <strong>in</strong> Wash<strong>in</strong>gton “because K<strong>in</strong>g’s heirs are dem<strong>and</strong><strong>in</strong>g a ‘fee’ for<br />

101 Paul Shepard, ‘K<strong>in</strong>g Centre criticised for focus on market<strong>in</strong>g’, .<br />

102 .<br />

103 Clayborne Carson <strong>and</strong> Kris Shepard (eds), A Call to Conscience: <strong>The</strong> L<strong>and</strong>mark Speeches of Dr<br />

Mart<strong>in</strong> Luther K<strong>in</strong>g, Jr. (Unabridged) (Time Warner Audio Books, 2000).<br />

104 See the website, .<br />

105 Paul Shepard, ‘K<strong>in</strong>g Centre criticised for focus on market<strong>in</strong>g’.<br />

89

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