THE VIEW FROM HERE: `The Start of the Holy Month of Ramadan in Cairo'
By Lamia Hassan in Cairo
The streets of Cairo look festive with the huge Ramadan lanterns dangling from trees and buildings in every corner. Vendors have set up their tables everywhere on the streets and in front of big shops for people to stop by and buy some of the usual Ramadan treats: nuts, qatayef (small pastries), pumpkins, and others. And, like every year, the streets are flooded with people in the last few days before Ramadan. On top of that many Cairenes were out of town for the summer break and had started heading back into giddy Cairo just for before the holy month starts.
The appetite of urban Egyptians for shopping is always very high before Ramadan: many shelves in hyper-markets empty quickly as people tend to buy everything and store them like it’s their last day on earth. Consequently, many of the grocery and fruits/vegetables’ stores tend to increase prices as it is the time of the year where they make a big portion of their profits. Everyone tries to make good business during Ramadan as people are always willing to buy.
The scene this year does not really look different than any of the previous years in terms of the spirit and shopping, although things have not been stable in the country every since the protests of last January that brought an end to the regime of Hosni Mubarak, Egypt’s former president.
People are out shopping and preparing for the festive month, not unlike every Ramadan. But, in fact there are three things that make this year different than previous ones: it is the first time in years that we do not see a time change before Ramadan, that Ramadan occurs in the middle of the summer season, and most importantly, the first time many of us are observing the holy month without Mubarak as president.
During previous Ramadans, Egyptians were always accustomed to the government changing the time up to two or three times-a-year for day light saving – which was a welcome move to makes the fasting hours less. But this year, the Cabinet announced there would be no time change. This just adds a couple more hours to the day. Even jokes started coming out regarding this, with people claiming they miss the time of Mubarak, when they used to break the fast at around 5PM instead of 7PM.
Also, as Ramadan this year started in the beginning of August, many people had to commence their summer vacation early to be able to enjoy some time out of congested and sweltering Cairo before the holy month starts. Although some decided that they will just enjoy their summer vacations while fasting by the beach.
But for many people the most dramatic difference is that this marks the first time in 30 years that Ramadan comes without Mubarak as the president of Egypt.
The political change has played out in a way many outsiders would not expect – on television. In the programs and Ramadan mosalsalat (television series) presented this year, it seems that politics are a very dominant theme in many shows. Ramadan is always known to be the peak season for television viewership and advertising revenues. That turns this period from a holy month dedicated to worship and family gatherings to a commercial race.
From comedy shows to talk shows and television series, it is clear from viewing previews of upcoming Ramadan programs, that many, if not most of them, involve politics. Pehaps this is no surprise as Mubarak’s era curtailed people’s involvement in politics,; after the 2011 revolution, everything seems to involve hardcore politics.
In the run-up to Ramadan many media analysts predicted that this season will see a decrease in the numbers of shows - especially mosalsalat. Last year saw 50 mosalsalat but it seems that there is still a lot going on.
Many producers were not able to present their mosalsalat last year so they pushed them to this season, like El-Daly’s third season - starring Nour El-Sherif and Abed Karman, and starring Taim El-Hassan, who is known for his role as King Farouk in a television series with the same name.
In past years, it was common to see one production company presenting during Ramadan up to five mosalsalat. But, media analysts said that this year every producer might generate just one or two, as they are reluctant to take a risk and put all their money in projects while the country is still in turmoil.
Advertising revenues during Ramadan can account for up to half of the year’s ad income. But as the ad revenues dropped significantly since the revolution , analysts predicted that the ads may not be flooding the channels like previous Ramadans.
So perhaps, in the end, we can return to the spiritual and family holiday that Ramadan was meant to be.
Lamia Hassan is journalist based in Cairo, Egypt and a recent recipient of the 2011 African Journalist Environment Award for her piece entitled 'Washed Up'.