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Proudly South African

For some time now I have been pondering hard on the term; 'Proudly South African'. I wonder what the person who came up with the slogan had in mind, when they thought it out. 
Many people mistakenly believe it to mean pride, and therefore see themselves of course, as better off than other people who are non-South Africans.
It is so misleading that one doesn't see why it should be adopted in the public domain as it has a derogatory texture, which has a defamatory propensity that is not unifying at all. 
It promotes a picture where non South Africans feel they are inferior, because they are not Proudly South African. It is easy therefore, for the spirit of xenophobia to find a cradle to nourish and manifest its ugly head. My question is: non South Africans should say they are proudly what? Just asking...
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