77 MARTINDALE CENTER FOR THE STUDY OF PRIVATE ENTERPRISE of accessibility in the rural areas to 90% by the end of 2024. According to Akhannouch, similar efforts would also be directed at establishing institutions of higher education accessible in every region, building well-functioning medical centers and hospitals that would allow rural Moroccans to obtain equal access to health care, and facilitating better access to drinking water (Ministère de la Jeunesse..., 2023). Together these efforts would help eliminate the quandary facing many Amazigh youth of needing to decide between leaving their home and having access to better resources. The agenda outlined by Akhannouch aligns with Amazigh demands and provides hope for an equitable future that does not require urban migration for access to basic needs; however, it is difficult to say if it will be actualized without consistent pressure from Imazighen movements. Ultimately, to achieve widespread acceptance of Amazigh culture and rights, a societally deeper recognition of their value will be necessary. Achieving such a shift in the twenty-first century can be channeled through public and social media. To that end, Imazighen cultural institutions, such as the Royal Institute of Amazigh Culture, that operate out of urban centers should make greater effort to recognize Imazighen holidays. This segment of the movement has made significant strides recently, with King Mohammed VI adding the Amazigh New Year to the list of national holidays in Morocco in the first half of 2023. Activists have been campaigning for this move for a long time, arguing that it would be a significant step toward recognizing and celebrating the country’s Indigenous population and culture (Rahhou, 2023). Encouraging cultural organizations to promote the preservation and celebration of Amazigh culture throughout the country is certainly a step toward solidifying the nation’s commitment to do so. While the step of recognizing the Amazigh New Year is but one stride, there are still countless tribal traditions that are inevitably lost with urban migration, as there is no longer a surrounding community in which these traditions are practiced, that should be similarly encouraged (Z. Hsain, personal communication, January 7, 2023). Another aspect of cultural recognition is the acknowledgement of the Amazighi contribution to fighting colonial powers, especially during the twentieth century. In the same way that Martin Luther King Jr. is commemorated for his fight for civil rights in the United States with a day and a month dedicated to him and the movement, these Moroccan institutions should launch campaigns aimed at recognizing such public figures who aided in the resistance against colonial powers and highlighting their Imazighen identities. These institutions are the backbone of cultural preservation in urban centers and allow for the centralized activism that more effectively pushes demands and ultimately creates change. Increasing funding for these organizations would begin the social shift of prioritizing Amazigh culture or, at the very least, remove the sense of hierarchy that elevates Arab culture and language. The pressure to internalize Imazighen values needs to outgrow the sphere of domestic politics and to connect with Moroccans abroad through social media, film, and private press campaigns. The Moroccan government values popular satisfaction, and while part of this is maintained through authoritarian force, the top-down push for democratization has manifested itself in a government that is somewhat responsive to popular demands. Documentaries highlighting the activism that takes place in rural Morocco may be pivotal in bringing increased awareness to urban centers in Morocco, Europe, Asia, and America. For example, a documentary featuring the Movement on Road 96 struggle was played and recognized at the Agadir International Documentary Film Festival (Mayet, 2022). Community members from Imider, the affected area, have organized documentary screenings across various libraries and academic and cultural institutions. Additionally, Moroccans took to social media after the country’s historic win in the 2022 World Cup to clarify that, although this is a win for Arab and African peoples, it was first and foremost a win for the Amazigh of Morocco, especially after they defeated three former colonial powers (Belgium, Spain, and Portugal). Many of the team’s star players are of Amazigh descent and grew up speaking Imazighen languages and Darija, the Moroccan dialect of Arabic. Some even required English translators when being interviewed by Arabic-speaking journalists. Having this type of representation is critical as it pushes people to further embrace their heritage. Moroccans on social media circulated lists of players who are Amazigh and appealed to the beIN Sports network’s Arabic commentators to stop referring to Morocco as an Arab team (Aidi, 2022). Collectively, these sorts of cultural promotion can go a long way toward promoting the significance of Amazigh history and contemporary contributions. Conclusion There has been a recent revival of interest in accepting and preserving Amazigh culture and language. The Moroccan government is on track to make advancements in both cultural preservation and rural infrastructure improvement, if they uphold the
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