NIGHTENGALE BEN-ONYEUKWU
THE ROLE OF TV AND RADIO IN THE
REBRANDING OF NIGERIA
INTRODUCTION
The role of TV
and Radio in the rebranding of Nigeria and the global information exchange discusses
the image created for Nigeria as fallout of the global information exchange and
looks at the role the Nigeria media is doing about the image created for the
country. This paper also tries to look at possible options for a better image
for Nigeria
Traditionally,
when we talked about the media, we meant print, radio and television. Today,
however, the ardent of new platforms but has also blurred the lines that
separated all media of mass communication, print and electronic.
Therefore media
is used in the context of this paper to cover all media or television, radio,
internet etc.
Nigeria has the
highest and most virile media community in Africa followed by South Africa and
Kenya (Park 1993:1) in the area of publications (week lies dailies and
magazine) Ogbodu (1996:1).
There is a
constant exchange of information going on every moment of the day in the global
information exchange shows in information order in which the western world is
bombarding developing and underdeveloped countries including Nigeria with information
disseminated through their powerful media. Such information comes with their
established prejudices and stereotypes. The advent of new technologies
particularly in the area of satellite and computers has even made it much
easier for western nations to really flood the poor nation including Nigeria
with their information and culture.
In the process
of the continuous global information exchange, images of persons, nations and
countries are continually formed, or reformed in the mind of the global
community. A mention of several nations of the world brings to mind certain
images. For instance, in the light of recent events in the U.S and the
information exchange that has gone on since then, America has reinforced a positive
global image as a land or hope, opportunities, possibilities and fulfillment of
dreams for any one irrespective of race or creed.
In
broadcasting, there are close to 45 television stations, with about 10 of these
in private hands, while of the 44 or so radio stations, a handful are privately
owned following the deregulation of broadcasting by the state in 1994 (Bankole
1995: Olutokun 1996). Again, this number has significantly increased as new
digital technology has made ownership or radio stations easier.
There are
numerous internet media platforms that originate from Nigeria or hoisted by Nigerians in
Diaspora as at today. Aside the websites of print and broadcast houses in Nigeria,
there are now quite a number of online publications, and media platforms.
In the case of
films, Nollywood, (as the Nigerian film industry is called) is growing in leaps
and bounds. Although it is accused of lacking in depth and up-to-date.
THE ROLE OF TV
AND RADIO IN THE REBRANDING OF NIGERIA
Branding a nation means projecting a
unique national identity.
Whatever the role of the foreign media through the countries
global information exchange and even against the background that information
flow is perceived to move from the rich global North to the South with its
associated prejudice and perspective, one thing is clear – the Nigeria media
plays a critical role in creating an image for Nigeria.
If anything, it is usually the first
source of information that the foreign media obtains and uses. And given the
background of their powerful media, such news or opinions become powerful loud
especially if they are “negative”. The media in Nigeria
provides information of a critical nature, and it shapes the discourse agenda
in ways that project Nigeria’s
image, this way or that way. The media is crucial to opinion formulation and
eventual outcomes of events.
For Nigeria’s image to be redeemed so
as to bring such benefits as inspring greater international excitement about
the country and ultimately attracting more foreign investments, something must
be done as a matter of extreme urgency.
The Nigeria media in whatever media of
mass communication, be it radio, film, television, print or internet, should
pay greater attention to investigative journalism. Media houses should commit
resources and time to this type of journalism so as to expose those who engage
in negative practices that give Nigeria
a bad name. Exposure of those who engage in fraudulent and corrupt practices,
embezzlement, drug pedding, 419, “Otokoto” (ritual killings) and other such
negative activities will deter others from engaging in such activities. So, if
anything, the media must not relent in exposing the corrupt but should rather
deepen and sustain its efforts. It is better to deal with a problem from the
roots than to bother with it symptoms. To do so is akin to cutting off the
branches of a tree with the erroneous belief that the roots and tap root will
thereby be affected. No! buds will sprout out, then foliages, tiny flowers,
then branches and the metamorphoses into a more gigantic one.
The media should ask questions why our
common wealth is being frittered away and siphoned to overseas bank vaults.
They should unravel the irony of living in abject penury in the midst of such
plenty; the dilemma of washing hands with sputum even whilst living by the
river bank. It should ask questions about all excess crude oil sales, about the
energy sector, about the economy, the dilapidated infrastructures. The tension
soaked political environment; about insecurity, corruption and inaction in drug
barons, the black market currency dealers, the property speculartors.
On the issue of re-branding Nigeria, the Federal Information Ministry should
outline clear measures it will be taking to reduce corruption and malpractices
in all facets of our national life rather than of belly-aching and blaming the
media in Nigeria,
or trying to shut up those who draw attention to the ills of the nation. Again,
with a firm commitment on the part of the government, manifested, in actually
dealing with corrupt individuals and institutions through appropriate jail
sentences instead of decorating such persons with national honours, the
government can then honestly see and embrace the media’s partnership to project
such positive things such as reporting the punishment meted out on the corrupt
and thieving and the regurgitation of their wealth.
In the present
attempt to rebrand Nigerian, government should adopt the practice of good
government, service delivery, accountable, transparent, timely and truthful.
The freedom of information bill should be passed into law as a matter of
urgency to ensure full disclosure of government activities. There must be
effective action taken against corruption while embracing a culture of
excellence, performance and accountability in governance. Government should not
be shrouded in secrecy and mystery. Effort should be made by government to
positively engage to brand or rebrand Nigeria
so as to create a platform to dismantle negative stereotypes and fixation and
tell the good news about Nigeria
on a daily basis.
In the global
world in which we now live, nothing defines a nation better than the perception
people have of it alongside the nature are resilience of its economy. In the
case of later, the verdict on nations in this respect is often brutal, and
seldom with no middle ground. It is either a successful economy that is courted
and celebrated, or one that is struggling, and at the mercies of investors and
lending and donor agencies. This is the reality of our time. Nigeria with its sheer population of over
140million with an oil economy offers a big market and some of the highest
returns on investments found anywhere in the world with its abundant natural
and human resources Nigeria.
Nigeria
is waiting to be exploited and developed. It is a country with the potentials
to carry Africa on its shoulders and power on
into the future.
Let me quote
Sayyid Faisal A1 said, the head of the Oman Brand management unit charged with
branding the image of his country “with the impact of globalization and the use
of “Attraction Economy, “its increasingly important that a country in the world
competing for consumers” attention and respect. Lets be clear, consumers are
attracted to clear and consistent messages about things the value, from
competent governance, to friendly and hospitable people, to financial
transparency and investment opportunities.
Let me quickly
walk you through a capsule detail of the philosophy, goals and objectives
behind this project. The re-branding is conceived as an internal process to
address Nigeria’s
negative image. This campaign is a holistic one, homegrown and people centered
(PPPP). This is very critical because a good national brand is a product of
responsible citizenship and leadership. Since the re-branding seeks to internal
attitudinal change, it will be driven by funding from government, private
sector and society. We will be counting on a full dose of volunteerism from
good spirited Nigerians. According to the conference summary on Branding Global
Korea, “A national branding campaign must be based on real, substantial
improvement of the national system, not just slogan’s; must have a broader and
more comprehensive program; and must be based on collaboration of the
government, private sector, and individual citizens,” towards achieving a
people centered project and get the buy in of Nigerians we set out be evolving
a competition through which Nigerians submitted their logos and slogan from
these submission emerged the new slogan – Good people, Great Nation which was
launched on March 17th 2009 by President Umar Musa Yaradua, who was
ably represented by the vice-president, Jonathan Goodluck.
We realized
that as a people we have left others to tell our story for too long. In a world
of media dominance made possible by multiple digital communication platforms, Nigeria
must employ effectively the media to communicate her story to the world.
To this end,
government is equipping voice of Nigeria (VON), NTA and FRCN to properly tell
the Nigerian story. These organizations also have the mandate of telling the
Nigerian story and countering all negative news on the country often dished out
by the global media to the world. Similarly, Government is collaborating with
the private media houses so that they could help relay the positive story about
Nigeria. In this era of globalization, whatever news or programmes that are
published or aired informs how people perceive any country. It is in
appreciation of the power media in shaping the perception of Nigeria that Government urges the media to
report Nigeria
and its people responsibly.
Most news items
and advertisement on the radio and television these days are about the urgent
quest to rebrand Nigeria.
For nearly nine months, Nigerians, for once, had a focus on where their country
was meant to heading to. Everyone living in Nigeria at the time was compelled
to adjust to a more positive outlook of this country. Corruption was forced to
its lowest ebb with corrupt public officers returning their loot and those who
could not stand the newly emerged pressure running far away from the scene.
CONCLUSION
In the global
world in which we now live, nothing defines a nation better than the perception
people have of it alongside the nature and resilience of its economy. In the
case of the later, the verdict on nations in this respect is often brutal and
seldom with no middle ground. It is either a successful economy that is courted
and celebrated, or one that is struggling, and at the mercies of investors and
lending and donor agencies. Branding a nation means projecting a unique national
identity and in the case of Nigeria a unique image reinforced by the nature of
the government, the openness of immigrations, attractiveness to tourist, the
rule of law and security, economic stability, security, cultural values and a
gamut of other determinants.
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