By: Muhammad Umar Pharook
INTRODUCTION
A reputable country is supposed to be a beautiful country, is an enjoyable place, offers an appealing lifestyle, and the people are friendly and welcoming to visitors. A good reputation makes visitors to feel good about the country, makes them to respect the country, and makes them to make positive comments about the country and its people. A good reputation makes investors to invest in the country; and tourists to visit the country. A strong/robust reputation is an invaluable, intangible asset to any company, country or leader.
Over the year the media in Nigeria, especially the film and music industry has been at the forefront of image building in the over fifty year of the Nigeria’s independence. Today the nation’s movie industry globally rated third after only American Hollywood and Indian Bollywood has not only conveyed the cultural essence of the Nigerian people to the living room of many across the globe but also endeared many to the country. Furthermore, the participation of movie makers in the country in international film festival such as the CANES film festival in Paris (France) amongst others has also given international acclaim movie producers the opportune to meet and exchange information and ideas and to a greater extent learned and understood more about the Nigerian value.
The music industry has equally played a tremendous role in the image and reputation building for Nigeria, as musical superstars from Nigeria have not only become household names in the country but also become globally acclaimed celebrity with internationally recognized artists now jostling to collaborate with many of our home grown talents. As a further testament to this, a Nigerian art Femi Anikulakpo Kuti was nominated for the 4th time at the just held 56th annual Grammy awards (music greatest honors) on 26th of January at the Staple centre Los Angeles. And even though the country didn’t and hasn’t won the coveted prize it has left its mark through its brand of Afro Hip Pop brand of music in the hearts of many and projected the image of the country on the global stage.
However, this presentation is not intended to analyze the role of the media and other related industries in information sharing and reputation building for Nigeria but to explore other ways by which Nigeria has and can better enhance its image and as part of our research, we have managed to narrow our discourse to certain specific areas that includes but offcourse not limited to:
a. Diplomacy
b. Tourism
c. Sport
d. Military operations
e. Educational exchange programmes
f. Trade and commerce
g. Agriculture
h. Fashion
DIPLOMACY
Diplomacy has been described by many as the practice of conducting negotiation between representatives of states, it is the conduct of international relation through the intercession of professional diplomats wits regards to issues bordering on peacemaking, trade, human rights, economy culture among others.
A similar concept to that of diplomacy is foreign policy which has been described as the type of action taken by a state during interaction with other state actors in the international arena in the course of achieving its objective and promoting its national interest.
Foreign policy and diplomacy go hand in hand in the discourse of nation’s image and reputation building effort. Diplomacy is often viewed as the action of a state towards external environments with the ultimate aim and objective of achieving specific goals towards the enhancement of national interest. The theory of Nigeria’s foreign policy has often been explained by diplomats and scholars in terms of four concentric circles of national security, independence, and prosperity on the one hand, the second aspect of the nation’s foreign policy objective is regarding its relations with its West African neighbors. While the other two focuses on continental African issues of peace, development and democratization and then Nigeria’s relation with organizations, institutions and states outside Africa respectively.
With specific attention to this fourth agenda of the nation’s foreign policy which entails Nigeria’s relation with organizations, institutions and states outside Africa, this paper sees it as the most potent platform for information sharing and reputation building for the country beyond the reach of the media. As of recent survey, there are over 94 embassies and high commissions in Nigeria and similarly number of Nigerian foreign commission (actually totally about 105) in other countries outside Nigeria.
Apart from serving as the diplomatic offices of Nigeria in these countries, Nigerian embassies also serves as first hand hotspot for authentic information about the country and also as the ear and eyes of Nigeria outside its shores, it serves to correct any misinformation about Nigeria and host other international diplomats and delegate on special national events in Nigeria such as the independence day, democracy day celebration and others. Thus creating a platform for interaction and exchange of ideas and communication on a global sphere about Nigeria, its people and culture.
Through diplomacy as well the nation’s battered image and reputation by mostly foreign media are addressed by engaging citizens of foreign countries and evolving other interactive platform to educate and inform these people about aspect of the Nigerian society. that are not being reported in the international media.
TOURISM
It has been observed that the successive Nigeria government has adopted different re- branding tools to clean up the country’s bad image. The continuous promotion of tourism industry in Nigeria will elevate the country’s image to the level where it will over – shadow other short coming. This will help correct some of the misconceived ideas about the country.
Akintola (2010) observed that Nigeria participated at both the world trade market exhibition held in London in 2010 and also the Tourism exhibition at Berlin also in 2010. Where the Director General, Nigerian tourism development corporation (NTDC) Otunba Olusegun Runsewe took the time to launder Nigeria’s image. This he did by itemizing and eulogizing the virtues of our cultural festivals, various cuisines, abundant scenic landscapes, varied traditional attires, important historical monuments, archeological artifacts and above all its hospitable people. Thus, correcting the long held misconceptions that Nigeria is not tourist haven and as a matter of fact not even safe to tourist and other investors.
Also, the use of a country’s tourism “catch phrase” to boost its global reputation and image is another noble way of using tourism as a reputation building tool. This is because, the mere mention of this catch phrase such “land of fire” for Azerbaijan, “God’s own country” for the united states among others will naturally evoke the feeling of an interesting place and good people. Thus, Nigeria’s current efforts at using tourism to catch phrase like the “good people, great nation” brand should be intensified.
More efforts should be made by exploring other avenues in the Information and communication technology ICT world, using the new medium and memorable catch phrases to sell the country globally, while making efforts to develop major tourist sites and upgrading existing one to meet globally acceptable standards.
Furthermore, the use of National museums across the country as an avenue of tourism resources to re-brand Nigeria, needs to properly appraised. This is because museum are places where material and non material cultural heritage of a people are collected, reserved and displayed for the entertainment of the general public (see momin and okpoko 1999:
157).
Presently, Nigeria has about 33 national museums across the federation. Furthermore, important personalities should be encouraged to visit other important tourism landmarks in Nigeria including Obudu ranch resort, Surkur world heritage site, yankari games reserves and others.
The already internationally accepted tourist festival, like argungu fishing festival, durbar, Osun and Oshogbo festivals, Iri-iji festival, Abuja and Calabar cultural carnivals should be more re-parkaged to make them have more international appeal. Finally, internationaltourist should be assured of their safety and comfort by providing adequate security in and around the venues of the events.
SPORT
Sporting events are seen as great opportunities for individual countries to ease tensed relations with one another, it can also serve as a tool for disseminating and sharing information from a particular country to another. There are many examples of occasions where sport is used s important tool for international negotiation and cultural exchange One of the most prominent cases of that of ping pong, diplomacy.
sporting activities have over the years become major instruments of public relationship in the global level. Given their capacity to foster friendship and understanding, sport also engender healthy rivalry and a veritable source of entertainment. There seems to be a robust relationship between nations and sports. At every sporting arena, international relation is on display and also when international activities place, the spirit of sportsmanship is inevitably present. Hence many, for good reasons see sports as ultimate international relationship. In the same way, sport encourages good relationship building.
Interestingly, sporting activities are veritable avenues for building and sustaining relationships between groups, both local and international levels. At Beijing Olympic games it is likely that many relationships were stuck among the athletes and also among the participating countries.
Another example that easily comes to mind in the discourse of sport as a tool for reputation building and information sharing among nation is the exploit of the Nigeria senior football team, who through their magical display on the pitch of play have not only dazzled many but also won over the heart of many football lovers and nations across the globe to Nigeria. the achievement of the nation’s under seventeen football team at the just concluded football tourney held at the UAE and subsequent conquer of the coveted trophy on the continent i.e the African Nation cup in South Africa are still fresh in the minds of many.
A very good example of sporting events that can improve the reputation of Nigeria in the international scene is the WAUG i.e the West African University Games, the tournament not encourage healthy competition among participating west African universities but also bring together student from these nation to come together under the platform provided by games to exchange and share information about their respective countries help in their respective country’s image building effort. The assertion comes from the realization that sport is an important vehicle for building reputations and image development in the international arena.
EDUCATIONAL EXCHANGE PROGRAMMES
This educational programs involves students from secondary schools and university studying abroad at one of their partner institutions, this partner institutions accepts students from other institutions without necessarily requesting that students from their own institutions move in the opposite direction. Such programs do not only foster relations betweenparticipating countries but also serve as an avenue to provide young people the opportunity to enhance their understanding of the society where this institutions are situated, its people, institutions, values and culture.
Through this intense interaction over a long period of time, students develop leadership skills, new friendships and a better understanding of such societies and its democratic way of life. Examples of this kind of exchange programs is the Youth Exchange and Study program (YES) which has as part of its objective to provide young Nigerian students from predominantly Muslim communities as well as those from historically disadvantaged background and opportunity to enhance their understanding of the American society and in return through interactions with members of their new society help correct wrong perception of Nigeria.
Other examples that helps to serve as avenue to promote the good image and reputation of Nigeria in the international arena is the education UK program in conjunction with the British council Nigeria, that partners with Nigerian institution and government to bring international opportunities of studying in the United Kingdom. Every year, they connect millions including young Nigerians with the United Kingdom. Thus creating a platform for culture and information sharing among the international students.
Other instances are those of the University of Nancy (Paris) through the embassy of Nigeria in Paris, that currently partners with four universities in the country to provide educational exchange programs as way to expose young Nigerians to French culture and ways of life. While these exchange program are initiated by these institution as a way promote their own culture, these students on arriving in these countries lead exemplary life and their academic achievements in the course of their studies weighs in on building a credible reputation for Nigeria. stories of this nature as emerged over the media over the years of Nigerians who through these programs came top of their class, thereby projecting the country image among countries of intellects.
AGRICULTURE
Agriculture is the practice of cultivating and farming animals, food and other life forms that are used to sustain life. It is a science and was key to the rise of human civilizations as agriculture enabled man to be able to feed himself and produce surpluses. Agriculture is important to the existence of man and so is an important aspect or sector of a country that determines the reputation of that country, because a reputable country is one that can meet the needs of its people without stress.
Agriculture can make significant contribution to building reputation and information sharing. It is the sector from which most of the rural poor in developing countries derive their income, and both rural and urban people obtain most of their food, which is produced largely by women. As agriculture depends heavily on the natural resource base, it influencesenvironmental sustainability. Adequate nutrition is indispensable to attaining good health. Though insufficient by itself, an adequate supply of food is a key determinant of adequate nutrition. This factor alone can drastically reduce malnutrition in adults and children, and increase birth weights of newborns. By improving incomes and nutrition, gains in agricultural productivity can help break the cycle of passing malnutrition from one generation to the next. In addition, it is often the savings from agriculture that provide the means to meet expenses relating to educating children.
Agricultural sector of Nigeria can build and strengthen the reputation of Nigeria through the following:
Creating new options for the poor, Agricultural productivity which is currently low, must be steeply increased. Appropriate technologies and sustainable production techniques can do much to meet the challenges of the people. As agricultural productivity rises, it will almost inevitably displace farm labour. Therefore, more opportunities must be created for off-farm employment. Agro-based processing is one such route that will also add value to primary agricultural products and help reduce unacceptably high post-harvest losses.
Aside creating new options for the poor, policies that can improve the agricultural sector in Nigeria must be set aside, in order to improve the productivity of the sector. Agricultural policy in Nigeria has evolved considerably since the country’s independence. The 1960s were characterized by strong public intervention in agriculture, with development guidelines and plans established at the federal level and implemented in the states. The government’s priority at the time was to boost domestic production, particularly of cash crops. This strongly interventionist period pushed Nigeria to the position of the world’s top producer of rubber, groundnuts and palm oil, and the world’s second-largest cocoa producer.
The 1970s through to the 1980s period, which coincided with intensive petroleum exploitation, was marked by policies’ of lack of interest in supporting agriculture leading to a strong decline in domestic agricultural production thereby reducing the country’s growing dependency on imported foodstuffs. In the wake of the major food crisis in the country in 1976, programmes such as “Operation Feed the Nation” (1976-1979) and “Green Revolution” (1979-1983) were set up. These programmes focused on strengthening agricultural production, providing subsidized inputs, community development, and access to credit.
However, they were implemented without a transparent framework to structure action, and the successive governments at the head of the country did not ensure continuity. The enactment of the Land Use Act in 1978 marked an historic turning point for land use management in Nigeria. The movement was reversed in 1987 with the structural Adjustment Programmes (SAPs) that sought to reduce the national economy’s dependency on oil and promote the private sector as the engine driving growth.In 1998, the Nigerian government once again turned its attention to the agricultural sector. It adopted an agricultural policy that had the objective, among others, of ensuring food security for the population by developing local production. Since the reference document “Agriculture in Nigeria : The New Policy Thrust” was issued in 2001, the government has assigned the agricultural sector an ambitious role in its strategic planning frameworks. The strategic document for reducing poverty in Nigeria, “National Economic Empowerment and Development Strategy” (NEEDS II 2008-2011) emphasising economic development driven by the private sector, and the “7-point Agenda”, the framework guiding economic reform in the country that was
adopted in May 2007, are the medium-term policy documents intended to help the country achieve the Millennium Development Goals for 2015 and its own “2020 Vision” plan. The latter aims to make Nigeria one of the top twenty economies in the world by 2020. For agriculture, this means increasing current domestic production six fold.
The National Food Security Programme (NFSP) issued in August 2008 by the federal Ministry of Agriculture and Water Resources is designed to attain food security by ensuring that all Nigerians have access to good-quality food while making Nigeria a major exporter of foodstuffs. The programme designates priority crops (cassava, rice, millet, wheat) for achieving food security and outlines objectives for all stages of these supply chains. The aim is to create more value in production, particularly downstream in the chain, by improving storage, processing, and access to agricultural markets. The programme also plans the creation of irrigation schemes (450,000 ha).
The strategic frameworks in NEEDS II and the 7-point Agenda have been translated into short-to-medium-term programmes. The federal Ministry of Agriculture and Water Resources has drawn up a “5-point Agenda” for agriculture, a detailed roadmap of steps to be implemented to attain the objectives listed for agriculture in the 7-point Agenda.
The main agricultural goals enunciated under the agenda are diversified economy, food security, employment generation, economic linkages, exports and poverty reduction. It acknowledges that low productivity, low quality of private sector investment, lack of domestic and international competitiveness, weak domestic policies and institutions, inadequate funding and lack of organized land titling and tenure are the main challenges of agricultural development in Nigeria.
Other platforms by which, agriculture is employed as a tool for information sharing and reputation building is the effort of ECOWAS through the World Bank assisted West Africa Agricultural Productivity Programme (WAAPP), which has as part of its goals making agriculture more productive and sustainable is also to promote regional integration, specifically by providing a sub-regional framework for which ECOWAS countries collaborate to develop agricultural strategies for generation, dissemination and adoption of technologies considered as priority commodities to the implementing countries.It is against the background that Nigeria is set to host all 15 member countries of WAAPP in Abuja, in an international research fair that would have agricultural research institutes and colleges of agriculture to showcase latest indigenous agricultural technologies and also share information on better and modern agricultural practices that would not only benefit the country but also the continent.
FASHION
Fashion is an aspect of the culture of a vibrant, passionate and flamboyant people. The Nigerian Fashion scene is an outlet or another face of a people that brings out the creative nature and passion of the people who are colorful, expressive, curious, rich and daring. The fullness of this richness and power has been recognized all over the world today due to the vision and innovation of Nigerian designers both those who work and live in the fashion capitals of the world (like Paris, Milan or London) but never forgot nor shield away from their Nigerian roots and those who are making big impacts in the fashion capitals but are based in Nigeria.
In the fashion industry today, and all over the world, the Nigerian culture is being borrowed and incorporated into styles, signatures and works of partakers of the industry. The simple wear ability of such materials like Ankara has made the fabric not only a runway creation but an everyday and even red carpets and movie premier wear of choice for the Hollywood big names. These prints are been made into not just wears but accessories such as bags, bangles, earring and all such article of dressing, Their uniqueness is in their versatility.
Lagos state is one of the most important fashion cities in Africa. Since independence in October 21 1960, they have developed a far reaching fashion industry with internally and internationally successful fashion designers, growing businesses, numerous fashion weeks, famous fashion photographers and influential fashion magazines all cross the world have featured. Fashion made in Lagos is directed to both the local, urban and global fashion world. The fashion industry gained significant global recognition in 2012.
Selfridges, the London-based mega-retailer, introduced “Ndani” an in-store showcase featuring Nigerian designers including Agu, Ituen Basi and perhaps the country’s most established brand, Jewel by Lisa. Lagos Fashion and Design Week is covered by VOGUE Italia (a popular fashion magazine), also in 2012, the event hosted Matthew Williamson as its guest headliner. Collaboration by Lisa a renowned designer partnered with BlackBerry inmaking special-edition phone cases to promote the event. Lagos fashion bubble marks a manufacturing base getting its first tastes of the international spotlight.
People from various parts of the world who are not only devoted fashion lovers but lovers of the Nigerian culture and fashion have patronized prominent designers over the years, some of these designers have international experiences and they themselves have international orientation, hence their global recognition as they are not in business for the Nigerian market alone. The relationship between the city of Lagos and its fashion is illustrated through the work of its internationally acclaimed fashion designers.
The platform aims to cut across geographic and culture barriers and position itself as a business of fashion design event targeted at showcasing the best of the fashion and design industry, drive the Nigerian fashion industry and ultimately uplift its profile within the economy.
Arise Fashion Week and Lagos Fashion and Design Week are some of the fashion week events in Lagos aimed at promoting and building the reputation of Nigeria using the work of Nigerian designers as well as promote the Nigerian culture and design to tourist coming into the country for the sole purpose of these events. Participants, designers and visitors can expect a diversified and interactive platform to maximize their exposure within and beyond their industry circle and open gateways for more business opportunities. Lagos Nigeria is seen as a perfect location for the Lagos fashion week shows because of its tourist friendly environment.
The fashion industry is a multi-billion dollar industry globally. In many parts of the world fashion industries are growing in number. Acclaimed fashion capitals of the world like New York, Paris, and London have thrived in the fashion industry. Kenya, Amsterdam, South Africa, has also begun to look into the fashion industry for economic gain and Nigeria has also followed suit.
Most recently Los Angeles, Madrid, Toronto, Istanbul, Dubai, Berlin, Copenhagen, Australia, and Dallas are some of the other place in the world some important fashion shows are being held. Some African countries have also started to host this important event to showcase their Indigenous designs within and outside their continent. Nigeria is not excluded in this phenomenon due to the fast growth of internationally known Nigerian designers and their work with the African prints and designs have notably also started to make big waves in the fashion industry as African prints and design have began to make its way to the largest runway event in the world today.
Several destinations have taken advantage of this new trend, South Africa among other countries has taken the chance to gain advantage of this venture and they have deeply embedded their names in the peers of Paris. Womi O, a Nigerian designer to showcase her collections at Miami Beach International Fashion Week. She used the opportunity to highlight the culture and talent of Nigeria therefore stimulating interest from the American population in the beautiful Nigerian design.
MILITARY OPERATION
Military operation is the actions of a state in response to a developing situation. These actions are design as a military plan to resolve the situation in the state’s favor. Operation may be of combat and non-combat types, and are referred to by a code name for the purpose of security. Military operations are often known for their more generally accepted common usage names than their actual operational activities. Military operation helps in building the reputation of a country by peace building and peace keeping, and sustainable security of the country.
Since independence in 1960, Nigeria has grown to be widely recognized in the international community as an unrelenting advocate of global peace. The principles and objectives of Nigerian Foreign Policy since independence made it mandatory for the country to be an active participant in global as well as African regional Peace Support Operations (PSOs). Furthermore, as a nonaligned country during the Cold War years, Nigeria maintained a neutral position, which made her a dependable mediator and courted participant in the forces raised to restore and maintain peace in conflict zones (Sule, 2013).
The Nigerian military is rated high in local and foreign peace keeping or peace enforcement operations. Its contribution to national unity, security and development are not in contest. As an institution, the Armed Forces of Nigeria have kept pace with the evolving doctrine of PSO. This has gone a long way in projecting Nigeria’s image in the international community and has improved its armed forces professional capabilities through exposure and interaction with troops from other countries. The performance of its troops has been widely acclaimed as her contingents in PSOs have repeatedly earned citations and medals for leadership, bravery, discipline, professional competence and integrity.
According to Sule (2013), for this active support of (and participation in) international peacekeeping, Nigeria has been rightly singled out for praise at the highest levels of the UN. However, it must be noted that the human, material and financial losses Nigeria has incurred in these involvements have been significant.
Further noteworthy is the view held by some that Nigeria has not taken full advantage of its active participation in the numerous peacekeeping operations around the world by not getting commensurate economic, military and political remuneration for its participation. For example, countries like Ghana, which also participate in numerous UN PSOs, generate funds through this process to defray the costs of sustaining its military, while Nigeria on the other hand has largely deprived itself of such benefits.
Despite the problems and costs confronting Nigeria’s peacekeeping efforts it has continuously sent troops to PSOs. Nigeria routinely ranks in the top five countries contributing troops to UN peacekeeping operations. As previously noted, the Armed Forces of Nigeria have achieved international recognition for their admirable performances in peacekeeping. It is worthy of note that peacekeeping has become a proxy for training in terms of acquiring practical experiences. It serves as a continuous on the field training experience. The challenges in the mission area provide opportunities for more practical experiences of soldering. In an era in which military hardware is being improved through testing on a daily basis, PSO deployments also serve to test the familiarity of Nigerian troops with modern weapons. Joint and combined training has also been achieved in the various PSOs. These have afforded Nigerian troops the opportunity to mix with other nation’s armed forces, thus encouraging training and learning of their organization, tactics and methods of operation.
Nigeria has also been using the mechanism of peacekeeping to translate her inspirational quest for African leadership into reality. Its contributions to PSO have contributed to boosting the country’s military and diplomatic status within the international system. It has been through the instrumentality of the peacekeeping force that Nigeria has assumed the status of a major actor in international conflict management.
Arising from peacekeeping therefore, more African countries and indeed the outside world have come to appreciate the centrality of Nigeria to African affairs. Nigeria has shown commitment to promoting international peace and security through her participation in PSO. The country has particularly demonstrated her ability when conducting sub-regional PSO missions. Consequently, Nigeria has leveraged on her peace support role as a basis to claim for a seat in an expanded UN Security Council.
Sule (2013) would further opine that, PSOs are also good avenues for exposing the Armed Forces of Nigeria to modern “Military Operations Other Than War” and to modern military equipment. This would improve the efficiency of troops. Continued Armed Forces of Nigeria participation in PSOs will also further enable her to seek recognition and bid for portfolios at the UN Headquarters in the Department of Peacekeeping Operations (DPKO) and in senior leadership positions in fielded peacekeeping missions to include senior appointments such as force commanders. Participation of Nigerian personnel in PSOs also serves as an opportunity to garner aid and technical assistance from the more developed nations. This will improve the development of her human resource capacity.
CONCLUSION
If the country’s major objective is to woo foreign investors, the policy makers must deemphasize bandying about political and economic rhetoric, technical jargons and bloated slogans but work assiduously on creating conducive economic environment, political stability and hospitality. Though globalization is described as openness to the world market and world best practice, Mr. Peter Walker at FAPRA conference pointed out that it is performance that gets a nation respect not rhetoric in public arena. The country must study its attitude and that of other nation and see how to blend them together.
In summary, for the Nigerian Image and reputation to be successful there is need for it to have a clear cut mission statement, time-bound execution, stages for actualization and necessary feed back as it progresses. Effective use of professional lobbyists and all the elements of integrated marketing communications are desirable. More emphasis should be laid on pride in our culture, products and people.
Our traditional attire of flowing gown and caftan are beautiful brand that have for years distinguished our nation as lover of culture. For the success of the new image project, involving public and private sectors participation, the initiators must heed the advice of FABRA in its communiqué, that there is need for planned, focused and sustained efforts at creating, maintaining and sustaining cordial relationship within and outside the government. Regular evaluations of public opinion, attitudes and perception of all stakeholders are necessary for proper plan of action to address them.
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