SEMINAR ON THE ASSESSMENT OF THE ROLE OF MASS MEDIA IN REBRANDING NIGERIA

Abstract

This study examines the role of mass media in rebranding Nigeria with attention on the federal mass media corporation. The role of the media is an indispensable tool that ensuring national and international development, before any country can attain the peak of her success. The contribution of the media cannot wished away, rebranding  of Nigeria must be a collective goal both media and the government, government at all level must do a lots to get the people of Nigeria into this collective goal of rebranding Nigeria the government must ensure  justice equity and fair play, they must provide security for all the citizen, infrastructure and above all the judicious use of public fund, in order words they must be sincere in fighting corruption without fear or favor of anybody that against the law, and they should give mass more free hand to execute their function in rebranding Nigeria, these action could get Nigeria to start believing in country. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. Findings of the study have shown that it is what is place on the media that people would read, watch and listen to. By this the rebranding of programme can be actualized.

INTRODUCTION

The mass media has the task of helping to rebuild a national consciousness. Mython (2003) observed that the mass media (broadcast) can play active role without challenging a large number of existing from parochial affairs, and towards national issues or help to arouse nationalist sentiment, thereby drawing people closer together.

As the watchdog of the society, the community should be targeted by the mass media for the purpose of information dissemination on the re-branding Nigeria project. The mass media messages on re-branding project to the community should be simple, concise and factual in order to have impact and help shape the public opinions and be proactive on the achievement of re-branding. Saddle with the above crucial responsibilities, the mass media stations should be involved in social mobilization of the public in the nation. Therefore, the mass media (broadcast) should play crucial roles in the strategic development of the nation, and based on this honest assertion, the following can be considered as the roles and responsibilities of broadcast media in the success or re-branding Nigeria project.

Primarily, broadcast media can provide Nigerians with vital information about the rebranding campaign and educate, enlighten and mobilize the public for effective participation in re-branding Nigeria, thereby creating a better image and reputation for the country, to attract and sustain foreign investment in the country. Mostly, broadcast programs are produced in different format which include, drama, talk shows, jingles, editorials, commentaries etc., to enlighten and mobilize people on re-branding campaign. The broadcast media should play a significant role of promoting the campaign programs, aimed at mobilizing the populace for meaningful self-sustaining development and projecting the correct image of the country.

Similarly, the broadcast media can produce messages that can acquaint its receivers with some recent information about re-branding campaign. For examples the federal Mass media Corporation of Nigeria (FRCN), in their numerous news bulletins, can inform the members of the public about re-branding; also in their subsequent bulletin they can give the public update information about the campaign. In fact, the popular FRCN re-branding jingles in pidgin English “every day for naija.” has helped in a big way in promoting the campaign. Media activities and journalism practice in Nigeria could be said to be in its best days today. For instance, the vibrancy of the Nigerian Communication Commission (NCC) led to the launch of the global system of mobile communication (GSM) on August 7th, 2001 with over 500,000 lines issued at its inception and had surged to more than 40 million subscribers. Also, journalism practice under a new democratic governance in Nigeria (since May 29th, 1999 to date) was at its peak because the local and foreign press were filled with media reports about Nigeria’s electoral process, plus other happenings around the country. In the same vein, the Federal Ministry of Information and National Orientation Agency ( NOA) was leading the way in marketing the country to Nigerians and foreigners through its July 2004 launch of the initiated “Heart of Africa Project”. The government through the Ministry of Information had organized media parleys and press conferences, both within and outside Nigeria, all in an effort to project and protect the image of the country. In the face of consistent attack of Nigeria’s image by Western news networks like Cable News Network (CNN), wire services like UPI, AP, REUTERS, etc and regrettably some sections of the Nigerian press. In light of these developments, it has become imperative for the country to formulate holistic national image policy to stem the tide of incessant barrages of Nigeria’s reputation. With these happenings in mind, this study attempts to conduct studies on the role of the mass media especially the federal mass media corporation of Nigeria (FRCN) in protecting and projecting the image of Nigeria under a new democratic dispensation (1999 to 2007) One of the primary challenges faced by developing countries especially Nigeria stems from the breakdown of bordering between their internal and external aspects. Professionals and scholars have arranged that increasing the actions and statement of Nigerian leaders and citizens simultaneously affect National and International identity and image. This is due to increasing levels of interaction between her citizens, leaders and other external public or societies.

The mass media is the vehicle of communicating with large number of persons across human societies. It is a generally acknowledged fact that the media in Nigeria is very proactive and vibrant especially in issues of protecting and projecting the democratic sustainability in Nigeria. In light of this showering responsibility, it tends to get better when pushed to the wall by any anti-press policies of any government in power (whether civilian or military). The guts, fearlessness and daring attitude of the Nigerian press must be commended as an internal stimulus for political development and responsible governance in the country. Take for instance, the Sharia law promulgation debate that was propagated by the Zamfara State government and trumpeted by some conservative state government in Northern Nigeria in 2000. It was observed that the Nigerian press rose up against the unrealistic and ill-motivated law. All of these were initiated to expunge corruption and restore the dignity and identity of Nigeria within and beyond. The Newspapers, mass media and television stations, even Nigerians in Diaspora all joined the chorus in denouncing the obnoxious law which many saw as barbaric and uncivilized. The Sharia law imbroglio took an international dimension when in its 2000 annual report, the United States Department of State expressed concern over the constitutional liberties lost due to the implementation of the Sharia law in some Northern states of Nigeria. The report said, “although Christians were exempted in the law, the societal ramifications of expanded Sharia law infringed upon the rights of non-Muslims in the North to live in a society governed by secular laws.” The report further stated “plan to implement expanded Sharia law in Kaduna State, which has a large Christian population sparked off violence in February, 2000 that lasted for several days and resulted in an estimated 1,000 to 1,500 deaths. Another contentious issue that was given prominence in the Nigerian press was the Debt Restructuring Deal” from the Paris Club and other multilateral creditor bodies. The Nigerian press stood up gallantly to the occasion and this resulted in the signing of an International Monetary Fund (IMF) standby agreement in August 2000, and the country benefited from a soft loan facility of $ 1 billion from the IMF and a restructuring deal worth over $18 billion from the Paris Club and others. The saga was so internationalized Journal of Arts, Humanities and Diplomacy Volume 2, Number 2, 2012 56 by the Nigerian press, both local and the Diaspora, that in 2004 Nigeria was elected the Chairman of the African Union (AU); the President-General of the South-South Cooperation League of the Non-aligned nations in 2005, and a runner-up in the Headship of the African Development Bank (ADB) in 2006, due to her efforts in securing a debt cancellation deal estimated at $40 billion for the African continent. The Nigerian mass media have come under serious governmental reprisal over the years because of their role as the watchdog of society.

1.2 STATEMENT OF THE PROBLEM

The average Nigerian is perceived as a criminal or fraudster anywhere he/she goes around the world while Nigeria and Nigerians are considered unsafe to do business with. In order to correct the negative image of the nation and its debilitating consequences, the federal government has since 2004 embarked on a number of projects aimed at launching the image of the country. The first was the “Nigeria Image Project” launched in July, 2004 by Chief Chukwuemeka Chikelu as Minister of Information and National Orientation. In July 2005, Mr. Frank Nweke Jnr. had taken over from Chief Chikelu and launced the “Heart of Africa” (HOA) project to replace Chief Chikelu’s pet project. In February 2009, Professor Dora Akunyili the new Minister for Information launched the “Rebranding Nigeria Project” as the new weapon to win the image war. But what is branding? What is Re-branding Nigeria Project all about? What are the conditions for the successful rebranding of Nigeria? This study will attempt to provide systematic and logical answers to these questions.

1.3 OBJECTIVES OF THE STUDY

The main aim of the study is to critically assess the role of the mass media in rebranding Nigeria. Specific objectives of the study are:

1. To find out the image perception of Nigeria by other nations.
2. To identify which area of the Nigeria society needs rebranding
3. To assess the role of the mass media (radio stations) in rebranding Nigeria

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