7 June 2011
editorial
Deputy Minister of Information Baba Jamal says the government has directed all state institutions and agencies, as well as Metropolitan, Municipal and District Assemblies to hoist the national flag at their various locations. According to the state-run Ghanaian Times, the new directive is inspired by the idea to re-brand Ghana, and instill a sense of pride in the citizenry.
We do not believe it is the first time Ghanaians are being encouraged to imbibe the spirit of good citizenship. It is certainly not the first time that state agencies are being encouraged to fly the national flag either. The Chronicle would like to believe that flying the national flag at office locations by state agencies is the rule, rather than the exception.
The flag is the emblem of our nationhood. It behooves on all Ghanaians to cultivate the habit of flying the national flag on private offices and residential homes. Nationalism is key to progress and prosperity. When citizens cultivate the love for their country, chances are that such people would not want to harm the fortunes of the nation.
Rather, the love for the land would motivate them to work towards ensuring that the nation is worth its status in the international comity of nations. We are not sure, though, about this idea of re-branding, and how it would inure to the benefit of the nation and its citizens. Our experience of re-branding has been foreign companies and personalities being contracted to change the image of the nation, in the eyes of the international community.
During the regime of ex-President Jerry John Rawlings, this nation paid millions in foreign exchange to foreign journalists to do propaganda on behalf of the government of the day.
The Chronicle cautions against the re-enactment of the infamous Victoria Brittain episode, when hundreds of thousands of pounds sterling was paid by state security, then headed by Capt. Kojo Tsikata (rtd), into the bank account of the then Guardian of London correspondent to publish favourable stories about a government that was fumbling on all fronts, while doing a hatchet job on the opposition.
When Baba Jamal talks of a mechanism being developed to enable people from both far and near to access development projects in the various Metropolitan, Municipal and District assemblies, is he inferring that these assemblies are not accessible at the moment? In any case, what is wrong with Ghana to warrant re-branding?
We are of the view that the so-called ‘Better Ghana’ rhetoric was a means of positioning this country in a manner that would make it an attractive destination to do business. Why would the state undertake a re-branding exercise when the administration of President John Evans Atta Mills is being praised to the high heavens for allegedly creating paradise on earth?
Over the years, various governments in this country have promoted investments and other opportunities available in this country as a means of wooing businesses and prominent personalities elsewhere to identify with this nation. What is it that this administration intends doing that would be different from what its predecessors had done? The message, according to the basic norm in communication, is as important as the messenger.
If the credibility of the messenger could not be vouched for, the message is likely to fall on deaf ears. Baba Jamal launched a Jihad at Akwatia in a bye-election featuring only six polling booths. Blood ultimately, was the common denominator. As a medium of communication The Chronicle is worried about how Ghanaians are going to imbibe a message from a messenger, who may not be at peace with all sections of the population. This re-branding idea may take some doing to sink in.
AllAfrica – All the Time
Taken from:
Ghana: The Concept of Re-Branding the Country