Elimination of corruption ‘ll redeem Africa’s stereotype image – Prof Udeze

By Dennis Agbo

A Professor of Mass communication in Enugu State University of Science and Technology, ESUT, Prof Sunny Udeze has advised Africa leaders to dismantle the bad image and impression already created about Africa by putting to an end their entrenched corrupt practices.

Udeze stated that there is no better means to making good public relations than telling the truth and making positive impacts than painting ugliness.

He cited the outrageous corrupt practices of Africa leaders which made their perception negative such that the impression about the continent was that they live in caves, treetops; have tails like monkeys and so many other stereotypes that he said do not reflect good images of the black race.

He tied the negative impressions to the high level of corruption, particularly in the official circles, stressing that overcoming the misconceptions and prejudices must be based on truth and good governance.

Udeze gave the advice, yesterday, when he delivered the ESUT 39th Inaugural Lecture titled “Deconstruction Stereotypes and Reconstructing the Image of Africa in the Global Media: Public Relations Nexus.”

According to the Public Relations don, one cannot do good public relations except he has done the right thing, noting that most images we have about people are images mostly created in the mass media.

“We as a people need to rethink and that is when people can have good public relations, because it’s all about doing the right thing. We create negative images about Africa by the things we do, particularly corruption.

“News is the unusual and Africans practice the usual which makes the foreign media take it up and the creation of Africa Stereotypes continue. Public relations are used in deconstructing such negative images but truth must be emphasized in Public Relations.

“Governments all over the world accord premium to image hence the craze for favourable reportage in global media. Image no matter how solidly built comes crumbling at the least damage. This has brought about the vicious circle of deconstruction and reconstruction. It is a must for every government and by extension every organic entity.

“The most important thing that we really need to do as a people, as a continent, is to start understanding that there is more to life than all the grab, grab things we do. How many foreigners come to Nigeria to build a house, why do we carry our money and keep in foreign banks while our people are hungry, our institutions are decaying, our hospitals are bad and they will now go overseas for treatment?

“Therefore, Africa leaders have to realize that good image is not given on a platter of gold, you work for it through your actions and inactions. What you do or leave on the ground speaks volumes,” Udeze said.

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