Abstract
Mass media exercise extra-ordinary influence on the state and citizenry of every country and the ability of media to facilitate man’s behavioural change through its agenda- setting role makes them central in the re-branding process. The implication became that those politicians who champion the re-branding process tried to win the citizenry’s legitimacy through the media. This paper shows that the major challenges of the re-branding project include the inability of the Nigerian political leadership to re-brand themselves, corruption in every sphere of our national life, national insecurity, advance fee fraud, collapse of the education sector, poverty. It revealed that peace is a multi-dimensional term, which creates new environment for progressive nation building process. The rebranding project finally failed when the protagonist minister went to contest for senatorial election and his successor refused to step into her re-branding project shoes. This work called for the rise of a new government and media that would engage in ethical politics through sound leaders, priming, peace building, ethical education, etc as the roadmap to sustainable peace, security and national re-branding. The paper concluded by showing that it is only a national re-branding that is championed by the masses which can lead the citizenry to the desired goals of being a real Giant of Africa.
Highlights
The multi-media systems are powerful agents of change and social re-orientation in the present globalized world
Nigerian education system is at its lowest ebb (Ani, 2010B: 163-172), making it difficult for any form of sustainable national re-branding process in a modern world that is driven by knowledge economy to be enthroned
This article is a historical investigation into the rebrand Nigeria project that was championed by a former Nigerian Minister of Information
Summary
The multi-media systems are powerful agents of change and social re-orientation in the present globalized world. “The project came with a new logo and sloganGood People; Great Nation” and is meant to launder Nigeria’s image; or prove that we are not a nation of 140 million fraudsters and cheats” (Onumah, 2011:11) Her idea was to create in the consciousness of Nigerians both at home and abroad the need for change in their ways of doing things from negative to positive, as well as to enhance Nigerian national image abroad. The poet’s argument that re-branding would not work in Nigeria is a proposition that would be tested with time This is because, as bad as Nigeria is today, the masses are still desirous of change and if the present generation cannot enthrone it, the future generation would not want change to elude them. The inter-connectedness between security and peace on one hand and the re-branding of Nigerian image project is not connected to the fact that every nation building project is only carried out in an environment that is peaceful likewise secure and Secondly the indication that peace has been conceptualized as a continuous developmental process which allows for positive and progressive societal change
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