A Professor of Mass Communication at Enugu State University of Science and Technology (ESUT), Prof. Sunny Udeze, has urged African leaders to dismantle the negative image of Africa by eradicating entrenched corrupt practices.
In his ESUT 39th Inaugural Lecture titled “DECONSTRUCTION STEREOTYPES AND RECONSTRUCTING THE IMAGE OF AFRICA IN THE GLOBAL MEDIA: PUBLIC RELATIONS NEXUS,” Udeze emphasized that the path to effective public relations lies in truthfulness and making positive contributions rather than perpetuating negative stereotypes.
Udeze highlighted the detrimental effects of corruption among African leaders, which has led to a distorted perception of the continent. He noted that such corruption has fueled stereotypes that depict Africans in an unfavorable light, including myths that they live in caves or treetops and other damaging comparisons.
He linked these negative perceptions to the high levels of corruption prevalent in official circles, asserting that overcoming these misconceptions requires a foundation of truth and good governance.
According to Udeze, good public relations cannot be achieved without genuine actions. He pointed out that the mass media often shapes perceptions based on the unusual, while the routine actions in Africa can contribute to ongoing negative stereotypes. He stressed the importance of truth in public relations efforts.
Udeze also pointed out the global importance of maintaining a positive image and how governments strive for favorable media coverage. He discussed the cyclical nature of image deconstruction and reconstruction, underscoring its necessity for effective governance.
The professor called for a fundamental shift in mindset among Africans, urging them to prioritize genuine development over corruption. He questioned the tendency to invest abroad while neglecting domestic needs, such as infrastructure and healthcare, emphasizing the need for a change in priorities to foster a better image of Africa.
