How The West Is Fast Losing The Public Relations War in Africa

AFRICA THOUGHT

– News features, commentaries, analyses, interviews & Op-ed.

By Caleb Onyeabor/Special to The African Times/USA 

One of the weapons of Imperialism in Africa, whether in the pre-colonization, colonization and post-colonization era is mind control. The external powers most often are in the business of dominance and exploitation for as long as it can control the minds and perception of the dominated. In the same vein, one of the strongest weapons of anti-imperialism is the undoing and dismantling of this control of the minds of the victims of imperialism. This was successfully deployed during the era of the struggle for decolonization.

Although what was achieved had been tagged “flag independence” – political independence without economic independence – there has been a constant struggle for the control of the minds of Africans since the nation states in the continent gained independence. 

 In the last 50 years, the West has invested heavily in public relations in its attempt to maintain a positive image that is necessary for its continued operations in Africa. Within this period, and through its control of the international media and use of cultural strategy, it has succeeded in foisting a pro-Western thinking in majority of Africans despite the counter efforts by radical Pan-African nationalists and other anti-Western imperialism advocates. All that is fast changing. The table seem to have been turned. 

In a survey conducted using random sampling of the opinion of Africans, two out of three of those polled expressed opinions that anti-West sentiments. And here are some of the existing reasons:

THE CLIMAX OF THE EXPOSURE OF FRANCE’S LEGACY OF EXPLOITATION

There are stronger anti-Western sentiments in Francophone countries than there are in other countries. The resistance and rebellion against France’s grip on Africa is more as evidenced in the recent military coups in the West African countries of Burkina Faso, Guinea, Niger and Mali with the accompanying anti-French riots. 

WHAT ARE THE CHARGES AGAINST FRANCE?

Overwhelming opinion believe that France’s role in plundering African wealth cannot be redeemed by any amount of public relations whitewash. Lately, there have been increased condemnation of her colonial and post-colonial records, not just from the beleaguered Africans but from notable voices from outside of the continent. Frances many malfeasance in Africa has always come under scrutiny and criticism from colonial to post-colonial days. It began right from the colonial era to the early post-colonial days with the works of nationalists like Osajefo Kwame Nkrumah, the first Prime Minister of Ghana and his ilk. Simply put, France’s chalice of atrocities against Africa and her people is full, and the new generation of Francophone Africans is not having any more of it. 

On record, France is notorious for its exploitative mechanisms aimed at reaping profits from Africa’s abundant resources, using a combination of pressure, financial leverage, and sometimes outright coercion to assert control over its former colonial dominions. This enduring legacy has cast a shadow over many African nations, perpetuating a cycle of poverty and hindered development.

Ibrahim Traore, the new leader of Burkina Faso who seems to be the new face of resistance from Francophone Africa, recently delivered a halting address at the Russia-Africa summit in St. Petersburg. In a measured tone, Traore passionately decried the paradox of Africa’s wealth in resources and the stark contrast and disparity that exists between the French and the widespread poverty endured by its people. 

The complexities surrounding France’s presence in Africa have led to a conspicuous absence of a coherent narrative to justify its actions. Paris grapples with an inability to openly acknowledge its pursuit of economic gain, veil its endeavors under the guise of a “civilizing mission,” or take accountability for its historical transgressions. This vacillation weakens France’s influence across the continent, inadvertently contributing to instability, strife, and impoverishment.

A major sin of the French is currency imperialism. Through the annals of time, France consistently unveiled a recurrent motif of military intervention – a narrative recounted over 50 instances since 1960 – across the Africa. Often, these interventions were executed to safeguard puppet governments, meticulously sculpted to echo French economic interests, particularly those enmeshed with the perpetuation of the CFA Franc.

The intricate mechanics of the CFA Franc pivoted on a foundation of fixed exchange rates. This construct extended unrestricted currency convertibility, yet simultaneously consigned African currencies to a perpetual tether with the French, first to the Franc and subsequently to the Euro.

In practical terms, African nations were rendered powerless to exert influence over their currency’s valuation, thereby exacerbating a glaring chasm. Consequently, France luxuriated in the privilege of procuring African commodities at artificially devalued prices, while African communities wrestled with the scourge of diminished purchasing power.

The narrative delves deeper as France imposed a stipulation mandating the deposit and lucratively leveraging foreign reserves accrued by its erstwhile colonies. Although the edict requiring a 50 percent reserve deposition within French-administered banks was dismantled for the Western zone in 2019, the essence of exploitation endured. Under this paradigm, African states reaped meager interest, while French institutions adroitly leveraged these deposits for high-yield lending, thereby reaping substantial gains through the relentless exploitation of African labor and resources. Interestingly, multiple Francophone African nations boasted significant gold reserves, bestowing upon them a plethora of avenues to safeguard their wealth through diverse central banks.

While the configuration of the CFA Franc did yield certain stabilizing benefits, shielding against the specter of hyperinflation akin to Zimbabwe’s turmoil, it attracted vociferous criticism for imposing regulations upon African nations that glaringly eluded more influential global actors. This hegemonic grip over currency management acted as a straitjacket, hampering economic expansion and rendering these nations acutely vulnerable to the tremors of global economic turbulence.

This deep-seated disillusionment with French management of Africa has extended to Western leadership as the new song on the lips of Africans are lamentations over post-colonial control, double standards, and a lack of consideration for the needs of developing nations as inherent flaws in the Western-led global order.

NATO’S FAILED WAR ON LIBYA

Libya was a straw that broke the camel’s back of the West. 

The military intervention led by NATO that culminated in the destruction of Libya and the downfall of Muammar Gaddafi’s regime reverberated far beyond the North African nation’s borders. While the motives behind the intervention were ostensibly aimed at averting a humanitarian crisis, the aftermath of the conflict has cast a long shadow over the reputation of the Western world in Africa.

Prior to NATO’s intervention, Libya stood as a paradoxical testament to Gaddafi’s regime. Despite his controversial methods of governance, the country had managed to achieve a level of prosperity and stability that was enviable to many African nations. Gaddafi’s rule had ushered in a period of economic growth, with the country’s oil wealth being reinvested into ambitious infrastructure projects, healthcare, and education programs. Libya had become a beacon of hope for development and progress on the African continent.

However, the NATO-led military campaign in 2011, carried out under the banner of “protecting civilians,” resulted in the destabilization of Libya and its descent into chaos. The once-thriving nation now found itself torn apart by internal strife and external meddling. The power vacuum created by Gaddafi’s ousting became a breeding ground for various armed factions, extremist groups, and regional power struggles.

The consequences of this intervention were not confined to Libya alone. Across Africa, a growing sentiment emerged that the West, with its interventionist approach, had not only disregarded the principles of sovereignty and self-determination but had also played a significant role in the destruction of a nation that had once offered inspiration for African development.

Many Africans saw the destruction of Libya as emblematic of a broader pattern of Western interference that had plagued the continent for centuries. The legacy of colonization, economic exploitation, and political manipulation had left deep scars across Africa, and the intervention in Libya was seen by some as a continuation of this history. The perceived disregard for the aftermath and the lack of a comprehensive plan for rebuilding further fueled resentment.

The downfall of Libya and the ensuing chaos also had concrete implications for neighboring countries. The proliferation of weapons and armed groups destabilized not only Libya but also spilled over into neighboring nations, exacerbating existing conflicts and contributing to the displacement of communities. This further solidified the perception that the West’s actions had unleashed a cascade of negative consequences across the region.

The erosion of Libya’s stability also had far-reaching implications for Europe, as it contributed to the surge of irregular migration and refugees crossing the Mediterranean in search of safety and opportunity. This human exodus highlighted the interconnectedness of the world and underscored the responsibility of Western nations in addressing the fallout of their actions.

In the wake of the Libya intervention, a prevailing sentiment emerged among many Africans: that the West’s intentions were suspect, and its actions often exacerbated rather than ameliorated challenges. The ruins of Libya served as a stark reminder of the dangers of intervention without a clear post-conflict strategy, and they fueled a growing skepticism of Western involvement in African affairs.

As the African continent strives for self-determination, development, and stability, the intervention in Libya remains a poignant cautionary tale. It underscores the importance of respecting the sovereignty of nations, engaging in meaningful partnerships, and prioritizing comprehensive and sustainable solutions that empower African nations rather than perpetuating cycles of dependency and destruction. The erosion of the Western reputation in Africa serves as a somber lesson in the intricate interplay between actions, perceptions, and the enduring legacy of interventions.

With the high solidarity most Africans have for Gaddafi after these revelations, it appears like Gaddafi offered himself as a sacrifice and even in death, his story has continued to heap heavy damage to Western public relations in Africa.

The current public relations defeat that is being handed to the West cannot be possible without the influence of Marxist literature that have been rampant in African institutions of learning.

For decades, the corridors of African schools and educational institutions resonated with the ideals and narratives of Marxist literature. Works like “How Europe Underdeveloped Africa” and similar texts became more than just academic exercises; they morphed into agents of ideological transformation that indelibly etched the minds of the African people. This enduring presence of Marxist literature has played a pivotal role in shaping African perspectives and cultivating sentiments against Western imperialism.

The presence of Marxist thought in African educational curricula stemmed from various factors, including the historical context of colonialism and the pursuit of self-determination. Many African nations, upon gaining independence, sought intellectual frameworks that could provide alternative explanations for their histories and destinies, beyond the Eurocentric narratives imposed during colonization.

“How Europe Underdeveloped Africa,” penned by Guyanese historian and economist Walter Rodney, became a seminal work that resonated deeply with African audiences. Its dissection of the exploitative mechanisms of colonialism and its portrayal of the West as a harbinger of underdevelopment struck a resonant chord within post-colonial African societies. The text, along with similar literature, offered a counter-narrative to the dominant Western discourse, presenting a perspective that attributed Africa’s struggles to external forces.

These Marxist-influenced writings framed Western imperialism as a predatory force that had systematically extracted wealth, resources, and agency from African nations. The narrative of imperial powers manipulating markets, exploiting labor, and perpetuating dependency through economic systems created a prism through which the West was viewed with skepticism and distrust.

As these Marxist ideas permeated educational institutions, they intertwined with the broader socio-political landscapes of African countries. The texts were often embraced by emerging political leaders, providing intellectual ammunition for critique and resistance against neocolonial influences. The concept of class struggle, championed by Marxist theory, found echoes in the experiences of many Africans grappling with the legacies of colonialism and the challenges of nation-building.

Over time, these narratives solidified into a collective consciousness, shaping how Africans perceived the West and its historical role on the continent. The ideological framework laid out by Marxist literature became a lens through which African populations interpreted their present circumstances and historical trajectory.

However, it is crucial to acknowledge that the relationship between Marxist literature and African perceptions of the West is complex and multifaceted. While these texts undoubtedly played a significant role in fostering critical viewpoints and resistance against perceived Western exploitation, they also contributed to a binary and sometimes overly simplistic understanding of global dynamics.

The fruits of this ideological cultivation are evident today, as many Africans view the West through a critical and skeptical lens. The association of Western powers with the historical injustices and economic disparities highlighted by Marxist literature has contributed to the characterization of the West as an embodiment of malevolence. This perception has implications for diplomatic relations, economic partnerships, and social interactions between African nations and Western powers.

THE INFLUENCE OF THE DOMINANCE OF  MARXIST LITERATURE IN AFRICA

The current public relations defeat that is being handed to the West cannot be possible without the influence of Marxist literature that have been rampant in African institutions of learning.

For decades, the corridors of African schools and educational institutions resonated with the ideals and narratives of Marxist literature. Works like “How Europe Underdeveloped Africa” and similar texts became more than just academic exercises; they morphed into agents of ideological transformation that indelibly etched the minds of the African people. This enduring presence of Marxist literature has played a pivotal role in shaping African perspectives and cultivating sentiments against Western imperialism.

The presence of Marxist thought in African educational curricula stemmed from various factors, including the historical context of colonialism and the pursuit of self-determination. Many African nations, upon gaining independence, sought intellectual frameworks that could provide alternative explanations for their histories and destinies, beyond the Eurocentric narratives imposed during colonization.

“How Europe Underdeveloped Africa,” penned by Guyanese historian and economist Walter Rodney, became a seminal work that resonated deeply with African audiences. Its dissection of the exploitative mechanisms of colonialism and its portrayal of the West as a harbinger of underdevelopment struck a resonant chord within post-colonial African societies. The text, along with similar literature, offered a counter-narrative to the dominant Western discourse, presenting a perspective that attributed Africa’s struggles to external forces.

These Marxist-influenced writings framed Western imperialism as a predatory force that had systematically extracted wealth, resources, and agency from African nations. The narrative of imperial powers manipulating markets, exploiting labor, and perpetuating dependency through economic systems created a prism through which the West was viewed with skepticism and distrust.

As these Marxist ideas permeated educational institutions, they intertwined with the broader socio-political landscapes of African countries. The texts were often embraced by emerging political leaders, providing intellectual ammunition for critique and resistance against neocolonial influences. The concept of class struggle, championed by Marxist theory, found echoes in the experiences of many Africans grappling with the legacies of colonialism and the challenges of nation-building.

Over time, these narratives solidified into a collective consciousness, shaping how Africans perceived the West and its historical role on the continent. The ideological framework laid out by Marxist literature became a lens through which African populations interpreted their present circumstances and historical trajectory.

However, it is crucial to acknowledge that the relationship between Marxist literature and African perceptions of the West is complex and multifaceted. While these texts undoubtedly played a significant role in fostering critical viewpoints and resistance against perceived Western exploitation, they also contributed to a binary and sometimes overly simplistic understanding of global dynamics.

The fruits of this ideological cultivation are evident today, as many Africans view the West through a critical and skeptical lens. The association of Western powers with the historical injustices and economic disparities highlighted by Marxist literature has contributed to the characterization of the West as an embodiment of malevolence. This perception has implications for diplomatic relations, economic partnerships, and social interactions between African nations and Western powers.

THE INFORMATION REVOLUTION BROUGHT BY THE INTERNET

In this age of information, the Internet and social media have emerged as catalysts of profound transformation, significantly altering the African narrative vis-à-vis the West. This digital upheaval has not only democratized the information space but has also unshackled the discourse from the traditional monopoly held by international Western institutions.

Through this liberating medium, re-education campaigns have been unfurled, exposing double standards, revealing hypocrisy, and laying bare the tenets of Western exceptionalism and imperialism.

The dawn of the digital era has ushered in a new epoch of accessibility, dismantling the barriers that once relegated information dissemination to the hands of a select few. No longer beholden to the editorial filters of established media gatekeepers, Africans can now access, share, and create information on an unprecedented scale. This unmediated access to a multiplicity of perspectives has been a catalyst for re-education campaigns that challenge dominant narratives perpetuated by Western institutions.

Central to this transformation is the spotlight cast on the double standards and hypocrisy woven into the fabric of Western discourse. Social media platforms, blogs, and independent news outlets have become conduits for exposing incongruities between the West’s professed values and its actions. Instances of selective intervention, selective condemnation, and the glaring contrast between rhetoric and practice have been laid bare, fomenting a growing skepticism among African audiences.

The concept of Western exceptionalism, long presented as an immutable truth, has been deconstructed through the democratic nature of digital communication. Narratives that once portrayed the West as an infallible beacon of progress have been unraveled, revealing a more nuanced reality. Africans are no longer passive recipients of narratives dictated from abroad; they now have the agency to contribute, critique, and contest the dominant discourse.

Imperialism, once relegated to historical narratives, has been resurrected through digital lenses. Online platforms have facilitated the dissemination of historical records, personal accounts, and scholarly analyses that illuminate the intricate web of colonial legacies, neocolonial influences, and economic exploitation. These revelations, unimpeded by geographical boundaries, have spurred conversations about reparations, restitution, and the ongoing impact of imperialism on African societies.

The resonance of these digital transformations has been particularly pronounced due to their alignment with the pre-existing sentiment of skepticism towards Western motivations. The Internet has provided a platform for voices that challenge the status quo, revealing alternative narratives and perspectives that amplify a growing disillusionment with the perceived dominance of Western powers.

It was the internet that made an intensive discourse of what transpired in Libya possible. It was the internet that exposed the bare butts of the West and some of their nefarious activities in their former African colonies. For instance, the video of the Italian prime minister condemning the activities of the French in Africa was made possible by the internet. In the days of traditional media, such an eye opening lamentation would have been easily suppressed. The Prime Minister of Italy complained about how France mints the currencies of African countries and get them to pay minting fees. She talked about how France sends children to mines in Niger and obtained uranium used in powering France while Niger has no electricity and advocated that what Africans need is to be free from some Europeans. The influence of such narrative and similar ones are wide and has contributed to the reorientation that is spurring anti-Western sentiments in Africa. Since the West does not have a monopoly of control of the internet, it failed to maintained its PR.

STARK ECONOMIC REALITIES

Years of being subservient to Western powers have failed to translate to Development. This angle has been rightly hammered upon by anti-Western campaigners and contributed to the growing disillusion with the presence and activities of the West in Africa. No matter how good and how long the public relations effort to cover faeces is, one day, it will hit the fan. This is the situation Western imperialism finds itself in today. 

IS THERE A WAY OUT?

When you lose the battle of minds, no amount of military firepower or economic sanctions can save you. This is the case of the West in the Middle east and this has become their case in Africa. This new generation of Africans are a different breed who have refused to accept the lot of their forebears. For the West to continue to be relevant, countries such as France, USA and UK must redefine their foreign policy towards Africa. The chapter of exploitation or its yearnings must be closed. Redefining how they engage with African countries and rethinking their unproductive African policies can go a long way as they must rebrand themselves as partners for progress as against the master-servant and no-results relationship that was adopted in the past. This they must do and do quickly as Africans now have other options. The train has long left the station, the West if they intend to ride with this new generation of Africans must come to the table with clean hands.


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