UNGA 2023: How Tinubu Positioned Nigeria as the Key to Africa’s Future
By Ishola Ayodele
Continued from last week’s edition.
One of the most powerful messages in the speech of President Bola Ahmed Tinubu at the United Nations General Assembly (UNGA) was his call for Africa to be seen as a partner, not a beggar. He emphasized that Africa sought partnerships based on mutual benefit, not charity. Instead of the traditional frame of Africa as a continent in need, he presented a new frame of Africa as a willing partner, reshaping global perceptions which is in line with the framing theory. Framing theory is a communication theory that suggests that the way an issue or topic is presented (called the ‘Frame’) can shape how people interpret and respond to that information.
Here are examples of how Tinubu effectively framed Africa’s relationship with the rest of the world.
a. “To the rest of the world, I say walk with us as true friends and partners. Africa is not a problem to be avoided nor is it to be pitied. Africa is nothing less than the key to the world’s future.”
This statement reframes Africa as a vital key to the world’s future, emphasizing the continent’s significance and potential rather than portraying it as a burden or a recipient of pity.
b. “We seek to be neither appendage nor patron. We do not wish to replace old shackles with new ones.”
This statement frames Africa’s aspirations as independent and free from historical dependencies, highlighting a desire for self-determination and equal partnerships.
c. “We desire a prosperous, vibrant democratic living space for our people.”
President Tinubu frames Africa’s goal as the creation of a prosperous and democratic living space, emphasizing the continent’s commitment to democratic values and well-being.
d. “African nations will fight climate change but must do so on our terms.”
This quote underscores Africa’s agency in addressing climate change, framing the continent’s approach as self-determined and in line with its own terms and conditions.
These quotes collectively represent President Tinubu’s efforts to reshape global perceptions of Africa and position the continent as an equal and willing partner in global affairs.
Positioning Nigeria as the Key to Africa’s Future
Throughout the speech, President Tinubu strategically positioned Nigeria as a pivotal player in Africa’s development and progress. He emphasized Africa’s potential and Nigeria’s role as a big brother on the continent.
Moghaddam and Harré (2010, p. 2) stated that positioning theory is about “how people use words (and discourse of all types) to locate themselves and others”. In essence, it examines how people and entities present themselves and are perceived by others in various social contexts.
Here’s an example of how President Tinubu’s speech aligns with positioning theory:
i. “To the rest of the world, I say walk with us as true friends and partners. Africa is not a problem to be avoided nor is it to be pitied. Africa is nothing less than the key to the world’s future.”
In this statement, President Tinubu emphasizes Africa’s agency and importance, inviting the rest of the world to engage with the continent as equals and partners. He reframes Africa’s role from being seen as a problem or a recipient of pity to being recognized as a pivotal key to global progress and prosperity. This reflects his strategic communication approach to position Africa and Nigeria as active contributors to the world’s future, rather than passive observers or beneficiaries of aid.
ii. “Again, we hope to walk the rich African soil and live under the magnificent African sky free of the wrongs of the past and clear of their associated encumbrances. We desire a prosperous, vibrant democratic living space for our people.”
In this statement, President Tinubu articulates his vision for Africa and Nigeria, emphasizing the desire for a prosperous and vibrant democratic living space. By expressing his hopes for a better future and mentioning walking the rich African soil, he positions himself as a leader with a forward-looking vision. He also alludes to addressing the wrongs of the past and freeing Africa from associated encumbrances, indicating a proactive approach to tackling historical and contemporary challenges. This reflects his strategic communication effort to position himself as a leader dedicated to positive change and progress in Africa, while also inviting global collaboration to achieve these goals.
Overall, President Tinubu’s speech exemplified how Positioning Theory can be used to shape perceptions, roles, and relationships in international diplomacy, presenting a narrative that positions Africa and its leaders as active contributors to global solutions.
Analyzing President Tinubu’s speech through the lens of strategic communication provides a real-world example of its effective application in diplomacy and leadership. It also serves as a case study that offers practical lessons for communication professionals, diplomats, and leaders seeking to navigate the complex landscape of international relations in the 21st century. In essence, the analysis of President Tinubu’s speech contributes to the deepening of knowledge in the PR profession by showcasing the practical application of strategic communication principles in a global context.
Strategic communicators can glean valuable lessons from President Tinubu’s speech at the United Nations General Assembly. Here are some key lessons:
1. Diplomacy and Respect: Begin communications with diplomatic gestures and expressions of respect. Acknowledging and congratulating relevant stakeholders can set a positive tone for dialogue and collaboration.
2. Speech Act Theory: Understand the power of speech acts – not just what you say but what you intend to achieve. Craft messages with clear intentions and desired outcomes in mind.
3. Agenda-Setting: Prioritize key issues in your communication. Highlighting specific topics or challenges can influence public and political discourse, ensuring that your message aligns with your strategic goals.
4. Framing: Frame your message effectively to shape perceptions. Presenting an issue or situation in a particular light can influence how it’s interpreted and received. Use framing to evoke the desired perspective or response.
5. Positioning Theory: Consider how you want to be perceived and position yourself or your organization strategically. Present your identity and values in a way that aligns with your objectives and influences stakeholders’ perceptions.
6. Global Collaboration: Emphasize the importance of collaboration and partnership. Highlight the mutual benefits of cooperation, as President Tinubu did when he invited the world to “walk with us as true friends and partners.”
7. Visionary Leadership: Communicate a clear vision for the future. Articulate your aspirations and the positive change you seek to achieve, as President Tinubu did when he expressed his hopes for a prosperous and vibrant democratic living space.
8. Positive Framing: Use positive framing to inspire and motivate. Focus on solutions and opportunities rather than problems. Present yourself or your organization as part of the solution, as President Tinubu reframed Africa as a willing partner.
9. Transparency and Trust: Build trust through transparent communication. President Tinubu’s speech demonstrated a commitment to honesty and openness. Trust is essential for effective communication and leadership.
10. Strategic Communication Planning: Develop a well-thought-out strategic communication plan that considers your audience, objectives, and desired outcomes. President Tinubu’s speech was a product of careful planning and consideration.
*Ishola Ayodele is a specialist in ‘Message Engineering.’ He helps brands, Leaders, and Organizations communicate in a way that yields the desired outcome.