EAC must invest in film industry

I propose that Kenya's East Africa Community Ministry invests in arts and cultural communication.

It is crucial to consider the benefits of a robust local movie industry with the purpose of resurrecting regional heroes and heroines such as Kinjeketile, Mkwawa, Koitalel arap Samoei, Me Katilili, Kabakas and Omwami of Rwanda among others.

South Africa is known for resurrecting Shaka Zulu in a manner that teaches about the past and makes it easier for the youth to appreciate the present.

Communication policy will be meaningless if it fails to make citizens in the region to positively connect to the past to enable them have a purpose for the future.

Threats to Africa are real.
One cannot ignore the impact of an education system that turns generations into superficial observers of their destiny.

It will be disastrous to overlook the role of international community's investment in alienating African women from their own people (Imagine having a mother that is disoriented and has no idea where the danger hanging about her children is from).

Not to forget the brunt of international economic system that relegates Africans to a catch up race as we remain largely in primary level economy.

It was with great excitement that I received a copy of the Ministry of The East African Community “Communications Policy and Strategy Handbook.”

For someone who has led a private citizen's campaign for African integration and open markets for the benefit of the African people for over nine years; it was akin to a dream come true.

Obviously, our governments are known to have grant master plans that rot away in filing cabinets.

It is however, the citizen's responsibility to take such master plans and literally run away with them.

Over 45 years of empty promises ought to be evident enough that we shouldn't leave the political class whose life span last parliament's season to push for implementation.

Perusing through the Ministry's communication plan, I found myself reflecting about the American movies I have watched over the years.

I can bet you that American movies push strongly for American supremacy, nationalism and patriotism in a subtle manner.

It is always the man or woman defending American interests who emerges the victor in such movies.

In general Western movies run a similar thread; it is always a Westerner who rescues “savages” from some type of obvious threat.

From an African standpoint, watching such movies over the years, the message that is imprinted into one's mind is that of “we are objects to be rescued!”

My take, all this is not by accident, it is by design.

I laud the Ministry of The East African Community for taking a unique and bold step to come up with a communication handbook.

The ministry officials should, however, take cue from developed nations' master plan.

Official communication sources tend to be boring and general audiences may not pay keen attention. It is therefore important to invest in “going where the audience is.”

East Africa boasts of an estimated 65 per cent youthful population aged below 30 years.

They while away their time in movie theatres, listening to music, and “twittering” on internet among other information outlets.

Unfortunately, the content they imbibe has no connection to the spirit and aspiration of the East African Community.

The ministry's communication and strategy handbook offers opportunity to all those with ideas on how to market East Africa to itself.

Remember, it is entertainment industry that will promote growth in cell phone, camera, Television, radio and iPods uptake among others.

Communication should capture past, present and future aspirations of the region.

Shikwati is director, Inter Region Economic Network [email protected]