How Not To Be A Government’s Spokesperson (2), By Farooq Kperogi
Most importantly, though, why should a
presidential spokesperson, who is paid from the public purse, vituperate all critics of a government with a crude slur? What does that achieve?
Well, I can tell you what it achieves. It creates a condition psychologists call reactance. Reactance occurs when people are motivated to persist in or double down on an opinion or course of action that caused them to be threatened with insults.
For example, I didn’t set out wanting to be a Buhari critic. In fact, like previous presidents, I wanted him to succeed for the benefit of the entire country. When I started calling out his missteps in 2015 in the most sympathetic ways possible, I got unwarrantedly violent pushback from people who thought Buhari was worthy only of worshipful admiration and not even the mildest censure for even his most obvious infractions.
The Buhari Media Center (BMC) was created to attack, smear, and libel me for merely daring to call out Buhari at a time when most people were scared of pointing out his weak points. But instead of cowing me, BMC’s attacks emboldened me and activated a motivational state of reactance that compelled me to reveal things about Buhari that I probably would have kept under wraps had BMC minions not set out to serially defame me for exercising my right to comment on the government.
Most critical, independent, self-aware people react the same way if their freedom of thought or action is violated with threats, insults, or other tools of emotional blackmail. In other words, it turns even fence-sitters into sworn enemies and hardens the opposition of opponents. The fact that Malagi and Ngelale appear to appreciate this elemental truth in persuasion and information management is admirable.
To my utter embarrassment, I had no knowledge of Ngelale until his appointment by Tinubu. I now know that he is a young man in his 30s (making him probably the youngest presidential spokesperson since 1999) who earned a political science degree from the University of Kansas in the United States in 2011 and had worked as Buhari’s Senior Special Assistant on Public Affairs (and defended many indefensible things).
Perhaps, his youth, transnational experience, and awful experiences in the Buhari regime have helped to shape his new approach to interfacing with Nigerians.
Malagi’s position doesn’t surprise me. As I wrote in a casual May 18, 2022, article when he ran for APC’s governorship nomination in Niger State, I have known Malagi since the late 1990s when I worked for the Weekly Trust. He is by far the best credentialed Minister of Information that Nigeria has had in recent memory.
After teaching at a college of education for years, he ventured into public relations, advertising, marketing, and finally publishing. Apart from being the publisher of the Abuja-based Blueprint newspaper, he is also the proprietor of WE 106.5 FM Abuja, was general secretary of the Newspaper Proprietors’ Association of Nigeria (NPAN) and has been a major player in the Nigerian Institute of Public Relations (NIPR).
So, unlike past Ministers of Information, Malagi has deep intellectual and experiential familiarity with both public relations and journalism. Of course, this is no guarantee that he will succeed—or be better than his predecessors. Power both changes and reveals who people are. I know of no one who has remained the same after stepping foot in the corridors of power. I’ll be pleasantly shocked if Malagi is different.
For all you know, the praiseworthy words of Malagi and Ngelale may be no more than the ephemeral whispers of honeymoon sweet nothings. But the fact that they are unprecedented should invite us to pay attention and monitor how actions match the words.
Concluded
Kperogi, a columnist, is a Professor of Journalism and Emerging Media at Kennesaw State University, Georgia, United States.
