Vice President, Yemi Osinbajo says culture is a veritable tool by which can successfully promote rich and enduring values and at the same time grow the economy as done in advanced countries.
He therefore says the entertainment industry in Nigeria can through cultural expressions; transmit important messages such as the imperative that ‘the truth will always win.’
The Vice President made the observation in his office, when he received a delegation of the Governing Council of Jewel of Africa, a reality TV show, led by Mr Olorunnimbe Mamora.
“I think we must reconsider the use of culture to promote some of our much cherished cultural values and norms by using popular culture, by way of popular films and music to promote the culture with important underlying messages,” the Vice President stated.
According to him, “in the western cultural impartation there is an underlying theme that truth always wins.”
He observed that culture is a veritable vehicle for addressing societal ills especially among young people, emphasising that it is only through culture, by way of popular films, music, arts, that the society can pass important messages without boring people.
The Vice President noted that there was however a need for creativity in the way culture is appropriately utilised, adding that it is important we have creative ways of shaping our society.
By so doing, he said, the nation is seen as having good values and its culture is not buried, since cultural expressions can regenerate lofty values and make them cherished.
He told the delegation that culture can also be used to achieve both economic and tourism objectives, noting that like in America, the entertainment industry in Nigeria particularly ‘Nollywood’ has provided jobs for many young Nigerians as it has made Nigerian culture very popular globally.
Vice President Osinbajo thus commended the ideals of the ‘Jewel of Africa’ Reality TV Show describing it as worthwhile and enterprising.
He expressed the view that with the integrity and experience of members of the Governing Council, the project would be a success.
In his remarks, the leader of the delegation and Chairman of Governing Council of the ‘Jewel of Africa’ Foundation, Olorunnimbe Mamora, expressed the support of his Foundation for the Change Agenda of the Buhari administration.
He told the Vice President that the Reality TV Show was conceived to rejuvenate the African culture and tourism industry and also resuscitate Africa’s diverse cultural heritage by harnessing them for the tourism sector of the economy.
He disclosed that the ‘Jewel of Africa’ project would involve staging an annual reality show which would bring together 37 contestants from each state including the Federal Capital Territory, to display how we could build a strong and great nation, despite our cultural and ethnic diversity.