2027 : Olusoji’s advice and a conundrum of timing.
By Ojodomo Godswill
In elementary communication class, we were taught to observe mood and time. A good message with poor timing could be disastrous. The purpose of communication is for the recipient to understand the message in the full context of the sender. The encoder-decoder loop comes into place here as a noise in the channel of delivery would cost its effectiveness.
Hence , attention should be given to timing of the delivery. Messages have its roots in culture. Culture often underpin the effectiveness of messages. In Africa and in Nigeria, messages are often viewed from cultural perspective. Messages laden with advice to elders are won’t delivered in the marketplace, they are best in the courtyard. When delivered in market square is best served as retributive validation rather than advice. That is why, communicators, are expected to gauge the mood, time and channel in which the message is conveyed. Messages are often intentional as recipients are supposed to be intentional and not muzzle puzzled. They are to be wooed, pampered and not coerced. Their ego aught to be massaged, polished with flavours . The encoder has a duty to understand the idiosyncrasies, perspectives and inner reception of the audience. Omitting timing out of the message will definitely hit the rock.
Last week, I listened to a highly distinguish philanthropist, Asiwaju Prince Olatunji Olusoji advising his compatriots from Okun Nation in kogi state to be united and wait for the future -With intent and purposes, the advise was meant to save his people from small shame out of a bigger shame. He was apt to tell his people to use the time to unite and fortify their political base for the future. He wanted them to discipline their political appetites. He wanted them to have a common front-(Agenda), if they must wrestle power to their zone. He is a philanthropist of note. He has done much for his Ayere community in Ijumu Local Government of kogi state. He had championed and championing qualitative education for the people. He has been using his wealth for their cause. The people acknowledged, revered and idolized him. He is at home with them. He shouldered their burdens. However, his recent message of Unity delivered at a burning point of their challenge was not just an advice but a retributive validation. His timing cacophonously fell on the blast furnace. His message, if delivered at the courtyard, would have been effective. He choice to convey the message on a market day. The message became toxic and poisonous. Rather than accolades, he was vilified. As the news of his advice hits the airways, litany of commentators drew the battle lines. He doesn’t mean to stir controversy, he meant to pacify his people to halt the old habits and embrace speaking with one voice just like the other zones did when it matters most. He was naive. Not familiar with dynamics of politics of his people. Although, an indigene of kogi west, he lived more outside the state than home. He is not much abreast with the politics of his home, and he failed to ask genuine questions about their anger. He chose the messenger above the message. He was right. He saw their plights in the hands of their brethrens from the other zones. In the 35 years of the creation of Kogi state his zone has been wandering in the political wilderness. The people has the rights to complain and take steps. They needed message of hope, which his sermon contained, but, he delivered it in the market square. The people needed discussions in the home, not to uproot their fangs in front of their transducers. His mediation came at a wrong time. He didn’t know the implications of his timing, i guessed. He has become the subject instead of the solution. He is viewed as being sent by their tormentors. They are now up in arms with him. He has become the message. Olusoji the philanthropist has become the agent from their oppressors, so they believed. His intention is misconstrued largely to timing and channel errors. His message at the recent political rally in Lokoja was a killjoy. A devastating blow. A wrench on the psyche of his people. His message instead of a balm was a salt to their wounds. The people of Okunland deserved to cry, complain of their marginalisation in the state they are equally co- owner. They deserve a fair share. They deserve their voices to be heard. As president Tinubu postulated during APC presidential primary in 2023, that political power is not served alacarte .One needs to fight for it, grab it and run with it. He does not wait for the other aspirants to serve him the cuisine. He also assured his people that if they defeat him, he will come home. He was point bank. He considered the other zones as ‘they’ and his south west as home. He didn’t seek advice from market square, he sought it at the courtyard. If he had waited for convenience time, dictated from outside, maybe, he wouldn’t have been president today.
Olusoji ‘s advice was germaine. To succeed, bloc base support is needful, but, it should be dictated from within.
However, as Barnet said in his copy writing exposition, no idea, no matter its craziness should be discarded. It could be fine-tuned to become veritable tool for success. Olusoji may have erred in his timing and channel for the delivery of his message, he meant well for the political progress of the zone. Discarding his message with a wave of hands is not the solution. The intent of the message should be reviewed. There is lesson to be learned. Throwing tantrums is not the answer The supposed enemies would be the beneficiaries. Picking holes aggravate already messy situation. He has thrown the challenge, it is left for the people to sieve the message and move on. The time is ticking and not much for altercations. When the people are united and speak the same language, even the wall of Babel can be completed.
