Broadcasters
Broadcast Journalist and Social/Literary Critic.
Democracy is defined as government of the people, by the people, and for the people. If the government truly belongs to the people, then citizens must be actively involved in nurturing and sustaining it.
Yet, many government policies and decisions in Nigeria remain far from people-oriented. Often, those most affected by these policies—the everyday citizens—are neither consulted nor adequately informed. They are not carried along in the process. This lack of inclusion and clear communication is why so many policies face widespread rejection and intense criticism from the masses.
When information from the government is unclear or inconsistent, misconceptions arise, breeding anger and resentment that can escalate into broader discontent.
Communication style and language also matter greatly. During my time at the University of Ife (now Obafemi Awolowo University, Ile-Ife), our Vice-Chancellor, Prof. Wande Abimbola—fondly called Babaalawo—had a remarkable way of engaging students amid the “Aluta” spirit. He avoided formal professorial language and instead spoke in the students’ own vernacular to capture their attention. The moment he greeted with “Great Ife!” and we responded “Great!”, he had us hooked.
How can one expect to address members of the National Union of Road Transport Workers (NURTW) without speaking their language and still hope to gain their ear? The same principle applies across society.
Government must reach the real voters—the artisans, traders, farmers, and ordinary workers—and communicate policies that directly affect them in ways they understand.
When President Tinubu announced the creation of Renewed Hope Ambassadors, I assumed they would be tasked with enlightening the public about federal government policies and initiatives. Yet, on my radio show recently, a caller admitted he was unaware of the student loan scheme for tertiary institutions. Another small-scale business owner was surprised to learn about various government interventions offering loans to support enterprises.
Don’t be surprised if even educated citizens remain unclear about the recent tax reforms and their potential benefits.
It is the government’s duty to proactively inform the public about these programmes. Failure to do so invites misconceptions that undermine trust and hinder effective information flow.
Governments at all levels—federal, state, and local—must prioritize carrying citizens along on their programmes. Officials should visit markets, places of worship, community gatherings, and other public spaces to explain initiatives and involve stakeholders from the outset.
Legislators, too, have a responsibility beyond election periods. They should regularly visit their constituencies, not just to campaign, but to inform constituents about government policies, solicit feedback on needs, and avoid imposing solutions they merely assume are best. Let the people articulate what they truly want.
Only through consistent engagement—relating with citizens, speaking their language, and making them feel heard—can the people truly see the government as their own. That is the path to genuine participation, ownership, and sustainable democracy.
Tunji Ajibade, a broadcast journalist, writes from Ibadan
