The Future We Want: Leveraging Avhianwu Culture for Sustainable Social and Economic Development in a Changing World, Chris Osiomha Itsede, PhD, MNIM
THE FUTURE WE WANT: LEVERAGING AVHIANWU CULTURE FOR SUSTAINABLE SOCIAL AND ECONOMIC DEVELOPMENT IN A CHANGING WORLD Chris Osiomha Itsede, PhD, MNIM BEING TEXT OF A KEYNOTE ADDRESS DELIVERED AT THE AVHIANWU SUMMIT HELD AT OGBONA ETSAKO CENTRAL LOCAL GOVERNMENT, APRIL 6, 2015 TABLE OF CONTENT Introduction Culture in Traditional Avhianwu Society Exposure to External Cultures Coping with a Changing World an Agenda for Cultural Reforms Conclusion 1 INTRODUCTION The objective of this paper is to examine the nexus between Avhianwu culture and the social and economic development of the society. Over the past decade or so, development indicators and data on the cultural sector have cast into bold relief the evidence that culture can be a powerful driver for sustainable development with community-wide social, economic and environmental ramifications. In Nigeria, the entertainment industry has grown exponentially in recent times that it is now a significant sector in the nation’s new GDP classification structure. At the global level, lessons learned from the United Nations Millennium Development Goals (MDGs) demonstrated concretely the power of culture to respond to such challenging issues as gender, health, education and environment. What is more, the cultural sector has a high capacity for employment creation across the whole spectrum of the skills mix in the economy – absorbing thousands of unskilled, semi-skilled and highly skilled workers in direct and indirect employment. What is Culture? According to Gold bard (2004), culture is the sum total of human ingenuity: language, signs and symbols, systems of beliefs, customs, dance, arts, clothes, foods and cuisine, tools, toys, trinkets, the built environment and everything we use to fill it up. Like most concepts in the social sciences, culture has evaded a universally accepted common definition. Some see it as the sum of the beliefs, knowledge, skills, customs, festivals and ceremonies, fashion, and traditions that are available to the members of a particular society. For the purpose of our discussion today, we define culture as a way of life of a people, that is to say, the behaviors, knowledge, beliefs, values, customs, art, music, symbols that they accept, generally without thinking twice about them and that are transmitted from one generation to the next. In other words, culture is the collective programming of the mind that sets one group or category of people apart from another. Culture is a people’s group identity. Every culture is characterized by eight basic elements: Language; Daily Life, Economy; Religion; History; Arts; Social Groups; and Government. Every culture would include core values and beliefs, such as trust, honesty, integrity, respect for others, individualism, communal orientation, patience, determination and family devotion. Although this is not an academic gathering, I will preface our discussion this morning with a rapid overview of the recent debate on culture whose importance has become so compelling such that the United Nations General Assembly recently passed a special resolution urging members to mainstream culture into their development policies and strategic calculus. The UN further underscored culture’s intrinsic contribution to sustainable development. The Cultural Debate As culture is dynamic and changes, albeit slowly, overtime, so has the notion and its place in the society’s scheme of things evolved over the years. Sociologists, anthropologists, psychologists, and economic development experts all agree that culture has a significant impact on the developmental trajectory of different societies. Adam Smith, arguably the founder of modern economics, argues in his 1776 seminal book, “The Wealth of Nations” that man is essentially motivated by the pursuit of his own interests, and contributes to the public interest in a system that is self-regulating. Smith nonetheless recognized that the “pursuit of personal interests’1 involved much more than just making money. Hence, his later work, “Theory of Moral Sentiments”, deals with what today we would call cultural values. Seventy years later, John Stuart Mill made the same point when he noted that cultural constraints on individuals could have a stronger impact on them than the pursuit of personal pecuniary interest. Max Weber, the German social scientist, writing in the early 20th century, outlined how cultural factors, including religious values, could drive economic output. Weber contended that the Protestant work ethic, spurred by Reformation teachings that the pursuit of wealth was a duty, inculcated the virtues needed for maximum economic productivity. Thus, European Protestants were more productive than Catholics. He drew parallels between Germany and Great Britain, for instance, compared to the Catholic nations of Ireland, Spain, Portugal and Italy. Today, development experts have no illusion about the significant contribution of culture to developmental outcomes. The Importance of Culture What is it that makes some countries to do very well, while others fail to make the mark even when they all have comparable requisite economic factors in place? Why have countries like Nigeria, Indonesia and the Philippines, despite their relatively robust resource endowment and a well-educated population, lagged in development? The theory lists preconditions for economic development: good governance, a stable political system; rule of law backed with effective enforcement to ensure sanctity of contractual agreements; an enabling environment for domestic and foreign investors; an efficient and non-corrupt the public service. Quite a robust list, but it still does not add up. What is the role of culture in the development process? Why do some ethnic groups that are even minorities in other cultures do so well in business that they leave others in the dust? Amy Chua raises this question in her book “World on Fire”. She tells us that ethnic Chinese in the Philippines, accounting for less than two percent of the population, yet they control 60% of the nation’s private economy. This includes the country’s four major airlines and almost all the banks, hotels and shopping malls. Chinese ethnic minorities also dominate business in other Southeast Asian countries, especially Indonesia, Thailand, Burma and Malaysia. Chua observes that all over the world, examples abound of what she calls “dominant minorities”-ethnic groups that have demonstrated a remarkable ability to succeed in business wherever they may live. In Russia, six of the seven billionaires that