The month of March has ended successfully with its memorable heritage splendour. The media in Ghana over a few years back has motivated, encouraged, and educated the citizens on the need to patronize the nation’s cultural and traditional exploits.
The month of March was originally named for the Roman god of war, Mars. However, we think of it as the beginning of spring, as March brings the vernal equinox, the Full Worm Moon and the return of Daylight Saving Time.
March is the third month of the year in both the Julian and Gregorian calendars. It is the second of seven months to have a length of 31 days.
Apart from the month of December, which is used to remember the birth of Jesus, March has come to be the month that is used for the celebration of many occasions around the globe. In the United States of America for instance, March is National Cerebral Palsy Awareness Month, National Nutrition Month, Music in our Schools Month and National Celery Month, National Craft Month. among others.
Around the globe, it is also used for the observances of International Women’s History Month.
In Ghana, the month of March is celebrated nationwide as Ghana Month because it coincides with the country’s independence celebration which is marked every March 6.
Successive governments have made it a duty to use the month extensively to promote Ghanaian traditions and culture. During this period, citizens are encouraged to generally patronize made-in-Ghana goods and services which have been dubbed “Heritage Month.”
Heritage Month is an educative, entertaining and fun-filled month-long celebration dedicated to showcasing Ghana’s rich culture in the Ghanaian media. Ghanaians have various reasons to feel proud of their culture during the month-long remembrance.
Some institutions encourage the wearing of locally-made fabrics, food and drinks. Such a move has, by and large, had a huge impact on the citizens. Obviously, the success chalked so far has been made possible by the huge involvement of the Ghanaian media.
Primarily, the broadcasting houses in the country must be commended for not only promoting this year’s Heritage Month but importantly demonstrating on their programmes especially on television screens to help the citizens to understand, appreciate and to show interest in the heritage of the country.
Television screens in the country were inspiring scenes to watch all day in the just-ended month of March. Television stations like Ghana Television, Citi TV, TV3, Onua, UTV, Atinka TV, and Metro TV, Adom TV among many others were fascinating to watch as newscasters and other presenters clad themselves with rich and valuable Ghanaian fabrics and jewellery.
Much more intriguing were the interesting and educative programmes and activities they organized to mark the Heritage Month.
The Heritage Caravan organised by Citi TV / Citi FM, for instance, provided the opportunity for hundreds of Ghanaians to experience good things on the other side of the country. With a fascinating theme of “Make it Ghana”. Heritage Caravan Month 2023, patrons travelled around the country in seven days visiting interesting tourist sites.
They had the opportunity to interact with indigenes, eat their food and experience their diverse local cultures. Many of whom might have not travelled to such places before had the first feel of the culture of other Ghanaians. Citi also organised a two-day food bazaar which was “intended to entice patrons to indulge their palates with some of their most beloved but long-forgotten local dishes.”
The Nation’s Broadcasters, Ghana Television and Uniiq Radio also organised similar events which several thousands of Ghanaians patronized.
Perhaps the most watched was how Onua TV ended Ghana Heritage month. In a very grand way, the Station organised a durbar of chiefs from around the country. It was shown live on its channel in a real pump and pageantry. At the same time, another Akan-speaking TV station UTV engaged its viewers with a sumptuous display of an authentic Ghanaian buffet. Similar programmes were organised by the media in the regions.
The efforts of the media have not gone unnoticed, and the impact of the dedicated airtime to promoting Ghana and Ghanaian values has been exemplary.
Many institutions and individuals including the Government of Ghana have commended the Ghanaian media for its dedication to developing Ghana-related content in celebration of Ghana Heritage Month.
A statement from the Ministry of Information and signed by sector Minister Kojo Oppong-Nkrumah said “Through your coverage, you have brought attention to Ghana’s rich history, culture, and people. You have showcased Ghana’s achievements and highlighted her potential for growth and development.”
Mr Nkrumah said, “the media’s efforts have helped to promote Ghana’s tourism and culture, and have helped in efforts to attract investors to the country.”
In democracies, the media is fundamental to societal development as well as political life. It provides facts to allow citizens to be better informed and thereby understand and appreciate national issues that matter to them.
The examples of the media playing an active role in promoting the tradition and culture of the people of Ghana are highly commendable. The media has unearthed the untapped and unpatroned tradition and culture, especially the tourism potential in the country.
The Ghanaian media in the month of March has not only highlighted tourism potentials within the country’s borders but importantly encouraged and led citizens to such sites and also to patronize made-in-Ghana goods and services. They have by this, helped to whip up the interest of the citizenry and boost businesses.
The Ghanaian media is now on the path to help drive the nation’s economic growth. Local businesses, especially in the tourism and hospitality sectors, have benefited from the initiative of the media during the Heritage Month. It is a well-known fact that investors including local investors as well as media consumers, therefore, look to establish themselves in areas where there are free media, so they have unhindered access to reliable and credible sources of information, which in turn allows them to make informed decisions.
When this is earnestly continued by the Ghanaian media, it will absolutely establish itself as a regional or even global influencer for more tourists to visit Ghana as not only a tourist destination but importantly also as a financial centre.
We have all these years been taught and made to believe that the media’s primary objective was to educate, inform and entertain. Today the mission of the media especially in Ghana goes beyond these. The media have proven, among other things, to be leading, prospecting, encouraging, motivating citizens and executing the national developmental agenda.
The old role of the media to circulate news that can help people educate themselves on what is happening around the world must give way to a more assertive role.
By Nana Sifa Twum (PHD)
