NOUN VC cautions against commercialisation of culture

NAN-ELS-4
Lecture
Anita Eboigbe
Abuja, July 10, 2017 (NAN) The Vice Chancellor, National Open University of Nigeria (NOUN), Professor Abdalla Adamu has cautioned against commercialisation of culture as it reduces its aesthetics and purpose.
Adamu said this while delivering a lecture “Commodification of culture: the political economy of the Hausa Popular Cultural Industries” at the quarterly lecture of the National Institute for Cultural Orientation (NICO).
Speaking at the ceremony which took place in Abuja, he said, “When culture becomes a commodity, it kills the essence.’’
He said that “government control, political and economic controls are factors that lead to the ‘commodification’ of culture.’’
“Government control enforces a set of behaviours on cultural policies. The artist cannot exercise creative freedom because he has these restrictions at the back of his mind.
“Political and economic control occurs when there are more interests in the money to be realised and this hampers the creative freedom of the artist.”
Adamu said also that “‘metrosexuality’ in the creative industry as a form of ‘commodification,’ began in 2007, so that the actors can appeal sexually to the audience.
“This is done with more focus on women who are seen as commodities because of their bodies and not creativity or talent”, he said.
Adamu, however said that the internet has contributed to reducing the ‘commodification’ of the creative industry as films were now available for free downloads.
He expressed concerns that the industry was “dying fast’’ due to several factors including market congestion, rise in production cost, similarity in story lines and too much parody of Indian films.
Earlier, the Executive Secretary of NICO, Associate Professor Barclays Ayakoroma stressed the need to use Nigerian cultures to diversify the economy.
“The culture sector offers a credible alternative because culture is what we have with us.
“They are there unlike the crude oil that can dry up any minute so we have to focus attention on our culture and ‘commodify’ it so that money can come in”
He called for more awareness and the need to educate the public on the importance of culture on a regular basis, using informed scholars so that the messages can be taken seriously.
Highlight of the event was the launch of the maiden volume of NICO’s journal ‘Culture Scope’ which was unveiled by the Minister of Information and Culture, Alhaji Lai Mohammed.
The minster represented by his ministry’s Director of External Cultural Relations, Dr. George Ufot presented an award to Adamu for his contribution to Knowledge on Culture.
The lecture was attended by traditional rulers across the country, including the regional director of UNESCO, Mr. Yao Ydo, and Representative of Chief of Naval Staff. (NAN)
AEE/EAL
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Edited by Ekemini Ladejobi