Big Brother Naija: A celebration of mediocrity

Reuben Abati in his most recent write up on Big Brother Naija (BBN) said “What a relief! So, the Big Brother Naija reality television programme is finally over”. This was almost my reaction as well but on second thought, I quickly concluded that it may be over but not finally. With this year’s “success” we will most likely have more of it in the years to come. The days preceding the end of the programme showed that Nigerians either enjoyed the 78 days programme or were just enthused with the grand finale process, which is the realisation that the future of the winner was in their hands. Whatever the case, the sponsors turned investors seem to have had the last laugh and indeed they are the real winners. From the number of voting, which exceeds over 34 million votes, it is speculated that they’ve made lots of money. This has created a precedent which will endear more firms to want to sponsor, sorry invest.

I didn’t support the show right from the start. In an earlier article I argued that the programme promoted immorality and was a sign of misplaced values and priorities. I criticised the investors; Payporte, Multichoice and Heritage Bank for supporting the programme as an act of misplaced priority and the height of corporate social irresponsibility. I thought I was uncharitable with them, but Reuben Abati did not mince words either, he said “I rate the theatre high but I consider the whole show a sham, a 419 manipulative effort by a corporate agency, long overdue for an ethical review and scrutiny, a bad influence on corporate ethics. The owners of the programme are just a bunch of insultive, manipulative and exploitative capitalists, feeding on public need for distraction and the negligence of the authorities……. If Multichoice as a corporate investor wants to make a contribution to Nigeria, it must find ways of doing so in more meaningful forms”.

The reason why I, and presumably Reuben and other Nigerians, are against this programme isn’t because we feel holier or because we are absolute moralists. It’s because the programme and its like promote a culture that is damaging to society. What message is a programme that rewards adults for spending 78 days together doing nothing passing to the public? We shouldn’t be comfortable with programmes that turn layabouts into celebrities. This cult of celebrity, the fallout of the ubiquity of media, is defining our institutions and societies

The idols of our celebrity culture are mostly those in the entertainment and sport industry. Because of their popularity, businesses seek their endorsements. Many of them are signed as brand ambassadors along with big advertisement contracts. Through adverts and events, celebrities are constantly in the faces and minds of people and have become role models for many including youths. In the world of celebrities success and happiness is defined by money and popularity; without these you have failed. This culture has ridiculed hard work and perseverance; it’s all about getting money quick, alcoholism, drugs and indecency. The allure of this culture is threatening the concept of what some young people think of life and career. Many youths think it is unnecessary to take education seriously so as to have a white or blue collar job afterwards, they argue it does not pay and it does not make one popular. Many youths are deluded to think that their path is in the entertainment industry or in sport because they have a talent in it no matter how small. Even those that want to take a career in sports or entertainment do not pursue it professionally. Unconsciously the idea that hobbies are compatible with one’s profession is gradually being destroyed. It’s like me saying because I like writing, then automatically I am a writer, why can’t I be a writer and a lawyer? The celebrity culture has also threatened the concept and beauty of hidden service, because the society would not give you an award or put your picture up for “Lagos@50”. The celebrity culture also encourages beauty without the brain. Imagine Tboss -who was rumoured not to have known the National anthem- had won BBN? Earlier this year Ifeanyi Ubah cancelled his beauty pageant after several beautiful contestants -future celebrities- could not answer very simple questions.

All these have brought a wave of fake life wherein we are expected to live for the paparazzi.

Intrinsically tied to the celebrity culture is mediocrity. I have always believed and insisted that Nigeria is suffering more from the nemesis of mediocrity than from corruption. Just as we celebrate celebrities whatever be the purpose (imagine kemen is also a celebrity), we also celebrate and worship mediocrity. Mediocrity is shown in our disdain for excellence and preference for ineptitude. It is shown in our desire to largely compromise on standards and values. It is shown in a misplaced scale of preference. This is greatly affecting our rational and objective thoughts.

The celebrity culture and mediocrity are antithetical to education and excellence and this is affecting our educational system. Our respect and value for education has fallen. Education is no longer encouraged by the government or by corporations. When compared to the support they show to programmes like BBN, GloNiaja Sings etc, we can conclude that they only pay lip service to education. Days preceding the finale, we saw States like Rivers, Plateau and Delta campaign for candidates. Artist also came out in support of each candidate. It is rumoured that the comedian “I go die” supported Efe with 1 million. Chief Ayiri Emami allegedly promised to give 50 million and a brand new SUV to Efe whether he wins or loses. The Plateau State Governor also made Efe an ambassador of the State. How many graduates or young entrepreneurs, innovators get this kind of attention. How many State Governors idolise and support their indigenes because of academic achievements?

Unfortunately winners of academic competitions are not given one tenth of what winners of variety shows get. Even Cowbell forgets the winners of its Maths competition when it comes to advertisements. How then can we encourage future greatness?

I am not demonising the entertainment industry, they comprise great talents and they are useful in helping us relax. In fact there are a few good and exemplary celebrities.   What I am trying to do is to raise the red flag which calls that we should never downplay the importance of education. Education has always and will always be the key to development and the entertainment industry is not and can never, the fact that Wedding party (for example) broke N400 million mark does not mean it’s a development key, moreover the success achieved in the entertainment industry globally are thanks to technological advances which are fruits of qualitative education.

The unfortunate thing is that at the end, both the government and corporate world will pay (if they have not begun paying already) for this disdain of education. They are the ones that will complain later that many graduates (who weren’t encouraged) are unemployable or that many workers are distracted (because they are watching the shows sponsored by them).

 

J.B. Nwachukwu

J.B Nwachukwu is a lawyer and a writer. [email protected]