REBRANDING: A PANACEA FOR NATIONAL DEVELOPMENT IN CONTEMPORARY AFRICA

Résumé

The development of a country is primarily the development of the human person. The human person needs to develop physically, materially, socially, spiritually, morally, technologically, etc. However, this has been a perennial problem to the African and Africa in general as they are regarded as third world countries. Many scholars have proposed various models to be adopted. For instance, Nyerere calls it “Ujaama”, Nze says it is “Communalism” while Wiredu proposes “Science and Technology” in its extreme. But to what extent have these models brought development to the continent of Africa? Besides, what is the concern of the African in the development of Africa? It is on this note that the paper takes a critical and a systematic study of the African and development while bearing in mind the place of the African union. The paper concludes that the African society is in dire need of development and that this development must start from the individual- the African. This stems from the fact that it is the individual (the African) that constitutes the society (Africa). Consequently, the paper proposes “rebranding” of the individual in all dimensions of development as a model. When this is achieved, development is sure