Communicating the Marshall Plan to Africa: Challenges and Responses

Abstract

With the irresistible "apple" of Africa on its eye, the western world ensured the scramble and partition of Africa leading to the Berlin Conference (1884-85). The subjugation of the African people put the continent in a sorry state. Since the Marshall Plan brought back fallen Europe after World War II into a vibrant continent courtesy of the Americas, the same framework was applied in Africa but it failed woefully. The paper used the qualitative method to investigate why the plan did not provide the needed soothing balm for Africa. With the aid of communication for development, media imperialism and social exchange theoretical frameworks, it discovered that there was a communication gap between those who brought the plan and Africans because it was aimed at working for Africans, not with Africans. The study discovered that involving Africans in what concerns them and participatory communications are appropriate responses to the developmental debacle facing the continent. The study concluded that the onus lies on African leaders, scholars and peoples to change the status quo through ensuing committed and transparent leadership backed with showcasing its invaluable contributions to the world.