A Lecture and Discussion with Minister Dr. Cirino Hiteng Ofuho, Minister of Culture, Youth and Sport of the Republic of South Sudan

Berlin

May 30th, 2013
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During the afternoon of the 30th May 2013, the Institute for Cultural Diplomacy had the pleasure of welcoming the South Sudanese Minister of Culture, Youth and Sport, Minister Dr. Cirino Hiteng Ofuho, who delivered a lecture entitled “The Potential for Cultural and Sports Diplomacy in Supporting National Branding, Good Governance and the Prevention of Intercommunal Violence.”

Minister Hiteng Ofuho began by thanking the ICD for the opportunity to speak at the Symposium on Cultural Diplomacy and Human Rights, highlighting the importance of nation branding for South Sudan, the world’s newest nation state, and highlighting the need to strengthen South Sudanese national identity. Minister Hiteng Ofuho spoke of the role of cultural exchange in the practice of diplomacy, a key component of nation branding, and stated that one salient component of cultural exchange is participation in sports. In a young country with over sixty different ethnic groups and over one hundred spoken languages, sport has the potential to play a key role in the establishment of national, regional and international cohesion and harmony, uniting these various groups under one national identity.

Minister Hiteng Ofuho continued by examining the impact that the information age has had on diplomacy: in contemporary society, the internet, air travel, and “virtual diplomacy” permit global leaders to interact instantly whenever the need arises, and the emergence of cultural industries and cultural policy has led to an increased sharing of languages and greater social interaction. The Minister argued that South Sudan has a responsibility to employ these new mediums to full effect in order to augment the country’s global visibility, arguing that all nations want to be seen and felt. South Sudan is therefore focusing on nation and branding and showcasing itself through a variety of cultural activities.

The Minister continued by explaining the means in which South Sudan is going about showcasing itself internationally whilst developing a strong national identity. The country’s government is using the media to explain to its people the meaning of independence, focusing on international symbols like the national flag, the national anthem and national emblem. At the same time, however, South Sudan celebrates diversity, considering its wide range of ethnic groups and languages as an asset rather than a liability. Through the use of mobile cinemas, mobile museums, and “cultural caravans”, the government is showing people across South Sudan the various aspects of the varying cultures in the country. Minister Hiteng Ofuho attested that culture will play a major role in forging national identity and societal cohesion.

As the youth makes up 70% of the population of South Sudan, it is the government’s pregorative to invest in sport and skills development. The Minister claimed that the main source of conflict in most of Africa is the youth: a large percentage of African youth are unskilled and idle, which leads to conflict. Sport is both a positive distraction and a unifying tool, channelling the energy of the youth into competition so that rather than ‘raiding cattle’ they will chase after medals in sporting tournaments. Since the country’s independence, South Sudan has moved very quickly to join regional and global sporting bodies in order to compete in international competitions: the country is a member of FIFA and is currently attempting to join International Olympic Committee. Minister Hiteng Ofuho also highlighted the importance of sports in branding the country, in addition to creating internal cohesion within society.

The Minister concluded by stating that the fundamental aim of every country’s foreign and domestic policy is to ensure the integrity of its own people and territory. In order to build and maintain social integrity, sports, culture, dance and folklore can play a great role, cementing national identity and serving as a mediator between disagreeing parties: sport has the potential to open conversational space between individuals, communities and nations.

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