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Soft power: Obama’s effect on American business in Gulf of Guinea

In Uncategorized on June 26, 2008 by Admin. Tagged: , ,

Maybe he will be elected at the evening of November 4, 2008. Perhaps not. The American people is sovereign. But whatever the verdict out of the ballot boxes, the spectacular rise of Sen Barack Obama will have made it possible for the USA to write their most beautiful story of political marketing on the international scene since the Marshall plan. A collective operation of soft power, without premeditation, which should benefit to the public image and the business interests of USA to the four corners of the world, and specially in Africa.

The Bush presidency and diplomacy

The Bush jr’s presidency, let us say, was among the most complex of the White House. The republicans, often qualified “falcons”, abruptly found themselves to have to manage the consequencies of the terrible attacks of September 11, 2001. They had to restore the leadership of the United States at the eyes of the Americans and at the face of the world. But among disillusions, emotions, real politik and economic interests, public freedoms paid the highest price. Stuck to Iraq war, the scandals of Abu Ghraib and Guantanamo, the image of the United States became catastrophic everywhere in the world. Except in Africa, as revealed it a study carried out in June 2007 in 47 countries by the Pew institute. Uncle Sam’s competitors continue to exploit those faults to soap the board for Africom and to slow down, as much as possible, “the economic and military expansion of the USA” on Sen Obama’s continent of origin. But America has soft resources…

The “yes we can!” of American soft power

Joel Stein recently wrote in Los Angeles Times: “If the president produces very concrete effects on certain people (…) for the majority among us, his influence is the way in which we perceive our country”. Mutatis mutandis, let us add: the way in which African decision makers perceive USA. To date, Hollywood, CNN, NBA, Universities and some US NGO’s have an unequalled influence in Africa. While propelling an African-American in the race to the White House, the people of America send a message: “if another America is possible, then, another world is possible!” The proof through Obama’s success. It is an aspect of the American dream which reappears off ashes of a blown and critized political power… A dream wich nourishes a will of change, an exceptional realism, a sens of leadership. If Africa sees itself when it looks in American’s mirror, it can only be favorable to USA interests.

But are Americans aware of their influence?

The Americans little appreciate the extraordinary influence they have in subsaharian Africa. Among them, diplomats born around 1945 are those who remain the most rivetted with the old handbooks of procedure which forced to refer to Paris before venturing in what formerly was regarded as the “French pre-square”. A whiff of the congress of Berlin (1884-1885), which devoted “the sharing out of the African cake.” The breakthrough of Chinese, their off-handedness pragmatism and their appetite for raw materials, seriously start to wake up the United States which would like to increase their oil imports from the gulf of Guinea from 15 to 25% from now to 2015… Meanwhile they’re fighting against Islamist terrorism whose Nigeria conceals very small dormant cells. Other strategic markets such as water, energy, transport or information and communication technologies… are more & more opened to US investors who want to benefit from their exceptional  capital-perception in Africa, consequence of the Obama’s effect urbi & orbi. Guy J. Gweth

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