Obinna U. Muoh & Uche Uwaezuoke Okonkwo
History and International Studies, University of Nigeria, Nsukka. Emails: obinna.muoh@unn.edu.ng, ucheokonkwo2007@yahoo.com
Volume 12, Number 5, 2020 I Full Text PDF
DOI: 10.21659/rupkatha.v12n5.rioc1s33n3
Abstract
Since the failed attempt at secession from Nigeria in 1970, after a 30-month civil war, the Igbo ethnic nationality—who constituted the majority of the defunct Biafra Republic, have sought avenues to (re)create the memories of the short-lived country.In the political space, they attempted establishing Ohaneze Ndigbo—as an umbrella socio-political organization for recreating and projecting the Igbo agenda. This, to a large extent, has not achieved the desired objectives. Not surprisingly, militia groups have sprung up since 1999 when an Igbo failed to secure Presidential race ticket to agitate the actualization of the sovereign state of Biafra. These groups include Movement for the Actualization of the Sovereign State of Biafra (MASSOB), and recently the Indigenous People of Biafra (IPOB). However, pop circle provided the much needed social space for Biafra nostalgic displays. In 2012, Hero Beer advert better known as O Mpa, a coined greeting style by Onitsha people for great achievers with reference to Ojukwu father figure in the Biafran struggle was launched. This study examines the nexus between beer advertorials and ethnic identity using the Igbo example. It argues that the advertorials successfully permeated into the psychology of Igbo beer drinkers, who attached ethnic connections to them and appropriated them as theirs, using the brands to recreate the memories of Biafran struggle of Independence from 1967-1970.
Keywords: Nostalgia, Ethnic Identity, Appropriation, Branding and Advertorials.