|Marketing Campaign to Stop Opium Production in Afghanistan (All Photos: Sutika Sipus)|
Every day on my way to work I pass by a large poster of Afghanistan President, Mohamed Karzai. Holding a child, pasted high above the heads of pedestrian traffic and adjacent to the Ministry of Education, the leader of the country composes himself as the father of us all. There are many images like this in Kabul, and while the image of the late mujahadeed Ahmed Shah Masood is far more prominent, the consistent personification of national leaders has had me thinking about what it means to govern.
After all, how many despotic regimes forced their citizens to host images of their leaders above doorways, in offices, or in their homes? Many of those governments eventually collapsed, yet others remain strong and persistent. I'm thinking about the USSR, Cuba, North Korea, and Libya... but I'm also thinking about the times I watched a movie in Thailand and had to stand for a commercial about the King or perhaps more subtly, all the times the national anthem is played before a baseball game in America.
|Poster of Ahmed Shah Masood in Kabul|
Be it a song, picture, or poster, these are the tools the reinforce the idea of governance. Yet in places like Afghanistan, perhaps these images are more important. How does a centralized government capital like Kabul maintain a connection to outer regions such as Khost or Helman? Beyond a constant occupation of the city streets with police and military, how can a city government reinforced the idea of its power within the minds of the population?
Governance is like any other product. It has a market of consumers, that market has a threshold, and to expand its consumer base it needs to do two things: it needs to continually reinvent its appeal and it needs to advertise.
Advertising governance is simply a manner of reinforcing the terms of the social contract. It is a direct way for an administration to say "we are doing what you have asked us to do, please continue to support us." Though too often overlooked, the process of giving an image to the government is critical within areas of lower stability as there is generally a deficit of reliable information in the streets. Rumors and conspiracies abound. Journalism is frequently a fantasy and truth is subjective. For a municipal, regional, or federal government to maintain control it needs to be visually present within the lives of the people. Yet government employees are expensive, it is a lot cheaper to simply put up a picture.
|Opium Deterrence Campaign in Kabul Afghanistan|
In recent months there has been an explosion of images within Kabul, as a variety of graphic campaigns have been launched to deter opium production, promote environmental responsibility, and increase continued enrollment in Afghan police and security forces. Of course not all imagery is equal and many of the efforts will vary in success for obvious reasons. For example, a campaign to discourage people from allowing their children to carry arms will likely suffer to succeed as the posters are written in Dari, the language spoken primarily by northern populations, while the bulk of the issue is located in the Pashto speaking south.
However evocative imagery, such as found within the opium campaign may be sufficient enough to overcome language barriers. The only problem however is that opium production is primarily a socio-economic issue while its consumption in urban areas is a socio-cultural concern. Anti-drug campaigns have a history of mixed successes throughout the world, but it is unclear how large the current Kabul effort extends beyond catchy billboards.
Regardless of the Kabul examples, it is clear that order and governance require more than the simple provision of services, management, and security. Successful governance entails the ability to communicate successes and ideology to the broader public, no matter how small the success or massive the audience. Among challenged states it can establish the illusion of governance, and among those states and cities who truly are making strides, it can transform illusion into reality.