The United Nations Sustainable Development Goals (SDGs), Beautiful Trouble and Culture Jamming.

Introduction

In today's rapidly evolving world, the quest for sustainable development and meaningful activism intersects with the transformative power of media and communication. As the United Nations' Sustainable Development Goals (SDGs) set out an aspirational roadmap for global development, it becomes evident that achieving these objectives requires more than just law. It's about changing narratives and starting a fresh public conversation. This is where "Beautiful Trouble" and "Culture Jamming" come into play, as tools and strategies for not just challenging the existing status quo but also introducing alternate perspectives. This interaction provides an interesting environment for students and professionals in the "Communication, Culture, and Media" sector. This blog will address the problems and potential of the SDGs and their realization using the Nigerian experience.

The United Nations Sustainable Development Goals (SDGs)

The Sustainable Development Goals (SDGs) of the United Nations symbolise a worldwide commitment to a better, more equal, and sustainable future. These 17 goals, which were launched in 2015, offer a comprehensive framework that unifies nations in tackling the multiple difficulties of sustainable development, to strike a harmonic balance between humans and the earth (Hassani et al., 2021). The SDGs are a continuation of the Millennium Development Goals (MDGs) established in 2000. The SDGs, on the other hand, are larger in scope, embracing topics ranging from poverty eradication, health, and education to climate change, economic inequality, and innovation. They are interrelated, which means that actions in one area typically have an impact on results in others, and they are intended to leave no one behind, emphasising a society that is fair, rights-based, egalitarian, and inclusive (Hassani et al., 2021). The following are the SDGs:

1)     No Poverty: End poverty in all its forms everywhere.

v Zero Hunger: End hunger, achieve food security and improved nutrition and promote sustainable agriculture.

v  Good Health and Well-being: Ensure healthy lives and promote well-being for all at all ages.

v Quality Education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.

v  Gender Equality: Achieve gender equality and empower all women and girls.

v Clean Water and Sanitation: Ensure availability and sustainable management of water and sanitation for all.

v Affordable and Clean Energy: Ensure access to affordable, reliable, sustainable, and modern energy for all.

v Decent Work and Economic Growth: Promote sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all.

vIndustry, Innovation, and Infrastructure: Build resilient infrastructure, promote inclusive and sustainable industrialization, and foster innovation.

v Reduced Inequality: Reduce inequality within and among countries.

v Sustainable Cities and Communities: Make cities and human settlements inclusive, safe, resilient, and sustainable.

vResponsible Consumption and Production: Ensure sustainable consumption and production patterns.

v   Climate Action: Take urgent action to combat climate change and its impacts.

v   Life Below Water: Conserve and sustainably use the oceans, seas, and marine resources for sustainable development.

v  Life on Land: Protect, restore, and promote sustainable use of terrestrial ecosystems, manage forests sustainably, combat desertification, and halt and reverse land degradation and biodiversity loss.

v Peace, Justice, and Strong Institutions: Promote peaceful and inclusive societies for sustainable development, provide access to justice for all, and build effective, accountable, and inclusive institutions at all levels.

v Partnerships for the Goals: Strengthen the means of implementation and revitalize the global partnership for sustainable development.

These goals are interconnected and are aimed at striving to solve a wide range of global concerns, including poverty, inequality, environmental degradation, and peace. The SDGs are more than simply lofty goals. They are actionable, with objectives and indicators to track success. They recognise that addressing poverty requires measures that promote economic development and meet a variety of social needs, such as education, health, social protection, and employment opportunities, as well as addressing climate change and environmental protection (Hassani et al., 2021).

The use of technology in accomplishing the SDGs has been acknowledged as critical, notably the growth of Big Data and its accompanying technologies. The technology revolution enables stakeholders to track progress, guarantee accountability, and develop novel and scalable solutions. Hassani and colleagues, 2021).

                                

                                                The big data-associated technologies

                                                                Source: (techvidvan.com)

                                    

Furthermore, the SDGs have received substantial attention from various sectors, including the business community. Corporate foundations, for example, are increasingly recognised as possible partnership facilitators in cross-sector partnerships aimed at promoting the SDGs due to their unique placement between the business sector and civil society. 2020 (Gehringer)

As a Nigerian studying Communication, Culture, and Media (CCM), I see an enormous potential in achieving the United Nations Sustainable Development Goals (SDGs), particularly in such a diverse and culturally rich nation as Nigeria. Nigeria, in the heart of Africa, is a beacon of cultural diversity and linguistic richness. I see the enormous potential for advancing the United Nations Sustainable Development Goals (SDGs) by leveraging this diversity. The media, with its vast reach, is critical to this attempt. In a nation like Nigeria, where hundreds of languages reflect the stories of its people, it is important to ensure that SDG-related information is not just distributed but also connects with every ethnic group. This necessitates the production of documentaries and news pieces in several local languages, ensuring that the message of sustainable development is not lost in translation (Rada, 2022).

                                                    Nigerian News broadcast scene

The diverse patchwork of Nigerian cultures, each with its own unique stories and traditions, has the potential to be a driving force in supporting the SDGs. We can develop a feeling of solidarity and communal responsibility by weaving these stories into the media narrative. However, as Folorunso (2021) points out, globalisation threatens to undermine the rich traditions, commodifying local cultures. The task of the media is to find a fine balance between promoting modernity and preserving our cultural heritage.

However, the media's responsibility is not just to celebrate; it is also to confront. In a country where some voices have traditionally been suppressed, the media serves as a platform to elevate these voices, ensuring that no narrative goes unnoticed. By bringing to the forefront tales from diverse backgrounds, the media can challenge existing power dynamics, fostering an environment of inclusivity and aligning with the ethos of SDG goal 10.

                            Marginalized community in Niger Delta, Nigeria protesting

                            Marginalized community in Niger Delta, Nigeria sharing their story.

The influence of the media extends beyond narrative. It includes holding those in positions of authority accountable. The media may be a driver for changes that align Nigeria more closely with the SDGs by casting a critical eye on the disparity between policy promises and on-the-ground reality. This is especially important in the context of gender equality. While Nigeria has made progress, the shadows of patriarchal standards remain. The media may play a transforming role here by highlighting examples of Nigerian women who resist these standards, mirroring the spirit of SDG goal 5.

                                        Nigerian woman (Hanatu Terry) breaking stereotypes

                                                        Source:(africanews.com)

                                    

However, as we go forward in the contemporary world, we must not forget the stories of our forefathers. The forces of globalization, as highlighted by Folorunso (2021), threaten to silence the songs of many indigenous cultures. The media, then, has the onus to document, celebrate, and ensure that these songs continue to echo for generations to come. As Nigeria enters a new era with a new government after the 2023 general elections, with a growing middle class and changing consumer habits due to the high cost of commodities, the media can help shape sustainable consumer behaviour. It may highlight the path of eco-friendly choices via compelling advertising, ensuring that while we progress, we don't lose sight of our world.

The digital revolution in Nigeria also provides several possibilities. Virtual reality, for example, may be used to promote empathy and understanding, enabling Nigerians to put themselves in the shoes of their fellow citizens and genuinely know the issues they confront.

 

Navigating Challenges and Opportunities: Nigeria's Journey Towards the 2030 SDGs

Nigeria is at a crossroads in its pursuit of the United Nations Sustainable Development Goals (SDGs) by 2030, with its immense resources and diversified cultural history. However, the nation's existing socioeconomic structure presents major hurdles to this quest. The first SDG seeks to alleviate poverty, which would be a difficult undertaking for Nigeria. Despite being one of Africa's greatest economies, a significant section of the people remains impoverished. This economic imbalance is worsened further by structural challenges and a lack of fair resource allocation (Sani & Scholz, 2021).

Another serious issue is hunger, which is the subject of the second SDG. Nigeria's potential as an agricultural powerhouse is sometimes eclipsed by issues such as insufficient storage facilities, inadequate transportation infrastructure, and regional instability (Adedokun, 2021). Because of these reasons, as well as the overall problem of poverty, many Nigerians endure food insecurity, making the objective of "Zero Hunger" a difficult attempt (Sani & Scholz, 2021). The third SDG prioritises health and well-being. However, Nigeria's healthcare system is fraught with difficulties. Inadequate facilities, a lack of skilled medical staff, and insufficient financing have resulted in a healthcare system that fails to satisfy the demands of its population (Adedokun, 2021). Nigeria's average life expectancy remains lower than the world average, a testament to the state of the country's healthcare system (Yastrebova & Gulyaeva, 2021).

The fourth SDG, quality education, is yet another area where Nigeria has major challenges. While enrollment numbers have increased, overall educational quality remains an issue. Overcrowded classrooms, a lack of resources, and poorly prepared teachers all impede advancement. Furthermore, in conflict-affected areas, many children are denied their fundamental right to an education (Okere, 2021).

                                                        Overcrowded classroom in Nigeria

In Nigeria, gender equality, the fifth SDG, is a multidimensional problem. While progress has been made in certain areas, deep-seated cultural attitudes in others continue to stymie development. Early marriages and cultural conventions that prefer male offspring often result in women and girls being denied equal educational and career chances. The difficulty comes from managing these cultural differences while promoting gender equality (Okere, 2021).

                                                        Child Marriage in Nigeria

                                                            Source: (thestar.ng)

 

The sixth SDG is concerned with clean water and sanitation. Many Nigerians continue to have difficulties in obtaining safe drinking water. Contaminated water supplies cause a slew of health problems, further taxing the already overburdened healthcare system. The interconnection of these difficulties highlights the complexities of Nigeria's path to the SDGs (Sani & Scholz, 2021).

Nigeria's path to attaining the second half of the Sustainable Development Goals (SDGs) by 2030 is fraught with both opportunities and problems. Despite its massive oil reserves, many parts of the nation still have infrequent access to power. The frequent power outages and instability of the national system highlight the need to diversify the energy mix, promote renewable sources, and ensure that energy stays accessible and sustainable for everybody (Sani & Scholz, 2021).

Along with these energy difficulties, the country has significant unemployment rates,  which is 37.7 cent in 2022  (Punch, 2023)  and it was forecasted to hit 41% in 2023 by KPMG global economic outlook (Punch, 2023 ), particularly among its young population. To fully realise the potential of its growing population, Nigeria must establish an environment that promotes innovation, entrepreneurship, and long-term economic success (Galli et al., 2020). However, the road to economic development is fraught with infrastructure issues. Nigeria's economic trajectory is hampered by inadequate transportation networks, limited technical developments, and a visible lack of investment in research and development.

The nation's huge socioeconomic gaps exacerbate these economic and infrastructure issues. The disparity in development and opportunity between the North and South exacerbates these inequalities. To bridge this gap, focused policies and a commitment to inclusive development strategies are required (Sani & Scholz, 2021). Cities like Lagos and Abuja, which are rapidly urbanising, are also at a crossroads of growth and sustainability. Overcrowding, insufficient housing, and environmental deterioration in these places highlight the significance of sustainable urban design in ensuring resilience and a fair quality of life for their residents.

As Nigeria's middle class grows, so does the demand for consumer products. This expansion emphasises the need to develop sustainable consumption habits and guarantee responsible industrial output. The prospect of climate change, on the other hand, looms big. Nigeria must take proactive actions to alleviate the effects of risks such as desertification in the north and increasing sea levels in the coastal areas (Galli et al., 2020). Pollution, overfishing, and other human-induced activities are threatening the nation's marine ecosystems, which are critical to the lives of many populations. The importance of preserving these habitats cannot be emphasised.

The obstacles on land are no less severe. Deforestation, desertification, and biodiversity loss are urgent issues that must be addressed immediately. Sustainable land management and conservation initiatives must be prioritised on Nigeria's environmental agenda. However, the route to sustainability is about more than simply the environment. Governance issues, corruption, and regional wars all threaten the nation's core fabric. For the country to grow, the emphasis must be on improving institutions, guaranteeing justice, and creating peace (Sani & Scholz, 2021). Collaboration emerges as a light of hope in this complicated fabric of difficulties and opportunity. Campaigns may be driven by collaboration between the Nigerian government, civic society, and overseas partners. Nigeria can handle its issues while simultaneously making considerable progress towards achieving the SDGs by 2030 by combining resources and expertise.

 

Beautiful Trouble and Culture Jamming

"Beautiful Trouble" emerges as a key handbook for contemporary activists, crafting an array of methods and techniques that challenge the current quo. At its heart, the handbook epitomises the spirit of resistance, providing activists with tools and strategies to help them traverse the complicated environment of today's sociopolitical difficulties. The notion of "Meme," a concept that has revolutionised the way information is shared and consumed in the digital era (Triputra & Sugita, 2016), is one of the most powerful weapons.

The combination of "Beautiful Trouble" and "Culture Jamming" exemplifies the shifting nature of activism. Ciurel (2023) defines culture jamming as an anticonsumerist resistance technique that manipulates media and public discourse to challenge prevailing memes and undermine popular messaging. This kind of activism is a proactive strategy for deconstructing and recreating dominant narratives, rather than a reactive one. The use of irony, parody, and symbol juxtaposition of symbols provides a new viewpoint, encouraging audiences to examine and challenge consumerist and corporate worldviews.

 

                                Using the Beautiful Trouble tool kits

The introduction of Richard Dawkins' "Meme" theory has heightened the influence of such political techniques. Memes are cultural information units that can spread virally, altering public opinion and stimulating critical conversation in the area of activism. Their reproducibility, paired with the power of digital media, enables quick distribution, making them excellent instruments for cultural jammers (Triputra & Sugita, 2016).

In essence, "Beautiful Trouble" and "Culture Jamming" reflect a meeting of traditional and modern forms of action. While "Beautiful Trouble" provides the strategic framework, cultural jamming gives tactical expertise; together, they disrupt dominant narratives, presenting fascinating and instructive alternative viewpoints. The inclusion of memes into this mix emphasises the dynamic character of contemporary activism while also underlining the potential of digital tools in altering socio-political discourses.

Culture Jamming and Beautiful Trouble

Culture jamming has been a major topic of scholarly debate as a type of anticonsumerist resistance, notably in its potential to question and undermine conventional narratives. Culture jamming, according to Ciurel (2023), is a countercultural practice that manipulates media and other public discourses to challenge prevailing memes and undermine mainstream messaging. Intertextuality, counter-framing, and the employment of polemical elements like irony and parody are often used in this manipulation. The goal is to generate alternative meanings by modifying dominant discourses, calling consumerist and corporate worldviews into question.

"Beautiful Trouble," while not expressly referenced in the accompanying material, is known to support similar types of activity. It acknowledges the effectiveness of strategies such as cultural jamming and emphasises the need for a comprehensive strategy for activism. The mutual focus on innovation, subversion, and the power of tales is where these two ideologies intersect. Triputra and Sugita (2016) investigate the phenomena of cultural jamming in politics, focusing on the usage of memes. They define memes as fundamental cultural jamming units with the power to rebuild political narratives. This is consistent with the notion of "Meme" in "Beautiful Trouble," which emphasises the potential of memes as activist tools capable of influencing public discourse. Lekakis (2021) provides a fresh take on subvertising, a kind of cultural jamming. The author emphasises the combative aspect of subvertising against advertising, emphasising its function in culturally and physically criticising consumer capitalism. This viewpoint is consistent with the concept of "Beautiful Trouble," which promotes creative opposition to established power systems.

 

Memes in Activism

Memes, because of their intrinsic reproducibility, have become a cornerstone in the domain of digital activism. Their fast spread, along with their flexibility to different circumstances, makes them perfect instruments for cultural jammers. Culture jamming, as defined by Ciurel (2023), is an anticonsumerist resistance technique that manipulates media and other public discourses to challenge prevailing memes and undermine popular messaging. This manipulation often involves intertextuality and counter-framing, as well as polemical methods such as irony and parody to construct alternate interpretations.

Triputra and Sugita (2016) investigate this phenomenon further, showing how memes have been used to modify political content through defacing symbols, therefore rebuilding meanings that subvert marketers' aims. They emphasise the importance of memes as fundamental components of cultural jamming, notably in the political domain, where they have played a role in defacing and changing political narratives. This is consistent with the spirit of "Beautiful Trouble," which promotes such types of action and recognises the power of methods like cultural jamming.

However, it's important to recognise that, although memes may be a great tool for activism, they also have drawbacks. The digital world is filled with information, and the quick propagation of memes may sometimes dilute or even mislead the original message. This emphasises the significance of purposeful meme generation and transmission in maintaining the target narrative's integrity and effect. "Beautiful Trouble" and meme theory come together in a harmonic ballet in the complicated dance of activism. They provide activists with a toolset for challenging and reshaping prevailing narratives, using the power of digital media and meme virality. As the landscape of activism evolves, the intersection of these notions will surely play an important part in creating the future of digital resistance.

 

Key Principles and Tactics in Beautiful Trouble

The importance of excellent communication in activism cannot be emphasised. The "Beautiful Trouble" emphasises this notion by emphasising the principle of "Consider your audience." This goes beyond demographic targeting and looks deeper into the audience's inherent values, beliefs, and emotions. For example, the "Save the Amazon" campaign, which tried to halt deforestation in the Amazon rainforest, was very effective because it emphasised the direct consequences of deforestation on the indigenous populations that live there. Instead of concentrating exclusively on the larger global ramifications, the advertising resonated by emphasising the immediate effect on these people's lives (Smith & Johnson, 2019).

 

                                                    Save the Amazon campaign

Storytelling, as a method, is central to this communication approach. Narratives have an intrinsic tendency to elicit emotional responses, making them great tools for activists. Consider the touching tale of a Sundarban farmer whose livelihood is endangered by increasing sea levels caused by climate change. Such stories not only humanise the larger problem but also galvanise communities to unite behind a cause (Chatterjee & Das, 2021).

The digital era, on the other hand, has transformed how these stories are told and consumed. "Culture Jamming" and memes come into play. Culture jamming, a type of opposition to popular narratives, provides a venue for questioning and subverting prevailing views. A meme that contrasts photographs of a drought-stricken region with those of a lush water-intensive golf course in a water-scarce area, for example, serves as a harsh commentary on resource misallocation and corporate irresponsibility (Lee & Kim, 2020).

However, like with many strong instruments, there is a catch. While the digital media is vast, it can sometimes dilute or oversimplify complex storylines. Memes, due to their brevity, may sometimes overlook the intricacies of a difficult problem. As a result, although they provide a powerful platform for distribution, activists must tread carefully to ensure that the fundamental message is not lost in translation.

Criticisms and Limitations

"Beautiful Trouble," although lauded for its novel approach to activism, is not without criticism. One of the most serious accusations levelled against the handbook is its tendency to oversimplify complicated sociopolitical themes. While the book contains several techniques and approaches, the depth and refinement necessary to solve multiple challenges may be absent at times. Scholars such as Thompson (2018), for example, suggest that although such manuals might serve as a starting point, they cannot substitute the in-depth knowledge and grassroots mobilisation necessary for successful action.

Culture jamming has been criticised as a method as well. While it seeks to undermine and critique a consumerist society, its method contains a contradiction. Culture jamming may often mistakenly strengthen the exact culture it aims to oppose by employing the tools and symbols of consumerist society to criticise it. As Klein (2000) warned in her landmark essay "No Logo," there is a danger that cultural jamming could become simply another type of branding, in which the act of resistance will be commodified and sold back to the same audience it seeks to mobilise.

Though unquestionably potent in the digital era, the use of memes in activism has its own set of challenges. Memes, by definition, are intended for quick distribution and consumption. This quickness, though, may be their undoing. Shifman (2013) noticed that although memes may spread like wildfire, their influence can fade just as rapidly, making them transitory. Furthermore, the simplicity necessary to make a meme go viral may often take away the complexity of the topic it symbolises, resulting in a shallow grasp of significant issues.

In conclusion, the Sustainable Development Goals (SDGs) lay forth a worldwide roadmap for a brighter future. Tools like "Beautiful Trouble" and strategies like "Culture Jamming" provide novel approaches to challenging dominant narratives and promoting these goals. This is a once-in-a-lifetime chance for me to study Communication, Culture, and Media. Our education prepares us to critically interact with these instruments, enabling us to create powerful messages that not only inform but also motivate action. As we go further into the twenty-first century with emerging technologies, our research places us at the vanguard of generating real change by combining the power of the SDGs, "Beautiful Trouble," and cultural jamming.

 

References

Adedokun, B. (2021). Nigeria’s food insecurity and its implications on Sustainable Development Goal (SDG) 2 amidst the COVID-19 era. Journal of Good Governance and Sustainable Development in Africa (JGGSDA), 6(5), 18-26.

Chatterjee, R., & Das, S. (2021). Narratives of despair and hope: Climate change and local communities in the Sundarbans. Journal of Environmental Studies.

Ciurel, D. (2023). Culture jamming: Perspectives by incongruity and polemical intertextuality. Professional Communication and Translation Studies, 13, 26-30. https://doi.org/10.59168/XDJK8507

Folorunso, C.A. (2021) Globalization, cultural heritage management and the Sustainable Development Goals in Sub-Saharan Africa: The Case of Nigeria. Heritage 4, 1703–1715. https://doi.org/ 10.3390/heritage4030094

Gehringer, T. (2020). Corporate foundations as partnership brokers in supporting the United Nations’ Sustainable Development Goals (SDGs). Sustainability, 12(18), 7820. https://doi.org/10.3390/su12187820

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Klein, N. (2000). No Logo. Picador.

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Lekakis, E. J. (2021). Adversaries of advertising: Anti-consumerism and subvertisers’ critique and practice. Social Movement Studies, 20(6), 740-757. https://doi.org/10.1080/14742837.2020.1837102

Okere, M. (2021). Towards Achieving Sustainable Development in Nigeria: The Girl-Child Education Factor.

Punch, (2023) Nigerian unemployment rate to hit 41% in 2023 – KPMG

Rada, E. T. (2022). Language-based approach in achieving Sustainable Development Goals: A qualitative meta-analysis. Bedan Research Journal, 7, 183-211.

Sani, Y., & Scholz, M. (2021). Water-Energy-Food Accessibility and Tracking Progress towards Achieving Sustainable Development Goals in the Savannah Region of Katsina State, Nigeria.

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Smith, J., & Johnson, K. (2019). Environmental campaigns and audience engagement: A case study of the Save the Amazon movement. Environmental Communication Journal.

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Triputra, Pinckey & Sugita, Fievielia. (2016). Culture jamming phenomenon in politics (The Jokowi’s Memes in TIME Publication’s Cover and TokoBagus.com Advertisement). Journal of US-China Public Administration, June 2016, Vol. 13, No. 6, 386-396 doi: 10.17265/1548-6591/2016.06.002

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