A recent search over the internet took me to a website which had information about a 2015 exhibition by the Department of Painting and Sculpture of the Kwame Nkrumah University of Science Technology (KNUST). 

The exhibition was held at the Museum of Science and Technology (MST) in Accra with the theme: “The gown must go to town”. This was real heart-warming serendipity for me because it affirmed a recent burning thought about the need to translate what is acquired in the classroom into our daily practices and lifestyles. As I read on, I began to think about how, certainly, the gown ought not to just be worn but to be taken to town. After all, what will be the essence of wearing a beautifully designed gown if the town does not see it? More so, is it not the town that birthed the one who dons the gown?

As I took time to read the background of this themed exhibition, I realised that it was inspired by Kwame Nkrumah’s 1963 much-admired speech, The African Genius, which was delivered at the opening of the Institute of African Studies, University of Ghana. 

A quote from the speech reads: “By the African genius I mean something positive, our socialist conception of society, the efficiency and validity of our traditional statecraft, our highly developed code of morals, our hospitality and our purposeful energy.”

Just as Nkrumah was calling for, the exhibitors did not only bring their exhibition to town, they also opened themselves up for the ‘town’ to rub off them. This brings to mind the fact that the gap between educational institutions and society must collapse to allow both to have an impact on each other - “… that the town equally flows through the gown”.

“To go to town” means to do something in an inhibited manner. This expression was used by Professor Paul Archibald Vianney Ansah (P.A.V. Ansah) [1938-1993], a past Director of my alma mater, School of Communication Studies at the University of Ghana, in his weekly column in The Ghanaian Chronicle. He would always begin with a “warning” of a prelude: “I am hereby serving notice that today, I am going to town…What this means is that those who have a weak stomach are forewarned not to read beyond this point”. Obviously, this implied that he was fearlessly and unequivocally descending into the gutters to speak his mind about issues confronting our society with the hope that change happened. 

When the gown goes to town it is similar to what PAV did - attack the issues confronting society and make a positive impact anyway possible. PAV brought the gown, in this case, the Ivory Tower, to our doorsteps. As an academic who was adept at writing, it was only in line that he used the best of him to rub off society. How are you also making an impact with all the academic accolades you have earned? We are a nation with a passion for formal education. The not-so-distant evidence lies in the recent Free SHS policy.  But after sitting in the classroom to acquire certificates and degrees, how do we make a difference with them? How can we better society with the knowledge gained?

When the gown goes to town it impacts on our work ethics. Every field of study has some form of ethical principles guiding it. In school, we are taught and examined on them. But are we able to remember and adhere to these when we get to the workplace? All the theories studied in the classroom are not for “reproduction” during an examination. They give as a firm grounding about ideologies behind the practice. Should we understand and relate them to work practices, I bet we will be very efficient. 

I dare say, in every Business Communications class, students are taught the need to build good relations, communicate and live the core values of the organisation they work for. Most organisations claim to be guided by values such as respect, prompt feedback, unparalleled customer service, integrity, courtesy and fairness. These values should not just be a mantra but should show up every step of the service chain. We are to live the values we proclaim to hold in high esteem.

I cannot belabour the fact that we have a crisis of a problem running through many Ghanaian businesses - poor customer service. An employee who could not care a hoot about the importance of delivering quality service and in a timely manner should remember the negative impression created will result in low patronage and could render him jobless. I recently visited a restaurant, placed an order for a meal and it took forever for service to be rendered. While trying hard to suppress my hunger by chatting up my companion, I heard two employees quarrelling their hearts out in the pantry. 

Alas! That was the cause of the delay! It took a third employee to get us sorted before melting down with hunger. I am so sure they will never see our shadows let alone our faces anywhere close to the restaurant again. Truth is, the restaurant has lost two potential loyal customers for good. The story may not be any different for the other diners who were there at the time. The look on their faces said it all.

Invariably, when there is low patronage, it negatively affects return on investment and the employer will have to cut down on the number of staff, rendering more people jobless. If what is studied about good customer service is taken to town, we will be spot-on with our customer service delivery no matter our “mood”. You attend to personal issues when the customer has been served first. Come to think of it, is the customer not a priority always?

It looks like the Ghanaian artisan is synonymous with disappointment. It is either they are inconsistent, never meet deadlines or they give you a product or service which will not reflect your taste nor preferences. Shockingly, this is even after communicating exactly what you want. On top of it, they will not show any remorse after disappointing you nor even learn from their mistakes! Customer service is not simply about the smiles we wear on our faces and the pleasant personality we have but product quality as well. 

That is why I have no shadow of a doubt that a carpenter we recently used is not likely getting repeat business nor recommendation from us. Ah! How could he when the shelves he made were sagging only days after? As for the design and finishing details, the least said about it, the better. The patterns were all over the place. Eiii!!! Why won’t we patronize imported furniture when locally made ones are just but “unsightly”. Simplicity in design makes all the difference. And I am sure anyone who went through any kind of design school or apprenticeship should know this. What happened to translating what is learnt into practice? Theory in any field of study must inform proper practice. The gown must go to town and set standards.

The gown should teach the town what is right. In business school, I don’t think we are taught how to take 10% before executing jobs or doing what is supposed to be our usual beat. Do you get my drift? We will continue to suffer the effects of corruption if we do not comply with ethical workplace practices. An auditor cannot condone irregular administrative and accounting practices because of some 10%. That is surely not the gown going to town.

When the gown goes to town, we speak truth to power. When things go wrong we must be bold to point them out for the right measures to be taken to rectify them. That is the power the gown gives us. We cannot sit on the fence. And that is precisely what P.A.V did. What you think is not your business will soon be a burden you must carry or that which future generations must endure. So, in your own small way speak out until the right thing is done. While at that, do the right thing for others to emulate.

Taking the gown to town means the gown also takes lessons from the industry to the classroom. There should be the blurring of the lines between industry and academia. That is why I was so pleased about the opportunity my students had to interact with industry players in their area of study during this academic year’s Master Class Week. This is a very credible programme that the University of Professional Studies is pursuing earnestly. I strongly have the firm belief that it gave the students the opportunity to realise how all the things they have been studying in the lecture room are relevant to industry and to also ask pertinent questions relating to their future practices. I am hopeful that it will propel them to take their studies more seriously.

As we ponder over these, may we all be inspired, on a daily basis, to take the gown to town for a better, greater society.

By the way, if you have not visited the Museum of Science and Technology nor the National Museum, kindly make time and do so and don’t forget to take family and friends along.

Until next time, keep your head up!

--

Theodora is a Lecturer at the Faculty of IT and Communication Studies, University of Professional Studies, Accra.