New goal needed to shake off tarnished image

Monday, 21 February 2005 21:38

Cyprus can shake off its tarnished image. But it needs a new goal and the discipline to achieve it. (First appeared in the Intercollege's In Depth Bulletin, Volume 2, Issue 1).

Walter Mondale, the failed Democratic candidate for the presidential elections of 1984, once described political image like mixing cement. When it's wet, you can move it around and shape it, but at some point it hardens and there's almost nothing you can do to reshape it. Contrary to prevailing thought, the political image of the Greek Cypriot community, post UN referendum, is still fluid. It remains unjustifiably negative but it can still be shaped and it can be improved.

Countries whose image suffer for prolonged periods can only reverse the effects by surpassing themselves, by breaking the mold and establishing a new image. In many ways this is what Greece achieved in the last few years. When Athens was awarded the Olympic Games, many people sneered at the idea that it would have been able to host such an event. Some said Athens would not be ready on time because Greece lacked organisation and discipline. But Greece emerged a clear winner. The success of the Olympics has challenged - if not changed - those old perceptions. With it, it has also changed, to the degree that it is possible, Greece’s standing internationally.

In the case of Cyprus, its image to a large degree has always been shaped by its political problem. The driving element behind its image has been its determination and commitment to achieving peace after having suffered an injustice. And this is where perceptions have shifted. The Greek Cypriots, from the side that had always sought a settlement when the Turkish side hadn’t, went on to reject a specific peace plan. Despite the resounding strength of its rejection and despite achieving its hard-fought accession to the EU, Cyprus’ image and standing have been diluted by a disappointed international community and by its own poor communication strategy.

So, over and above strategic shifts in communication policy, Cyprus has to focus on new goals. It needs its own Olympic task to fulfill. And this task is none other than its anticipated next objective: to join the European Monetary Union by 2007. As in Greece, discipline and organization will have to be strengthened. It will not be easy but the goal is achievable. Beyond the benefits it will bring with it, it will reverse the current negative image and allow Greek Cypriots to see themselves - and others to see them – differently: As positive and solid achievers and still committed to a peaceful settlement.