National Wire About Nigerians, Nigerian Business and Other Stories
By Esther Olaoluwa
The phenomenon of ‘African Time’ refers to the tendency for people to arrive late to events, often without remorse.
This habit, particularly widespread in Nigeria, has been normalized to the extent that punctuality is almost an exception rather than the rule. Events routinely start later than advertised, and those who delay, including brides arriving hours late to their own wedding, show little regret, instead attributing their tardiness to this abnormal cultural norm.
A common excuse you might hear when someone arrives late is, “Oh, it’s normal, African time cannot be averted,” as though being late has become an unchangeable part of life. Yet, this relaxed attitude towards time is more than a quirk; it’s a reflection of how time is perceived and valued in various cultures.
Understanding African Time
‘African Time’ is a term often used to justify tardiness or the delay of events. It signifies a more relaxed approach to time, prioritizing relationships and social interactions over strict schedules. In many African societies, such as Nigeria, the emphasis is on the importance of community and conversation rather than adhering to rigid timelines.
This concept of time, however, did not arise in a vacuum. It became widely recognized during colonial interactions when Western colonizers observed that African societies operated on more flexible time schedules than those common in Europe. Over time, “African Time” became a label to explain why meetings and events often start late in African countries like Nigeria, Ghana, Kenya, and South Africa.
However, the term’s use has expanded, being both humorous and critical depending on the context. While some may use it playfully to reference cultural differences, others view it as a stereotype that misrepresents the African way of life.
African Time in Literature, Music, and Media
References to ‘African Time’ abound in African literature and pop culture. For example, Chinua Achebe’s Things Fall Apart, Manifest’s song African Time, and Sound Sultan’s music featuring Phyno explores this theme, often blending humor and social commentary to critique the notion. Professor Wole Soyinka’s Death and the King’s Horseman also highlights the complex relationship Africans have with time, blending cultural criticism with creative storytelling.
Even beyond Africa, the term resonates with people in the diaspora, showcasing how deeply ingrained this concept has become in African identity and culture.
Challenging the Stereotype
Despite its normalization, African intellectuals have challenged the concept of African Time, calling for a rethinking of the stereotype. Nigerian authors like Chimamanda Ngozi Adichie and Adebayo Williams argue that African Time undermines the complexity and richness of African cultures. Writers like Ngũgĩ wa Thiong’o and Wole Soyinka emphasize how misconceptions around time can distort the true values of African societies.
Many of these thinkers argue that Africa’s flexible relationship with time is not inherently bad but misunderstood. Western time structures, which emphasize punctuality, were imposed during colonialism. African societies, they argue, value human connections and community, which are often prioritized over rigid schedules.
African Time: A Double-Edged Sword
While African Time has cultural significance, it also comes with significant downsides, especially in professional settings. The lack of strict timekeeping can lead to misunderstandings, missed opportunities, and lost productivity, particularly when interacting with people from cultures that value punctuality. In business dealings, educational settings, and formal environments, African Time can create a perception of inefficiency and unprofessionalism.
Any Benefits in African Time?
However, it’s worth noting that African Time also has its benefits. It reflects a strong sense of community and adaptability. In societies where unpredictability is a norm, flexibility around time can foster resilience and reduce the pressure of constant punctuality. It promotes cultural identity, resisting Western norms and reinforcing the uniqueness of African traditions.
Curbing ‘African Time’ concept
While African Time can sometimes offer advantages, the negative effects—especially in formal and professional settings—cannot be ignored. It is possible to strike a balance between the cultural value of flexibility and the demands of punctuality. Here are some strategies to curb African Time:
1. Cultural Education and Awareness: Organize workshops and training sessions to educate people about the importance of time management, particularly in professional settings. These workshops should emphasize the positive outcomes of punctuality while appreciating cultural contexts.
2. Set Clear Expectations: Establish clear guidelines for meetings and events, communicating them well in advance. Using reminders like emails or SMS notifications can help people stay aware of start times.
3. Promote Role Models: Community leaders and influencers should model punctual behavior to set a standard for others to follow. By showcasing how time-consciousness contributes to success, a shift can be encouraged.
4. Cultural Integration: Discuss time management within broader cultural narratives, focusing on how blending traditional practices with modern expectations can foster a better understanding of time in professional settings.
Be the Change
Addressing African Time requires a cultural shift. While it has its roots in tradition, its disadvantages, particularly in professional and business settings, are too significant to ignore. Starting from you and your immediate environment, embracing punctuality can transform how we interact and succeed. Change is possible, and it starts with us.
