Marketing Tactics Won’t Fix the Past

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Marketing Tactics Won’t Fix the Past

Reclaiming Belonging: Ciara’s Citizenship in Benin and the Journey of the African Diaspora

In 2025, renowned African American singer Ciara received citizenship from the Republic of Benin as a descendant of enslaved Africans. This landmark moment was marked by a ceremony at the “Door of No Return” memorial site in Ouidah, where Ciara was surrounded by drummers and dignitaries, her new Beninese passport held high—a gesture celebrated as both a homecoming and a healing process. These powerful images were broadcast globally, igniting conversations about identity, belonging, and the implications of such acts in the modern context.

A Historical Reengagement

As a historian of Africa, I view Ciara’s citizenship as part of a broader narrative highlighting how African nations are rekindling relationships with their diasporas. These global communities consist of individuals whose ancestors were forcibly displaced through slavery, colonialism, and migration. In recent years, several African countries have embraced this trend, initiating citizenship or national identity initiatives specifically for descendants of the enslaved.

For many, Ciara’s ceremony symbolized a tangible form of justice, offering a corrective to centuries of forced displacement. It affirmed that descendants of the enslaved individuals are now welcomed as citizens rather than mere commodities. Yet, this act raises deeper questions about power dynamics, inequality, and the intricate politics of belonging.

A New Era of Diaspora Citizenship

In 2024, Benin enacted a pioneering law that grants citizenship to adults who can trace their lineage back to people enslaved and exported from Africa. This law requires proof—whether through DNA testing, genealogical documentation, or oral histories— to be completed in person within three years. Such initiatives are not unique to Benin; Ghana’s “Year of Return” in 2019, for instance, offered citizenship to African Americans, while countries like Sierra Leone have extended similar measures, utilizing DNA verification as a basis for granting passports.

These citizenship efforts carry a powerful moral ambition: to bridge the historical disconnect caused by slavery and to foster a reconnection between global African descendants and the continent. However, while these countries strive to redefine national identity within the context of their painful pasts, there’s a lurking concern that their diplomatic outreach may sometimes prioritize image over genuine reparative justice.

Navigating Access and Inequality

One significant issue is accessibility. The processes surrounding DNA tests and ancestry research can be costly, disproportionately favoring those with financial resources, education, and digital fluency. While it might be straightforward for a celebrity like Ciara to navigate this journey, many others, particularly those whose family histories were violently severed, might find themselves at a disadvantage.

Moreover, these citizenship programs—which project an open invitation to the world’s Black descendants—rely heavily on technologies and bureaucracies that are often based in Western contexts. Genetic ancestry databases are predominantly run by companies in the United States and Europe, raising questions about the ownership of identity and the implications of such models.

Rethinking Identity Governance

The reliance on genetic testing and official documentation to classify identity raises echoes of colonial-era classifications that defined African identities through bloodlines, tribes, and lineage. This current method risks reshaping citizenship into a bureaucratic exercise that abrogates local cultural understandings. Rather than outsourcing moral authority to laboratories, governments could engage local historical societies and community voices, fostering an inclusive process of identity verification that honors shared heritage.

This bureaucratic approach risks overshadowing solidarity, reducing collective identity to mere data points processed through Western lenses.

Heritage Meets Economy

Another layer of complexity arises when it comes to economic factors. Governments frequently position these citizenship programs as vehicles for economic growth, using them to market heritage tourism as a means to boost revenue. Ghana’s Year of Return, for instance, generated millions in tourism and investment, prompting other states to explore similar avenues.

However, commodifying heritage can compromise the integrity and meaning of memory. The descendants of the enslaved may find themselves more as consumers of identity than as active participants in redefining a collective future. While diaspora investment and tourism have their place, the true essence of reparative efforts must transcend profit-driven models.

New Forms of Inequality

The emergence of citizenship by ancestry may inadvertently spawn new societal inequalities. Wealthy returnees might invest in land or businesses, leading to the formation of enclaves that not only segregate but also create tensions with local communities. For instance, in Ghana, disputes have arisen regarding land ownership and cultural authority between diaspora residents and local citizens, echoing the economic disparities rooted in the colonial past.

If these dynamics aren’t addressed holistically, they risk carving out new divides reminiscent of those established during colonial rule. Citizenship as a gesture of inclusion and belonging loses its meaning when it imitates the exclusionary practices of global wealth.

Acknowledging Historical Complicity

Benin’s recognition of its historical involvement in the Atlantic slave trade is commendable. The current government has invested efforts in memorial tourism and education related to its past, addressing the historical wrongs inflicted by the Kingdom of Dahomey. Yet, recognition alone isn’t transformative. A citizenship program infused with genuine reparative intent must go beyond acknowledgment; it requires institutional reforms aimed at dismantling historic legacies of exploitation.

The Absence of a Unified Framework

The lack of a unified policy governing diaspora citizenship across African nations exposes a significant governance gap. While the African Union recognizes the diaspora as Africa’s “sixth region,” differing standards and implementation practices across nations often create fragmented eligibility criteria and varying rights. For instance, some countries may allow new citizens to vote or own property, while in others, their status remains largely symbolic.

The establishment of a continent-wide framework could provide shared principles that govern diaspora citizenship, preventing exploitation and creating coherence in policy-making.

Moving Beyond Ancestry

The essential shift required is a philosophical one. For many descendants of the enslaved, this journey is about more than returning to Africa—it is about engaging with Africa. They seek not only reconciliation but also a partnership that envisions a collective redefinition of freedom, justice, and identity.

Informed by my research, I advocate for a collaborative approach where governments and diaspora communities work together. This collaboration could lead to the creation of archives, educational exchanges, and cultural investments that honor collective histories while empowering shared futures.

Ultimately, citizenship as reparative justice must evolve into citizenship as a shared responsibility—a mutual commitment to cultivate societies that transcend the injustices bequeathed by slavery and colonialism. The quest for belonging is ongoing, initiating a vital dialogue between the continent and its diasporas, not merely as symbols of history but as allies in shaping a just future.

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