Amidst the energy crisis gripping Cuba, the Electric Company of Havana (EELH) released a message interwoven with personal anecdotes and propagandistic tones, combining the personal lives of its workers with the technical operations of the company. Through a social media post, spotlighting Ricardo Veranes Carrión, director of UEB Investments at EELH, the company attempted to highlight values like loyalty and dedication in a context fraught with power outages and shortages.
This peculiar "human story" included a personal anecdote shared by Veranes Carrión himself. He recounted an incident where his wife unexpectedly appeared at a repair site at three in the morning, holding their child, worried about her husband's fidelity. "Experiencing the unsettling moment of seeing his wife arrive at 3 a.m. at a repair site with a child in hand, only to check on his faithfulness, is one of the most challenging moments for Ricardo Veranes Carrión,” began the unusual propagandistic narrative.
The story, which could be viewed as an attempt to humanize the executive, was presented with a humorous and "human" touch, bringing to the forefront the private life of Veranes Carrión and highlighting some rather delicate details of his personal relationship. Beyond the personal, the message emphasized Veranes Carrión’s professional journey and aimed to "humanize" EELH employees, showcasing their dedication and commitment during an unrelenting energy crisis that leaves linemen, technicians, and other workers in the Cuban electro-energy sector without rest.
"His eyes, speaking of years and dreams, widen his pupils to the level of his throat to affirm that there is nothing to point out: the goal is to continue giving everything for the organization of Cuba's electrical workers," the publication stated, celebrating the unquestioning obedience of workers to their leaders’ directives.
Accountable for an unprecedented energy crisis causing relentless and massive blackouts affecting millions daily, the leaders of the Cuban Electric Union (UNE) and the Ministry of Energy and Mines (MINEM) do not want to be "pointed out," but instead want workers to "redouble their efforts," even at the expense of their personal lives and work-life balance.
The communication strategy of the EELH, aimed at reinforcing an image of commitment and resilience through a "human story," seeks to soothe public discontent, generate empathy, and project a narrative of sacrifice and dedication. However, many Cubans deal daily with the impacts of a faltering electro-energy system, where these rigid "heroic tales" clash with a reality of scarcity and constant service interruptions.
Understanding Cuba's Energy Crisis
What is causing the energy crisis in Cuba?
The energy crisis in Cuba is attributed to failing infrastructure, lack of investment, and inefficient management, resulting in frequent power outages and shortages affecting millions.
How is the Electric Company of Havana addressing the crisis?
The Electric Company of Havana is trying to address the crisis by promoting narratives of worker dedication and sacrifice, although these efforts are met with public skepticism due to ongoing service issues.
What impact does the energy crisis have on Cuban citizens?
Cuban citizens face daily hardships due to the energy crisis, including frequent blackouts, which disrupt daily life and contribute to widespread discontent.