By LJDemissie
February 12, 2025
Introduction:
This analysis examines two recent incidents involving the misuse of Ethiopian Airlines’ facilities, which have sparked public outrage. Both cases involve individuals who were granted permission to use the airline’s facilities but later faced criticism for their actions. Let’s examine these incidents and analyze the implications.
Case 1: Misuse Under the Pretense of Tourism Promotion
Merhet Taddesse, known as Pipilo, received permission from Ethiopian Airlines to use their facility and aircraft for promoting Ethiopian tourism through videos and pictures. She took the footage but instead published photos and videos of her birthday celebration described as ‘… showcasing Ethiopia’s rich culture and heritage…” Wearing a pink dress with puffed sleeves and a ruffled skirt, she sprayed champagne on an Ethiopian airplane staircase lavishly decorated with flowers. The video and the images lack any representation of Ethiopian culture or heritage. Despite this, she claimed the following in her Instagram post:
Dear God, thank you for filling up my life with countless blessings! Happy birthday to me!❤️
Grateful for the opportunity to capture these beautiful moments at @EthiopianAirlines! 🇪🇹✈️ Huge thanks to the team for their support in showcasing Ethiopia’s rich culture and heritage. #ProudlyEthiopian #EthiopianAirlines #Gratitude
💄 @makeup_by_tame my favorite 🫶🫶
👗 @dollykidsdesign you did what I said ejsh ybarek 💕
🌸 @official_dj_ab_and_decor abye thank you for always being there for me.🫶
🎥 @bmlpictures you are so talented, Your videography is something else, by the way. Your vision, style, composition, use of film, etc. I love it.👌🙌
This misrepresentation of Ethiopian culture and heritage, along with her deceiving intent, triggered a significant public outcry, as stated by Ethiopian Airlines CEO Mesfin Tasew in his media statement on February 12, 2025.
Flashback: In her September 2024 interviews with Seifu ON EBS, from the timestamp 2:20 to 3:40, Merhet Taddesse, nicknamed Pipilo, explained that her nickname, which she has had since childhood, means “genius bird.” It appears she may have confused the term “genius” with “genus.” Pipilo is a genus of birds in the American sparrow family Passerellidae. A genus is a classification in biological taxonomy, while genius refers to exceptional intellectual or creative power. Seifu accepted the meaning of her nickname with admiration, demonstrating how easily people can accept what they are told without questioning it.
It’s important to note that “genius” and “genus” can easily be confused by non-native English speakers due to their visual similarity and syllable structure. Pronunciation differences may be subtle, making them hard to distinguish. Providing context and explanations can help reduce this confusion.
Case 2: Exaggeration of Role by Frequent Flyer
Zemedeneh Negatu, a distinguished consultant for Ethiopian Airlines and a board member of the Ethiopian Securities Exchange, was a VIP guest of Prime Minister Abiy Ahmed at the Ethiopian Securities Exchange launching ceremony. He was invited as a frequent flyer guest to test the Ethiopian Airlines’2025 in-flight menu items. In the video of the event published by the airline, he was prominently featured in films and photos with notable figures, including the airline’s Chief Commercial Officer, Lemma Yadecha Gudeta, and the Head of Group PR and Corporate Communications, Hanna Atnafu Makonnen.
He then shared these photos on social media. In his tweet post on X (formerly known as Twitter), Zemedeneh exaggerated his role, claiming he was invited “to evaluate” the in-flight menu items, which was not in line with the airline’s plan. This act of deceptive self-promotion led to public criticism. The author wrote articles and emails to the airline seeking clarification of Zemedeneh’s exaggerated claims.
Airline’s Response and Public Reaction
Ethiopian Airlines’ responses to recent incidents involving Merhet Taddesse and Zemedeneh Negatu have raised questions about consistency and credibility.
Response to Case 1: In response to Case 1, Ethiopian Airlines’ CEO Mesfin Tasew appeared in the media and made a public statement condemning Merhet’s actions and announced that managerial action would be taken against the airline employees who granted her permission. This decisive action aimed to address public concerns and maintain the airline’s credibility.
Response to Case 2: However, when the author wrote letters and articles to Ethiopian Airlines requesting a public statement against Zemedeneh’s relentless falsehoods and exaggerations, the airline responded that they could not address every distorted claim made against them. This response raises questions about the consistency of the airline’s actions.
Zemedeneh’s Influence: It’s important to note that Zemedeneh is not an ordinary social media user; he has a wide-reaching influence with about 256K followers on X (formerly known as Twitter). He has worked as a consultant for Ethiopian Airlines, is a board member of the Ethiopian Securities Exchange, was a VIP guest of Prime Minister Abiy Ahmed at the Ethiopian Securities Exchange launching ceremony, and is a frequent guest on various media platforms, including Ethiopian state-owned media. He claims to be an economic expert and is often perceived as such, although his expertise lies in accountancy.
Zemedeneh’s Fraudlent Claims: For years, he has also deceptively and misleadingly claimed credit for Ethiopian Airlines’ success. Additionally, he made a bold-faced lie, including claiming he privatized Ethiopian Airlines and stating he and others purchased a multi-million dollar aircraft for the suspended Nigerian Air project, while showcasing a repainted Ethiopian Airlines aircraft with the Nigerian Air logo.
Inaction by Ethiopian Airlines: Ethiopian Airlines never took any action against Zemedeneh’s fraudulent claims, lies and falsehoods. To showcase to his critics that he is backed by the airline, he posts on his social media accounts photos of himself socializing and dining with the airline’s Chief Commercial Officer, Lemma Yadecha Gudeta who also falsely claimed to the media, including Nigerian media, that Ethiopian Airlines purchased three aircraft for the suspended Nigerian Air project, although the aircraft were leased.
Similarities and Differences
Similarities:
- Permission Granted:Both individuals received permission from Ethiopian Airlines to use their facilities.
- Public Reaction:Both cases triggered public reactions due to the nature of the content shared.
- Use of Airline Facilities:Both individuals utilized the airline’s facilities for their activities.
Differences:
- Intent and Representation:
- Case 1: Misuse Under the Pretense of Tourism Promotion
Merhet claimed she wanted to promote Ethiopian tourism but ended up using the opportunity for a personal birthday celebration. She also promoted her team of decorators, makeup artists, photographer, and videographer, which was not her stated purpose.
- Case 2: Exaggeration of Role by Frequent Flyer
Zemedeneh was invited to test in-flight menu items but exaggerated his role by claiming he was invited “to evaluate,” which was not aligned with the airline’s plan. This led to self-promotion through deception, selective narratives, exaggerated roles, or outright lies, as he characteristically does at every opportunity he gets.
Typically, professionals such as culinary experts and nutritionists are qualified to evaluate an airline’s in-flight menu items. These individuals have the expertise to assess the quality, nutritional value, and presentation of the food, ensuring it meets the airline’s standards and passenger expectations.
Evaluation
Equally Concerning: Both cases are concerning, but for different reasons. In Case 1, Merhet misrepresented her purpose entirely. In Case 2, Zemedeneh exaggerated his role, which is misrepresentation, deception and self-promotion. Both actions can damage the credibility and reputation of the airline. Making a public statement against Merhet’s misrepresentation and taking managerial actions against the airline employees who granted her permission, while ignoring Zemedeneh’s lies, deception, disinformation, misrepresentation of his role for self-promotion, shows the airline’s lack of consistency in handling similar situations.
Recommendations
To prevent similar incidents in the future, Ethiopian Airlines could implement several measures:
- Stricter Vetting Processes:Before granting access to facilities, ensure that applicants provide a clear and verifiable purpose. This can include detailed proposals and background checks.
- Clear Usage Guidelines:Establish and communicate specific guidelines for the use of airline facilities. These guidelines should outline acceptable uses and potential consequences for misuse.
- Proactive Public Relations:Develop a proactive public relations strategy that addresses potential issues before they escalate. This can include regular communication with the public and transparent responses to incidents.
Final Thoughts
Both cases highlight the importance of clear communication and integrity when utilizing corporate facilities. Misrepresentation and misuse not only harm the credibility of the individuals involved but also damage the reputation of the organization. As such, Ethiopian Airlines must take steps to ensure that their facilities are used appropriately and that their brand integrity is maintained.
By addressing these issues head-on and implementing effective measures, Ethiopian Airlines can safeguard its reputation and foster trust with the public.
Disclaimer
The views expressed in this article are my own and are not intended to defame or harm any government, organization, or individual. The information provided is based on publicly available sources, information from Ethiopian Airlines, and Merhet and Zemedeneh’s social media posts, along with the author’s critical analysis. If you believe the content contains misrepresentations or exaggerations of facts, please contact me at LJDemissie@yahoo.com or @LJDemissie (X, formerly known as Twitter). I strive for accuracy and will promptly address any concerns.