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Introduction:
Jannie Botes explains how parties use the media as a tool for empowerment for their own group and cause.
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This rough transcript provides a text alternative to audio. We apologize for occasional errors and unintelligible sections (which are marked with ???).
The Media as a Tool for Empowerment
Jannie Botes
Assistant Professor, Program on Negotiations and Conflict Management, University of Baltimore
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My assumption is that journalists have
impacts on all conflicts and they should understand that and try to minimize that impact as much as they can and
you see that in the fact that parties act and speak in a way that will either
excite journalists or get them to write about it. In other words, we, people who
are the fodder for the media, we're not stupid. We understand that we have to
present the information in a way that will excite them and get them to write
about it. Obviously we try to use them to engage them in a way that will further
our side of the dispute. Most journalists understand that but again, it's a form
of social intervention. The parties and the actors in the conflict are socially
intervening with the media and trying to get them to do something.
There are
many examples of how the media impacts conflict where this is more visible and
that was the case during the Cold War. I believe it was ABC who put cameras on
Vesalius Square, which I think is in Czechoslovakia, now the Czech Republic. More
importantly there are examples of journalists who have done things such as, it
happened in South Africa too, where you send a TV crew of people somewhere and
then an uprising or a riot will occur because they're acting out for the camera.
Journalists have said that they've seen this happen in Israel and Palestine, as
well as, in South Africa during the apartheid years, and many times
during the break up of the Soviet Union.
Q: So you're saying where they're wouldn't have been cameras; there wouldn't
have been a riot.
A: That's right, but sometimes the riots happen and then the cameras come and
report on them. But people also understand that to further their side of the
dispute to make, for instance, think of Solidarity, part of Solidarity's success is and
part of apartheid's success or the end of apartheid or the black movement in
South Africa was to get the international media to become part of them
and allay their cause. To say here is a social injustice and to keep on saying
here is a social injustice and to keep on showing the horrific things that
happen because of the social injustice. So in the case of the camera, people
then realize, we have to feed this animal. So whenever they come even if there
isn't a riot for the moment, we'll create one. We'll start throwing stones just
to make sure that we can keep on with this movement of influencing people
through the media. I always describe it as being in part the empowerment issue
through the media.
The media empowers parties, especially when it comes to great
issues of morality like apartheid, or communism. That is why I think of
Solidarity and the black movement in South Africa because the race issue and the
apartheid issue were so successful in getting this. They had to do something
because news is something important but they did some things that were very,
very risky to them in both cases. We now know what happened in South Africa, how
many black people disappeared etcetera, etctera, etcetera. So there was a lot of
risk involved for them. We also know the Soviet Union at the time took people in
places like the Czech Republic, Czechoslovakia at the time. So they did things,
they were reported on. But what happened in essence is if you see this as two
circles that despite their number, the South African government was small in
number but they were powerful in having the military, having the coercive force,
etcetera, whereas, black South Africans were large in number. If you were to
show a diagram in terms of their power at the time, they were much smaller.
However, when they started doing all the things that would start through the
unions and all the organizations that they created to make their case known,
then the international media, in terms of the coverage that they got, helped
them. Slowly you can show on the graph how they got bigger in terms of world
perception and powerful and how the media assisted in that to the point where the
apartheid government was ready to negotiate with them. I'm not saying that that
was all done through the media, there were many other factors, but the media was
one of those factors, especially in the way that they got to the international
public through the media.
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