Media and policy Presentation at Highway Africa 13 Sept 2005 Guy Berger.

Media and

policy

Presentation at Highway Africa

13 Sept 2005Guy Berger

National media have helped bring about, and to maintain, a level of democracy in their respective states.

Yet little sign of media deepening a democratic role to be a vital link in public policy processes w.r.t. the African Information Society.

“

”Yet, I.S. policies impact back on media, but the two hands (media & policy) aren’t feed-ing into each other.

FINDING:

The media is silent in terms of:

• relevant policy agenda-setting • policy debate and formulation,• implementation, • monitoring, and • review.

“

”

Countries covered:

• Kenya• Mozambique• DRC• Nigeria• Ethiopia• Senegal

by Highway Africa, sponsored by Catia

Aims

• Quantity of coverage

• Quality of coverage:– Accurate?– Proactive & independent?

• Which actors reflected?

• Technicist? Economistic?

• Utility: base-line data for interventions

Methodology

• Country-based researchers

• Mainstream media

• Content analysis + interviews

• Event-focused

• Theoretically-informed

THE THEORY:

•the media

•the public

•policy people

public opinion

Specific players:• media:

different platforms, premier outlets, public:

general public, civil society groups incl NGOs, business, global forces, individuals.

policy people:

the makers and the implementers.

Qtn: who drives the process?

Five models of how the relationship works:

1. Liberal democratic

2. Muck-raker model

3. Bypassing civil society

4. Manipulation model

5. Propaganda picture

1. Liberal democratic modelMEDIA COVERAGE

PUBLIC + OPINION

GOVTRESPONDS

i.e. The public is the active source of public opinion

eg. Aids activists win coverage, affect govt

1

2

3

2. Muckraker modelPUBLIC + OPINION

MEDIA COVERAGE

GOVTRESPONDS

i.e. Media coverage is active source of public opinion

eg. Exposure of child abuse

1

2

3

3. Bypassing Civil Society

GOVTRESPONDS

MEDIA COVERAGE

= “PUBLIC OPINION”

i.e. Media impacts on govt, irrespective of real public opinion

eg. Bill Clinton-Monica Lewinsky

1

2

4. Manipulation model

MEDIA COVERAGE

GOVTINITIATES

PUBLIC +OPINION

i.e. Government is the originator of public opinion

eg. Iraq war in US, Info scandal, discredit leader’s rivals

1

2

3

5. Propaganda picture

MEDIA COVERAGE

i.e. Government is the originator, circuit incomplete

eg. media coverage pleases govt, but ignored by public

GOVTINITIATES

1

2

Five models of how the relationship works:

1. Liberal dem – people-driven

2. Muckraker model – media-driven

3. Bypassing civil society – media<->govt

4. Manipulation model – govt-driven

5. Propaganda picture – govt-driven

1. Lib dem – people-driven: • public access policies

2. Muck-raker– media-driven: • airwaves get freed

3. Bypass – media<->govt: • licensing regime

4. Manipulation – govt-driven: • privatising telco

5. Propaganda – govt-driven: • sunshine imagery

Models for InfoSociety policy:

Summing up (a):

• Policy People may infer Public Opinion from media,

• and they may use media to promote their policies.

• Often it is interaction of media & politicians (not the public) that affects govt policy & practice.

Summing up (b):

• Civil society has little impact via media or public opinion, on policy

• In the countries studied, there is little evidence of any model at work.

• Contrary to the models, media is NOT (yet) a factor

Research agenda

• SABC policies– But not SABC re-licensing process

• SABC “Woman’s Day” issueMedia will become a factor elsewhere.

• South Africa Convergence Bill – elicits input

Future research to look at:• Then we need to assess:

– one-sided & simplistic reportage = rapid policy change?

• Complexity & debate = slower policy action?

• Life cycle of policy: mobilisation -> action -> maintenance -> fade

(as the media intensity declines).

Other research issues 2:• TV greater impact on

dramatic & short-term events. But often TV takes its cue

from print.• Intermedia agenda-setting

power. For example, some titles set “the story” for others.

• Note: power of international media and cultural imperialism.

  Actual media effects:Any impact on policy makers &

implementers? Via media & bypassing media,

and upon media (affecting its interests & operations).

Influence decoding by audiences: the setting of media agendas and

framing – are people passive?

  Summing up

Media, public, policy people

= a dynamic & powerful triangle!

that is sometimes not a triangle!

and that works at diff levels, issues, times!

  Understanding Journalists need to grasp the complexities

about actors, public opinion, policy.

In this way, strategise & heighten our impact

Africa needs optimum relationships, esp on Information Society policy issues.

  Last words

Think about it. Act upon it.Be a conscious player in public opinion