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