Discuss

Traditional media programming, be they stories from the news media or fictional soap-operas, frequently1 stress and exploit conflict for its entertainment value. While such an approach may attract more viewers and thus increase profit, which is the goal of the broadcaster, it most certainly has a negative impact on issues of conflict and peace. Such an approach, moreover, “does not reflect what most people have learned in their individual lives: namely, successful relationships—in families, communities, and businesses—are usually based on finding ways of working together, to the mutual benefit of everyone involved.”2 In the pursuit of such inclusive relationships, modeling positive behavior and altering societal discourse is essential.

Here at Search for Common Ground, we have been utilizing the media in our programming since the founding of the organization in 1982. SFCG’s media work helps open space in civil society where important issues can be aired in ways that amplify the needs of the disaffected while providing the powerful with a non-confrontational mechanism for listening. Employing a soft-power approach, such programs portray alternative models, show how political and social differences can be peacefully resolved, demonstrate how governmental institutions can function more effectively, and focus attention on such subjects as accountability and responsiveness. Underpinning all SFCG media programming, including drama, is the struggle to overcome differences.

Thus enormous potential exists for media, in all its multifaceted forms ranging from episodic drama to reality television and news media, to be utilized as a tool for conflict transformation—and this potential is still growing. “A reliable, diverse and independent media has [significant] potential for contributing to conflict resolution. It functions as a channel of communication that counteracts misperceptions and negative stereotypes between people. It frames and analyses the conflict, identifies the interests, defuses mistrust, provides safe emotional outlets and more.”3 The mixture of skills, knowledge, analysis and aesthetic entertainment is a potent approach to social change.

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But we also know that media alone will not bring about the desired changes in knowledge, attitude, behavior and perceptions. Media frequently ‘scratches the surface’ in providing a glimpse into an alternative worldview or values, and without cleverly designed supplemental activities whatever change has been brought about through the media is not likely to be sustainable or achieve the impact that was desired in project design.

Potential Supplemental Activities

Outreach for any media activity is absolutely crucial, as any media product is no magic bullet. The most well-crafted stories and messages have limitations. Experience has shown us that we need to reiterate and strengthen the messages from the media through a number of outreach activities to reinforce the messages of the show through a variety of channels, and also to further assist in reaching populations in remote areas.

Such activities have included:

• Viewers’ guides – accompanying literature that expands on the concepts introduced through the media. These may be fun, such as comic books or graphic novels, or something more serious such as discussion guides—which pairs perfectly with the next potential activity, discussion groups!
• Discussions/exchange sessions – to engage the audience to put into practice the lessons learned through the media. You can also couple this with training and capacity development, as well as leadership development. It’s an excellent opportunity to bring the concepts introduced in the media ‘to life’ by applying them to that community’s conflicts.
• Supplemental media shows – considering using the radio, television or print media to further raise the profile of your media intervention and its purposes. This might mean producing a companion radio show to a television show, for example, to better reach remote populations. Or what about the internet? Consider using social media and websites to get your message out there and people interacting with it.
• Interactive service platforms such as SMS/text messaging, allow for interaction between the show and its audience, and amongst audience members. This can be useful in bringing the themes of the show into reality, and can provide important feedback on how accurate the show is in its portrayals and modelling of conflict scenarios.
• Participatory theatre – participatory theatre is an excellent alternative format to televised entertainment when such entertainment is inaccessible. There are a range of theatre formats, but the most common it seems is participatory theatre, a format that encourages audience engagement and participation throughout the performance by asking the audience to critically reflect on how the modelled conflict scenario could have been resolved differently. Participatory theatre engages the audience more than a televised format because it is in-person performance, right in front of the audience. It’s also an excellent way to tap into local cultural heritages and customs to further penetrate into the societal sub-consciousness.
• Mobile cinemas – mobile cinemas allow you to reach with your visual format those who may not otherwise have access to your show. SFCG has traditionally used mobile cinema in a participatory theatre fashion, whereby the audience is engaged before and after the viewing for maximum engagement and retention of the concepts.
• Training of teachers – visual media can be a powerful teaching tool, and given that many peace-themed shows will be targeted to a wide range of ages, the school system can be a tremendous resource of potential viewers and implementers of the concepts portrayed in the show.  Here, we can train teachers in peacebuilding concepts and skills so that these can be incorporated into the school curriculum. Ultimately, this will reinforce the messages of the show, and provide more concrete skills and knowledge to the students than they might otherwise receive from simply watching the show.

A Few Best Practices

Just as in any peacebuilding project, you will want to conduct thorough conflict and context analyses as part of the design stage for your intervention.

In addition, you can also analyse the media-scape: what are the existing strengths and weaknesses of the existing media sector, who participates (owns, watches, contributes, etc.), intended audiences for particular media, media content, financing, professionalization, and regulation. The World Bank’s Data Catalogue as well as the UNDP Human Development Index contain useful data for identifying the most appropriate media for delivering your message—and can be useful in identifying outreach and supplemental activities as well!

Keep in mind that with the rapid spread of technologies through globalization, radio may no longer be the most common or popular form of media in developing countries. More and more frequently, television is overtaken radio as the most common media consumed by society.

• 1. Though certainly not always; positive examples of television programming include Sesame Street, Channel One News, PBS programming, etc.
• 2. Ross Howard, Francis Rolt, Hans van de Veen and Juliette Verhoeven (eds.), The Power of the Media: A Handbook for Peacebuilders (Amsterdam: European Centre for Conflict Prevention, European Centre for Common Ground and the Institute for Media, Policy and Civil Society, 2003), p.15.
• 3. Howard, Rolt, Van de Veen and Verhoeven, “Power of Media,” p. 22.