Issues  -   Communication   -    How?

Issue 9 - Media and the international communication climate. Professional and ethical challenges.

Playlist on Youtube:   http://www.youtube.com/playlist?list=PL3FA6950C01A6F979

Eugad Wiki:   

See the Manual Chapters: 

from the project background

Throughout the manual and the videos, we differentiate between the rhetorical modality of seeking consent (from followers) and the dialogical modality of achieving consensus (with partners). In advertisement campaigns, as in all sorts of propaganda (commercial or ideological), we want the target audience to believe in what we want them to believe. This is in our interest, or in accordance with our self-identity. This communication style is “rhetoric”, i.e. we try to push the counterpart, using seductive or threatening means, to change her/his stand and follow our lead. This communication is an exercise of power upon somebody else.

Development cooperation is a process of reciprocal empowerment; so here we must not use a rhetorical mode of communicating. Here, the modality of choice is “dialogue”; here reciprocal ideas are confronted, respected, understood; until a new awareness arises, new thoughts are expressed, and a new achievement is reached by all and for all. This kind of dialogue enables cooperation; and it is towards this kind of dialogue that cooperation aims. Sustainable development requires cooperation and solidarity for managing the earth's resources in a responsible manner. We need to decrease wastage caused by ignorance and conflict. So, we need a communication that builds reciprocal trust, overcomes the presuppositions and stereotypes and empowers the other to make informed judgments. We need a communication that enables us to cooperate in addressing the development challenges. 

What are the ethical responsibilities of opinion makers in enabling informed choices among the public with regard to the support for actions aimed at reducing poverty and establishing fairer relationships between developing and developed nations?
Background: The context analysis carried out by TVP team has revealed that in Europe there is a vicious circle of scarce attention given by educational institutions to development issues and insufficient media coverage of international development agendas that leads to low prioritization among policy makers with regard to implementation of international cooperation agreements (like the MDGs).

 

Responsibility and challenges of the journalists    http://youtu.be/TVayifIybsA

 

REPERTORY  3 -  Vrinda' s Introductions to WIKI chapters  -  

Responsibility and challenges of the journalists    http://youtu.be/TVayifIybsA

Journalists, along with teachers and policy makers, are the main beneficiaries of TVP.

In order to understand their needs, we interviewed them extensively. And in order to understand their responsibilities and challenges, we worked together with them for the production of the videos.
During the course of implementing the project and making the media products, it became clearer that the international communication climate is shaped by the way journalists report the news about international agendas. It became ever clear that journalists are actors and not just spectators. And that no actor is ever "objective",  since personal interpretation and articulation is central to news reporting.
On the ground, we have seen that the impact of projects depends as much on how tasks are implemented as on how actions are communicated.  We collected many stories indicating that communication is the most important determinant of the success or failure of all cooperation activities.  But journalists tend to have difficulty in acknowledging their moral and political responsibilities, hiding them under the self-framed justifications of "professional neutrality". We started by covering the activities undertaken within international cooperation initiatives but gradually we became ever more interested in the activities of journalists and opinion makers.  The TVP documentary finally found itself focusing as much on communication as on cooperation. It became a reportage on how ways in which people communicate determines the ways in which people cooperate; and vice-versa.

Communication is an art rather than a science. And as an art, there is no guaranteed formula that once proven successful, can be repeated with the same success an indefinite number of times.  We however know the power of social media in linking peoples and communities. And the efficacy of linking visual and written communication, virtual and physical communities, local and global commitments.

There is increased sense of tiredness about a kind of destructive journalism always searching for bad news, and nurturing a global climate of fear and mistrust. But media that lives on advertisement sponsors or political patronage is forced to continue riding the usual stereotypes even if these stereotypes contribute to building barriers and spreading a culture of fear and disillusion. The real news now is how difficult and important it is to narrate “good news”. And the most challenging communication adventure is to narrate the reasons why MDGs, the most important commitment taken by the International Community to reverse grinding poverty, hunger and disease that affects billions of people is so little known. This is mainly because the international communication scenario is largely shaped by the way journalists report news on international agendas. They tend to reinforce “stereotypes” about poverty and communicate about it in a “catastrophic” tone. They often claim that they do not tackle issues and challenges of cooperation stories on-the-ground because such topics do not sell on media channels. This is also because organisations working in development cooperation often communicate in advertisement-style rhetoric. The public has little faith in such organised communication campaigns that largely tend to justify the campaigner. The ability of these campaigns is limited in changing people’s minds about supporting developing countries in addressing issues and challenges they face. By choosing to move out of the rhetoric box and share news of why peace building does not have access to the news, we now have an opportunity to set a different communication agenda. And this difference has the possibility of making a communication impact. Especially, since we, the people of this new millennium, so rich in media tools and so poor in communication content, greatly need this communication impact to happen.

 

 

Testimonials

Montek Singh Ahluwalia is the Deputy Chairman of the Planning Commission, Government of India. He was interviewed in Delhi on the second week of April 2010 by Fausto Aarya De Santis

What are the ethical responsibility of opinion makers in enabling informed choices amongst the public on actions aimed at development?   Opinion makers should contribute to society and try shape opinions in the direction which they think are important.

 

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see full interview:   http://www.youtube.com/playlist?list=PL073E7C62882137D9

 

 

 

Testimonials

A.K. Shiva Kumar  

see full interview:  http://www.youtube.com/playlist?list=PLF5005627AE37A91A

 

 

 
 
Testimonials
In Konu, Sierra Leone, we recorded a conversation between Francesco Brancatella, Italian journalist of  RAI, Stefano De Santis (progetto EUGAD)  and the Leoninan journalists of the local radio.  December 2010
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see full dialogue: http://www.youtube.com/playlist?list=PLB74A33E6B026DDDF

 

 

 

 

 

 

Testimonials

Jean Drèze   s a development economist teaching and working in India. He was interviewed in Allahabad, India on the 23rd February 2011

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see full interview: http://www.youtube.com/playlist?list=PL46EDF7CD88112E51  

 

 

 

 

Testimonials

Rajendra K. Pachauri , Nobel Peace Prize winner, is the Director General of the The Energy and Resources Institute, TERI. He was interviewed in New Delhi, India on the second week of February 2011 by Stefano De Santis

  • Lack of capacity in the media and political leaders to communicate to the public the importance of long-term effects in policy implementations in a short-term electorate period.   The media has an essential role to spread knowledge on what will happen if we pursue the “current path”, and the “current-path” is not sustainable. The current path is leading to serious problems, like climate change, and this is not going to affect only the next generation, but also this generation. There is also a role for the educational system, where children are taught about these things right from their childhood. If a child understands that the burning of fossil fuels is going to affect the climate of the earth, then the child will be brought up with values that he can practice, and also teach the parents.  In democratic societies the only way you bring about change if people want change. Take the case of Egypt; we’ve had a change in government because people realized that they are not going to continue with the current system. Why can’t we do the same when it comes to development and growth? If we realize that growth and development are going to be harmful for us, then we have to change things. Why don’t we do that? I think the only reason is because people are not informed; people do not have the education to understand what we are doing?  There is also a role for the educational system, where children are taught about these things right from their childhood. If a child understands that the burning of fossil fuels is going to affect the climate of the earth, then the child will be brought up with values that he can practice, and also teach the parents. In democratic societies the only way you bring about change if people want change. Take the case of Egypt; we’ve had a change in government because people realized that they are not going to continue with the current system. Why can’t we do the same when it comes to development and growth? If we realize that growth and development are going to be harmful for us, then we have to change things. Why don’t we do that? I think the only reason is because people are not informed; people do not have the education to understand what we are doing?

  • What do you think media professionals can do in order to support the activities aimed at achieving the Millennium Development Goals?  The media has an essential role. It has to spread knowledge on what will happen if we pursue the “current path”, and the “current-path” is not sustainable. The current path is leading to serious problems, like climate change, and this is not going to affect only the next generation, but also this generation. (Example of environmental events today which are harmful) and if all this is happening then we have to change the path on which we are developing, or what we call development. This is where the media has a very important role to play in this. If we are concerned about the next generation then we must be concerned about bringing about change. n democratic societies the only way you bring about change if people want change. Take the case of Egypt; we’ve had a change in government because people realized that they are not going to continue with the current system. Why can’t we do the same when it comes to development and growth? If we realize that growth and development are going to be harmful for us, then we have to change things. Why don’t we do that? I think the only reason is because people are not informed; people do not have the education to understand what we are doing.
    We must bring out the importance of this integration of action and the media must bring out this. People believe that we have come up with the MGDs, money is being spent on it… there will be no poverty in the world, everything is fine. No. There is a big gap between money being spent, good intention being put in place and satisfactory results being achieved and that gap has to be closed, through insights, through information and through understanding what realities of meeting these MDGs really is.

  • Your suggestions for the people in the media on how to communicate activities and achievements of the MDGs  We must bring out the importance of this integration of action and the media must bring out this. People believe that we have come up with the MGDs, money is being spent on it… there will be no poverty in the world, everything is fine. No. There is a big gap between money being spent, good intention being put in place and satisfactory results being achieved and that gap has to be closed, through insights, through information and through understanding what realities of meeting these MDGs really is.

  • We need to look for a different kind of knowledge, which is not just technical but also involves the human element.   It is  social challenge and I think we have to communicate the scientific and technical problems in term of their social challenge; and that I think is the role of the media.

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see full interview:  http://www.youtube.com/playlist?list=PL1B4B968D8E371E8F

 

 

 

 
 
Testimonials

Pietro Cocco is a founding member of Kautilya Society and the Head of Web Department,  Vatican Radio  web services.  He lives and works in Rome.

He was interviewed in Varanasi in December 2010 by Vrinda Dar

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see full interview: http://www.youtube.com/playlist?list=PL70168408B4966BCB

 


 

 

Testimonials

Catherine Ray is the Spokesperson  for Europe Aid, of the European Union.  She was interviewed by Vrinda Dar and Stefano De Santis in June 2011 in Brussels, Belgium.

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see full interview:  http://www.youtube.com/playlist?list=PL4C458E4D9E56B478

 

 
 
Testimonials
Nirj Deva is the Vice President Development Committee EU Parliament. He was interviewed by Stefano De Santis on 12th July 2011 in Brussels, Belgium
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see full interview:

 

 

 

 

10 - What kind of communication facilitates Intercultural understanding?  One of the key challenge is the massive diverse cultures. How do you communicate in a way that it is meaningful to an individual. If people don't relate to what they see or hear then it is not meaningful to them. So, in all forms of communication is about simplicity of message, you communicate one message and you keep banging it, but also need to do it in a way that is relevant and people can have an empathy towards. So even the way you dress the way you speak is all crucial to whether you will absorb that message.

 

 

 


 

Testimonials

Interview to Vrinda Dar   Media, especially mass media, is one of the most powerful communication tools today and most affects the opinions and choices of people. People's opinions are mainly influenced by what they read, see or hear as facts, by what important journalists and media professionals believe in, support and promote, and by global political and social campaigns across the world. Media professionals thus have a responsibility to provide balanced views on events, give comprehensive and true information to the people, promote peace and justice rather than war and exploitation, so that people have the fundamental elements to choose from. 

 

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http://www.eugad.eu/wiki/index.php?title=India_-_NGOs_-_Vrinda_Dar_(Video)

 

 

 

 

Testimonials

 Stefano De Santis With Shiva Kumar   -   Stefano introduces Eugad anf how it was conceived
"I was fascinated by the MDGs because it is a shared agenda of the whole world. We see the community moving globally. 1
This is fascinating, especially in times like ours where it seems there is a clash of civilization and so little space is given in the news that we as a community share a very important agenda.
Very little space is given to good news but much more is given for bad news
Make a documentary which is not for just for the European public but is it a shared agenda, just like the MDGs.
I would like your help to let me identify what is the relevant materiel, what is the purpose. So that when I see projects on the field I do not only see the changes at the local level but I would also like to explain to the public why those changes which happened at the local level are part of an overall process which is unfolding."

http://www.youtube.com/watch?v=kKRpGfLDp8E&list=PLF5005627AE37A91A&index=1&feature=plpp_video

 

 

 

 

 

 
 
Testimonials

Megan Williams is a Canadian journalist and a member of Kautilya Society. She lives and works in Rome.  She was interviewed in Varanasi in December 2010 by Vrinda Dar

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see full interview:  http://www.youtube.com/playlist?list=PL967044809A4AB36F

 

 

 
 
Testimonials
Silvia Costa is an European Parlamentarian from Italy. She was interviewed in Brussels by Francesco Brancatella and Fausto Aarya De Santis on the 13th of July 2011
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see full interview: http://www.youtube.com/playlist?list=PLE5B4D9EB8DECFFE4

 

 

 
Testimonials
Rilli Lappalainen  is the Secretary general of Kehys, the Finnish NGDO Platform.  He was intervied  along with Etikwa Ikutu (Concord)  in May 2011 , Brussels, by Stefano De Santis.
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see full interview:  http://www.youtube.com/playlist?list=PL2416F3E643AB724F

 

 

 

 
 
Testimonials
Roberto Gualtieri is an elected member of the EU Parliament.   He was interviewed by Stefano De Santis on 12th July 2011 in Brussels, Belgium
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see full interview: http://www.youtube.com/playlist?list=PL0BE30E492F840050

 

 

 


 

 

Testimonials

Vincenzo Pira, esperto di cooperazione internazionale crede che gli Operatori dei Media possano fare molto per supportare le attività finalizzate al raggiungimento degli Obiettivi del Millennio. Secondo Pira Dare maggior spazio e attenzione nei giornali, nelle radio, nelle televisioni nella rete internet a queste tematiche. Occorre proporre una modalità nuova per affrontare questi temi : far parlare i protagonisti in modo diretto. Non solo comunicare in modo celebrativo esperienze di interventi nella cooperazione internazionale e negli aiuti umanitari inquadrandole come eccezionali ed eroiche. Ma portare alla riflessione critica di ciò che funziona e di ciò che è fallimentare in modo strutturale.
Pira suggerisce di veicolare la complessità del tema e la necessità di analisi e studio per poterlo capire ed affrontare. Non sollecitare solo l'emotività di fronte allo strazio delle situazioni di povertà estrema, ma riuscire a comunicare che dietro tale povertà ci sono virte umane, persone, che hanno fame e sete non solo di cibo ed acqua ma anche di dignità e di diritti.
Proporre un codice etico di comunicazione, già proposto a livello internazioanale dal movimento delle ONG più consapevoli, che orienti la pubblica opinione a comprendere: la realtà e la complessità dei Mondi Poveri nel loro contesto storico; gli ostacoli che si frappongono allo sviluppo umano sostenibile; la diversità delle situazioni in questi paesi; gli sforzi operati dai poveri del mondo e la loro rivendicazione di autonomia, libertà e dignità; i progressi operati nelle situazioni in cui si è ben operato. le cause che provocano povertà ed esclusione sociale. In tale codice si deve ribadire il rispetto delle regole stabilite anche nella richiesta di solidarietà.
Spesso, nella realizzazione di campagne finalizzate esclusivamente alla raccolta fondi ci si trova nella situazione di dover soprassedere ad alcuni dei punti indicati, allo scopo di ottenere migliori risultati economici.La scelta che si pone alle organizzazioni non profit è: considerare la comunicazione per la raccolta fondi un mezzo di educazione, anche a scapito del risultato economico, oppure adeguare il proprio messaggio alle regole della comunicazione pubblicitaria per massimizzare il ritorno finanziario anche a scapito del rispetto delle indicazioni del codice di condotta.
Non è stimolando i sensi di colpa dei benestanti che si può cambiare la situazione ma creando consapevolezza che i problemi inerenti ai MDGs rigurdano tutti e tutti ne sono in qualche modo responsabili sia per la possibile soluzione sia per la criminale perpetuazione.
Occorre creare una rete di operatori e di giornalisti interessati particolarmente al tema con cui condividere una strategia di diffusione e di comunicazione di informazioni e di riflessioni che non passano nei media tradizionali. Esiste una miriade di persone e di entità che cerca di cambiare la situazione. Operatori della comunicazione che con dignità e libertà cercano di fare contro informazione e denunce di una situazione che ritengono ingiusta e sbagliata per gli interessi dell’umanità.
E quel poco che ognuno riesce a fare non si disperde. Credo che sia l’energia positiva che ha permesso al mondo di sopravvivere, Di fronte a tante ingiustizie e negatività, i rapporti di solidarietà tra persone, nella famiglia, nella comunità, nella politica permettono di alimentare la speranza che il cambiamento è possibile e che l’impegno per creare un mondo diverso deve continuare sempre. Nonostante le tante sconfitte, nonostante il predominio di forze poche, nonostante i pochi successi. Fare campagne, valorizzare le esperienze positive, insistere nel voler creare rete, coordinarsi , unirsi, ripetere i tentativi e continuare a credere che il cambiamento è possibile.

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See raccomandazioni Iniziali in the Playlist on TVPproject Channel: http://www.youtube.com/user/TVPproject?feature=mhee#g/c/6FC5534EC33797CB



 

 


Case Study

Fabio Poggi, the current Councillor for International Cooperation in Modena (Italy), tells us that in order to convey an efficacious Communication supporting Cooperation for Development, and promoting intercultural understanding as well, one of the most powerful tool is through a direct contact with meaningful witnesses, i.e. persons who have experienced in their own life the principles of International Cooperation. They should meet common people and discuss with them, at the same level (not through a one way communication, as in a conference, for example, but in a double way, through a discussion like you may have in a Party or at School, for example). They may introduce common people their own experience of life and the reason why it’s important to have and to convey other people some ideas and styles of life as those at the basis of International Cooperation. Nowadays there’s fear to meet what is stranger and different from us, and it’s through specific occasions- like a discussion with a meaningful witness - that you may overcome that fear.

"Communication is a tool - Mr Poggi says- and if we don't give it the right content, it is not guaranteed to be effective. It certainly is not easy to change people's minds, to get them out of that shell which a whole series of dynamics in recent decades probably has penned them in. Fear is primarily the result of a close-minded attitude of prejudice and racism. We need to return to placing human relationships at the centre, which means seeing the other as an opportunity for a relationship, and differences as an opportunity for enrichment. But if we do not find the right content, I think this will remain just rhetoric. We can think of several initiatives, regarding communication, through the press, but I think one of the most significant, particularly among young people, is to bring them together with significant witnesses".
 

In this regard, as examples of Good practice to promote awareness, Mr Poggi talks about the experience of Modena related to the Festival of International Cooperation 
 

Read more in his written interview (english/italian language)

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Link to the full written interview: http://www.eugad.eu/wiki/index.php?title=Poggi_Fabio_-_Interview

Link to the audio interview on Youtube (italian language) ⇒  http://www.youtube.com/watch?v=qd0DIczFh-o    Part 2, How to communicate International Cooperation activities to common people; how to spread a culture supporting Development; role of "meaningful witnesses"

playlist on YouTube: http://www.youtube.com/playlist?list=PL59B3820A0E590717&feature=view_all

 

 


 

Testimonials

Ileana Cocias, Advocay Expert and Program Coordinator P&G Balkans  thinks that in the process of looking to reinforce the communication process, everything is based on education. Public figures with more credibility and being more influential can help through the media.
There are people who are actually looking for more information and they need to be offered complete sources. Therefore a rigorous informing process is recommended, on different media channel – TV, online, press, an elaborate communication program and serious organizations to implement it. Besides celebrities, endorsers – public figures who can support such campaigns, there is a large poll of people who can get involved. Common citizens are interested in getting involved, in developing projects similar to UNICEF-coordinated initiatives that have a component more than educational and attract larger funding and public support in causes with an immediate effect: a certain number of vaccines and beneficiaries, a certain number of people to whom food has been provided or children put in schools.

See more in Interview to Ileana Cocias

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http://www.TVP.eu/wiki/index.php?title=Interview_to_Ileana_Cocias


 


 

Other Resources

Planetary Citizenship - Your Values, Beliefs and Actions Can Shape a Sustainable World
 

Book - dialogue between Daisaku Ikeda, Buddhist philosopher, educator and prolific writer and poet, President of Soka Gakkai International, and Hazel Handerson, consultant on equitable ecologically sustainable human development and socially responsible business and investment. This dialogue explores the rise of "grassroots globalists," ordinary citizens taking responsibility to build a more peaceful, harmonious and sustainable future. In their dialogue, the two maintain a practical yet profoundly optimistic view of human potential amidst the realities of global concerns.
http://www.ikedabooks.org/citizenship.html

 



 


 

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