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).
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REPERTORY
3 - Vrinda' s Introductions to WIKI chapters
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Responsibility and challenges of the
journalists http://youtu.be/TVayifIybsA
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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.
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Testimonials
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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 |
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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
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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?
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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.
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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.
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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 |
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Testimonials
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Testimonials
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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:
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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.
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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) |
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Stefano
De Santis With
Shiva Kumar
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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."
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http://www.youtube.com/watch?v=kKRpGfLDp8E&list=PLF5005627AE37A91A&index=1&feature=plpp_video
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Testimonials
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Testimonials
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Testimonials
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Testimonials
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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 |
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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
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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 |
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