Mass Communication and Diplomacy - Report Example

TELE-DIPLOMACY Introduction Diplomacy can be defined as the communication system which is utilised inpresentation of personal interests, by global actors, within the international arena. The international actors could be elected leaders, politicians or even appointed government officials who represent the interests of the groups which have handed them the authority to represent them(Gilboa, 2000). Increased involvement of the media in diplomatic communication has been resulted in the development of the “CNN effect” phenomenon. This phenomenon appeared following live coverage of the Gulf War by CNN which presented a fundamental change in the perception of the global population regarding the war against terrorism. Many policy makers and other stakeholders, within the diplomatic circles, have since increasingly depended on information from the media in making decisions regarding conflict resolution. The media has become a fundamental part in mediating diplomatic communications necessitated by presence of conflicts. Tele-diplomacy Tele-diplomacy can be defined as a modern communication system which has been effectively adopted in enhancing diplomatic communication. This communication involves the utilisation of television broadcast messages in conveying diplomatic messages to different sections of the public(Bakir, 2010). The messages conveyed through televisions are sometimes considered depicting the interest of the nation from which the media comes from. This has been significantly developed because of the increased media participation in political processes, an aspect which has made the media become an essential part of the political process. The capability for this form of media to reach a wide coverage within a short duration, presents the fundamental reason for the increased utilisation of television(Wetzstein, 2010). Globalisation has resulted in the increased reliance on television in undertaking many aspects and understanding different regions of the world. Similarly, diplomats have effectively mastered the utilisation of television in enhancing diplomacy. Traditionally, diplomatic communications involved various governments and their representatives communicating through secret messages, which remained private. The element of secrecy became synonymous to diplomatic communication. Increased introduction of technological devices and technological advancement, have transformed the element of diplomacy and made it become something public. Many of the involved diplomats have increasingly appreciated the utilisation of the electronic media as a channel for diplomatic communications. Public statements made on national televisions and published through various electronic media have become fundamental in enhancing diplomacy between different nations. The capability for live broadcast in of various activities has enhanced tele-diplomacy as an element of diplomatic communication. Many significant occurrence, globally have commonly been communicated throughout the world through the utilisation of live coverage of the events as they unfold. The increased need to eliminate the secrecy associated with diplomatic communication has been fundamental in the increased utilisation of media in diplomacy. The transformation which has been brought by technological changes in broadcasting has been significant in the increased utilisation of the media, and close association with diplomatic communication. The media has continuously been actively involved in the political processes, making almost all political events become elements of media concern. Many individuals commonly expect the media to present live coverage of certain significant political events. Inaugural speeches for newly elected government leaders have become a common occurrence in the 21st century and have been essential in defining the role of media in such political events. While secret information is still shared between diplomats, there has been a reduced level of secret communication because of media indulgence. Diplomatic communications are commonly necessitated by the presence of social conflicts within different regions. Many of these conflicts become identified through the various forms of media coverage, which in turn results in diplomatic communication beginning. In seeking to restore relationship and enhance communication between conflicting societies, diplomatic communication becomes essential(Bakir, 2010). Through the diplomatic communication, the various actors involved within the conflict become presented with a platform for presenting their positions, despite the existing discrepancies. Conflicts have been determined to be the fundamental focus of many diplomatic communications, and understanding the effects of the conflicts remains essential in providing a lasting solution to the existing conflicts. The role of the media within these diplomatic circles has been presentation of information, regarding the conflicts, to the general public. This remains fundamental in ensuring the conflicting societies reach amicable agreements through understanding each other. International broadcasters have been fundamental in presenting different elements occurring within the gulf region. Many of the media coverage of gulf activities have been fundamental causes of the different aspects of war within the region. The war on terror, which was initiated following the 9/11 attacks, was continuously covered on the international media for the global population(Allan & Zelizer, 2004). The media played a fundamental role in identifying the existing conflict between the region and the western world. Identification of the conflict through a media analysis of various activities related to terrorism became a fundamental element which assisted the policy-makers in deciding on the way forward(El-Nawawy & Gher, 2003). Terrorism activities occurring within different regions became linked to the Al-Qaeda group, which was presumed to coordinate activities from the gulf region. Much of the information regarding the operations of the terror group originated for the media. The coverage of the war was also presented to the global population through the international media. Revolutionary changes which have occurred within the political, international relations and the communication sector have significantly transformed the role of electronic media. Increased media involvement has resulted in a phenomenon called the “CNN effect”, in which the media appears to have more power and influence than the diplomats. Participation of the media in different diplomatic aspects has significantly enhanced the relationship of diplomacy with media communication. Diplomats within different regions of the world continue to be subjected to increased media coverage of their routine activities. This coverage sometimes extends to official diplomatic responsibilities, which might not have otherwise part of media coverage(Bakir, 2010). Many diplomats commonly have an assistant whose role remains head of media. This remains an element of the increased appreciation of the role of media on the aspect of diplomacy. Press releases remain a common communication channel for political leaders and other diplomatic leaders. The CNN effect has been a terminology which has become synonymous with tele-diplomacy because of the increased role of CNN’s coverage of international affairs. During the Gulf war, the news broadcaster dedicated time for live coverage of the events in Iraq. Since the television station remained the only one presenting the events to the world, the information presented within the news was considered by many people as the actual happening during the war(Robinson, 2002). The global community became aware of the on-going activities in the gulf because of this coverage. The perceptions which individuals from different countries had regarding the war, came from the ideologies presented by the news network; hence the “CNN effect”. Since the end of the gulf war the broadcaster gained international recognition and many people perceive CNN as presenting the most accurate information. The increased coverage of the activities and the war within the gulf region resulted in policy makers, and other interested parties becoming increasingly interested in more coverage. This further forced the broadcaster to increase coverage and develop programmes which seek to present information from the region, due to public interest. The aspects of diplomatic communication became elements of media coverage and policy making became mediatised. Many diplomatic stakeholders have increasingly relied on media information in making diplomatic decision, since the role of media became accepted as essential in diplomatic communication(Cottle, 2007). This element of mediatisation significantly increased the fundamental role of the media in diplomatic communication, especially in matters relating to international conflicts. This marked the acceptance of media involvement in diplomatic communication by the involved parties. Through the acceptance of the element of mediatised, diplomatic communication, the aspect of diplomatic communication through tele-diplomacy became an increasingly popular element of media coverage. Since many media houses are considered to hold a non-partisan role within the conflict, the conflicting parties commonly present information to the media. The increased terrorism activities within the global arena have been subject to media coverage. Since the live coverage of the gulf war by CNN, the role of media within the conflict resolution became fully transformed. While media was previously limited to presenting reports from the operations as given by the involved parties, the media gained the liberty to undertake independent coverage of the activities. The media also had a fundamental role of informing the general public, and this involved undertaking non-partisan investigations and information gathering. Despite the perception that media commonly presents non-partisan information, the conflicting parties commonly depend of the information gathered by the media in the decision-making process. The role of the media within these settings remains at the centre of the conflict. Individuals who cannot reach the conflict zones become informed about the activities through the media. The media input during the reporting of the events becomes a fundamental determinant of the perceptions held regarding the activities. The increased media coverage of international conflicts has been significant to the policy maker in aiding the decision making process. The role of the media in the decision making becomes presentation of information and ideologies from a non-partisan point of view. Increased dependence on the media information has resulted into the international acknowledgement of the CNN effect upon the policy makers. The role of media involvement in diplomatic communication becomes increasingly influenced by the diplomatic mode adopted in the particular context. Secret diplomacy remains increasingly limited and hidden from media coverage and little information becomes available to the general public under such circumstances. Open diplomacy, which remains the common form of diplomacy, can easily be undertaken through media coverage. Increased utilisation of open diplomacy and the reduction of diplomatic secrets have been fundamental in defining the role of electronic media in diplomatic communication. The media has been faced with an increased challenge to present the public with information regarding the significant occurrences within the society(Bennett, Lawrence, & Livingston, 2007). These significant occurrences have been commonly related to diplomatic aspects of globalisation. Fundamental changes which have occurred in the political, diplomatic and communication circles have been significant in defining the increased interaction between the media and diplomacy. The relevant forms of media coverage utilised in enhancing diplomacy have been fundamental determinants of the influence of media upon diplomacy. The speeds through which different forms of media can deliver information to the general public have been significant in the increased media role upon the various aspects of diplomacy. Television remains the most effective because of the capacity to present pictures and sounds, which increasingly enhance communication. The capturing of Saddam Hussein, for example, was televised and depicted to mark the end of the war on Iraq(Allan & Zelizer, 2004). Tele-diplomacy has significantly gained popularity over other forms of media because of these advantages over the print and other electronic media channels. Diplomacy remains an aspect governed by communication between different parties, with different opinions. While the central role of diplomacy remains communication, the level of communication must be controlled to ensure the involvement of the significant stakeholders. This remains the fundamental reason behind the utilisation of secret diplomacy(Gilboa, 2000). Despite the issues being discussed being of public interest, the involvement of the general public could adversely affect the diplomatic communication, through slowing the process. When undertaking such diplomatic actions the role of the media becomes limited because of the necessity to speed the process. Following the capture of Saddam, the media turned focus from the war on Iraq to reconstruction of the country destroyed by war, despite the war not having ended. Information commonly remains the fundamental aspect through which diplomatic teams commonly rely upon when undertaking negotiations. Despite this being an essential requirement, many politicians are commonly faced with the challenge of involving media in such negotiations. The coverage of the issues resulting in some high level diplomatic negotiations, commonly results from media activities. The negotiating parties commonly utilise information supplied by the media to establish their bargaining positions. The credibility of the information provided to the general public remain an element of scrutiny and fundamental purpose for increased desire by politicians to lock the media out of diplomatic negotiations(Wetzstein, 2010). Despite the increased cases of media seclusion in many diplomatic negotiations, the role of the media in diplomacy remains essential in enhancing communication of the diplomatic outcomes. Many democratic societies commonly encourage the involvement of the media in seeking to keep the public informed about the process of discussions. Opening the diplomatic negotiations to media coverage commonly influences the course of negotiation by providing opposing parties with speculative information regarding their opponents. The involvement of the media in diplomatic negotiations commonly makes the processes become open to public discussion, with many opinions arising. The increased involvement of the media commonly transforms diplomacy form the traditional secretive affair to a more open element of conflict resolution(Hoskins & O’Loughlin, 2007). The media provides support to the negotiations through the provision of information regarding various aspects leading to the development of conflicts within many social settings. Conclusion Diplomacy remains an element which is commonly utilised in seeking to mediate between conflicting societies. As the negotiations continue, the role of media in informing the general public about the progress of the negotiations becomes subject to scrutiny. The existing relationship between the media and diplomacy has been a fundamental element which has increasingly transformed diplomacy from being highly secret, to becoming increasing open. Through the media coverage various aspects of the diplomatic negotiations become elucidated for the public to understand(Hoffman, 2002). The level of diplomacy remains a fundamental determinant of the media involvement in the diplomatic activities. Despite the increased media involvement in many political processes, politicians remain commonly opposed to media involvement in diplomatic negotiation. The media however, plays a fundamental role in initiating and sustaining the negotiations that in becomes extremely difficult to completely exclude the media from diplomatic negotiations. References Allan, S., & Zelizer, B. (2004). Reporting war: journalism in wartime,. London: Routledge. Bakir, V. (2010). Sousveillance, Media and Strategic Political Communication: Iraq, USA, UK. New York: Continuum. Bennett, W. L., Lawrence, R. G., & Livingston, S. (2007). When the Press Fails: Political Power and the News Media from Iraq to Katrina. Chicago: Chicago University Press. Cottle, S. (2007). Mediatized Conflict. Maidenhead: McGraw-Hill International. El-Nawawy, M., & Gher, L. A. (2003). Al Jazeera: bridging the East-West gap through public discourse and media diplomacy. Journal of Transnational Broadcasting Studies, 10(2). Retrieved from http://www.tbsjournal.com/Archives/Spring03/nawawy.html Gilboa, E. (2000). Mass Communication and Diplomacy: A Theoretical Framework. Communication Theory, 10(3), 275–309. Hoffman, D. (2002). Beyond public diplomacy. Foreign Affairs, 81(2), 83–95. Hoskins, A., & O’Loughlin, B. (2007). Television and Terror: Conflicting Times and the Crisis of News Discourse. New York: Palgrave Macmillan. Robinson, P. (2002). The CNN effect: the myth of news, foreign policy and intervention. London: Routledge. Wetzstein, I. (2010). Mediated conflicts: Capacities and limitations of “mediative journalism” in public diplomacy processes. International Communication Gazette, 72(6), 503–520.  Read More