MASS MEDIA AND CONFLICT MANAGEMENT IN PUBLIC INSTITUTIONS

Background of Study

Information is power, this way, perceptions can be changed by access to the mass media. Different types of media are utilised globally to distribute knowledge and idealistically, it is also a tool for democracy. Freedom of expression is not only the core of a healthy media but also a fundamental human right and vital for a democratic structure. It stands for freedom of speech, the right to information and the representation of different opinions in a heterogeneous society. In any culture of conflict prevention, the media are an essential part and indispensable for societies trying to make a transition towards peace. On the other hand, media can be misused for propaganda purposes, to incite hatred and spread rumours and therefore artificially create tension (Raynold, 2008).

The transmission of ideas is also not limited to conventional media such as newspapers, television or radio. Arguably, the traditional media takes primacy in this, however, new technologies, the internet and digital content can also be considered in this context. Lack of information can, at any stage of a conflict, make people desperate, restless and easy to manipulate. The ability to make informed decisions strengthens the societies and fosters economic growth, democratic structures and the positive outlook on the future. For this very reason, the United Nations Millennium Declaration in 2000 stressed the need “to ensure the freedom of the media to perform their essential role and the right of the public to have access to information”.

The mass media does not need justification for its existence. Its service to the society is justification in itself. The mass media cannot only help to distribute information but also counter hate-speech and create an environment of balanced opinions, an information equilibrium. For the media, it can be problematic to find a balance between preventing harm caused by speech and protecting individual expression. Being able to find this balance, however is important especially in conflict situations.

In case of a crisis or a conflict within a public institution, the mass media can attract popular attention. The mass media is a pervasive part of daily life especially in an academic environment and thus able to shine a light on conflicts anywhere within the institutions. Broadcasting news by using community radios and locally circulated newspapers can help reach people in different areas of the institution (Udomisor, 2013). This way, people can be addressed directly and their own personal experiences and lives can be incorporated much better. The danger of manipulation and inflammation of ethnic tensions and other conflicting activities within public institutions, however, cannot be ignored. Another advantage of local media, especially radio is that in the face of ongoing situations, it is possible to convey peace messages to the warring parties.

Institutional conflicts do not occur spontaneously but tend to have a history. Local media usually have a deeper understanding of the existing political/academic structures within the public institutions, the participants of the conflict as well as the changes preceding the outbreak of violence. The media can therefore not only influence the institutions before the conflict by recognising and properly addressing the issue but also afterwards. The local media existent within an institution are arecognized part of the society with the ability to accelerate and magnify fears or reduce them. One should not forget that the mass media can play a role in escalating conflicts, which also demonstrates the potential for positive purposes (Roy, 2020). The media have the power to defuse tensions even before they reach a critical point and also keep a critical eye on all the elements of conflict by supplying credible information and reaching a large audience, the media also help in managing conflicts and promote democratic principles. In the aftermath of a conflict, reconciliation and institutional development can be encouraged as well.
Conflicts and peaceful coexistence share the same stand in media conversations considering that reporting on conflict may also entail seeking for another productive resolution to the impediment. Conflict is defined as a tussle amongst individuals over a myriad of issues including values, claims, ranks, power and minimum resources where in most cases the goals of the differing parties are contrary to those of the others (Udomisor, 2013). While the debate rages on whether the media perpetrates conflicts or not, it is unarguable that as a powerful tool, media can still be used in the resolution and management of unending conflicts. In the events of chaotic situations, it is highly anticipated that an audience’s and media’s relationship should be enhanced so as to avoid and/or reduce foreseen and unforeseen tensions (Thangy, 2014).
Unfortunately, as conflicts accelerate, communication remains to be a vital component and the media is expected to inform individuals at all times. Conveyance of information is important because lack of it brings about restlessness among the people as well as making them anxious and susceptible to manipulation. The people within the conflict hit regions are expected to make prudent and informed decisions which are strongly needed for the strengthening of their societies. Therefore, in the face of these turbulent times, this study portrays that the media should not shy away from conveying information because an audience will certainly require communication on probable problematic situations and how those challenges can be surmounted.

During institutional conflicts, many non-governmental and pressure groups often come in to offer help and humanitarian assistance in managing the conflict. Most of these organizations in their quest of containing the situation need support from the media establishments. The media becomes instrumental in supporting the organizations’ peace initiatives because besides educating, entertaining and passing information, the media can still convince and control the minds of its audiences (Shanahan, & Morgan, 1999). It is argued that the media has the capacity of offering invaluable contribution on the peace initiatives by conveying information and playing the surveillance role. Given that many queries on how the media can achieve these are bound to arise, it should be noted that the media can attain these by successfully disseminating content focusing on peace and cohesion alongside encouraging positive discussions, insights and feedbacks from the people. According to Scheuer, (1999), media has the capacity of conveying interactive programmes as well as prompting positive discussions from their audience. This being the case, there is an urgent need for the media to desist from disseminating conflict-type content but rather endeavor to transmit many peace building programmes prior and during the conflicts period (Roy, 2020).