MIGRATION ACTION

LIBRARY BROTHERHOOD OF ST. LAMPFaIPF Vol XV, Number 3 67 BRUNSWICK STREET December, 1993 FITZROY 3

The media

SHOOTING THE MESSENGER OR THE MESSAGE? NEW BOOKS FROM EMC's BOOKSHOP

B600 Labour Market Experience, Education and Training of Young Immigrants In : An Intergenerational Study By: Flatau, Paul & Hemmings, Philip. 1992. RRP: $8.95

B601 Making Something of Myself: Turkish-Australian Young People By: Inglis, C.; Elley, J. & Manderson, L. 1992. RRP: $ 1 4 .9 5

B602 Directory of Ethnic Community Organizations in Australia 1992 By: Office of Multicultural Affairs. 1992. RRP: $ 2 9 .9 5

B604 Inventory of Australian Health Data Collections Which Contain Information On Ethnicity By: van Ommeren, Marijke & Merton, Carolyn. 1992. RRP: $ 16.95

B606 Temporary Movements of People to and From Australia By: Sloan, Judity & Kennedy, Sean. 1992. RRP: $ 1 2 .9 5

B607 Discrimination Against Immigrant Workers In Australia By: Foster, L.; Marshall, A. & W illiam s, L.S. RRP: $ 19.95

B 6 1 3 Growing Up Italian In Australia: Eleven Young Women Talk About Their Childhoods By: Travaglia, Joanne; Price, Rita & Dell'Oso, Anna Maria et al. 1993. RRP: $ 1 6 .9 5

B614 New Land, Last Home: The Vietnamese Elderly and The Family Migration Program By: Thomas, Trang & Balnaves, Mark. 1993. RRP: $9.95

B615 From All Corners: S ix Migrant Stories By: Henderson, Anne. 1993. The author tells the stories of six women who came to settle in Australia. RRP: $ 1 7 .9 5

Purchases from the EMC Bookshop may be made by calling the EMC Librarian on (03) 416 0044 /

MIGRATION ACTION

Contents

VOL XV NUMBER 3, DECEMBER 1993 Editorial ISSN: 031 1-3760 The media - shooting the messenger or the message?..... 2 Migration Action is Media self-regulation and ethnic communities published by the Ecumenical Andrew Jakubowicz...... 3 Migration Centre, What the media has contributed to 1 2 5 Leicester Street, Fitzroy, ethnic communities in Australia Victoria, Australia, 3065 David Bednall ...... 7 Tel: (03)416 0 0 4 4 The Australian media and multiculturalism Fax: (03)416 1827 Philip B e ll...... 11

SBS TV - Reflecting the EMC is a non-government agency which, through its welfare, educational, project and multicultural face of Australia community work fosters the development of Australia as a multicultural society. The centre Geoff Abbott...... 14 has been working with migrants since 1962. Towards a sound for all - Its work is diversified, from community service and development to social action and Strategies for cultural diversity on ABC Radio community education. Paul Vincent...... 19 Within a framework of ensuring equal access and rights for all in Australian society, EMC provides counselling services and community Style and standards - development activities to a number of ethnic But where are our migrant voices? communities, both established and newly arrived. Kalinga Seneviratne...... 24 EMC also initiates research towards an understanding of a range of issues, and Media representations of ethnic identity: promotes change where necessary. The Vietnamese in Brisbane EMC operates a Documentation Centre comprising a library, a bookshop and Jeffrey Pittam...... 29 publishing house, formerly the Clearing House on Migration Issues (CHOMI). This is a unique Deconstructing the media: information centre on migrant, refugee and ethnic issues. The library holds over 40,000 A vital dimension of anti-racist practice documents and 250 periodicals which are used by students, teachers, government departments, John Twitchin...... 33 community organisations and others seeking up-to- date information or undertaking A plea for help from EM C ...... 36 research.

Editorial Committee: Tony Pensabene, Tonina Gucciardo and Vivian Papaleo

Editing, design and production: Shane Scanlan M ed ia TIO N Printing: Printgraphics

It is not the intention of this journal to reflect the opinion of either the staff or the committee of EM C . In many matters this would be difficult to ascertain, nor do the editors think it desirable. The aim of the journal is to be informative and stimulat­ ing through its various articles, suggestions and comments.

SU B SC R IP TIO N RATES: (per volume of 3 issues) As from January 1 9 9 3 — $ 3 6 .0 0 (individuals) — $ 4 5 .0 0 (institutions) — $ 5 0 .0 0 (abroad) — Single issue: $ 1 5 .0 0 .

DECEMBER 1993 1 T 0 R A L Boigration A ction

The media - shooting the messenger or the message?

» n this issue of Migration Action we examine the services and information, focusing rather on cultural role the media plays in shaping and presenting the learning, cultural maintenance and the teaching of views of ethnic communities in Australia. English. The media exerts a powerful influence over society. Bell is critical of the fact that Australia’s popular It serves two roles. First, it filters and reflects media has largely excluded representations of active, community views and opinions. By studying the positive aspects of cultural diversity and social media we discover ourselves, our views and our heterogeneity. Pittam examines the representation prejudices. of the Vietnamese community in Brisbane and finds Second, the media also plays a leading role in that negative images seem to pervade the shaping community views. If the media thinks an presentation of the community in headlines and issue is important, then it must be important. If the stories. media says this is the truth, then it must be the truth. Kalinga Seneviratne provides a community Of course, the reality is often more complex. The broadcaster’s view of SBS television. He finds the media sells simple messages and that why it is so service lacking in terms of the reality it presented of effective. Asian communities as opposed to the rhetoric. Two national broadcasters of relevance to Australia’s And finally, English journalist John Twitchin gives us image of multicultural society are the Australian an international perspective on racism in the media. Broadcasting Commission (ABC) and the Special Are we shooting the messenger or the message? Broadcasting Service (SBS). We are fortunate to This is the dilemma faced by researchers and ethnic have major contributions from both public funded communities in seeking to ensure that the media broadcasters. SBS arose from the desire for ethnic give fair balance and representation to ethnic communities to have their own voice. ABC radio, communities. Australia’s national broadcaster, is developing Migration Action has sought to fill this gap over the policies and programs to reflect Australia’s diverse last 20 years. This is my last issue as editor. Over population. the last five years the importance and Commenting on the role of the media are some of professionalism of the journal has grown as a voice our leading researchers into the media - Professor of the community. Andrew Jukabowicz, David Bednall, Phillip Bell and I hope you will continue to support M igration Jeffery Pittam. Jakabowicz focuses on self-regulation A ction in the future. and the failure of the system in the past to adequately represent the interests of minorities. Bednall focuses on the failure of the media to Tony Pensabene adequately inform ethnic communities on settlement Chairperson

2 DECEMBER 1993 Media self-regulation and ethnic communities

vilification legislation either in place or under preparation. By Andrew The Screen Producers’ Association adopted a policy Jakubowicz on cultural pluralism and non-traditional casting in 1992. The Advertising Standards Council monitors School of Humanities advertisements, and participates in the Media Council University of of Australia. Finally the Media Alliance (the union Technology, covering journalists) has an ethics statement which seeks to constrain journalists from using race or ethnicity in inappropriate ways.

hile Channel 9 supremo Bruce Gyngell may The average media consumer could thus be forgiven well think that Australian television shows for throwing her arms in the air, and wishing a pox such as N eig h bou rs and H om e a n d A w ay on all their houses, as she tries to find a single body W able to help her navigate her way through the appeal to the British audiences because they give messages of a harmonious if racist society before situation. How did we get to this state of affairs? In black immigration (Sydney Morning Herald, the name of de-regulation and self-regulation why November 1, 1993)- He might also have said they do we now have a system which makes complaint appeal to Australian audiences for similar reasons. and action by ethnic communities so very complicated? Whatever changes were in the wind, the Australian media is for all intents and purposes now self­ We can go back to the mid-1970s when the then regulating on issues of race and ethnicity. The last Labor government under Media Minister Moss Cass formal government controls were abandoned in late began to work out what sort of responsibilities the 1992 when the Australian Broadcasting Authority media had to the general public and what protection replaced the Australian Broadcasting Tribunal as the they needed from the increasingly centralised and industry “regulator”, and invited radio and television monopolistic ownership patterns emerging in both stations to devise their own standards. In this article I newspapers and the electronic media. Radio and concentrate on the private sector media, though the television had long been regulated, with national media (ABC and SBS) have recently governments of all persuasions aware that the developed their own public codes of practice and broadcast spectra were a scarce public resource that complaints procedures. should only be handed over to private use in return for undertakings of community benefit. With the By November 1993, there were at least eight advent of the Australian Broadcasting Tribunal which different places in which standards, guidelines and succeeded the older Australian Broadcasting Control codes of practice could be found which were Board, an opportunity was created for public concerned with issues of cultural pluralism. Both of intervention in the processes of media regulation. the electronic industry bodies [Federation of Australian Commercial Television Stations (FACTS), The key areas were in relation to the granting of Federation of Australian Radio Broadcasters (FARB)] licenses, the setting of standards, and the hearing of had developed and circulated draft codes, which had complaints for breaches of standards. In each case been finally published in August 1993. individuals or groups with an interest in an issue could participate if they could demonstrate a stake - The Australian Press Council principles had been in they had to prove their standing or involvement. the public domain for a number of years as the basis for community complaints. Both the Australian Thus the late 1980s were characterised by some Broadcasting Corporation and the Special spectacular and excruciatingly drawn-out hearings in Broadcasting Service had codes of practice which the Tribunal regarding ownership (was Alan Bond, allow for community consultation and complaints. for example, a fit and proper person to hold a The Human Rights and Equal Opportunity licence for Channel 9, which he had bought from Commission administers Commonwealth law on Kerry Packer?). racial discrimination in the provision of goods and There were other cases which sought to test the services, while a number of states have racial meaning in practice of the Radio Broadcasting

DECEMBER 1993 3 0

Standard on “gratuitous” Racial Vilification - Sydney A program may not now be broadcast which: talk-back hosts Ron Casey and John Laws each faced “1.6.5 Seriously offend the cultural sensitivities the Tribunal in the late 1980s. Ethnic communities of Aborigines or of ethnic groups or racial had taken on Casey in particular, over his comments groups in the Australian community; and with regard to Chinese and Japanese immigrants, 1.6.6 Stir up hatred, serious contempt or severe and Indo Chinese refugees. While Casey had been ridicule against a person or group of found to have breached the standards, and modified persons on the grounds of race, colour, his behaviour slightly, the processes so exhausted national or ethnic origin, gender, sexual ethnic organisational energies that later complaints preference, religion or physical or mental lodged by Casey’s employing station to test the limits disability.” of the standard did not elicit major community input. These proscriptions do not apply where it is done When the Broadcasting Services Act was about to reasonably and in good faith, in any artistic work come into effect (October 1, 1992) the commercial including comedy and satire, in the course of a television industry produced a series of draft codes broadcast in relation to an academic, artistic, for public discussion. These were the positions scientific or any other identifiable public interest preferred by the industry, though they realised that purpose, or as a fair report of or comment on a there might have to be some movement if public matter of identifiable public interest. reaction was hostile. It was good that the realisation In addition, news and current affairs have to take was there, as ethnic organisations such as the account of cultural differences in the community, so Queensland Ethnic Affairs Bureau and the various that they: ethnic communities’ councils were decidely unimpressed by the first offerings from the channels. “4.3.7 Must not portray any individual or group It is important to recognise that the codes arose in in a negative light by placing gratuitous an attempt by government to give the industry what emphasis on race, nationality, religion, it had desired for many years - a chance to run its colour, country of origin, gender, sexual own affairs. In return the Government asked that the preference, marital status or intellectual or industry undertake consultation and have a physical disability. Nevertheless, where it procedure in place for managing complaints. is in the public interest, licensees may report events and broadcast comments in The most surprising element of the draft new codes which such matters are raised.” was the total silence on any issue that vaguely resembled the racial vilification clauses of the old Commercial television has therefore drawn a sharp standards. In the crucial area of “proscribed line of prohibition of material that could be racist, material” where one might have expected some but surrounded it with sufficient caveats to ensure reference to these issues, there were four items - no that any contentious issue will be subject to full simulation of news so as to alarm viewers, and three public debate. Or will it? clauses banning hypnosis and subliminal techniques. How does the affronted member of the community It was as though the industry response to the pursue their concerns? Until last October she could debates over multiculturalism, over racism and over complain to the ABT and expect an independent the processes through which discrimination and inquiry into the complaint. A slow, overly legalistic marginalisation were reproduced, was to process, but one ensuring some neutrality by the demonstrate a total ignorance. These concerns had arbiter. Now the procedures are directed to the apparently made no impact at all on the industry licensee in the first instance. managers, leaving them as monocultural in their Our viewer is affronted. She phones the station. Her perspectives as their predecessors who had message is taken and if she leaves her name and established television in 1956. number, a staff member has to phone her back. If The organised political reaction from the ethnic the matter cannot be resolved she can complain that communities made dramatic inroads into this the material breached the code (if she knows about structure of denial. One senior state ethnic agency the code - however the implication is that the staffer bureaucrat observed that a sustained campaign had will tell her of this provision). been run, with FACTS boss Tony Branigan being She then has 30 days from the broadcast to complain particularly targetted. By May 1993, when the Office in writing. The licensee has to reply in writing, of Multicultural Affairs organised a round-table within 10 days if possible but within 30 days all up conference in Sydney on media self-regulation, (unless the material was on relay from another FACTS had moved its position significantly. FACTS licensee and then the complaint is passed on and Chairman Bob Campbell could write then that “the another 30 days is available before a reply). If the code sets out requirements which the industry has concern is about an advertisement, then the willingly embraced as part of its service to viewers”. complaint has to go to the Advertising Standards These now included two additional prohibitions. Authority or to the ABA if it is advertising directed at

4 4 DECEMBER 1993 Photo: ABC ABT standards, preferring not to venture into the the into venture to not preferring standards, ABT advise again, reply choices: three has licensee The broadcaster shall broadcast a program which: program a broadcast shall broadcaster For voyages. semiotic new of territory uncharted former the to closer stayed broadcasters radio The the completed is process this time the By outcome and complaint the lists and action, further Then comment! for licensee the to back referred again. write can she this, Presumably the radio codes miss out television’s out miss codes radio the Presumably disability”. mental religion or physical or preference, sexual gender, ethnicity, of race, basis nationality, the on group or person any commercial no that are arrangements the FARB herself. exhausted have well may complainant ABA. the to quarterly these response. reports of then FACTSdates and quarter received every report complaints to on has licensee every addition In Report. Administration Code Annual the in any on decides chair FACTS the response, a after is complaint the chair, FACTS the to goes it If chair the the on it FACTS. refer of or ABA, the to complain she all after satisfied not is complainant the If children. (b) gratuitously vilifies gratuitously (b) hatred perpetuate or incite to likely is “(a) gis; or against; EEBR 1993 DECEMBER whole issue. While FACTS head Campbell affirms the the affirms Campbell head FACTS While issue. whole reflect media electronic the in arrangements These be can Complaints television. of loops feedback This issue is left to producers who choose to follow follow to choose who producers to left is issue This there channels), the of practices on-air in reflected employer EEO an as industry television the of record the to approach “carrot” the than rather “stick” the the thinks licensee the If soon (5.2(b)). as to practicable” as responded and necessary if investigated considered, “conscientiously hours, be must office and normal in writing, in or orally made the and specificity the both out misses also system views of people charged or convicted of crimes. of convicted or charged people of views commercial the and media electronic the While “significant”, be to not part most the for found have values been Feminist advertising. sexist against forays important extremely is significant of concept The the in people reasonable on ads of impact the for Council Media the of Code Ethics Advertising The eainhp ihteravriig agencies. advertising their in their with advertisers the relationships to and etc, drama to in casting relation non-traditional on SPAAcommitment the practice. improving for guidelines broadcaster no are not is suggests field the in research independent most that position (a society” complex “our multicultural reflecting to commitment its and place. how to takes as this made often is indication No ABA. to the FARB to for FARB report to and sent FARB, kept, from be to request on need Records to ABA. right the her to of complain complainant the advise the shall response, licensee the with satisfied not is complainant complaints The radio. see can’t you because “colour” references to race, nationality, religious or political political or religious nationality, race, to references religion, nationality, race, on against emphasis made gratuitous are prohibitions the Thus media. not does it fair, and honest as comment and news dominant and first the as affirms interest council public the the While Council. Press benign the of the gaze under run protected fairly a had long label mutteringly they what of constraints the widely. voiced not anti-racism is and community the through extend significantly values racist if advertising racist justify to its in found has movement women’s the as here, “serious assessing of basis the as used are standards” community prevailing “general while unlawful discrimination, on is only regard this The in them. to prohibition who communicated others ad to the and have may directed, is ad the which to class is concern The problems. of sorts similar indicates colour, country of origin etc, and irrelevant irrelevant and etc, origin of country colour, the in discrimination structural of issues address to committed is and principles, its in consideration under around flailing been have sector advertising used being to open itself leaves code the indeed and section”. significant a or community the to offence “political correctness”, the commercial press have have press commercial the correctness”, “political / 5 it 6

Photo: ABC where fairness so requires. so fairness where or reputation the to damaging material Where which were made against Hungarians - in the the in - Hungarians against made were which two reported News the of issue same The legal a of attack tangible represented racial laws that stated vilification have to reported further was Alcorta “I put: simply were viewpoint, opposing any without reports It circulated. widely is and council the of public the face carries News Council Press Australian The and prompt for “opportunity an provide to required h cmetws ceryitne s oe [Itwas joke. a as intended “clearly was comment the communities European/Jewish the of members from of examples rare the of some on adjudications press. the of freedom and press free the on nature favour”. or fear without is it as such news the report a to itself reduce should press the think reported position, Alcorta’s meeting. at public speech council a platform a give a to invited Alcorta, Frank journalist of Darwin views the to it prominence multiculturalism gave and communities ethnic to relation addressed specifically has it year past issues. the wider Over raises and complaints of adjudications length”, reasonable at reply prominent appropriately are press the published, is group a of interests context of foreign takeovers. The council ruled that that ruled council The takeovers. foreign of context comments for criticised one In was slurs. columnist racist as Sydney a saw they what of use the over concerns to related Both racism. over complaints should it task: unadorned and plain straightforward, In 1993). (May Differences” “Accommodating and 1992) (August “CulturalDifferences” EEBR 1993 DECEMBER The self-regulation of the media leaves the public public the leaves media the of self-regulation The considerable the Given funny. them find you that the right to “joke” was more important than the the than important more was “joke” to right the that the which into Hungarians of of discourse stereotyping public negative a already was there background, have been fully tested, while the Press Council has has Council Press the while tested, fully the been of have case the In sham. a or useless are procedures feel who persons to given is reply of right full offence cause to intend not do and gratuitous for right the affirms Council Press the general, In depend can it - things funny are ethnic Jokes and racial disharmony”. incite to attempt deliberate a not] offence taken by a Hungarian Australian at the joke. the at Australian Hungarian a by taken offence was case this in decision The fed. columnist Sydney Hungarian his of because untrustworthy as Greiner eport R not seem to have been overcome by the current current the □ by overcome procedures. been have does to seem minorities of not interests the to past represent the in adequately system the cases. of failure outrageous the most However the in acting of record some to new too are procedures the media, electronic the mean not does This industry. the which to arbitration power of assign processes the on dependent offended. a and content, editorial or news of not views and the are columnist a 1993), May News, 639, (Adjudication not are they as long as made, and be to race to ethnicity relationship in statements outrageous Sydney a by comments about raised concern whether to as them of butt the are you whether on presenter about former NSW Premier Nick Nick Premier NSW former about presenter 0 3 7

approach to settlement issues. The major approach was to identify settlement issues that were W hat the “important” and to find how the media was used to pass on information to its audiences. Even this meagre approach revealed a very limited role for the media. Of far greater importance in media has finding settlement information were networks of family and friends, especially among NESB groups. This will come as no surprise to anyone who has contributed to worked with or within these communities. In the Newspoll research we were able to show that specific advertising campaigns, such as that relating to the T ax P a c k , were able to communicate a limited ethnic amount of information to the majority of people from NESB communities. But as advertisers recognise, it takes a massive amount of advertising to get consumers to retain some simple impressions communities in about a brand. In his recent book, Max Sutherland has pointed to the limits of what advertising can achieve.5 When we are talking about settlement information, Australia we are covering a vast array of information which people need to learn if they are to settle in Australia. Virtually every aspect of life is disrupted and the old ways of “thinking as usual” will often be inappropriate. We should add to this difficulty a diversity of underfunded agencies all using limited resources to push out diffuse information. Clearly little of this well-intentioned effort will reap a reward. A final difficulty is communicating settlement information that is of practical use. To use a service By David Bednall successfully implies knowing much more than the fact that it exists and the outcomes it produces. All successful services involve a co-production between o powerful is the media thought to be that customer and supplier. For example, to get service policy makers often see it as a panacea for over the bank counter both the customer and bank many of society’s ills. In the area of ethnic S teller have a role to perform. Specific interactions, affairs, providing settlement information to groups in such as handing over a completed withdrawal slip, need was long seen as a promising role for the are required. In other words the customer, as well media. Of particular concern were people of an as the supplier, has a detailed role to learn. NESB background, especially the elderly, the newly- arrived, women and the socially isolated We have all had experience of using an unfamiliar service and feeling awkward and a little stupid in Research I have conducted and reviewed suggests trying to get a successful outcome. How much more that, in fact, the media has provided minimal help difficult this will be in a different service culture with here. Other functions of the media have had far a different language. Simple media messages are greater significance to Australia’s many ethnic clearly insufficient to help NESB communities learn communities. These include cultural learning, this complexity. Rather someone is needed to show cultural maintenance and to some degree the people the ropes. Commonly this is a friend or teaching of English and other community languages. relative. Settlement As I have suggested elsewhere,6 all these difficulties Let us deal with the settlement issue first. Several imply that settlement information campaigns should studies were conducted in the 1970s by the then have new priorities. Firstly, the primary focus Department of Immigration1, by the defunct should be on making sure that the “friends and Australian Institute of Multicultural Affairs2 and by relatives” all know some primary sources of referral. Scott3 in the 1980s and more latterly by Newspoll.4. In other words, it is important to make well known a In general, all these studies took a very limited few places that can put the individual or family in

DECEMBER 1993 7 contact with the correct service provider and to media. In turn this may reinforce existing teach them how to make effective use of it. Such stereotypes. referral centres include the EMC, ethnic agencies, Learning English Migrant Resource Centres and the Telephone Interpreter Service. Ethnic radio, with its emphasis In the nearly 50 years of post World War II on community news and affairs, is well placed to immigration there have been a number of attempts facilitate this. at using the media to teach English. The SBS current English a t W ork series and the 1970s You Say The Secondly, there is the need to co-ordinate various Word?series have been the most thorough efforts. information campaigns, especially those for government services. It is better to have a few Policy makers have often held high hopes that such successful campaigns than a multitude of successful programs could be effective in reaching NESB ones. Thirdly, greater use can be made of the ethnic groups with limited access to the most effective press which has flourished among the more newly source of learning, namely English classes. Such arrived communities. With daily Chinese and groups as the elderly, the socially isolated and Vietnamese language papers, for example, there is women were all thought to benefit. This approach ample opportunity to pass on detailed printed can be termed autonomous learning. information to community gatekeepers. Research shows that many of the difficulties Finally, there are other types of media that can give identified in learning settlement information also a better illustration of how services work. These apply to the problems the autonomous learning of include documentaries and dramas. However, they English using the media. Educational theory would are expensive to produce and thus limited in the also suggest that the people most likely to benefit range of situations they can depict. from autonomous learning would be those who are literate in their own language and those people with Cultural learning higher levels of education. Such a background has Despite the view that settlement information has not been common among the target groups of been hard to teach, there is some evidence that ESB people with limited access to classes. media has contributed to the perceptions NESB Over the years, many interviews with potential users communities hold about ESB .7 Through of these programs have also revealed their difficulties television drama and other cultural artifacts, a stream with using such programs in the home setting. of depictions of Australian life are repeatedly shown. Beyond this, the survey evidence shows that the It is not the number of depictions that is important amount of exposure to these programs has been here. Rather, it is the ease with which these views historically very low, as the Newspoll study makes can be incorporated into patterns of existing social clear. perception. All this suggests that the media can best contribute For example, in Australian family dramas on to the learning of English by supplementing classes television, family conflict is an essential plot and by reinforcing other types of instruction. These ingredient. Since these television families are more include workplace English and possibly the Home permissive than many NESB families, it makes sense Tutor scheme. The media may also have a role in to see the conflict as an outcome of this publicising available classes. Beyond this, it is hard permissiveness. This makes the programs appear to be optimistic about their role. realistic. In turn, this can lead to overestimate of the extent of social problems in everyday ESB Australian Cultural maintenance life. Radio broadcasts in languages other than English It is important not to overstate the case here. The have a long, but limited history in Australia. Much media can have some influence in reinforcing of the early broadcasting was carried by commercial already held views. Actual experience of ESB radio, a tradition continued by station 3AK in Australian families, when and if this occurs, is likely . Government supported multi-lingual to have a far more significant influence on social broadcasting, beyond Radio Australia, had to wait perception. until cultural pluralism became officially accepted. We should also remember the influence that the Thus it is only in the last 20 years that ethnic radio ethnic media is having on the ESB community. In and television have been available. Numerous matters of food, travel and a wider appreciation of reviews, especially the thorough and insightful the world, this media has contributed to a broader Connor Report9 have observed the great success of national perspective. Even the ABC has started these enterprises. showing programs in languages other than English! Their most immediate benefit of this activity was the Not all of this coverage is rosy, with ethnic conflicts recognition bestowed by Australian society as a being the issue most likely to be featured in the ESB whole on each language and culture featured in

8 DECEMBER 1993 Photo: As for the content of the media, clearly the most most the clearly media, the of content the for As group. own your or yourself The ethnic press also are an important advertising advertising important an are also press ethnic The offered were they if well most that respond clear would was It groups communities. their among respective programs SBS popular most the Italian study, that In countries. source main the to also study Newspoll Our have here. radio role key ethnic a and played press ethnic The generation first migrants. for least at homelands, the groups’ of NESB news involves programming after sought and enjoyable more nothing is there argued have I elsewhere, As beliefs”10. shared of celebration what was this to allied Closely media. new these national advertisers could only envy but never but envy only could most that advertisers national messages a offer commercial They of targeting precise people. business local for medium their to greatly communities. contribute ethnic radio, the ethnic both and press including media, local news. that community here is local It is importance equal near welcomed. Of be clearly will to coverage SBS by news its moves expand recent The programs. similar be to shown were broadcasts language Greek and coverage news its expanded it if ethnic audiences large, attract specific could television SBS that showed featuring content than media the in interesting and representation “creation, the called has Carey EEBR 1993 DECEMBER e hudnt hwvr asm ta utbcue a because just that assume however, not, should We programs Ethnic-specific entertain. to is media the how me tell to used also interviews skills. in their Parents reinforce to opportunities give further programs them the languages, parents’ their learning NESB by languages first of the to maintenance contributes also media multicultural The vigorous this of use effective made similarly has that it is therefore sure to please. All communities communities All please. to sure therefore islanguage it own that immigrant’s an in shown is program limited have otherwise would who aged, ethnic also entertainment of provision The study. the in Newspoll migrants most NESB the the among for programs were movies popular new Thus own their in language. enjoy drama they relive that or programming enjoy to other and chance the group each offer of role primary the that remember should we Finally, children. their of eyes the in it help legitimise would air on language first their having also are immigrants of children Where communities. births. such and of weddings passage, means as of a rites provides community also various press ethnic celebrating The medium. advertising government all, not but Some, emulate. culture. Further, presentations of material that is that material of presentations Further, popular for culture. liking their in themselves amongst differ entertainment. for opportunities the as such groups, reach to society our allows 9 0

contentious on social, political or religious grounds References may be rejected. 1. These studies were intended for internal use by More likely, though, is the feeling that there is too the department, but it is understood that the little content appropriate to each language and EMC holds some copies. The author worked on culture. From the perspective of ESB audiences and some of these studies for the Department. their 24-hour a day ESB media, this is correct. From a resource point of view, it would be impossible to 2. Evaluation o f Post-Arrival Programs and provide similar services to even the main NESB Services. Melbourne, AIMA, 1982. groups. Where resources are limited, the only 3. Scott, WD and Company. Survey of the rational rule of thumb here is to apportion resources Information Needs of Migrants in Australia. roughly according to community size. Clearly all Canberra: AGPS, 1982. groups have media needs and these do not 4. Media and Immigrant Settlement. Canberra: necessarily diminish as a community ages. AGPS, 1992. The author was the project manager The experimental pay television service Teleltalia, for this study and wrote the summary and which started in Melbourne, demonstrates another detailed technical reports. medium which could deliver significantly greater 5. Sutherland M. Advertising and Mind o f the amounts of NESB programming. In the case of C on su m er. Sydney: Allen and Unwin, 1993- Teleltalia, the content is largely based on replays of 6. “Marketing Government Information to a everyday television programming from Italy. Similar Multicultural Audience.” Paper delivered to an stations could deliver hours of programming to other Ethnic Affairs Commission - SBS Multicultural NESB groups. Indeed, we might suspect that such Marketing Seminar, Sydney, May 1993. services have a better chance of being viable that the mooted national ESB pay television services. 7. Bednall, DHB. The Role o f Television in Influencing Greek Immigrants’ Perceptions o f the Conclusions Australian Family. Unpublished PhD Overall, the evidence suggests that the media have Dissertation, LaTrobe University, 1986 only played a limited role in helping NESB 8. Bednall D and Campbell J. Investigation into the communities settle in Australia and in learning Audience Size, Teaching Effectiveness and English. However, the ethnic and multicultural Production Qualities o f Series B o f the METV media have entertained their audiences and program “You Say the Word”. Melbourne: informed them of important news from their Department of Social Security, 1975 communities both in Australia and overseas. In King RC, Hill SC and Fahey LA. A Report on doing so, they have helped strengthen Australia’s Migrant Education Television in Australia: Study multicultural society. ■ o f “You Say the Word” and the Immigrants fo r Whom it is Made. Canberra: AGPS, 1979 David Bednall is a Lecturer in M arketing at Monash 9. Committee to Review of the Special Broadcasting University in Melbourne. He has held a number of Service. Serving M ulticultural Australia: The Role positions in media research and ethnic affairs, o f Broadcasting: Report by the Committee o f including Head o f Research o f the Australian Review o f the Special Broadcasting Service. Broadcasting Tribunal, Assistant Director Migrant Canberra: AGPS, 1985 Services fo r the Department o f Social Security and 10. Carey JW. Communication and culture. Senior Research Fellow, Australian Institute o f Communication Research, 1975, Vol. 2(2), M ulticultural Affairs and Research Psychologist, P.1771. Department o f Immigration.

10 DECEMBER 1993 f

The Australian media and multsculturalism

By Philip Bell, Associate Professor of Mass Communications, Macquarie University

R t is almost a decade since the Australian media I gave the name “the Blainey Debate” to responses I to that professor’s opinions about “Asian” immigration. His views were couched in ill-defined racial/ethnic terms, like “Asian” and “non-British” and became both the cause and the focus of what the media reported as a controversy or “issue” (one that, apparently, the media themselves had no active role in creating). In the media, a controversy usually means a social or political issue in need of a solution about which two rather predictable groups of “experts” differ. The terms of the “Blainey debate”, however, were set by the “prominent academic/historian” whose newsworthiness guaranteed that the problem (which was unrecognised or not salient before his comments) was addressed w ithin his definitions. Stella Artois. About as sophisticated as a beer can get. The “debate” having been so defined, the media response amplified its significance as reports of In this example, published in "lifestyles" magazines and support for, and opposition to, Blainey’s views were in Penthouse , during 1 9 9 2 at least, the age, gender, published. ethnicity and perhaps even the class of the models are Editorial comment confirmed the emphasis. Even presumed to contrast with how the viewer/reader sees when an editorial was as liberal and as critical of himself. Blainey’s view as that of the Sydney Morning Herald (below), however, it had to concede that ethnic reinforced it by accepting the terms in which it was group problems were inevitable if immigration is too originally defined. (Bell, 1987) rapid: Newspapers and television do not merely describe, There is no doubt that greater diversity of they partially (in both sense of that word) interpret cultures of ethnically and racially mixed “race-” and “ethnicity-” related issues. They a d d ress neighbourhoods, workplaces and dole queues their readers and audiences in ways which a ssu m e inevitably increase the chances of racial tension. certain semantic and, ultimately, ideological In this editorial comment, Blainey was credited with positions. both humanity and eminence. “Racial” problems “Immigration” debates, for example, are reported as were seen as the work of “racists”, which sits rather though readers/viewers are all non-immigrant, inconsistently with the above-quoted “fact” about the “Anglo” or majority Australians. These people are inevitability of “racial tension”; and, anyhow, it was usually addressed as though they have a argued, there are not really very many Asians consensually integrated set of values. Those immigrating! Clearly, even in opposing Blainey’s problems and groups whose threat makes them way of posing “the problem” the media may have newsworthy threaten this consensus. Thus a set of

DECEMBER 1993 1 1 0

implied polar opposites underlay the Blainey debate find that the blonde youthful ideal continues to It boiled down to contrasts between “us” (whom the mock all representations with which it is contrasted media address) and “them”. in the media - from cute babies in The W omen’s Consensus (harmony) - Dysensus (conflict) W eekly to centrefolds in P layboy. Normal - Alien Ethnic difference is seen not only as threat. Ethnic types are infantalised, marginalised and otherwise Non-Asian - “Asian” disempowered in various ways. A recent survey I Economically united - Economically disruptive conducted of both electronic and print media “Us” - “Them” showed the following: Much more subtle threats can be found encoded in Newspapers do not report heavily on media products, however. Indeed, even the multiculturalism. Of items dealing with immigration, “humorously” inconsequential significance of multiculturalism, etc., about half nominated groups advertisements may be deeply ethnocentric. The or individuals by specifically ethnic labels. Almost reinforcement of the reader’s assumed ethnic, class 40 per cent reflected negatively on such groups or and gender power may be seen in many on multiculturalism as such. However, very few advertisements which construct images of involved obvious stereotyping of minority groups. “otherness” against which the “normal” addressee is The more frequently an issue appeared (eg refugees, invited to define him/herself. immigration, Aboriginal land rights) the more likely it Advertisements for “Singapore girls” place Australian was to be negatively inflected concerning ethnic men in positions of power, able to consume the interests. Ethnicity was most likely to be seen by the relevant airline’s services through the metaphor of press as relevant to crime, international news linked the servile woman. Perhaps the most telling to local communities, law and order and arts/culture. example of how advertising constructs and Generally, although feature articles in quality disempowers the “other” in order to flatter its newspapers tended to be positive, bad news about potential customers is the “Stella Artois” (beer) multiculturalism tends to be good news for the press. advertisement which depicts two laughing women. Although not as strongly as during the “Blainey In this example, published in “lifestyles” magazines debate”, immigration and immigrants are still seen as and in P en th o u se , during 1992 at least, the age, costs to the “community”, with headlines frequently gender, ethnicity and perhaps even the class of the connoting division, conflict, violence and suffering. models are presumed to contrast with how the The press ignores many potentially important topics viewer/reader sees h im self. Irony, or sarcasm, is and writes almost exclusively from the perspective of used to empower the person whom the ad the Anglo-Australian majority, despite the relative addresses. He is, by implication, all that these infrequency of explicit racism and ethnicism. women are not - “sophisticated” like the beer he is Popular magazines gave almost no coverage to invited to drink. (Protests to the Advertising multiculturalism, although The Bulletin did address Standards Council of NSW about the ethnicism and Aboriginal land rights (of interest, of course, to its sexism of this “humorous” ad have been rejected. It business readership). Magazines continued to is considered not to be “offensive” by the industry’s address their readers in ethnocentric terms, seeing “watchdog”.) “otherness” as alien, threatening or exotic (in both The verbal discourse of the “immigration debate”, as women’s and men’s publications) or emphasising the well as the assumptions on which much commercial powerlessness of available females from the Orient advertising is based, position the assumed Anglo- while at the same time creating images of dominant Australian reader as the norm, empowering him or male Japanese (men’s magazines). her by contrasting his/her unquestioned social, These contradictory connotations formed the ideological position with the threat of “otherness”. contrasts to the local norms depicted as fair-skinned These examples suggest that the construction of mothers and children, or as glamorised models ethnic differences and the reiteration of the power of which all popular magazines idealise. what, in media terms, is the non-ethnic majority can Television’s narrow news agenda and the networks’ be very subtle. But the sheer weight of intense competition for audience via dramatic visual representation in all the popular media which news render multiculturalism and related issues only assumes the normality of and thereby valorises the occasionally newsworthy. Extreme negativity Anglo-Australian ideal must also be considered. (crime) or personality-oriented, celebrity reporting, It is not that these many news items, feature articles therefore, predominated. or advertisements appear noticeably ethnocentric in Commercial current affairs programs gave quite isolation. Rather, they constitute taken-for-granted negative coverage to immigration and ethnic issues. frames of references in which ethnic diversity or Migration, black Australians and “Asians” loomed multiculturalism are understood. It is no surprise to large in television information programs where

12 DECEMBER 1993 I

“ethnicity” seemed to be a problem for the assumed meaning of multiculturalism in these media appears Anglo audience. Television is generally both to be changing towards an empty label signifying nationalistic and populist, hence its general cultural diversity of a superficial kin (cuisine, assumption of a majority (Anglo-Australian) national “folk” customs) while other concepts ideological perspective. continue to circulate to label more socially or Australian-produced television drama, at least in the politically significant aspects of different periods studied, was almost completely communities and their interactions with each other - monocultural. However, this exclusionary picture labels such as “ethnic” (reserved for minorities), has recently begun to change, especially on the ABC. “migrant” or “immigrant”. As Teun van Dijk (1991) Actor’s Equity’s concerns about the homogeneity and has commented, and as “ethnic cleansing” clearly Anglo-centred narrowness of Australian television shows: drama are reflected in a report it recently “Ethnic positioning of self and others may underlie commissioned (Communications Law Centre, 1992). the same hierarchisation as that based on “race” The actors’ industry group reiterated my concern that which may in turn give rise to and legitimate a monocultural homogeneity in popular drama must system of ethnic dominance or exclusion, that is, be particularly unrealistic for young audiences who ethnicism. While seen as morally less reprehensible, themselves will frequently watch soaps and the emphasis on culture and cultural differences has adventure programs within a non-Anglo-Australian become the modern variant of earlier Western home or after returning from a school in which ideologies. ”(p. 26) cultural and linguistic diversity is the norm. In Australia, however, the media are not univocally Advertisements exploiting ethnic or national ethnicist; change is possible and is gradually stereotypes were not common, but their occasional occurring. Nevertheless, the media seldom reflect on trivialisation of non-Anglo models when contrasted their reproduction of dominant ideological to the “normal” blonde, Aussie ideals carries constructions of ethnicity and multiculturalism. They considerable ideological weight. seldom analyse or historically contextualise such Radio talk was often deeply ethnocentric. The issues, preferring to see all “linguistically and generally complaining tone of talk-back radio historically distinct”' groups from the perspective of produced a discourse in which “normal” Australian the majority. If the media are potentially educative, callers represented themselves or “their” country as their multicultural curricula are narrow and shallow. victims of immigrants, governments and bureaucrats. References Hosts were sometimes ignorant to the point of Bell, P. (1987) “Race, ethnicity: meanings and condoning strongly ethnicist attitudes. media”, in R. Bell (ed) M ulticultural Societies: A Radio advertisements were also occasionally ethnicist Comparative Reader, Sable Press: Sydney. and frequently Anglo-centric (employing “Aussie” Bell, P. (1992) M ulticultural Australia in the Media, accents) - both linguistically and ideologically. Office of Multicultural Affairs: Canberra. By looking at the way the media constructed more Communications Law Centre (1992) The abstract debates about multiculturalism, how they Representation o f Non-English Speaking covered policy issues and political debate, it can be Background People in Australian Television argued that such important issues are seldom seen as D ra m a (for Actors Equity). newsworthy by the Australian media. For example, OMA initiatives during the period studies, as well as Goodall, H et a l (1990) Racism, Cultural Pluralism, cultural and social justice arguments for a and the Media, Office of Multicultural Affairs: multicultural society, refugee or other intakes, were Canberra. overshadowed by discourses which emphasised the Van Dijk, T.A. (1991) Racism and the Press, numbers and dollar costs to the Australian economy Routledge: London. of “high” or “higher” levels of immigration. Although less explicit, these echoed those which had been so audible during the “Blainey debate”. (“Business migration rorts” and “failures” were very ' These data are reported in Bell (1992) and cover negatively covered, especially during 1991). three two-week-long periods in June 1991, Ironically, 1991-92 saw a marked decline in November 1991 and June 1992. Popular news immigration to Australia. media, magazines and Australian-produced television The popular, Anglophone Australian media largely drama were included in the analysis. exclude representations of active, positive aspects of ABC-TV reporter Deborah Snow’s phrase in a cultural diversity and social heterogeneity. The report on conflict in the ex-USSR, 27.9-93

DECEMBER 1993 13 0

community and has evolved into a major vehicle for cultural and linguistic maintenance. The SBS TV - Government has recently recognised the importance of the service with the decision to establish an SBS National Radio Network. (See box on Page 17.) SBS TV, which is the focus of this article, exposes all Reflecting the Australians to a multiplicity of cultures and perspectives. The policy of multiculturalism is really built on a faith that the interaction of the different and vital cultural components of Australian society multicultural will produce a better and stronger social fabric. And the fabric will be distinctively Australian. In performing this role, SBS TV inevitably exposes face of differences of opinion and the potential therefore exists for virtually all of SBS’s viewers to disagree strongly with something they have seen. The SBS Codes of Practice, introduced in March 1993, Australia recognise this. The introduction states: “The SBS believes that its audiences are best By Geoff Abbott served by unobstructed exposure to a wide range of cultures, values and perspectives. The Senior Policy Analyst challenge for the SBS is to present diversity in a Policy and Co-ordination Unit responsible manner, which includes ensuring a Special Broadcasting Service balance of diverse views over time”. hen Australians around the country turn on The codes acknowledge that not only may their television sets, it is unlikely that the programming be controversial and provocative, but it faces they see will illustrate the reality of may “include the presentation of points of view or W values which are distasteful, or even offensive, to Australia’s multicultural society. particular individuals or groups”. Audiences must That is, unless they happen to be SBS viewers, come to SBS knowing that points of view other than because diversity is the essence of our television their own will be presented. schedule. If broadcasters are not prepared to be honest in Operating as an extension of the Federal presenting cultural diversity then the final product Government’s policy of multiculturalism, the SBS has emerges as watery, bland and uninviting. But when had a mandate to explore the complexities and honesty is combined with balance and responsibility, diversity of Australian society since it began in 1978. then the result can be both enlightening and The Government’s expectations are now articulated attractive. in the SBS Charter which is enshrined in the SBS’ own legislation - the SBS Act 1991. The Charter The SBS approach — defines SBS’s principal function as follows: Owning the message “...T o provide multilingual and multicultural radio The SBS approach to presenting the different and television services that inform, educate and communities and groups is more about “reflecting” entertain all Australians, and, in doing so, reflect rather than “portraying” cultural diversity - a small Australia’s multicultural society.” but significant difference. In any portrait, the hand The Charter sets out various ways in which the SBS of the artist is an integral element. A reflection is should go about fulfilling this function. All of them, always about the subject and that is where SBS tries in one way or another, involve the presentation of to place the emphasis. cultural diversity. When presenting diversity, there is a tendency for Part of SBS’s responsibility in presenting this society’s other Australian media organisations to say: “This is diversity is to help the various communities in what they are about”. Instead, SBS tries to provide maintaining their individual cultures. SBS does this opportunities for people to say “This is what we are through providing opportunities for the individual about”. This is the only way that the multicultural cultures - including languages - to be exercised and face of Australian society can be faithfully presented. expressed. In this way, the uniqueness and strength The SBS programming and employment policies are of each can be celebrated and maintained. geared towards giving communities and groups a SBS Radio has proved that non-English language stake in how they, and the issues of particular programming is wanted and needed by the concern to them, are presented on television and

14 DECEMBER 1993 Photo: SBS Judgements on how well the SBS is performing its performing is SBS the well how on Judgements Wherever possible, the SBS encourages the subjects subjects the encourages SBS the possible, Wherever self- and self-expression of principles The Strait Torres or Aboriginal “an that state codes The an provides issues indigenous with deals which The day commences with with commences day The opinions. the express to again Codes: quote SBS To the from SBS. to important are identification communities. and groups all with organisation the Islander Strait Torres or Aboriginal of view Islander portray. to than rather reflect Practice of Codes SBS the of section The radio. in Constitution Australian theon verdict its considers and evidence expert task can only be made through looking at the output output the at looking through made be only can task cend t7. m n ensa 22 December 2 2 Wednesday on pm 0 .3 7 at screened It comes back to reflecting rather than portraying. portraying. than rather reflecting to back comes It across approach the apply to ownership is aim of SBS’s one the is and issue The Torres view”. or Islander Strait non-Aboriginal a to preferable is issues to trying of policy SBS’s the of example excellent case Friday, November 19 - will give an idea of the the of TV: SBS idea of an diversity give will programming this in - 19 - November programming Friday, day’s case One network. the of "The face of Australia" on S B S TV - a jury of 1 2 hears hears 1 2 of jury a - TV S B S on Australia" of face "The ree Iay Cia Rsi, h S n rne In France. and US the Russia, China, Italy, , from , programs affairs current and news in 93. 3 99 1 What you see — SBSTVschedule see The you What ohwayohrgop st e identified.” be to is group other any how to freely is it if - self-identification groups’ uses but s o ujc o h dsrs fayoe ru as group one any of desires SBS the The to subject not is choice. individual of matter a as made groups, ethnic on labels impose not the does SBS Accordingly, identity. cultural and ethnicity perceived own their express to individuals “The SBS encourages different groups and and groups different encourages SBS “The or n theAct, in Court rd atch W orld W EEBR 1993 DECEMBER o e re­ be to which brings brings which utainpplto. h tlvso evc is service television The population. Australian women. women. lhie’ disease. Alzheimer’s - Netherlands the from movie a finish, to And omnt nomto rga ti psd i in is episode this - comes program information Then community Spanish. in introduction an has programming. The 5 o’clock episode of of episode o’clock 5 The educational of programming. strand a follows afternoon early The strongly held belief at SBS is that over time there there time over that is SBS at belief held strongly The week every Australians million 3 some by watched And faces. and accents viewpoints, different to used resultant The English. than other languages in be has SBS the network, very television itsthe of From beginning distinctive. is SBS of “look” The programming. its of freshness has TV SBS that surprising not is it mixture, this With presents a mix of music of diverse origins and styles. styles. and origins diverse of music of mix a presents Croatian. takes over at six with with six at over takes Murray Les Croatian. change of gear at five past eleven when when eleven past five at Another gear of history. change entertainment in Japanese p. character Tram le b a v o L the typical American-British hybrid in their choice of choice their in hybrid from away American-British move typical to the prepared Commercial now are broadcasters television. on speaking and non-English a made background has from SBS be to effect. acceptable it flow-on significant a been has audience that of up make the that show studies and the of percentage good a up make audiences SBS’s become have They approach. its to become accustomed have audiences SBS’s time, Over cultural society. the Australian of reflects diversity much very presence on-air SBS must Schedule TV the of half that is itpolicy and established backgrounds, of range from drawn extraordinary are an journalists television readers, and News presenters non- from backgrounds. identifiably speaking were English who people to on-screen and the exposure was on-air SBS regular give to so. is channel this first ensure to effort big a made and quality the for reputation international an - program cooking a and the Into entertainment evening affairs. current of refreshingly analysis a provides perceptive then Murphy world’s Paul the on window events. a open throws news which a with thirty service six at makes Kostakidis appearance Mary nightly her course, Of results. rugby and activist. The Friday cult movie is movie cult rights Friday civil The woman black activist. a Wells, B Ida of life the is representative of Australian society as a whole. a as society Australian of representative is Sports, Eyes ao s, hadow S ork W seof frica. f A o aste T looks at the lives of six prominent Australian Australian prominent six of lives the at looks deals with problems facing new migrants, and and migrants, new facing problems with deals which does more than provide the cricket cricket the provide than more does which a deeply moving film about the onset of of onset the about film moving deeply a ople p eo P The flow-on effect flow-on The At eight o’clock, o’clock, eight At Tora-san is the most popular single single popular most the is Tora-san turns its attention to America and and America to attention its turns A different face different A ruhAustralian u A hrough T r-a Our O , ora-san T d a m o N ls at a glish n E orld W FYI, nd in M /

a A

15 reporters, news readers and current affairs hosts. SBS TV tries to ensure that potential advertisers are Casting practices for drama are gradually becoming informed of the SBS’s responsibilities as a national less rigid in what is acceptable for the commercial multicultural broadcaster. So the philosophy is not world. to direct advertisers but to provide information and SBS has been, and will continue to be, an important opportunity for change. catalyst in the process of changing attitudes - by its An example of this philosophy in action was the example, its actions and its contributions to the seminar on Marketing in a Multicultural Society, held debate on representation of minority groups in the at SBS on November 3, 1993- Marketing managers media. and marketing directors of private sector companies An early example of SBS TV’s explicit participation were invited to hear speakers including Dr Mary in that debate was its three-part documentary, A Kalantzis, Director of the Centre for Workplace Change o f Face. Made in 1988, this program gave Communication and Culture, University of voice to the frustration and anger of many writers, Technology, Sydney, and Malcolm Long, SBS’s directors, performers and some critics, faced with the Managing Director. Similar seminars are being failure of the Australian film and television industries initiated by SBS in all Australian capital cities. In to represent Australians of non-English-speaking Melbourne, SBS is due to host a Multicultural backgrounds. Television advertising and certain Marketing Seminar with Information Victoria early in soap operas were particularly targeted in discussion 1994. Already advertisers are starting to consider the of issues of casting and stereotyping. It is perhaps multicultural context when selecting advertisements an indication that much still needs to be done for placement on SBS TV. towards a realistic representation of Australia when, Hopefully, the next step will be a greater recognition at the end of October 1993, Channel 9’s Mr Bruce of diversity as a factor when advertisements are Gyngell, according to reports in the Sydney Morning actually being made for the larger markets - maybe Herald, mentioned some of the same television it is already happening. The reality is that right now soaps, saying they are “racial “ programs, depicting we are a pluralist society. It is reasonable to expect Australia as “bronzed, blonde and sunny” and that advertising and programming which reflect that appealing to some elements of British audiences reality would therefore be successful. This because they “represent a society which existed in expectation is borne out by recent ANOP research, Britain in the 60s, before people began arriving from commissioned by the Australian Broadcasting the Caribbean and Africa”. Authority. In this research, “identification with Clearly, SBS is still needed! characters and lifestyles” emerged as a strong reason TV commercials and multiculturalism — for people’s choice to watch Australian drama. If the large non-English speaking background Can they marry? proportion of the Australian population is not truly A perennial difficulty for SBS TV in reflecting the represented in drama and advertising, that is a large pluralism of Australian society is funding, particularly proportion which may not feel that attraction of for locally-produced programs. This was one reason “identification with characters and lifestyles”. why the SBS Board two years ago took up the It is a continuing challenge for the SBS to convince opportunity to raise extra revenue from advertising. advertisers, broadcasters and audiences that material One of the most challenging aspects of the which reflects cultural diversity can exist quite introduction of advertising was how well would a happily in a commercial environment. “normal” commercial sit with grand ideas of opposing stereotyping and so on. Employment policies — On 31 May this year, at a broadcasting industry Providing the depth conference on the portrayal of cultural diversity and media self-regulation, Mr Malcolm Long, SBS The SBS does not believe that on-screen presence is Managing Director, discussed SBS’s approach to everything. If an organisation is monocultural advertising. He said that the SBS could have elected within, a public face of multiculturalism is not going to be prescriptive and to refuse to run potentially to fool anyone. The SBS’s employment practices are about 90 per cent of the ads on Australian therefore important to the overall process of commercial television because they might be seen as accurately reflecting diversity through programming. reinforcing stereotypes. Or it could have taken the At the Conference “The Media and Indigenous approach that advertisements sit outside the normal Australians” in February this year the SBS’s programming boundaries. In other words - take the Aboriginal Employment Co-ordinator, Rhonda money and run. He explained that SBS had decided Jacobsen, spoke of the need for a workplace that is instead to work on the cause - the advertisers and “culturally sensitive, culturally aware, and that is the clients - rather than the output - the ads culturally appropriate”. In this respect, the SBS is themselves. not perfect, but it is improving. Its overall position

16 DECEMBER 1993 f

SBS Radio - Expanding to a national audience Australia is a society of cultural and linguistic diversity and all Australians have the right to radio and television services in their first languages. SBS Radio since 1978 has been providing an invaluable service to Australians whose first language is not English. It plays a dynamic role in reflecting Australia’s multicultural society, in promoting access and equity and in providing professional information and entertainment services. Reception of SBS Radio has to date been mostly limited to people living in and around Melbourne and Sydney. In December 1992, in recognition of the value of the services, the Prime Minister announced the establishment of an SBS National Radio Network and a Second Frequency for Sydney and Melbourne. As a result, throughout 1994 SBS Radio will expand and begin transmission in Adelaide, Brisbane, Canberra, Hobart, Darwin and Perth - thereby becoming a Sylvia Ramos, an S B S Radio operator in Melbourne. truly national broadcaster. The SBS hopes that as soon as the Government can provide funding, the National Network will be extended further - into content needs to be balanced, impartial, accurate areas outside capital cities. and objective and SBS strives to consider all Currently broadcasting in over 60 languages from views. A high degree of professionalism is 6.15 am to 12 midnight, seven days a week, SBS demanded of broadcasters. Radio can be heard on the AM band at 1386 kHz Programs consist mainly of news, embracing in Sydney, 1224 kHz in Melbourne and Geelong, items of interest to particular language speaking 1584 kHz in Newcastle and i486 kHz in groups, from both their “old” homeland and their . new home - Australia. The language programs serve both recent arrivals SBS Radio strives to tailor its programs to the and established groups. Program makers are current needs of individual language communities. mindful that their listeners may have migrated to Also, general news items and information about Australia four days or 40 years ago. Certain the rights and responsibilities of all Australians are language programs are for people of diverse translated and broadcast daily. backgrounds. Arabic is a good example, serving audiences of Lebanese background, Egyptian, SBS Radio does not carry advertising but does run Moroccan, Jordanian, Syrian and more. Listeners announcements for government departments and may be of any religion, political persuasion or statutory authorities. cultural background. No other station world-wide broadcasts in such a In producing programs for such audiences the diverse group of languages. □ with regard the employment of people from non- general population. SBS TV has a very active trainee English speaking backgrounds is impressive. program for people of non-English speaking Around 55 per cent of the SBS staff are from such background (funded by the Office of Multicultural backgrounds. Partly, this is because the subtitling Affairs) and Aboriginal trainees (funded by the and radio programming areas require language Department of Employment, Education and expertise, but even when these areas are not Training). counted, the figure is still higher than for the general Many of the positions within the SBS require that population. applicants have an understanding of cultural Admittedly, all is not ideal. The percentages in the diversity. This quality is often valued as highly as Senior Executive Service and middle management previous experience in the particular task, which are around 30 per cent, but again better than in the does give opportunities to people from non-English

DECEMBER 1993 17 speaking backgrounds and Indigenous people. The constant struggle is to ensure that all staff receive sufficient training to move up through the organisation and, if they desire, into good positions within other media organisations. The flow-on effect comes in again here, but in a different way. The SBS is a very good starting point for people from culturally diverse backgrounds who wish to enter the broadcasting industry. For the SBS it means providing the training, some experience and the self-confidence for staff to follow whatever paths they choose. More drama This article has painted a very rosy picture of the SBS’s contribution in pioneering a multicultural Dr M ary Kalantis of the Centre for Workplace agenda on Australian television. An area where Communication and Culture, University of Technology, there is scope for the SBS to increase its impact is in the field of television drama. SBS’s forays into Sydney, addressing a recent SBS seminar on drama have normally been in short series which "Marketing in a Multicultural Society". have not had the ongoing impact of programs such as the ABC’s GP or Channel 7/10’s A C ountry P ra ctice. Whatever particular people might feel about them, and whatever their quality, it is undeniable that So over the past 10 years, why hasn’t SBS produced soapies, light drama, and sitcoms are powerful a long-running prime-time drama series which genres in this society. Putting together a prime time focuses on and celebrates the diversity of this society drama, soap, comedy or whatever, which draws on ? A big part of the answer is that drama is just too the cultural diversity of society for its characters, is a expensive - that SBS would love to produce and challenge SBS could successfully take up. SBS gets establish in the schedule a popular drama series. hundreds of scripts from talented, committed writers Given the financial constraints, the SBS approach to who perhaps have the capacity to entice and threshold issues, such as racism, discrimination and challenge audiences whom our current programming the settlement difficulties facing immigrants, has does not attract. So there is no great problem in the been to tackle them head on with hard-hitting finding - at the moment it’s the funding. documentaries and focused current affairs programs Conclusion such as Vox Populi. As a result, the SBS reputation is for programming that is often provocative but SBS TV has become a subtle but powerful force in always with an eye to balance. improving the way that Australia’s cultural diversity is presented in the Australian media. This has come One comedy/soap which focused on Australians through the direct impact of its programming, but from non-English speaking backgrounds was also in other ways - by making it acceptable to be Acropolis Now. “Next Door Neighbours”, the report both non-Anglo and on the screen, by providing for the Office of Multicultural Affairs on ethnic group employment in the industry for non-English speaking discussions on the Australian media in 1992, cited background and and by different reactions to the program from ethnic providing a vehicle through which different points- groups. Some thought that it showed negative of-view can be expressed by the people that hold stereotypes of migrants in general and of the Greek them. H community in particular, while others saw it as a positive contribution to broader representations of Australians on television. The fact that a commercial [For further information please feel free to contact station was prepared to experiment in this area is a the writer on (02) 430 3193 or write to Locked Bag positive development in itself. 028, Crows Nest, NSW, 2065]

t r 18 DECEMBER 1993 I W B 8 B i i b m ______Towards a sound for all - Strategies for cultural diversity on ABC Radio

Each week between 8000 and 10,000 different It also states that in the provision of its services the voices are heard on ABC Radio networks across ABC “shall take account of the multicultural Australia by over 5.5 million listeners. Does the character of the Australian community”. ABCs collection of voices represent the ABC Radio comprises five separate radio services - contemporary “voice of the nation”, and how Radio National, ABC Fine Music and T riple J representative is the listening audience ? Can it be which are national called a sound for all Australians? networks, local metropolitan These are important questions of public stations in nine major cities, accountability for a taxpayer-funded organisation and r e g io n a l stations which will spend $173 million on radio throughout the country. It broadcasting this year. currently has plans for a The way ABC Radio aims to address its audience is sixth national free-to-air indicated in the ABC Charter in the A u stralian service providing 24-hour Broadcasting Corporation Act 1983 . There is an news. obligation to broadcast programs “that contribute M igration Action spoke to to a sense of national identity and inform and Paul Vincent (right), Policy entertain, and reflect the cultural diversity of, and Planning Officer for the the Australian community”. ABC’s Radio Division.

MA: Last year the ABC celebrated 60 years o f It has a wide geographic spread and serves local and broadcasting. The ABC’s roots go back to a time regional audiences. Even the national networks have when Australia was a different place - a m o n o - production units spread around Australia. If you cultural Australia. Some would say that the ABC is visit ABC Radio studios in Darwin, for example, still very much an Anglo institution. Can an you’ll see and hear broadcasting that is very much in organisation with such a tradition and image be tune with the multicultural nature of that city. In successful at reflecting cultural diversity? other places, ABC services may be less successful at dealing with cultural diversity, but that’s changing. PV: One thing that the ABC’s 60th anniversary If there’s a perception that ABC Radio has been slow highlighted was how much the organisation has to reflect cultural diversity in the past, you will find evolved and how the pace of change has accelerated there’s a renewed and strong impetus at present. in the past decade. Right now in ABC Radio we are MA: Where is the impetus coming from ? moving faster than ever. We are expanding our PV: Basically it is audience driven. There is a cost range of services and moving to state of the art associated with not reflecting cultural diversity and technical systems in the midst of changes to the that is the loss of a large section of the potential whole media and communications environment. audience. The need to be accessible and relevant to So the organisation is capable of change and rapid the large and growing proportion of the Australian change at that. And so too is the culture of the population that is from a non-English speaking organisation adapting to the broader changes in background (NESB) has been a priority for the Australian society. Director of ABC Radio, Peter Loxton. Since his To characterise the ABC as a cultural monolith is appointment as Director in 1992, he has brought a simply no longer accurate, if it ever was entirely. strong personal commitment to the issue and Generalisations about cultural diversity are difficult emphasised the need to focus directly on output. to justify because ABC Radio isn’t an homogenous One of his first initiatives was to commission mass. quantitative and qualitative research in order to

DECEMBER 1993 19 to 20

Photo: AN+BC which, together with analysis and other material material other and analysis with together which, was research group focus and survey Audience years. Over 300 staff have left ABC Radio since 1989 1989 since Radio ABC left have staff 300 Over years. that is difficulty The large. the at of workforce composition Australian the with line in profile staff ABC Like goal. important an is it and true, That’s PV: MA: report a formed Barbara, Karim consultant from NESB potential and existing the ABC in about Radio broadcasters and managers inform better urnl ece yAC ai services. Radio isABC by than reached audience currently NESB larger much a for potential a level of funding in real terms for the ABC in recent recent in ABC the for terms real in funding of level the bring to designed are EEO which has place ABC in the policies sector public the of areas most called specialists research audience own our by conducted programs. their for audience ls pe ng backgr Ti mutbe y f o ay w a e b ust m This ? d n u ro g k c a b g in k ea sp glish n E making steady and constant progress and to creating creating to opportunities. and new progress to constant commitment and a is steady there making But slow. been has targets is recruitment for scope the and outlook, economic employment general the of circumstances because these and Under replaced. been not and the with along declining been have numbers staff ln Aii mgae fo Rsi n yar g ad s o kng i ABC Rdo ehia S vces. e rvic Se Technical Radio C B A in g rkin o w now is and ago r yea one Russia from emigrated a izin A Elena extremely limited. Consequently, progress on EEO EEO on progress Consequently, limited. extremely eatng moediety oa muliulurlaudi . e c n ie d u a ral ltu lticu u m a to irectly d ore m g tin rela e Radi e o many e no - on n f o le p o e p y n a m loy p em io d a R C B A oes D dicvei Australia. u A g erin iscov ed R That report revealed revealed report That

EEBR 1993 DECEMBER ABC Radio announces that 10 new radio traineeships traineeships radio new 10 that announces Radio ABC will be targeted to NESB applicants, Aboriginal and and Aboriginal applicants, NESB to targeted be will reasonably a considered be can it 1994, in begin will when climate, budget difficult today’s in Therefore, The content is based on material provided by Dr by provided material on based is content The in programs. research on The impact to time start some initiatives EEO take will it before that recognised be to has It women. and people Islander Strait Torres ABC Radio. Our full range of strategies are being are strategies of range full Our Radio. ABC MA: program managers. program the been has step major A wider a immediately. addressing audience of ways effective are there that Mary Kalantzis from the Centre for Workplace Workplace for Centre the from Kalantzis Mary traineeships the of 10 All forward. step significant Each workshop adds to and refines the cultural cultural the refines and to adds workshop Each diversity workshops for broadcasters, journalists and and journalists cultural broadcasters, of for series workshops diversity extensive an resource to decision goes well beyond training. that beyond function a well goes have They consultation. and community relations promotion, and training publicity staff, and NESB of recruitment issues, employment but on matters, also programming concentrate and editorial workshops practical The on course. a comprehensive is it and Culture, and Communication diversity strategies that are being implemented in implemented being are that strategies diversity orkshop? w W hat is in v o lv ed in a cu ltu r a l diversity l a r ltu cu a in ed lv o v in is hat W dicvei Ausr lia stra u A g erin iscov ed R indicated indicated

/

developed progressively in this way. These Australia from 1788 which is very workshops will be delivered in every ABCW entertaining (it becomes apparent that our workplace in ABC Radio by the end of this entire history is one of various social financial year. RADIO engineering efforts) and this usually leads MA: What are staff being trained to do, and to questions of politics, social policy and what has been the reaction to being trained immigration in particular. in this way? What emerges in the discussion is that PV: The response so far has been tolerance, acceptance, inclusion of others extraordinarily positive. I would say that into a dominant culture doesn’t just happen one of the reasons is that the workshops automatically. Defensiveness and suspicion don’t take a prescriptive approach, laying are more likely to be initial reactions. So down rules or guidelines about what the benefits of cultural diversity have to be broadcasters should or shouldn’t say. I continually presented and reflected to the think it probably comes as a relief to dominant culture. broadcasters to know that they are not attending the This is where our institutions have a role, where the workshop in order to be re-programmed in some media and, in particular the ABC as the national more politically correct way of broadcasting - that broadcaster, must have an active role. Ultimately, would be a disaster! So much of what makes good our broadcasters need to get to grips with exactly radio just isn’t susceptible to policy intervention why we have an obligation in the ABC Charter to anyway. reflect cultural diversity, and what this means in When you consider that each week ABC Radio practical terms for broadcasters and editorial decision produces about 700 hours of what can loosely be makers. described as “talk” - that is, people having ordinary MA: And what does it mean for everyday conversations on air, then you can see how much broadcasting? the medium relies on informality and personality. PV: The meaning becomes very clear when a Intimacy, spontaneity, authenticity are some of selection of tapes of ABC Radio are replayed in the radio’s unique strengths. workshops. With a concept of more diverse The workshops are a way of adding to the repertoire audience in mind, it is possible to recognise certain of professional communication skills that create mono-cultural assumptions, gaps in knowledge and these qualities. They are skills that the best of our experience, missed opportunities to explore the broadcasters already have, the ones which enable whole story and so on. It’s easy to see how these them to engage an audience and to keep them can be a turn off to a whole section of the Australian listening. The workshops are about awareness of community. The examples come from some of our cultural- diversity as a means of staying in touch with most experienced and respected broadcasters, the widest possible audience . although I hasten to add that examples of very One of the first points made in the workshops is that skilful handling of multicultural issues are also cultural diversity isn’t a “problem” that the ABC to recorded - often from the same broadcasters. needs fix. There is a great deal that ABC Radio is MA: Can you give some examples? already doing and doing well. Diversity is a national PV: False generalisations about “Australians” occur asset for the ABC as much as anyone else to take unconsciously - the use of “us” and “we” in a way advantage of. which excludes a third of the population. A MA: There must be some resistance to this type o f statement like “we (as a nation) have never been training. Some may oppose it in principle, just as particularly good at foreign languages” is one which there are those in the community who are opposed to simply forgets that those who speak the 140 or so the concept o f multiculturalism. How is this dealt community languages currently in use are w ith? Australians. There are other examples that expose PV: The workshops produce some fairly lively assumptions about the use of accents on-air. When debate. For that reason they are among the most put to the test in the workshop, no-one had any real interesting and highly motivating training exercises difficulty understanding speakers with quite heavy we’ve done. accents. The comment that “it’s not the role of the ABC to try Analysis of media coverage of the recent federal to change people’s attitudes about multiculturalism” election revealed a pervasive cultural blindspot. It has come up, or a similar accusation of social seems that editorials in the ethnic press were engineering. By the end of the session I think most pointedly not forecasting a Liberal victory, but their participants would agree that Dr Kalantzis has does reasons were largely ignored by the rest of the an excellent job in handling the range of ideological media. issues that are raised. There is a potted history of

DECEMBER 1993 21 I recall Mary Kalantzis’ remark when she was “I’m optimistic that ABC Radio can interviewed on Radio National’s Daybreak program effectively serve the needs of our about the ethnic small business vote being multicultural community in all its diversity. overlooked. She said people don’t just live by the This isn’t a task that stands apart from our amount of cash in the till, but by the way they can mainstream activity. It’s essential to it. To the walk down the street comfortably as well. extent that we succeed, and I’m confident we Multicultural and social issues were probably critical can, we are ensuring a strong future for factors yet they were not canvassed outside the public broadcasting in Australia.” — Peter ethnic media. Loxton, Director Radio MA: Neivs and cm rent affairs is an area where the m edia has difficulty dealing with multicultural “Many people have said that Darwin is Australia’s issues. There is a tendency to relegate multicultural future. We have a population made up of 20 per stories to one o f two categories - the “heart­ cent of people of Aboriginal background, and warming” story o f success (Refugee Tops HSC about 30 per cent of Asian background. You Results) or otherwise o f sensational conflict (Ethnic notice it on the street - every second person just Youth Gang Violence). Is this discussed? doesn’t fit the white Anglo-Saxon profile! It’s a PV: The whole question of what constitutes news great mix, and our culture is unique. So it is vital value is discussed. The tendency for the media (not that our local programs reflect that diversity just the ABC) to focus on the extraordinary and the through staffing and content.” - Lesley exotic is examined with reference to recorded Whitteker, Manager Radio Northern examples. Occasionally you hear instances of a Territory “multicultural story” being used to add a dash of ethnic colour or levity at end of a news bulletin or current affairs program. Placement can clearly have “The feedback we’ve had from the cultural the effect of marginalising. diversity workshops has been really encouraging ... people are leaving them There was a good illustration of this in the Weekend feeling motivated and proud of the fact that Australian magazine a few weeks ago when the the ABC is leading the way in reflecting whole issue was devoted to Australia in the ’50s. diversity. It certainly makes my job easier in The experience and impact of migration was negotiating with managers about their EEO missing from the main body of the historical account plans. Cultural diversity is clearly on the - the only mention was in a personal nostalgia piece agenda and managers have been thinking at the very end. Yet this was a period when about the issues in a more positive way.” - ordinary suburban life was being changed forever - Lis Rust, EEO Advisor we had the appearance of large extended family households, the beginnings of ethnic small businesses some of which are now among our “I joined the ABC about a year ago after many largest corporations, the aroma of new foods being years of involvement with ethnic broadcasters in cooked next door, the sound of languages other the the community sector. It was a bit of a than English being spoken in the street, the melting culture shock! The cultural diversity initiatives pot of the school playground, teenagers dating that have been taken during the past year are across the ethnic divide. making a difference. ABC Radio can use its These things, though they touched the lives of the unique resources to really build on the majority of people, were too ordinary to make the momentum we have at present.” — Ada news at the time and don’t make serious history now Hulshoff, General Manager Program Services for the same reason. Economics, politics, the rich and Development and famous are always newsworthy but the experience of changing social relationships, “Broadcasters in the community radio sector especially cross-cultural relationships is often seen as relate very well their audience in ethnic being “soft” news. communities ... and there is some level of MA: Hoiv then can a multicultural Australia and the competition in radio for these listeners. It concerns o f ethnic communities be properly provides an incentive for radio broadcasters represented in the m edia? to stay in touch with their audience and to There probably needs to be some reassessment of be more responsive to issues of cultural news values to include more of the social and diversity, more so than in television.” — Mary cultural realities of people’s lives. It is this context Kalantzis, consultant to ABC Radio, Centre for that “ordinary” issues of identity — of living with two Workplace Communication and Culture or more languages, two cultures, of needing to cross

22 DECEMBER 1993 Photo: ABC A shift away from “hard news” values seems to be be to seems values news” “hard from away shift A Mackay are telling us that “quality of life” issues - issues life” of “quality that us telling are Mackay year the to up run the in important more becoming up, growing gaps, generation roles, women’s popular any through look to need only You an election issue and so on. Researchers like Hugh Hugh like Researchers on. as so and debate, issue republican election the an in Olympics, the to host as is identity national of issue The anyway. happening ethnicity. of issues by more a overlaid is when them story of Each complex self- about identity. all and are image they - use drug unemployment, roles, men’s dieting, love, health, - fashion, issues beauty, ordinary of inventory an for magazine mainstream as treated issues. be can - boundaries cultural 2000 with the focus of world attention on Australia on attention world of focus the with 2000 EEBR 1993 DECEMBER The practicalities of making programs which include include which programs making of practicalities The here. way the opportunity lead to clear ABC a the There’s for ’90s. the in Australians to feedback and to evaluate the on-air results - we are are we - results on-air the evaluate to and feedback ee utyecue nte at Icuini a is Inclusion past. the in excluded perspectives subtly or “voices”were their that felt have may who cultural of reflection the in a Changes sound to richer. begin little simply may mix the people many of tapestry” “rich a quite already is Radio ABC PY: MA:communities. ethnic in of contacts range informal and their up formal build to the highlighting broadcasters are for need workshops The cultural perspectives. possible by of variety complex the a more be investigating to made story likely is It interest general good interesting. be to order in be to exotic need doesn’t obvious It’s story multicultural “good” a that workshops. the in are length at audience discussed multicultural a to appealing are and important are - one major a is diversity cultural and to our audience and test their perceptions of the the of perceptions their test and audience our to the evaluating start to early too really It’s PV: MA: dio? ad R ob ahee, u eae nte ih rc. ■ track. right the on are we but achieved, be to audience further seek to commitment the broadcasting skills, practical the to of linked training success the awareness pressures, budget of NESB of spite in training staff and recruitment on to progress determination make — the package a research, as in investment elements the the all at look you if think I subtle but significant difference. significant but subtle those to apparent more be course, of will, diversity to that suspect I entertainment. and information output using some qualitative research. qualitative some using output back go to need we perhaps, after months time 18 or Some 12 impact. that, an 1994 have to for time planning need the and in incorporated be strategies to network need Specific training. be may follow-up there and some year next early be until won’t completed workshops of round first The strategies. n h rgttak Teei cranyagetda still deal great a certainly is There track. right the on w l ei Radi oachivi t oals? g its g in iev h c a to io d a R C B A is se clo ow H n wee c ohear ference n BC A on e c n e r iffe d a r a e h to ect p ex e w an C

t

23 the media is not necessarily name calling, but lack of non-Anglo Celtic people on our airways who think Style and and talk differently, and the way they are excluded from our media structures, especially in production and management. We hear very often in our media, how countries in standards - the third world and especially in Asia, censor their media. How governments don’t allow any alternative political views to be expressed over their airways. While this type of political censorship is well and But where are alive in many of our neighbouring countries, in the Australian media, we also have a type of censorship which is well entrenched and institutionalised. It is our migrant not called censorship but “our style and standard”. I would call this cultural censorship which not only stereo-type migrants, but also marginalises them in the Australian society. I can assure you that this voices? censorship is much more difficult to fight than the political censorship by government decrees. This censorship successfully keeps many talented By Kalinga Seneviratne* and knowledgeable migrant broadcasters, journalists Researcher, Cultural and artists from our airways. It is well entrenched at ABC and SBS, and SBS has the added advantage of Diversity, Racism and disguising it with the “lack of funds” argument. Many The Media project, of us haven’t given the commercial media a try, University of because, unless ABC and SBS create the audiences for our work, they will say that these ideas are not Technology, Sydney commercially viable - ie: it will not rate. Let me give you a couple of examples from my own or the last three and a half years, I have been experiences with the Australian media. In 1986 with involved in a research project at the University the assistance of an International Year of Peace of Technology (UTS) in Sydney under the F project grant from the Department of Foreign Affairs, leadership of Prof Andrew Jakubowicz, where we I produced a four-part series of radio documentaries have been looking at cultural diversity and racism in on the relationship between rich and poor countries, the media. I offered it to ABC Radio first and they rejected it on In April 1990, as part of a consultancy we did for the the grounds that it was not up to their “style and Office of Multicultural Affairs (OMA) in Canberra, we standard”, the series went to air on community radio recorded over a week, three hours per day of prime­ and later in the year I got an UN Media Peace award time television in all five channels in Sydney and for the series, the same award which had gone to another two hours a day of breakfast talkback radio. ABC radio in the previous three years. When we sat down to analyse the material, we could The award citation said that my series had “given hardly find any overt racism as such - the name some refreshingly new perspectives on the calling stuff like, “Asian migrants bring diseases to relationship between rich and poor countries”. What Australia” or “the Moslems are terrorists” or “Italians I had done was that I went overseas and interviewed are mafia drug runners”. But, what we found was leading third world economists, political scientists that the non-Anglo Celtic population of Australia was and media analysts, thus presenting them as experts almost completely ignored by our media - especially - whereas the ABC style is to interview western commercial TV and radio - and ABC and SBS were experts on the third world and then, to give a not far behind. semblance of balance, throw in a third world person What this means is that many of us who have been who usually has to defend his point of view or be in Australia for 10, 20 or 30 years, but don’t look seen as whinging about some injustice. Since I Anglo-Celtic and speak with accents, are considered haven’t adopted the latter style, ABC judged it to be migrants. But, John Smith can land in Australia from pro-Third World. In that case I could also argue that Britain today and declare himself to be an Australian ABC programs are pro-western as it gives a western tomorrow and no one will question it. perspective on the issue. In our report to OMA and ever since then, we have Last year, I had another similar battle with the ABC. been developing the theory at UTS, that racism in OMA funded a number of non-English speaking 4 24 DECEMBER 1993 /

example in the North Shore and eastern suburbs of Sydney. Not only that, they also believe that their media is watched, listened to or read by people of their own background. And anything outside their small perimeter is not up to their style and standard and of course their taste. In 1989-90, I was able to get through one of these gatekeepers at the Sydney Morning Herald (SMH). During a 14 month period, I was able to get in 12 feature articles on multicultural arts into their Friday “Metro” arts supplement. The first article I did was on a Bharatha Natyam dancer - a 15-year-old Australian-born girl whose parents migrated from India. She was giving a solo three-hour performance in Sydney accompanied by a live South Indian orchestra flown all the way from Madras. She has learned the art in Australia, but in the background (NESB) traineeships at the ABC and SBS. traditional Indian way — because her father was able I noted that most of the NESBs who got these to bring a teacher from India and let her stay with traineeships were merely ethnic in name, their them. This article was written at the height of John cultural perspectives and speech seem no different Howard’s anti-Asian immigration debate and I to any Anglo-Australian. showed how an Australian girl of Indian descent was Thus I suggested to OMA that if they really want able to blend both her cultures perfectly well and culturally diverse voices and ideas to filter into our become a well accomplished Australian exponent of airways, they should fund targetted projects - not this ancient art, while at the same time her ambition traineeships within organisations whose very was to become a doctor. concept of training is conformity. So I proposed a According to the editor himself the article had project to do a series of radio features for the ABC received a good response and he encouraged me to looking at the practice of non-Christian religions in write more on multicultural artists for “Metro”. Australia. OMA funded the project, but after I The second article I wrote was about an El completed the productions the ABC refused to Salvadorian musician. This was at a time when a film broadcast it - again, it was not up to their style and called South o f the Border by David Bradbuiy was standard. I asked them to give me the written being shown in Sydney. He had gone to Central guidelines on their style and standard and I’m still America to find artistes who perform for liberation waiting! struggles over there. This particular musician was When I kept raising various issues with the ABC, the exactly what he was looking for - an El Salvadorian head of Radio National told me that they may who fled the country because he was composing consider broadcasting it if I allow their Anglo- songs for the left wing liberation movement there. Australian producer to present the series. They didn’t He was working in a factory in Sydney and was find any problem with the accents of the people I struggling to resurrect his musical career. have interviewed who were all migrants from The same day the article appeared, I got a call from various backgrounds. I refused to allow it and the ABC Radio - redirected via the SMH. They wanted to series was then broadcast on community radio and contact him to compose some Latin American music Radio Australia’s service to Asia and the Pacific. for them. That exposure in fact helped him to The important point here is the censorship practice rebuild his career and now he makes a living out of by our media gatekeepers based on one’s accent. It his music. is very widespread in the broadcast media and Another time, I wrote an article about an Arabic needless to say, it also affects the chances of access community musical group which was performing in to the media for migrant actors, singers and other Sydney that weekend. Between the article appearing artists. on Friday with a phone number for bookings, until The problem is that almost all of these gatekeepers the show on Sunday, their phone didn’t stop ringing. are not only Anglo-Celtic, but they also come from The hall was overflowing by the time the concert upper middle class backgrounds - it applies to SBS started and they have never had such a big as well. Their knowledge of the cultural diversity of audience. About 75 per cent of the audience was contemporary Australia is limited. Because most of from the Arabic community - the promoter told me them mix and live within their own ghettoes for that many of them came to see the concert because

DECEMBER 1993 25 0

the article appeared in the SMH, if the same was conflict and civil wars, and their political leaders are written in the Arabic newspapers, not many would incapable of ruling these countries, other than have bothered to turn up. repressing the population. I think that in a short period of time I was able to From China to Philippines, Burma, Sri Lanka, Tibet, demonstrate to the arts section of the SMH that it Cambodia, India, Pakistan and Korea, we see images had a much wider audience than it has been given after images of people at conflict with each other - credit for and its audience had diverse interests and military crackdown in China, Catholic priests tortured tastes as well. Unfortunately, SMH went into and killed in the Philippines, Buddhist priests receivership and cut down on freelancers. leading seemingly hostile demonstrations in Burma, SBS-TV: The gap between bombed out towns in Sri Lanka, Sikh violence in India, frenzied demonstrators in Pakistan and military rhetoric and practice build-up in Kashmir. If one is to study how the Australian media has been If this is not enough, we are told that granting of very smart in projecting itself as a bastion of free special immigration concessions to Chinese students speech while, at the same time, filtering out any will invite a backlash from other ethnic communities independent migrant voices from its airways, one like the Lebanese and the Sri Lankans who see the need not go any further than SBS-TV. Chinese as queue jumpers. From its very inception SBS-TV has recruited And immediately after that we are been told that management staff almost exclusively from the ranks there is a solution to China’s problems - more of the ABC or the BBC. We, of course, know that foreign investments from the west - but when the both these organisations have been fiercely elitist Japanese are buying up Australian wineries, it is and monocultural in their outlook - that was why “worrying Australian winemakers, because the there was a need for a SBS in the first place. wholesale take over by the Japanese will destroy the SBS’s role in news and current affairs gives a good very character of the industry”. The export of indication of this problem. Initially, SBS did play an Australian wine to Japan is however seen as an useful role in diversifying the news coverage on “unexplored goldmine”. Australian TV. But this included mainly providing air­ In the Philippines, AIDS is posing as a great threat to time to convey an Anglo-centric view of the world. Australian (male) tourists, while Asia is learning from Though the reports may have been on Asia, Africa, Australia to combat AIDS says the report, as if the the Middle East, Latin America or Eastern and disease was Asian in origin. Presenter, Chin adds: Southern Europe, the reporters were usually Anglo- “Asian cultural barriers and massive populations will Celtic and conservative. make it harder to control AIDS in Asia”. SBS’s “Asia Report” program was a good example of these Anglo-centric news values in practice, while These stereo-types go on and on. In a detailed the experience of “Vox Populi” in attempting to survey of “Asia Report” in 1990, I found that the break away from these shackles, gives a good application of news values was very interesting. The indication of how there was a big gap between weekly newsreel at the top of the program always SBS’s rhetorics (of serving ethnic community carried BBC or Channel 4 reports predominantly interests) and its practices. about conflicts in Asia. “Asia Report” was a weekly half hour “Insight into The “Asia magazine” at the end of the program Asia”, which SBS screened during 1989 and 1990. presented what was called the lighter side of Asia. Director of News, Andrew Potter, told the UTS These reports came from Asia-Pacific Broadcasting research project that SBS started “Asia Report” Union’s “Asiavision” news exchange service. because there was a big gap in the media coverage The fact that these reports were presented as the of the region. lighter side of Asia at the end of the program, clearly So why weren’t they able to plug this hole? The last indicate the low news value given to the contents — issue of “Asia Report” broadcast on December 7, these included, the launching of an indigenously 1990, showed some of the main stories covered by designed Indonesian satellite, Sri Lankan surgeon the program over the two years and I think that performing the world’s first cornea operation on an gives a good idea of what really went wrong with it. elephant, Pakistani airways recruiting female pilots As presenter described: “It gives a and the Chinese purchase of a Pakistani built bulk graphic illustration of how little has changed in carrier. Asia”. The “Asia Report” experiment is a good example of If one is to make any judgement of Asia’s progress the challenge SBS has yet to overcome. It is not just during these two years based on these stories, you a matter of financial resources, but also one of cannot but concede that the Asian continent, with developing programs which will not give more the possible exception of Japan, is immersed in coverage of the same topics the ABC covers for

26 DECEMBER 1993 Photo: SBS htI al te ietAsrlat seku” ti is this up”, speak to Australia silent the call, I what television medium. television is SBS that think may structures about idea production no television have who there out viewers The journalists. reads merely who presenter news ethnic visibly extremely been has SBS of management Anglo The concept of news values. news of Anglo-centric concept their to in or challenge any change words to other been has and news management SBS affairs the current resistant gives how to Populi” “Vox insight of good a experience the context this In the of nature deceitful very the I But exposes programs. this news think their produce to talent employs ethnic who broadcaster multicultural marvellous a Anglo-Celtic predominantly their by written scripts significant a SBS save would (which backgrounds Anglo non from migrants. directly coming perspective a is that I 18, atdt d pormwihwl allow, will which program a do to wanted 1985,1 “In a have to preferred has it time), research in amount migrant of reporters knowledgeable than Rather appointing talent. such appointing of scared - perspectives new with those create but example, TV S B S on Rhoda Roberts, Presenter of "V o x Po puli" puli" Po x o "V of Presenter Roberts, Rhoda Getting the silent Australia to speak to Australia silent the Getting Vox Populi — Populi Vox EEBR 1993 DECEMBER This was cheap entertaining television with a social social a with television entertaining cheap was This society”. Australian the to inroads made we were “We Rajic. recalled $270,000" for Populi Vox The The Anglo-Celtic backgrounds. For example, a group of of group a example, For backgrounds. Anglo-Celtic research or compile reports. This was the only area only the was This reports. to compile or community the research of knowledge a NESB with contributors freelance employ to was played originally Rajic, described the concept. “I call it multilingual multilingual it call “I concept. the described Rajic, agenda. One other important role role important other One agenda. fomms. community televised of idea the television still But dollars. million a half some was allocation in enough well yourself express an can’t here and ago came year who immigrant an are you If rights. ABC has been doing it for ages. The difference was was difference The ages. for it doing been has ABC within hands ex-ABC the of some program by the and ridiculed was success its about sceptical were as SBS-TV at working were whom of both Vladimir Lusic, journalist fellow Serbian-born Croatian-born and by Rajic 1986 in initiated was program The flagship affairs current and news its as management of co-founders the of one how Early years of of years Early in change a considering when account to into factor take important very a is this that argues Lusic debating starts Arab an if Or differently. , seen debating is starts that he moment the but those, about debate can he Union, Soviet the Yugoslavia, response lukewarm the on Reflecting losta ie fsln utai o speak”. to Australia silent of side that that allows multilingualism is it because affairs, current competing with Sixty Minutes, whose petty cash cash petty whose Minutes, Sixty with competing pluralism. represent and alternative be could SBS essence program. the the of described Lusic, use we’ll how is and This language subtitles”. your in it do can you English, going on in their former homeland. former is their what in forum on a going on debate may Fijians or Ukranian non of Australians from came view of point this that new, something not is this think may One view”. point look of to Australian “an was through program events the international at of roles major the of One television”. “soapbox as SBS management the in people some initially though time. the at researchers show. affairs current multilingual only Australia’s and tiue ihn SBS-TV. within attitudes differently”. seen is he then conflict, Gulf the , debate also can Pascallides Yanni Now, anything. Ireland, Northern Africa, South can about Smith “John debate way: this it put Lusic its throughout existence, management SBS the from got on godfather, ethnic “We’ve produced in the first year, 47 episodes of of episodes 47 year, first the in produced “We’ve “Whether you are a cleaner or a self-appointed self-appointed a or cleaner a are you “Whether xPopuli u p o P ox V o li u p o P Vox o li u p o P Vox quickly attracted a loyal audience, even even audience, loyal a attracted quickly SBS the by hailed often been has o puli u op P Vox concept introduced to Australian Australian to introduced concept o li u p o P Vox is a good example of how how of example good a is xPopulli u p o P ox V you have equal equal have you o puli u op P Vox o li u p o P Vox Voya Voya

has has 27 in the TV industry that this opportunity was available The truth — but whose truth is it? for NESB talent. In fact the SBS newsroom had the habit of referring to Vox P o p u li any journalist with From what I have listed so far, I think it all boils to “an ethnic accent” who rang them seeking work! the fact that the gatekeepers in the media believe that there is what is called a truth. And as a journalist In December 1989, the Ethnic Communities Council or producer you aim to reflect this truth. of NSW as a result of a motion passed at the National Media Conference, submitted a petition to But what is not acknowledged is that truth itself is SBS signed by over 300 people. It called for the Vox subjective and it depends very much on your own P op u li program to be expanded to five nights a cultural upbringing. If the media is dominated by week, pointing out that it accomplishes both the people of one particular cultural background, a access and equity principles of SBS’s unwritten combination of their suspicions, prejudices and charter. ignorance could turn into what we call the news standard. SBS management didn’t bother to make an official response to the petition. Instead, they decided that This is why the “Third World” is always depicted as Vox P op u li had overspent its budget and stopped the uneducated, chaotic, repressive or intolerant. Many employment of freelance contributors on the Australians tend to think that Australia has done a program from the beginning of 1990. favour by allowing people from these countries to come here, but, for someone with such a migrant “In the early days V ox P o p u li rode on the backs of background, this is far from the truth. contributors from various ethnic communities - freelancers - with the thought that they knew the While most of the “Third World” migrants to community better than the program maker. Australia today comes from middle-class highly “Financially, we can’t afford it now,” Irene Buschtedt, educated backgrounds and because Australians the current executive producer of Vox P o p u li told generally see and hear about the negative sides of the UTS project. “If you have NESB people doing the “Third World”, naturally they tend to treat these news and current affairs, they come with a different migrants more as unequals than equals. Therefore, agenda, with a different perspective. They see a their qualifications are wasted here. Their different side to things whether its through their own professional experiences are not recognised and experiences or the experiences of their friends.” their right to a place of worship is not respected. But for other news bosses at SBS like Potter: “It’s no In conclusion, let me put it to you that, the very longer the soap box program that it was for nature or the essence of the media should be that disadvantaged people that felt they had a gripe”. we present our work - be it news, documentaries, And the head of SBS-TV, Andrew Lloyd-James, sees drama, poetry or songs - from our own perspectives, it as “moving away from that format into a more reflecting our own life experiences. There is no one professionally made program, in a manner that was truth - there are many perspectives which together much more readily palatable to an audience”. may form the truth. What this has also done is to kill the community We could have as much ethnic radio in as many forums, where V ox P opu li screened a debate on a languages as possible, but unless the ethnic, particular topic among members of an ethnic migrant Aboriginal and Anglo broadcasters are able to group. It has since been copied by Channel 9’s A present their different perspectives in different voices Current Affairs to debate Asian migration and ABC’s on the same airways - I’m sorry free speech is still Four Comers to convey the Australian Arabic the ideal to be pursued in Australia and not community’s views on the Gulf war. something which is a fact of life. ■ The Vox P o p u li experience is a good example of how the management could kill a promising * Born and educated in Sri Lanka, Kalinga program or concept which has the potential to create migrated to Australia 15 years ago. He is the much needed cultural diversity to our media, currently the Australian and South Pacific simply because they are unable to understand and correspondent for the Inter Press Service grasp the concept - which they see as newsagency and lectures in “International unprofessional - or they simply see giving access to Communications Flow” in the International NESB voices as an avenue for whinging. Perhaps Communications Masters program at Macquarie they are also worried about their own job security. University. A community radio broadcaster at Radio 2SER-FM for the last 13 years, in 1992, he was the recipient of the Community Broadcasting Association of Australia’s inaugural Singapore Airlines Education award for his services to the sector.

* 28 DECEMBER 1993 Media representations of ethnic identity: The Vietnamese in Brisbane

perception of ethnic identity by the wider community. The Vietnamese are a relatively new group in By Dr Jeffery Pittam Australia, representing perhaps the newest of this Senior Lecturer in country’s diverse range of ethnic communities. Communication Studies Almost all Vietnamese-Australians have entered the country since 1975, either as refugees or as migrants Department of English through the various federal government family and The University of economic migration programs. Queensland In Brisbane, the community represents some 0.8 per cent of the city’s population of 750,000. They are not thnicity, in one guise or another, has been a only a new group, but a small one, and one whose significant issue for most Australians throughout members have tended to live in relatively few areas Ethe 200 years of white settlement of this of the city. For all three reasons, most non- country. In the 20th century, this concern has been Vietnamese inhabitants of Brisbane, while being underpinned by the official and unofficial aware of the existence of the Vietnamese government policies on migration and cultural community, rarely have the opportunity to meet a development. Australia has shifted from being a member of that community face-to-face. Knowledge nation advocating a “white” Australia, to one of Vietnamese-Australians, and in particular declaring itself multicultural, travelling there via the perceptions of the characteristics of the ethnic adoption of an essentially assimilationist approach to identity of the Vietnamese, therefore, is based on migration. other than personal knowledge for most non- Today, the issue is as important as ever. How we as . a nation construct the ethnic identity of any one of In situations such as this, one of the major sources of our many ethnic communities is a matter of some information of the ethnic group in question and, concern for our understanding of what is meant by therefore, one of the most important sites for the “Australian”. In this paper, some of the factors development of perceived identity of the group, will involved in the construction of ethnic identity in the be the media. Eighteen years after the end of the print media are considered, illustrated by the press Vietnam War, Vietnamese-Australians are still marked representations of the Vietnamese-Australian to some degree by the general community as community in Brisbane. refugees and boat people. They are a people who A number of factors may influence the construction have undergone trauma involving loss of culture and of ethnic identity in newspaper reports. These family, dangerous escape and boat journey, and include the range and frequency of subject matter resettlement in a different culture. Their country is reported (crime stories; government policy; cultural one in which a long and controversial war raged and events etc), the types of report (editorial; news story; in which Australians played a part. feature article; human interest story and so forth), They are also a group from Asia, following others and the primary sources used by the newspapers for such as the Chinese in the 19th century, and the their information. In addition, whether the reporting Japanese in this century who have had a role in the tends to be sympathetic or not towards the group, or cultural and economic development of Australia. As is sensationalised or not; whether much direct such, potentially at least they become the latest reference is made to ethnicity and the level of target for anti-Asian sentiment and the long-standing gratuitousness of this; use of photographs; the tradition in this country of negatively stereotyping apparent degree of assimilation into the broader Asians generally - a tradition that may be seen community that is overtly or covertly ascribed to the clearly expressed in the print media from the early group within the story, all will influence the 1850s.

DECEMBER 1993 29 From the start, then, Vietnamese-Australians have detailed points. The items selected concern only the presented the media with an interesting paradox in Vietnamese-Australian community in Brisbane, and terms of how they should be represented. The early are presented not as typical of all news stories — they news stories of the late 1970s and early 1980s do, after all, represent only a small number of stories demonstrated this well with a mix of compassion for in absolute terms - but rather as illustrations of how a dispossessed people who had undergone trauma, ethnic identity may be constructed in such stories. and overt racism, as the old fear of an Asian invasion Over the period dealt with here, 101 items related to was once again raised just as it had been for the the Brisbane community. Only 16 could be Japanese and Chinese (as early as the 1850s in the construed as unsympathetic in terms of their content. latter case). In the late 1980s and early 1990s social Of these, five concerned fishing and collecting categories have started to be reformed, as people shellfish from the beach, four concerned organised who were refugees become migrants, as the crime, and one reported a doctor apparently community at large and Vietnamese-Australians claiming Vietnamese were a health risk. The other themselves reassess one another as neighbours and six were letters to the editor. With the four crime Australians. stories, the reference to Vietnamese was either All of this makes the Vietnamese ideal subjects for incidental or indirect; none made direct reference to media stories. As a group they have become the ethnic group as such, thus reducing the negative newsworthy in their own right, in other words, over impact somewhat. Where negative references to the and above any specific issue or event in which the Vietnamese were found in the stories generally, group or its individual members may have been however, they came not from story content but from involved. a combination of headlines and direct reference to In a project conducted within the Department of ethnicity of the group. English at The University of Queensland over the last Headlines are important. They are used generally as three years, we have been concerned with the signposts to determine whether to read further, while establishment of a social identity, and in particular many readers never get beyond them to the story an ethnic identity, for Vietnamese-Australians. As itself. They can, in other words, provide information part of that project, the mainstream print media are in their own right as well as setting the tone for what being analysed for their role in the construction of follows. Somer 41 of the headlines in the Brisbane ethnic identity. It is this part of the overall project sample made explicit reference to the Vietnamese, that will be used to illustrate the points made. The some of them gratuitous in the sense that knowing examples will be drawn from the stories that dealt the ethnicity of the person(s) involved was not a with the Vietnamese in the major daily and weekend necessary part of the story. Terms such as boat newspapers servicing Brisbane across the period people, Vietnam refugee, Vietnamese, Viet and Viets January 1985 to December 1990. The newspapers were all used. The newspapers differed in their concerned are the national daily broadsheet The usage, however. All used Vietnamese, while the Australian , the local daily broadsheet The Courier Courier/Sunday Mail also used boat people, Vietnam Mail, the now defunct local afternoon tabloid The refugee and individual’s names, and the tabloids Sun, plus the weekly counterparts of these - The used the contractions Viet and Viets plus the names Weekend Australian, The Sunday Mail, and The of individuals. Sunday Sun. Also included in the study is The The 10 negative stories also included overt labelling Telegraph, an afternoon tabloid that ceased in the headlines and mostly appeared in the tabloids. operations in February 1988. Although The Sun has Vietnamese were condemned, for example, for been classified as an afternoon newspaper, prior to offences ranging from racial disharmony, the The Telegraph closing down, it operated as a depletion of marine life in Brisbane’s local Moreton morning tabloid. Bay, and threatening the environment by adopting a We are not directly concerned here with the many “scorched earth policy” along Brisbane’s foreshores, selection processes that go into the production of to being, perhaps more alarmingly, a potential news stories, but rather the result of those processes, source of tuberculosis. This report of a health the set of stories that the public get to read and menace conjures up old images of the traditional which for many readers, as indicated above, Australian stereotype of the so-called “yellow peril” represent one of the major sources of information applied to other Asian groups, and seems out of step about a particular ethnic group and, therefore, one with Australia’s current and much vaunted of their main means of learning about the ethnic multicultural ideals. identity of that group. Negative impressions of ethnic identity are easily In the sections that follow are some results from our formed from the superficial descriptions contained in survey starting with a broad outline of the major headlines. This is particularly so when it is an ethnic characteristics of the set of stories in question and group rather than the particular individuals involved followed by a brief presentation of some more that is mentioned. It then becomes the group not the

* 30 DECEMBER 1993 individual that is related to these issues such as as a person who wanted to become an “Australian”. criminal offences and racial disharmony. That said, This aspect of identity was constructed using three in the Brisbane set these items were in a minority, major strategies. with the majority of stories and their headlines being The first strategy was to use communism as the most generally sympathetic. common agent of suffering. In countries claiming a The range of subject matter of the stories was social-democratic political system, such as Australia, somewhat limited but this is perhaps not too it will seem natural or commonsensical to many surprising given the newness and size of the readers (even now after events in the former Soviet community. Union) that communism could be an agent of Crime, government policy and education were the suffering, and that anyone, including themselves, most frequent categories with a few sport and could become its victim. The individuals in the business news stories also appearing. As a general stories, and therefore the group, become more like principle, the smaller the range of subject matter, the “us”, the Australian readers, in this respect - more focussed will be the perceptions of the general difference is played down. community onto just that range, resulting in a It is worth noting that, while the political system in tendency to link the ethnic group with those topics Vietnam was labelled communist in these stories, on and issues. Similarly with the primary sources used. no occasion was the system in Australia labelled in If, for example, there is a tendency to use a an analogous way. There were, however, many restricted range of individuals as the major sources references to the person escaping to freedom. of information, and if that range comes from Presumably, therefore, this was being equated with government departments or the police, rather than, the Australian political and philosophical system, say, the ethnic community itself, then once again a although no definition of freedom was given. particular way of presenting information will result. Another strategy used was to give no detail about In the Brisbane data set, only the Courier/Sunday where the individuals stood relative to their former Mail newspapers used the Vietnamese Community culture, whether they wished to maintain their Association with any regularity as primary sources, language and so forth. Neither was any indication while the tabloids tended to use government sources given of how typical the individuals were of the and the police. When the latter is coupled with a Vietnamese-Australian community in Brisbane. Many concentration on, say, crime stories and news stories leave out important information, relying unsympathetic headlines that overtly make reference on the reader’s wider knowledge of the subject to ethnicity, a very particular identity for the group matter in question. In this case, however, by doing as a whole begins to be constructed. so the texts effectively removed the individuals from their cultural, sociopolitical and historical One particular type of press story that is a background. The differences between them and particularly good vehicle for ethnic identity is the other Australians were once again reduced. human interest story. On the surface, these stories seem to portray individuality - to provide evidence Yet another important way in which the stories of the rich diversity within a community. Their focus presented the individuals as assimilationist is by is on details of an unusual event in an ordinary appropriating aspects of Australian myths about what individual’s life. When several such stories about it is to be Australian, and applying them to the members of a particular ethnic group appear across Vietnamese. In doing this, one does not need to an extended period, however, particularly when include all aspects of what is perceived to be those stories are very similar in structure and Australian. The myth of the Australian includes content, they become representative of the group as physical characteristics (eg, the tall bronzed “Aussie”) well as the individual. that can never be attained by a Vietnamese. Some 29 human interest stories appeared in the Other myths, such as the pioneer spirit and the Brisbane sample. All constructed the Vietnamese as battler, however, can be appropriated for this victims, although the word itself was never actually purpose. To set off on the boat journey, knowing at used, making this a key theme of the texts. The least something of the dangers, while not really major agents of suffering were depicted as the knowing anything about the life you are heading Vietnamese Communist Party (or the concept of toward except that you have an optimism that it is communism, itself) and the boat journey following all worth while, is seen as equivalent to the trials and the escape from Vietnam. courage of the early settlers and explorers of Australia. As well as being constructed as victims, the stories presented the Vietnamese as non-threatening to the Geoffrey Blainey has commented that the typical majority Australian culture, in that the perspective battler as portrayed in the fiction of the late 19th and taken in the stories was without exception an early 20th centuries caught the Australian people’s assimilationist one. That is, the individual was shown sympathy and imagination. To utilise this myth to

DECEMBER 1993 31 construct the identity of the Vietnamese is to try to It is also a moot point how the rather paradoxical mobilise this sympathy. situation relating to the human interest stories might As a set, then, the human interest stories, by being be interpreted by readers. There are several so similarly constructed, effectively deny the richness possibilities. The stories might be seen as typically found in this genre of news story; the straightforward positive accounts of a group intent individuals concerned become group members. on assimilating into mainstream Australian culture. Ethnicity seems to be stressed, therefore. Alternatively, they could be as viewed as Paradoxically, however, their ethnic identity is representing a sanitised, non-threatening (to other denied them to a large extent. By not commenting Australians) account of this group. Given the on their position relative to traditional cultural traditional negative stereotype held by many values, to the maintenance of their language and so Australians for Asians of all types, however, a third forth, by foregrounding similarity to other Australians possibility emerges. in many ways, by providing no comment on how The combination of ethnic markers (photographs typical a Vietnamese-Australian each individual was, and names) and the reporting of the individual’s their ethnicity was effectively denied, as was the success in Australia is likely to lead to the reality of the group’s position in Australia. reinforcement of the traditional negative stereotype. Interpreted in this way, one could argue that the It has been suggested that, while many Australians stories display a form of covert racism. are prepared to exercise a form of noblesse oblige Set against this denial of ethnic background, there toward migrants and refugees, this only holds good are two ways in which ethnicity was foregrounded, as long as they are humble and needy. Once there in which difference was maintained. This was are visible signs of the migrant becoming successful, through the use of photographs in some stories, and the same Australians become rather resentful of that in all cases through overt reference to nationality, success. In times of economic recession, stories of including using the person’s name. Given the nature Asian-Australian success are not likely to be of human interest stories, this reference to ethnicity perceived positively by non-, was not considered gratuitous. particularly as many Australians of all ethnic backgrounds find themselves unemployed. Such These stories illustrate how the nature of human stories are more likely to result in negative interest stories may effectively construct aspects of stereotypes becoming salient. ■ ethnic identity, particularly through their narrative structure and just what is included (and excluded) References from the narrative. Together with the earlier points Birrell, R., & Birrell, T. (1987) An issue of people: made - degree of sympathetic reporting, headlines, Population and Australian society (2nd Ed.). reference to ethnicity, range of topics and types of (Longman Cheshire, Melbourne). story - the factors influencing the construction of ethnic identity can be seen to be quite complex. Blainey, G. (1982) The Blainey view. (ABC- Macmillan, Sydney-Melbourne). A comprehensive analyses of print media texts needs to take account of the various selection and Markus, A. (1979) Fear and hatred: Purifying production processes involved in producing the Australia and California 1850-1901. (Hale & newspaper, the texts themselves, and the way the Iremonger, Sydney). readers interact with the texts. The project being Markus, A. (1988) How Australians see each other. conducted at The University of Queensland has not (AGPS, Canberra). yet included audience perceptions of media texts. Pittam, J., & McKay, S. (1991) “The Vietnamese: However, part of the study has included a survey in Representations in Brisbane’s press”. Australian which different ethnic groups have indicated their Journal of Communication, 18, 90-106. perceptions of how the Vietnamese community has van Dijk, T.A. (1991) Racism and the press. been represented in the press. Briefly, the overall (Routledge, London). perception was that the group would be reported Viviani, N. (1984) The long journey: Vietnamese rather unsympathetically — somewhat different from migration and settlement in Australia. our findings. Our subjects may have been (Melbourne University Press, Melbourne). responding negatively to media reporting itself, of course, or indicating a belief that the Vietnamese, as White, N.R., & White, P.B. (1983) Immigrants and the an Asian group, would likely to be reported media - case studies in newspaper reporting. negatively. (Longman Cheshire, Melbourne).

32 DECEMBER 1993 dollars spent annually on advertising and sponsorship. So how does television currently Deconstructing “advertise” to its largely “white Anglo” audience the role of “migrant” groups in Australia today? In terms of programs concerned with social issues, people in the media habitually hold that (1) their job is “simply the media: to reflect reality ... to present the facts and let the audience make up its own mind” (2) that issue-based programming has to be balanced between opposing viewpoints: to do otherwise is to patronise the A vital public, and to indulge in social engineering. The trouble with those professional views is that they can mask collusion with the processes which determine the patterns of discrimination still dimension of evidenced in social surveys of all sorts. This is principally because they project the program makers’ “liberal” assumptions on to the audience. They assume that just by portraying a bad situation, the anti-racist audience will see it as bad/wrong. Unfortunately, it cannot be taken for granted that the audience is a rational, “neutrally minded” community. practice Attitude surveys in the UK, in the Netherlands and in Germany repeatedly show that at least 33 per cent of By John Twitchin the adult population are self-consciously prejudiced against “migrant groups”. They don’t want even to e all act the way we see things. How else see the faces of such minority groups, let alone treat can we act? And we treat people the way with them on terms of equality and respect. And we see them. So how does the average W those are the interviewees who are prepared to state “white” Australian “see” the cultural and ethnic their prejudices openly - how many more think the differences which now comprise the national same way but “know better” than to say so? For identity? Are these welcomed as an enrichment to those people, the presentation of “facts” or rational all, or found somehow threatening? arguments on TV will not assist the cause of truth. In the July edition of M igration Action, Professor Like all of us, they will be selectively “not seeing” Desmond Cahill drew attention to the 1991 Report on evidence which is counter-stereotypical or Racist Violence by the Human Rights and Equal counterfactual to our “perceptual set” or framework Opportunity Commission: “For Aboriginal young of preconceptions by which we interpret the world people racist violence is an endemic problem, around us. touching almost every aspect of their lives ... the A further difficulty about “balance” in the treatment perpetrators are generally young, male Anglo- of social issues in television is that racism is a moral Australians ... research suggests that such young issue. We do not expect television to be “balanced” people may be grossly ill-informed about issues such in giving air time for example to terrorists as well to as the numbers of migrants entering the country”. their victims; or in giving equal time to those who In the same edition, Dr Christine Inglis pointed out favour pornography or child abuse or blasphemy. that young often find that This would be regarded as giving an irresponsible teachers hold negative stereotypes about them, and platform for the justification of offensive and anti­ apply low expectations about their interest in, and social behaviour. Journalists seem often to muddle abilities at, education. Mark Deasey described how in their minds “ethnic” minorities with “political” “Asians” - mainly young CLV people - are minorities when it comes to deciding how to commonly scapegoated for economic recession in a represent social issues concerning racial harassment, society which fails to acknowledge that their human etc. needs have just the same claim on the social To give a platform, in the interests of “balance” to resources as anyone else’s. those who seek to justify the scapegoating of ethnic Given the social backdrop of racism of which those minorities is actually to pander, or give comfort to, are just some symptoms, what is the role of misconceptions and prejudices in the audience. broadcasting? What constitutes responsible Offers to equal prominence to pro- and anti-racist journalism in response to those survey reports? positions or behaviour carries the implication that to That television has power to influence both attitudes the production staff, such racism is at least and behaviour is demonstrated by the millions of presentable. And a large part of the audience will

DECEMBER 1993 33 0

relish the material which resonates with their own other way round. opinions and simple disregard the “well-intentioned There is still much academic debate about how far liberalism” which “balances” it. In effect as much as the depiction of violence on TV creates “copycat” in presentation, a program is either racist or anti­ violence in young people. There is much less racist — not both. Ail value judgements are be debate about the effects of watching television on definition “unbalanced”. “racial” attitudes: Evidence from the USA and the UK Generally speaking, “migrants” can readily see what has confirmed that television, while not actually is stereotypical representation. After all, they are the causing prejudices, has a powerful effect in reality to which stereotypes can be compared. reinforcing, legitimising and perpetuating any Unfortunately, many white people have been so disposition to prejudice in its audience, particularly deeply conditioned, and from such an early, pre- when it portrays individuals or groups of “migrants” conscious age, by a culture which embodies and in terms of stereotypical images. “naturalises” those stereotypes as simply This is backed up by Professor Cahill: “In the “commonsense”, that it is a necessary pre-condition formation of their identity, young people are very for anti-racist action for them to examine just what much influenced by the media, especially television”. exactly is the difference between a stereotype and He quotes Goodall and her colleagues from the reality. This is not easy when one has not been at Institute of Technology in Sydney, who analysed the the receiving end of the processes which lead to content of a week’s prime viewing in Sydney and discrimination in society. found, for example, that Aborigines were presented The Anglo-Australians mentioned by Professor Cahill in a limited way, either only in caricature, or in as perpetrators of racial violence were once in subordinate positions. “Aborigines are regularly school. Were their teachers equipped to protect associated with criminality, portrayed as self­ them from the formation of misconceptions based on destructive, their politics factionalised and their ignorance about people of backgrounds different culture a commodity to be bought or sold into the from their own? international market place ...” Just what the “Asian-ness” or the “blackness” of The constant “problematising” of ethnic communities some Australians means to many “Anglo-Australians”, confirms the view that such groups are somehow especially the children who will make up the next “other” and “different” to mainstream white society generation, is a vital concern for teachers. Of course and do not experience the same range and education generally aims to protect children from categories of difficulties as their white counterparts, harbouring misconceptions and ignorance, and of but rather “create” problems by their very existence. course many children come from homes which have The television is often not careful enough to anti-racist values. But all children are prey to the distinguish between people with problems and images and impressions they pick up about cultural people as problems: The result is (albeit and ethnic differences from the television. unintentionally) to legitimise any tendency in the If not supplied with the critical awareness to be able audience to blame the victim of social injustice. to identify stereotypical thinking and imagery for Television programs all too often collude by themselves, children are being left by teachers to be omission in the perpetuation of stereotypes: Every victimised by such imagery as they watch. In other time they “reflect” rather than convincingly challenge words, the kind of work done in some schools, often out-of-date negative stereotypes and imagery they using checklists to broaden children’s perceptions of serve to reproduce and compound such racism in books and materials, needs to be extended assumptions. to the media influences which work on them outside In the UK in 1989, Neighbours consistently achieved school. the top rating slot on BBC 1. The only black Research done at a South London college in 1989 character at that stage was Pete Baxter, a young man showed how white children, even while actually who works at a bank and who hopes to become an looking at photographs of black children of their Olympic athlete. The rest of the cast of characters own age at their modern and well-appointed school are seen fundraising to enable him to train at the and homes in a professional, middle class suburb of national sports institute. After he has an injury, his Nairobi, remained immovably convinced that the storyline was wound up. This played by black children would be going “back to the mud hut commission into the common stereotypes of black/ at night”. Though they fully accepted the reality of sport, and by omission by the failure to develop the the urban scenes before them, the white children’s character in other situations. How does such stereotypes of material deprivation and a hunting portrayal assist a largely white audience develop a lifestyle in Africa, which they had picked up realistic image of the role of black fellow citizens in between the ages of 3-6, were unmodified. Already society? stereotypes were affecting perception rather than the A crucial problem in popular programming lies in

34 DECEMBER 1993 the burden of representation with which every This all means that there remains a task for television ethnic role is necessarily imbued. The comparative training, together with teaching curricula in schools. lack of black and Asian characters in popular The cultural inheritance from the last 400 years television would not be so significant if such roles which created the social meanings of “blackness” for displayed the full diversity of human experience in most white people is not something that is removed everyday life. But how often do we see strong overnight. The media and educationalists need to positive leading roles for ethnic minority actors? work together if the more subtle and unintended How often are there black women challenging forms of stereotypical thinking about “migrants” are traditional male attitudes? Where are the young to be identified and tackled effectively. surviving the rigours of growing up in To serve the interests of truth, and to make realistic ordinary households? representation of the variety of ethnic and cultural If only some 5 per cent of television characters are groups, the media needs to reconsider some black and Asian and those that are featured are fundamental issues. Who decides in editorial Asian shopkeepers, black athletes, etc then those decision-making about programs whose subject who do not have direct experiences of ethnic matters vitally affect the interest of “migrant” groups? minority communities will inevitably expect all From what point of view does the “institutional members of such communities to be the same and voice” speak? What criteria of direct accountability, act in similar ways as those characters they see on and sharing of power in editorial decisions are the screen. It is the enactment of normal, ordinary, needed if patronising assumptions are to be avoided everyday life which is still missing most of the time in the presentation of groups which are under­ from popular television fictions, where actors are represented in the hierarchy of production? What allowed to act outside their skin rather than in forms of self-monitoring by media production constant reference to it. departments could help identify unintended The way in which television news and documentary “mistakes” either of commission or omission? treats “ethnic issues” is a result of process of These are matters under intense consideration in decision-making regarding what is included and Europe, as the appalling results of overlooking them what is left out; who speaks and who is not seen or during the last 25 years are revealed in the upsurge heard; what language is used in the contextualising of racist attacks in most countries, and perhaps most of the on-screen material? Documentary genres devastatingly in the former Yugoslavia. The signs of often catalogue evidence of discrimination at only growing tensions within Australia may not be so the personal, individual level; or else they describe dramatic, but the role of the media is no less central catastrophes abroad such as wars, coups and in helping a population come to terms with what a famines; or they celebrate exotica with benign truly pluralistic and socially just national community paternalistic enthusiasm. means in practice. D The point is, of course, that the white viewer has a wide personal experience of the diversity of personality types and behaviour patterns among the white majority group in society, and so can appreciate the difference between any particular television portrayal and the norm. He or she is John Twitchin has made over 80 documentary likely to know less about ethnic or “migrant” groups programmes for BBC Television, including three from direct experience, and will make judgements 60-minute Black and Wljite Media Shows and about them based on secondary experiences, most Racism and Comedy, with accompanying notes often vicariously derived from television. What is for teachers and trainers. During 1993 he has bound to be the effect for the audience of the made the teaching/training packages Attitudes absence of black or ethnic minority people in most to , and Children Without Prejudice programs which are not about black or ethnic (showing ways to tackle prejudice formation in minority people? What are the effects of a media pre-school and primary school age children). which perpetuates the cultural imperialism of Copies of those, together with a series of constantly referring to “developing” countries; to “the training packages on cross-cultural Middle East” (why not “West Asia”?); to include communication will be held for viewing people actually born in the country? purposes at the EMC Bookshop.

DECEMBER 1993 35 A special p|ea for

January 4, 1994

Dear Friend

This is a special plea for help. The Ecumenical Migration Centre desperately needs your help if we are to continue to provide assistance to newly arrived migrants and refugees. EMC has not been immune to the economic situation of recent years. Our income has been reduced, yet the demand for our services remains as high as ever. We desperately need to raise $100,000 if we are to continue to provide help to migrants. Thirty years ago we were working with newly-arrived migrants from Greece and Yugoslavia. Twenty years ago we established the Turkish program. Then we worked with the Vietnamese and the East Timorese. There is a good chance that we worked with someone in your community who you know. Maybe we assisted with housing or education opportunities for their children. Perhaps we advised them of their rights as citizens in their new country. We are still providing these services to migrants and refugees and we are striving to create a community in which we can live together in peace and understanding - a community in which we can celebrate diversity. We have, in the past, been greatly encouraged by your generosity and willingness to be part of EMC’s vision of a truly multicultural Australia. If you continue to believe the work we are doing contributes to a better Australia for all, then please give us your support. A donation or help in kind will be greatly appreciated. May we also take this time to wish you a very happy and peaceful New Year as we look forward to a 1994 of renewed meaning and purpose. Yours sincerely

Tony Pensabene Chairman Order form Send to:

Ecumenical Migration Centre 125 Leicester Street Fitzroy, Victoria, 3065

Name: ...

Institution:

A d d ress:.

Postcode:

I wish to subscribe to Migration Action in 1 9 9 4 and I enclose $ ......

Rates: $ 3 6 individuals, $ 4 5 Institutions, $ 5 0 abroad (NO TE: New subscribers will receive 1993 issues FREE)

Please send me a FREE copy of the CURRENT EMC/CFIOMI Mail Order Catalogue.