IN SEARCH OF PEACE MEDIA: EXAMINING THE ROLE OF MEDIA IN PEACE DEVELOPMENTS OF THE POST-COLD WAR CONFLICTS A dissertation presented to the faculty of the College of Communication of Ohio University In partial fulfillment of the requirements for the degree Doctor of Philosophy Vladimir Bratić June 2005 ©2005 Vladimir Bratić All Rights Reserved This dissertation entitled IN SEARCH OF PEACE MEDIA: EXAMINING THE ROLE OF MEDIA IN PEACE DEVELOPMENTS OF THE POST-COLD WAR CONFLICTS BY VLADIMIR BRATIĆ has been approved for the School of Telecommunications and the College of Communication by David Mould Professor, Telecommunications Greg Shepherd Interim Dean, College of Communication BRATIĆ, VLADIMIR. Ph.D. June 2005. Telecommunications. In Search of Peace Media: Examining the Role of Media in Peace Developments of the Post-Cold War Conflicts (268pp.) Director of Dissertation: David Mould Abstract: This study analyzes media projects designed to contribute to the development of peace. Therefore, it examines post-Cold War mass communication projects developed in direct response to violent conflicts initiated by a party that is not involved in the conflict. The practical effort is named “peace media.” The review of the literature from the fields of media effects, propaganda research, peace studies and communication for development offers a broad spectrum of studies pointing towards a common conclusion: mass media/communication indeed have the potential to affect populations in a variety of ways. The rhizomatic approach by Deleuze and Guattari was used as the theoretical foundation to the methods employed in the study. As a result, in-depth interviewing, text analysis and a quantitative effects assessment were used as the methods of inquiry. In order to fully understand the rhizomatic foundation of peace media, this study examined three kinds of data: interview transcripts, texts describing peace media projects and the quantitative data of audience effects conducted by practitioners. Thirteen conflict sites in 18 countries generated a total of nearly forty peace media projects. The analysis begins with the description of the actors and practitioners responsible for peace media projects (who). It continues with an examination of media approaches to peace development (what), followed by a description of the beneficiaries of peace media (whom). The last two segments discuss the means of communication (channels) and examine the effects of peace media and the most effective utilization of such practices (effects). The study concludes that the impact of media is both substantial and limited. Because action or behavior is dependent on many outside variables and because these variables contribute to the end result as much as any form of communication initiative, only the true integration of media within peacebuilding strategies can insure a significant move toward a peaceful society. In order for this to happen, the following four components need to be integrated in the media plan for conflict transformation: journalism, entertainment, advertising and regulation. The final chapter of the dissertation presents a set of recommendations for the future practice. Approved: David Mould Professor, Telecommunications Acknowledgments I would like to thank my dissertation committee members who guided my work and made this dissertation possible. Their ideas and advice were instrumental in formulating the theoretical concepts and methodological procedure for my dissertation. Most importantly, I would like to thank Dr. Mould who constantly provided sound advice and a greater vision. I appreciate his hard work on the drafts and his suggestion that improved my work. This dissertation is for my family. My parents, Mirko and Dragica, and my brother Aleksandar are my inspiration in life. Their love gave me strength to accomplish my goals. I am greatly indebted to my wife Kimberly. This work would not be possible without her versatile skills, patience and love. Final thank you is for my motivational force, my reminder of all things that matter, my daughter Anya. 7 Table of Contents Abstract................................................................................................................................4 Acknowledgments................................................................................................................6 List of Tables .....................................................................................................................10 List of Figures....................................................................................................................11 Preface................................................................................................................................12 Chapter 1: Introduction......................................................................................................15 Background: What are “Peace Media”? ............................................................................20 From Propaganda to Peace Media – Terminology ............................................................24 Chapter 2: Literature Review.............................................................................................29 Media Effects.....................................................................................................................30 Propaganda-Related Literature ..........................................................................................31 Peace Studies .....................................................................................................................31 Communication for Development......................................................................................32 Media Effects Literature Review.......................................................................................32 Audience ............................................................................................................................34 Environment.......................................................................................................................39 Media/Messages.................................................................................................................42 Propaganda Studies Literature Review..............................................................................49 Peace and Conflict Studies Literature Review...................................................................62 Relations between Core Concepts of Peace Studies and Mass Communication...............67 Communication for Development Literature Review........................................................79 Peace as Development .......................................................................................................86 Conclusion .........................................................................................................................88 Chapter 3: Methodology ....................................................................................................90 Background to the Rhizomatic Peace Media.....................................................................91 Strategies of Inquiry...........................................................................................................94 The Interviews ...................................................................................................................96 Peace Media Texts .............................................................................................................99 Peace Media Surveys .......................................................................................................100 Triangulation of Approaches and Data Sources ..............................................................102 Selection of Countries and Media Projects......................................................................104 Interpretations-Analysis...................................................................................................108 Conclusion ......................................................................................................................110 Chapter 4: Overview of Conflicts and Peace Media........................................................111 Angola..............................................................................................................................111 Cambodia .........................................................................................................................113 Central African Republic .................................................................................................114 Colombia..........................................................................................................................115 Indonesia/East Timor.......................................................................................................116 Israel/Palestine .................................................................................................................118 Liberia..............................................................................................................................120 8 Northern Ireland...............................................................................................................121 Rwanda/Burundi/Democratic Republic of Congo...........................................................123 Senegal.............................................................................................................................128