European Media and the Rise of Islamaphobia
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Transcript European Media and the Rise of Islamaphobia
Communication & Media
(In an Ideal World)
AMSUK ANNUAL CONFERENCE
LEICESTER
APRIL 2010
Disclaimer
All images used here have been taken for the purposes
of this presentation only and are widely available on
the web
What do you get from this picture?
Communications
Why do it ?
What do we mean by
communication?
What are the
different types of
communication
methods?
Purpose of Communication
Get your message
across to others
(effectively)
2. 2 way process – sender
and receiver
3. Message is only
successful when the
sender and receiver
perceive it in the same
way
1.
Achieving Clarity
What do you want to
deliver?
SENDER
MESSAGE
How do you want to
deliver it?
FEEDBACK
Know:
•Your subject
RECEIVER
CHANNEL
Verbal and non verbal reactions
which ensure whether the
audience has understood or not
CONTEXT
•Your audience
•Context
The
audience
with their
actions
and
reactions
and
feelings
The situation in
which your message
is delivered
Barriers to Communication
Too long / disorganised /
errors
SENDER
MESSAGE
Wrong method of
communication
FEEDBACK
Ability to get message
across / lack of insight
to communication
process / lack of
emotional
management / not
assertive /
defensiveness
RECEIVER
CHANNEL
audience
background /
culture
No means of feedback / lack of control
/ offensive and emotional / inattentive
listening
CONTEXT
Too much information
being sent too fast
Forms of Media
Mainstream - TV, Radio, Broadsheets
E-media - Internet, Mailing Lists, Websites Blogs, Chat, Youtube
Advertisements / Magazines
Citizen Journalism – Mobile Phone Uploads, SMS, Online Posts, Personal
Blogs, Letters
Community Journalism – Community Newspapers / Media, Newsletters,
Leaflets
Collaborative Journalism – More interactive (Wikipedia style)
Graffiti, T-Shirts, Tattoos, Photos, Cartoons, Film, Drama
Social networking - Twitter, Facebook, Myspace
The Importance of Images (1)
The Importance of Images (2)
The Crucial Role of the Mainstream
Media
Mass production of influence
on public opinion
Acceptability, credibility and
legitimacy
The ‘whole story’?
Access: Who gets to have their
say?
Accountability & Regulation
Essential Objectives of Media
Tell a story:
Inform
Report
Cover
Analyse / Opinion
Educate (?)
By-Products of Modern Media
Educate
Communicate
Entertain
Propagate
Instigate Change
Importance of Media
The essential nature of Da’wa
Effective and efficient means of delivery
Instant broadcast and transmission
Absence of borders, obstacles & restrictions
Infinite broadcasting space
Affordable
Hidden Elements of the Media
Proprietors
The Markets
Government Influence (or Control)
Context
The Context
History
Current and Landmark Events
Over-riding Perceptions
Power Dynamics
Problems In Coverage/Reception
Little appreciation of historic,
geographic and demographic
dimensions
Cultural Vs. Religious
Overlapping Identities (Arab,
Asian, Pakistani, European, etc.)
“Lost in Translation”
The “Photoshop Effect”
Volume of presupposed knowledge
and stereo-typical material
Facts to be considered
The quantitative explosion in ‘Alternative Media’,
including the Internet and Mobile Phone uploading
have made news and debates more accessible than
ever before.
The link between Media establishments and the
markets.
Media cannot be isolated from others dimensions of
society including government, public attitudes, etc.
Positive Aspects
Increasing number of Muslims working within
mainstream and alternative media
Increased understanding of Islam and Muslims
amongst European media professionals
Louder and more effective Muslim voices within
mainstream and alternative media
Islam becoming recognised as one of the main
religions of Europe
Necessary Steps
Increased awareness and education among all public
authorities and services
Increased visible proof of Islam and Muslims in
Europe
More effective discourse by Muslims on issues of
common concern
More research and surveys as to the impact of Media
coverage on rise of Islamaphobia
PART 2
The Need for Media Strategy
‘Public Opinion’ is not one monolithic
entity, but rather a diverse array of
trends and tendencies.
Utilising the media through real events
Dealing and interaction with all
elements of the media world
‘He who isn’t with us…is not
necessarily against us
The Perception Test
Perception Test
Media Plan: Aims and Objectives
To inform
To publicise and promote
To lobby for change
To influence Public Opinion
To defend the wronged
To show support
To use-up vacant media space
The Strategy
Develop your organisational vision
If you don’t know where you are going, you will end up
somewhere else’ – Yogi Bear
Outline the organisational plan and goals for
working with the media
SMART(ER) –Specific Measurable Achievable Realistic
Timebound (Extensive Reviewed)
SWOT – Strengths Weaknesses Opportunities Threats
The Media Strategy Questionnaire
See Section 2 (page 17) of the Media Guide
The Media Strategy Questionnaire
Strategic Questions
USP
Vulnerabilities
Human Resources
Contingencies
Long Term Message
Narrative & Relevance
KISS (Keep It Short and
Simple)
Practical questions
Budget
Skills
Agenda
Different types:
News
Features
Targeting the approach
Accessing the media
The Basic Elements of a Media
Strategy
Getting to know the Media
Media Monitoring
Developing the message
Media Response
Feedback - Performance Assessment (KPIs)
Getting to Know the Media
Developing a rapport / networking
T.V.
Radio
Newspapers
Magazines and Journals
Internet websites
‘Alternative Media’
Getting to Know the Media (2)
Main Editors
Reporters
Presenters
Columnists
Analysts and Experts
Proprietors
Media Monitoring
Coverage of my own
organisation
Coverage of country and the
region
Coverage of the opposition
Reports of important issues
The Constituents of the Media Message
News (Content)
Images
Discourse
Developing the Message
What is the message?
3 facts to be considered
5 w and 1 H
Method of Delivery
Audience
Relevance of the message
Type of Message:
News
Features
Investigative
Media Response
News Reports
Press Releases
Action Alerts
Letters to the Editor
‘Phone-ins’
Interviews
Audience Participation
Press Releases
Short, Sharp, To the
Point (KISS)
Distribution
Timing
Follow up
photos
Letters
KISS – less is more
Accuracy
No jargon
Avoid generalisations
No metaphors / similies
Avoid insulting
/ slang
Complain / Compliment
Write with a cool head
Plan the letter
Know the newspapers
Punctuation
UK English / American
English
Patience and
perseverance
Tips for Interviews
Calmness
Planning
No Off the Cuff
Don’t answer
leading questions
Appearing on TV
Feedback
We must encourage
feedback of all sorts
and from all sectors of
the public.
Remember…you are
more likely to learn
from the criticism more
than you do from the
praise.
Assessing Performance
KPIs
Effect on issue or policy
Change of Public Opinion
Type and quality of feedback
Immediate and long-term public reaction
Volume of media appearances
Vital Resources
Awareness and understanding
Sound and clear language
Ability to respond instantly
Good and sound research
Professional appearance and performance
Continuous Development
Media Toolkit
Pre-planning check list
Determine news outlet
Language and approach
10 commandments of the media
officer (page 43 of the media guide)
And Finally…
Sincerity (true and correct Niyyah)
Reliance on Allah
Doing our utmost
Abiding by Islamic boundaries
والحمد هلل رب العالمين