The Global Partnership for the Prevention of Armed Conflict (GPPAC) notes media’s role in contributing to cognitive, attitudinal and behavioral change on a large scale is unique. Conflict prevention and peacebuilding professionals can use the media in harmony with their other programs – if they know when, why, and how to use the media for the most strategic impact in lessoning the polarization between groups.
DAVAO CITY, Philippines—Today marks the beginning of Abusama Taguntong’s work as ‘peace reporter’ for a local daily in Cotabato City. He has moved in and out from radio stations as ‘blocktimer’ since 1987. His exposure to broadcast media traces back to his penchant for Visayan drama series ‘Handumanan sa Usa Ka Awit’ (A Song’s Memory) which ran from the early 80s upto today.
“Being a Maguindanaoan from Pagalungan, radio was the only bridge between us and the outside world,” remembers 57-year old Taguntong, adding “most people are listening to radio news and interprets what is happening through what they listened.”
From the time ethnic conflicts broke out in North Cotabato at the height of the Baracuda-Ilaga clash, which justified the martial law regime of the despotic Ferdinand Marcos, Muslims depended on radio as a means for communication especially for those who were trapped in the violence, Taguntong revealed.
“There was a time that I have to go to Cotabato City to seek help from a local radio there. My relatives were moving out from their places and I don’t know how to help them except to announce that they can proceed to our municipality because it was safe there,” Taguntong said. Her relatives resided in Carmen, Cotabato during that time, Taguntong added.
When the 1996 final peace agreement was inked between the Moro National Liberation Front (MNLF) and the Philippine government, Taguntong believed that it was the time to double his efforts to raise people’s awareness about peace through his ‘blocktime’ slot aired over dxMY.
“But it wasn’t enough,” Taguntong admitted, “because there has been sporadic skirmishes between MNLF rebels and government soldiers so I decided to engage with an NGO to expand the radio program.”
In 2000, Taguntong and the Community Extension Services (CES) of a Notre Dame school in North Cotabato started their peace campaign through the radio.
Wilfredo Cleto, CES director, said people were unreceptive of the radio program when it began airing on November 21.
“We made an assessment why people are not interested,” says Cleto, “and later on, we found out that the messages we imparted to the communities were ‘theoretical in nature.'”
Armed with the results of the assessment and advise from a local communication consultant, the radio peace program went on air for two years and seven months. “It was a feat,” says Taguntong, “but the challenge remains.”
The Global Partnership for the Prevention of Armed Conflict (GPPAC) notes media’s role in contributing to cognitive, attitudinal and behavioral change on a large scale is unique. Conflict prevention and peacebuilding professionals can use the media in harmony with their other programs – if they know when, why, and how to use the media for the most strategic impact in lessoning the polarization between groups.
In a study conducted by GPPAC’s Vladimir Bratic and Lisa Schirch, media possess an inviolable role in conflict prevention, especially in regions where they enjor relative freedom.
Both authors agree that media professionals still have much to learn about why and when their work can contribute to preventing violent conflict and building peace between groups. The media and peace professionals both have their limitations and share an interest in the dynamics of conflict.
“Cooperation between agencies, donors, civil society, peacebuilding organizations and media practitioners is essential. There is a need for meetings, seminars and work groups where models and best practices can be shared. Because using media in peacebuilding is a new practice, everyone has a lot to learn from the exchange of experiences,” concludes the study titled ‘Why and When to Use Media for Conflict Prevention and Peacebuilding.’
It adds: A careful assessment of whether the media is likely to play a positive or negative role in achieving the goals of conflict prevention and peacebuilding requires greater insight into ways the media helps and harms the path toward constructive change. Both peacebuilding and media professionals still have a great deal to learn on this journey.
GPPAC aims to reach a global consensus on peace building and conflict prevention, and believes the celebration of the UN International Day of Peace on the 21st of September on a global scale to be a great opportunity to reach this goal. September 21 is also the anniversary of the declaration of Martial Law in the Philippines. The media was among the first casualties of the declaration.
Its efforts are, however, in their infancy and synergy between individual actions by GPPAC members is still somewhat lacking. In general it can be said that the conflict prevention community has still to learn how to speak with a collective voice to the media and the public. ‘Selling’ conflict prevention comes with certain challenges and is at risk of being perceived as impractical idealism in the face of concrete policymaking.
The Initiatives for International Dialogue, a Davao-based regional advocacy and solidarity institution is GPPAC’s Southeast Asia regional initiator. It recently organized an international peace and solidarity mission to Mindanao in the wake of the controversy attending the botched signing of the memorandum of agreement on
ancestral domain of the peace talks between the government and the Moro Islamic Liberation Front. The mission likewise noted the vital role of media in the recent events noting ” careless or sensational reporting can be a matter of life and death – editorial decisions cannot be made based on purely commercial considerations.”
The mission also encourgaed the media to accept social responsibility as a crucial part of the whole nation and important player in the democratization process.
Taguntong insists that media should take part in the promotion of peace, especially in Mindanao. “It is very important for people to understand the importance of peace given the confusing times that we all face here,” says Taguntong, adding “I want to engage myself with this new job—as peace reporter—because media should be used in the context of what is beneficial to the majority, to give a formal platform for people who are seeking justice.”
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