| Abstract |
Since the September 11 attack, the United
States and the Arab/Muslim world have been frantically seeking a means of
countering and overcoming their tainted images that resulted from the war
of words that followed, particularly in the news media. The United States
is portraid in the Middle East as declaring war on Islam and Muslims. On
the other hand, Arabs and Muslims are being perceived in the United States
as terrorists. The situation has evolved to where it is not clear to what
extent the West is looking at the Arab and Muslim worlds through lenses
that have the Osama bin Laden label on them.
A series of high-level conferences have been held in Washington and the
Middle East to discuss how best to rectify their images. So far plans amount
to a media blitz that includes launching TV satellite channels that can
broadcast programs to each region. Some $12 million has also been set aside
for establishing three international satellite TV channels in English, French
and Spanish. Egypt is reported to have already started an international
TV channel targeting the Western general public.
These approaches to changing opinions are drawing heavy criticism. One argument
is that the image issues are not so simple that they can be rectified through
a PR or media campaign. Neither has taken any serious systematic approach
to learning why there is a gap of misunderstanding and mistrust. There is
more focus on setting up new media channels than on content, and even less
on finding out where the current media channels have gone wrong. Another
perpetual problem seen with the establishment of Arab media that can reach
the West is that state-owned media have not proven to be of any measurable
success in affecting public opinion in the West.
This paper will analyze the various approaches being discussed to change
opinions in light of communication and persuasion theory. Communication
and journalism professors at Zayed University participated in a roundtable
last August to discuss what should they should do. One suggestion that came
from an Arab in the audience was applauded. The observer said the Arab world
needs to look internally to determine what changes need to be made before
presenting any images abroad. This and some of the recommendations that
appear to have the best changes of achieving any success will be presented.
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