Partisanship of British Media in Electoral Campaigns By Yushau A. Shuaib
Brown, Cameron, Clegg
It is not strange in some climes that politicians engage in electoral malpractices to win elections by hook-or-crooks, but it beats one’s imagination to suspect respected media outfits in the United Kingdom of being involved in manipulations of their readers and viewers through excessive partisanship.
Few days to British election, The Independent sends a daily free copy of its newspaper to householders in London. As a student I do not find the gesture as being generous because I read the online version apart from getting free copies of Metro and Evening Standard newspapers in the morning and afternoon respectively while on my way to- and-fro University of Westminster.
The freely distributed and low-priced newspapers like the Sun owned by the Australian media baron, Rupert Murdoch, have the large chunk of the British readership. This is evidence by commuters who take delight reading the papers in trains, buses and taxis.
It must be emphasised that The Independent always claims it is the only newspaper in Britain that’s free from proprietorial influence and political allegiance. That superior argument could not be claimed by other publishers and editorial teams of the major national newspapers. It is observed that the Labour Party and its leaders, Gordon Brown received editorial sympathy from The Mirror and the Guardian; the Conservative Party and its Leader, David Cameron received supports of Daily Mail, The Telegraph, The Time and the Sun, while Nick Clegg of Liberal Democrat has no major newspaper’s official backing except for public goodwill and sincerity of some reporters.
The unbiased Independent newspaper, in its story on Friday April 23, 2010, with a title: “‘Sun’ censored poll that showed support for Lib Dems,” reports an allegation that the Sun failed to publish a credible and authoritative YouGov poll that “voters fear a Liberal Democrat government less than a Conservative or Labour.”
The Liberal Democrats and other electorates have accused the Rupert Murdoch, the owner of the Sun for suppressing the finding. The development further confirms how the Sun has nakedly and excessively exposes itself by campaigning for the Conservative Party against others in the past and for the forthcoming May elections.
Does media have the right to condemn countries like Nigeria where politicians are notorious in stage-managing electoral processes, when the British media deliberately manipulate consciousness of voters for certain political parties to satisfy the agenda of their respective proprietors?
The media may protect business and political interests of their patrons, as the Fourth Estate of the Realm, they should be cautious in their public endorsements of politicians for electoral offices since they are not newsletters of the political parties.
As a PR student in UK, I am baffled by the antic of British media towards the election and doubt if they are influenced by hidden persuaders, the Political Public Relations people.
By Divya Kapoor, (Blogger insidepublicrelations.blogspot.com)
It’s that time of the year again, when we depart to meet again…
MA PR Class 2010 Kitchen Party Westminster
The journey right from the application process to writing my last blog today, has been truly incredible. Having worked in the public relations industry, Masters in Public Relations at the University of Westminster was my first choice. The international welcome programme at the University was great. I met so many wonderful people from different cultures and background during those three days and even after my course actually started. I can never forget my first class because it was on my birthday. It has truly been a wonderful experience. I learnt so much during these six months, it’s hard to express. I want to extend my deepest gratitude to our Course Leader, Pam Williams and Senior Lecturer, Michaela O’Brien for their support and cooperation. Thanks for always being there (especially for instant email replies), for all your guidance, advice and recommendations. You are fantastic leaders and I really felt fortunate to have motivators and educators like you. Also, big thanks to Matt, our New Media module leader, for all the hard work he did to ensure that we gain professional expertise in this new field. Last but not the least, all my wonderful, beautiful, intelligent, creative, spontaneous, lovely, uber cool classmates. Here’s a short message for each one of you:
Jyoti: I had an awesome time with you, will cherish it forever Ayesha: Did I ever tell you that I love the way you presented yourself during the press conference? Diksha: You made me miss my mum more, you are so lovely! Nandita: You are such a cutie pie, always felt like pulling your cheeks Najlaa: You definitely asked some of the most difficult questions in the class Aneta: I love the colour of your eyes Soyini: You are so intellectual and intelligent Luisa: The most professional and confident girl I have ever seen Marlena: You have an awesome personality and you look stunning in red Jey: You are born to do fashion PR, you are a star Gaye: You should be presenting the Toastie show Raylene: You made the right choice of selecting Gaye for your viral video Babusha: Had so much fun with you teaching Fillipo about the Indian culture Roxana: You are gorgeous Nisha: I wish I had a figure like you Natasha: You have a beautiful smile Menglu: You were awesome in the debate Viola: You guys were perfect hosts during Chinese New Year celebrations Stephanie: You are so cute and innocent Sarah: Love your statement: Pizza is for Italy and Rice is for China…fantastic! Jayne: The women I admire the most. Hats off to your courage and determination Karolina: You are quite hard working and charming Natalia: Little bundle of joy Tatsiana: Will always remember your gorgeous over coat Samya: Perfect combination of beauty with brains Adriana: Thanks for the delicious food you got before the Christmas break Georgios: Your yellow tie looked dashing Jon: You looked so pretty in Fillipo’s video (don’t get angry please) Fillipo: I was surprised to know you know so much about India Yushau A. Shuaib: Your passion, enthusiasm and big smile will be missed
Cheers to all you guys…and wish you good luck for your future.
When Benedict Southworth Talks on Public Relations in NGO Sector
Benedict Southworth, YAShuaib and Pam
The role of Public Relations in a Non-governmental organization (NGO) can be interesting as well as scary in the sense that most activities of NGOs, especially in developing countries are largely antagonistic to big commercial enterprises as well as draconian government policies that profit from the agonies and pains of the people.
Most NGOs have either a community or environmental focus advancing awareness and providing supports on various issues including environmental pollution, poverty alleviation, humanitarian assistance, religious tolerance, legislations, press freedom, democratic governance, and war against corruption.
The MA PR Class 2010 at the University of Westminster was glad to receive Benedict Southworth as a guest lecturer on PR in NGOS.
Benedict Southworth is a thorough communicator and activist whose roles in almost a decade are centred on advocacy, fighting against big organisations that are not friendly to the environment. I have read about some of his advocacies as spokesperson to some global NGOs which include World Development Movement, Amnesty International, Greenpeace International, Greenpeace Australia-Pacific, Friends of the Earth.
Southworth disclosed that in most countries NGO is a legally constituted, non-governmental body (organization) established by individuals or group without full participation or representation from the government. At the same time some NGOs receive funding from governments and business enterprises as donations.
How can public relations impact in activities of NGOs?
Southworth told the class that NGOs have different messages and approaches for their campaigns. He said majority utilise PR tools to make their campaigns effective especially those in the areas of public awareness campaigns and lobbying.
The guest lecturer added that other NGOs undertake programmes and execute projects within the society especially in addressing issues on poverty alleviation programmes, investigation and documentation of human rights violations, Provision of technical supports and services, free legal service to the needy.
Some of the objectives of NGOs cannot be achieved without healthy relationship with their target publics in the host community, likewise the appropriate information to be conveyed. The organisations use public relations campaign to create public awareness and raise funds towards the success of some of the programmes.
Southworth further disclosed that since activities of NGOs are voluntary and sustained through voluntary contributions for aid, PR in NGO is not for those interested in making money but they can derive joy in helping the society. According to him, members in NGOs are activists championing justifiable causes in defending the humanity and the environment. They are civil society organizations fighting common causes for societal well being.”
While public relations practitioners can donate their time, once in a while, to promote NGOs’ causes without expecting monetary returns, those interested in working full time can earn salaries in a sector that address issues on education, culture, environment, health, social development and religion.
I must admit that as exciting as working in NGO could be for PR practitioners, it could be stressful telling from Southworth who looks older than his actual age. I had a chance of taking his picture after the lecture.
More nomenclatures are being created for Public relations (PR). We have heard of Fashion PR, celebrity PR, PR in NGOs and the popular Financial PR among several others. Political PR is what some would shy away from calling Political Communications.
political rally
When some public commentators want to attack partisan political communicators they then remember to call it ‘Political PR’ for unclean reasons. That is why an argument was raised in MA PR Class at University of Westminster that “Political PR has undermined public trust in politicians and is the single biggest threat to our democratic health?” How true could that be?
Understanding Political PR
Political PR derives its name from political communication, a field of communications that is concerned with politics and political decisions. It communicates specific issues to earn public support especially on government policies and electoral process. It is largely used by politicians and public officers to persuade their publics. This to some extent includes lobbying.
Political PR is the communication process to sustain relationship and engage stakeholders on political development and action to promote transparency and accountability in politics and governance.
The Basics
Some names associated to Political PR include Spin Doctors, Propaganda, Public Affairs and government relations, most activities under this PR sector are aimed to protect national security and national interests in the campaigns.
The public and media rely on authorised Political PR persons to get necessary and available information on political issues and personalities involved including elected political office holders. As reliable sources, political spokespersons provide vital information to minimise spread of falsehood and hearsay on topical issues.
Societies could have been dull without well articulated and eloquent campaigns messages coined by people in Political PR to persuade electorates, which add spices to electioneering and campaigning.
We must be aware that some of those thrilling media coverage, live political debate and eloquent oratory by public figures and politicians are the handworks of Political PR people who have researched, planned and implemented the campaigns.
All sectors of PR and their campaigns whether fashion, political, financial, crisis management, media relations among others are guided by the same strict code of professional ethics. Similarly they all undertake plans of actions to ensure success of their campaigns by analysing trends, defining goals, planning strategies, implementation and measurement of results.
Confusion over the term Political PR
voteforme
The scope of political PR is broad with many communicators utilising the elements of political communications to persuade and influence political decisions. They include the roles of lobbyists and the strategies of trade unions, activists and NGOs in their attempts for favourable legislations.
Though the antics and shortcomings of few political communicators have been the bases of criticisms of Political PR there is no profession that is not subject to abuse. Democratic processes have failed in few countries likewise social media for instance have been abused by some disgruntled users. Should we therefore denounce any of these because of few shortcomings. No industry or sector is immune from insiders’ abuse.
Political PR covers a wide range of activities and is used by officers responsible for information dissemination at all tiers and arms of government, national, grassroots, executive branch and legislative arms.
So Political PR is not necessarily about personalities like Alastair Campbell. Have we thought about contributions of spokespersons to Bill Clinton and Barrack Obama? There are many good examples of Political PR people including the success of of unseen lobbyists and hidden persuaders towards a better informed society on political process.
The topic for the debate is : “Women will always work in PR but will never run it.” This indirectly implies: women may not be able to lead a PR agency.
women power?
I am not a chauvinist who would have added that PR is not about fashion parade or modelling. How could I in the midst of large intelligent female students to engage them in such a debate on gender issue? The population of female students in MA PR Class 2010 of the University of Westminster is about 85%. Majority of PR lecturers and scholars too are females. The students come from a diverse socio-cultural backgrounds and from different countries across the continents.
Supporting the motion could be an herculean task because it requires extreme caution and maturity in presentation.
The contentious argument on Women in Public Relations was influenced by a book written by three distinguished female scholars in the United States of America: Larissa A. Grunig, Elizabeth Lance Toth, Linda Childers.
The 424 page book “Women in Public Relations: How Gender Influences Practice” which was published in 2001 provides statistics on existing disparity in remuneration between the male and female in PR and on how women are denied top top managerial positions in PR profession. Their argument is that public relations by definition is feminine profession where women should have equal right or higher roles than their male counterparts.
I strongly believe that the argument shouldn’t be on emotion and sentiment or on so-called ‘gender inequality.’ Rather it should be viewed from the reality on the ground in the seeming men dominated world.
I can only offer the following reasons:
Attributes: Women may have positive attributes such as humility, intelligent, attractive and obedient; the nature of PR in decision-making requires men’s attributes: forceful and decisiveness in meeting some set targets. This may include risky ventures like lobbying and spinning.
Networking: The job of public relations is also about high networking and socializing that may include working/meeting at hours, days, and environments. Such networking may be for research or to reach more clients and for strategic media relations. Networking and contacts are bedrock of PR agencies.
Biological composition: Women have periods of non-productivity in their life that they could not engage in strenuous exercise and mental thinking. Menstrual and pregnancy periods are natural phenomena that may distract women from creative ideas and their implementation.
Maternity Leave: One of the major excessive generosities granted to women in most work places is maternity leave and maternity pay, where they receive their salaries including allowances without working. The men do not have paternity leave so couldnt get similar largesse. It will therefore be wrong to ask for equal pays for the sexes.
Cultural Barrier: Nations and societies have different values and cultures attached to gender issues. There are some nations and communities that would not assign women to high responsibilities. Some of those societies can be found in the Asia, Mideast and Africa. Even in some western countries, women only become more conspicuous in social and political circles few decades ago.
Motherly Nature: Women are largely seen as the best homemakers for affectionate disposition to their family especially in the upbringing of the children. The moral dilemma is how many women will sacrifice the family and mostly their kids for a tasking working career?
Dress Code: As much as PR is about appropriate presentation of oneself, women habitually like to draw more attentions to themselves (makeup, costumes) than to their skills and knowledge on the (PR) job. This unfortunately is genesis of most cases of sexual harassments against male bosses.
Conclusion
There is nothing wrong on gender equality through the diversity of responsibilities but arguing on the basis of inferiority and superiority complex would not advance a justifiable cause for women to rise to top managerial levels. They need to see the opposite sex as a partner to reach their goals.
Above submission is just a contribution to the debate not necessarily a personal opinion of this writer.
Re-examining Ethical Standard in Public Relations
By YAShuaib
Can Public Relations (PR) ever be ethical? That was a question put to students of MAPR Class 2010 at the University of Westminster, London. A simple answer should be ‘yes’. As a respected profession, PR has a set of ethical standard and codes to guide practitioners on good conducts. Similarly it is expected that individuals and organisations should observe some ethics to protect their reputation.
Ethics is also known as moral philosophy which intended to address questions about morality and the perception about doing the right against wrong, being good from being bad and justice over injustice. debates on ethics always centre on whether we should do what is right all the times or do whatever we could to achieve positive results. We shouldn’t forget that propagandists believe in the philosophy of an end justify the means.
Professional Codes of Ethics
Unlike the social media that is yet to have acceptable and practical rules to be observed by users, which in some instances is creating ethical and moral dilemma, Public Relations practice is guided by various professional codes of conducts.
The codes largely provide the dos and don’ts which must be observed by registered members. A code of conducts is a system of moral principles and rules of behaviour that sets the expected and acceptable standards for members.
The code is necessitated on the need to guide and protect professional integrity of members through the provision of mandatory checklist on conducts and behaviours while discharging their responsibilities.
Nomenclatures on the Code
The code is given various nomenclatures by different bodies. While most professional bodies refer to it as Code of Conduct, others tag it Code of Ethics or Code of Professional conducts. For instance Nigerian Institute of Public Relations (NIPR) has Code of Ethics; British Institute of Public Relations (IPR) now Chartered Institute of Public Relations (CIPR) provides Codes of Professional Conduct; Public Relations Society of America (PRSA) propagates Code of Ethics; and International public Relations Association (IPRA) with headquarters in London calls it Code of Professional Conduct and Ethics.
Similarities of Contents
The content of Codes of Conducts of the four Public Relations Bodies above share similarities in the themes and philosophies.
The Core Values of the professional codes focus on expectations from PR practitioners to protect the intergrity of the profession, the employers/colleagues and the publics. A practitioner is expected to put trust and honesty of purpose before all other considerations. Loyalty to the employers is mandatory likewise serving the interest of the larger public. The codes also warn against unprofessional acts that would question the integrity of public relations and likely conflict of interest for pecuniary reasons. Above all the relationship between PR practitioners and the reporters and all media outfits should be mutual and responsive.
Four Great Books on Online PR By YAShuaib
There are many books out there on online Public Relations (PR) and Social Media (SM). Some books’ covers and titles may be deceptive; I have just come across 4 new books that are comprehensive and resourceful on internet and public relations. They are authored by PR practitioners rather than just academics.
Books on Online PR - pix by yashuaib
The well-researched books have practical experiences, useful references, case studies and above all written in superbly lucid styles. Each of them acknowledges and treats latest developments in the ever changing internet technology for communications, especially the trends in social media (SM).
The New Rules of Marketing & PR by David Meerman Scott, though is more on the marketing aspect than the PR, the book nevertheless demonstrates how one can marry PR tools to social media platforms. Out of the 21 chapters in the book, only chapter 14, 15 and 16 are devoted exclusively to PR practices while others are either on sales, marketing or mixture of integrated marketing communication. The 287 page book, which was republished in 2009, provides new rules and new thinking in modern communication: the enews releases, blogs, podcasting, viral marketing and online media to reach buyers. David Scott can be forgiven for devoting large chunk of the book on the marketing aspect than public relations. He is an award-wining marketing strategist who has been in the marketing environment likewise most of his endorsers who praise his book.
PR 2.0 by Deirdre Breakenridge (The Lady in the House of PR), is a distinct publication on the concept of PR 2.0. It elaborately highlights the revolution taking place in the new media, its tools and the emergence and conversion of new audiences who have new selective taste from traditional media. For those interested in theoretical perspectives(one of my weaknesses: listening to old stories), this is the book that takes readers back to the past when the term public relations was said to be first documented by US President Thomas Jefferson during his address to congress in 1807. The theory of Ivy Lee and Edward Bernays, two scholars credited with creating and defining the art and science of modern PR in the early 1990s also features in the book. Brakenridge’s book published in 2008 by Pearson Education Inc is not all about theories but also the practical aspects. In its 15 chapters, one doesn’t need to consult any other book if the search is on PR 2.0 than general referral to Online PR and Social media to get acquainted with appropriate ways to deploy internet technology for closer social interaction with various audiences.
The revised edition of Online Public Relations by David Phillips and Philip Young on a practical guide to developing an online strategy in the world of social media is a timely release that pays attention to unfolding developments after the first edition in 2001. The second edition published by Kogan Page and endorsed by CIPR, is very elaborate on various social media platforms and how to use them with references to historical and modern examples. It was not surprising that the first and second chapter could have covered all one needs to know about online PR. Though not technical it simplified the social media jargons and apparatus to new entrant in the field. The remaining 26 chapters are basically on communication and PR principles which hows of putting them on internet technology.
Public Relations and the Social Web by Rob Brown is quite an exciting book. I was influenced to search and get the book because of its critical review in a blog. After going through the book, I realise that the author was unjustly and unfairly treated by the blog review. The so-called weaknesses are nothing but academic exercise. Published by Kogan Page in 2009 it is a practical material in unique style of narration. In a lucid style there are seamless flows between the topics that have captivating titles like chapter 3 on “the lunatics have taken over the asylum.” Readers are not bored with everything and all things as the author specifically provides adequate treatise enough for PR practitioners and students to have better idea on the new/social media. Chapter 4 on the new channels, for instance, discusses 6 platforms of SM that could cover other areas. They are blogs, wikis, RSS, Podcasting, Social Bookmarking and Social Networking. Nevertheless towards the end in chapter 15 he lists the major players in Social Media such as video sharing, social networks, photosharing and blogging.
Conclusion
Finally, one noticeable defect from all of the books above is that they shy away from admitting the negative sides of SM either by misapplications or out of ignorance of users. As interesting as they are, I only wonder if the contents won’t be overtaken by events in few years if not few months to come.
Internet technology for PR practitioners is making everybody to be more committed and devoted to online communication through computers and mobile devices rather than the physical face-to-face advantages.
Yushau A. Shuaib
University of Westminster
Harrow Campus London
Practical Exercise on Social media in Public Relations
By Yushau A. Shuaib
This is a response to a practical assignment given to students of MA PR Class of University of Westminster to produce a short webcast using many tools available in the new technology.
The assignment’s deadline for submission which is Friday February 19, 2009, is to highlight the significance of Social Media and relate it to Public Relations practice.
In the demonstration below through the YouTube, a video sharing tool, as an assumed Client Social Media Strategist within a PR agency, I introduce certain key aspects and issues in social media, especially on definition of social media from a personal perspective. I also discuss the sociological and cultural concepts behind it and their relevance to PR. In addition I state the negatives of the social media to clients and how will they be dealt with.
The text, audio, power-point slides and the video are my original materials and thoughts.
The above is quoted from one of our guest speakers today James Warren we was accompanied by Robert Anderson from Weber Shandwick, the UK’s leading multi-specialist PR agency. It is quite an interesting and interactive session for MA PR Class 2010 of University of Westminster, London. The speakers broadened our scope of knowledge on digital communication and latest skills in changing world of communications.
So what is new from past lectures? Their argument is about inline PR and the future, no more yesterday or today.
The concept of inline PR from online and off-line PR was brought to the fore. The need to address diverse audiences may not be necessary as far as we target the right audiences through the right channels that address their interests. Inline communications is a midpoint between digital and traditional communications for creating campaigns that generate advocacy. It is the mixture and marriage of old ways in new approaches of communications.
Online advocacy is also gaining momentum. It has been disclosed that consumers and (generally) the public are becoming more receptive and would rather approach online advocacy in making their choices. Online advocacy, from a statistics provided at the lecture, has more rating and positive impacts from consumers than mere advertising, brand website, shop staffs, friends, print media and electronic media. This is just to reinforce the fact that Search-Engine is more trusted for right enquiries.
The digital communication is also becoming the supreme leader through video sharing, search-engines, microblogging, documents sharing and social networks. We learn that the PR approach of always telling the story is compelled to adopt new tricks to really get the messages across to the right public at the right time. The reason for this development is influenced by the proliferation of broadcast channels, emergence of different kinds of mass-media platform and now hyper-sensitive emergence of mobile media.
In developed economies is clear that the future is already here. Even in a developing country like Nigeria, I can proudly say we are getting there whether by emulation or by imitation. The future of PR is moving not only at targeting the traditional media outlets and the new platforms but the new entrant Mobile Communications. With the success of business transactions, societal engagements from mobile devices, new browsers are created to provide all features of PC and internet on the portable mobile devises like iPods, iphone, smart phones (and guess?) and wrist watches.
Contents designers and developers of various tools of new media are presently designing special applications for contents and search engines specifically for the mobile devices. I was not surprised when J. Warren said the future is about “interacting globally and mobilly (on the move).” Definitely the word MOBILLY would soon get into the dictionary considering the speed by which words from internet technology influence new words in our vocabularies.
What one get confused about at the end of the session after the question and answer session are: Does the social media need to be regulated for best practices? Should there be some ethical standards, charters to guide bloggers and commentators from abusing the platforms? Do PR practitioners, considering the hijack of new media outfits such as blog by novices, unskilled and uneducated people, employ any strategies whether morally questionable to reach and respond to some of those blogs?
The current dilemma is the fact that online communities have large anonymous bloggers, commentators and visitors who use pseudonyms, fake names and sometimes impersonate others to pass messages for positive and negative causes. If many are doing that and getting away with them successfully should PR practitioners join the bandwagons to achieve result in unregulated social media?
Well, our guests today told us that “We must be active, be everywhere and be nice.” Should that be by all means to reach the public?
Online Propaganda and Social media
By Yushau A. Shuaib
The battle ground has shifted. In an advanced society conflict is no longer resolved through the use of bows and arrows. This crude method of conflict resolution can only be found in archaic societies, for instance the Jos crisis in Northern Nigeria where victims were cut to death with machetes. Wars have also gone beyond the deployment of guns, missiles and the Weapon of Mass Destruction (WMD) – a claim for the justification of George Bush and Tony Blair’s arbitrary invasion of Iraq.
The new war is fought without shedding human blood. The social media is the battle ground for the interested parties where online propaganda plays prominent roles. Social media is used for advocacy and mobilisation for noble causes and on the other hand to blackmail and destroy individuals and institutional reputations. One can read, listen and view live happening across the globe provided, not only by the media but the ordinary persons on the street and shared on the internet.
The emergence of the internet has brought about a range of auxiliaries to enhance communication amongst individuals and groups from the development of a website, email and instant messaging. The great innovation of the decade is the social media network which has elevated human communication and activities to an exciting and scary level. The major applications and tools for social media include online forums, blogs, microblogs, social networks, bookmarking sites, online videos, podcasting and Instant Messages. The popular brands of those tools include Facebook, Myspace, Youtube, Twitter, Delicious, Digg, stumbleupon and various others.
The technology has revolutionized the way we communicate, interact and play – without the need for third parties except the gadgets. One does not need to expend too much resources to read newspapers, watch TV, listen to radio, play games and with spontaneous platforms for online reactions. Business transactions, like online shopping and banking are conducted round the clock without stepping out our homes. Most of the developers of these technologies actually transform their ideas to realities from the comfort of their homes.
The success of Obama’s election was largely associated with effective use of social media technology, likewise the massive global supports received by victims of Haitian earthquake. Access to computers and mobile devices has indeed made the world a global village.
As exciting as these new media applications are, their impact on our lives as users, the economic improvements in the lives of the technology developers and technicians, it still calls for great concerns to humanity. The rate of divorce is increasing due to cheating on social media as unfaithful partners are easily tracked, just as professional hackers are having field day discrediting security systems of established institutions, while fraudsters milk their victims dry through tempting baits on the internet. Frustrated souls too, especially amongst youngsters now find the convenience of committing suicide through advisory from some social websites.
While social media encourages human laziness and physical social interactions, a new finding in Britain reports that the negative effect of video game and social networking websites which is blamed for the shocking rise in rickets amongst children. A freely distributed Metro newspaper, reports that spending hours in front of a computer means youngsters do not stay outdoors enough, hence, they suffer lack of vitamin D which can lead to rickets that was once associated with poverty. Kids now stay indoors more these days and play their computers instead of enjoying the natural fresh air.
As the traditional providers of those services are already in real economic recession, a massive job cut has become the order of the day as the computer provides all manner of service that were once provided by man.
The real bad news is that the next World War will not be fought with conventional armaments, but through the social media. The social media has uplifted propaganda, another tool of public relations to another level. Even in Nigeria, a country notorious for sectional infighting, parties in conflicts are using online platform to promote themselves and destroyed their opponents with malicious and some libellous campaigns, yet backed with evidences. A video of arbitrary execution of innocent citizens where uploaded on the website, with each sectional claiming to be the victims of the assault.
The Chinese government recently through its authoritative and Independent newspaper, People’s Daily raises a concern about the manipulation of social media for propaganda by other countries that pretend to promote freedom of information. The Editorial of the paper accused America for using “cyber army” to engage in online warfare, by fomenting civil unrest in the Islamic Republic of Iran after the June 12 election in that country last year. The paper said: “America was exploiting social media such as Twitter and YouTube to generate protests against the Iranian regime.
It went further to say that “Behind what America calls free speech is naked political scheming. How did the unrest after the Iranian elections come about? It was because of online warfare launched by America, via YouTube video and Twitter, microblogging, spread rumours, created splits, stirred up, and sowed discord between the followers of conservative reformist factions.”
The Asian publication also raised the fear being expressed by other countries on what constitute freedom of information and democratisation by stating that: “We’re afraid that in the eyes of American politicians, only information controlled by America is free information, only news acknowledged by America is free news, only speech approved by America is free speech, and only information flow that suits American interests is free information flow.”
In the fear that the social media seems to be going out of control, some actions are being taken in some societies to deny access to selected websites. Some countries like China have blocked access to some websites; these include the popular YouTube, Twitter and Facebook to control so-called cultural imperialism.
At individual level, a company in United States has developed software that can permanently kill access to the social websites at the click of the button. The company sees its innovation as a relief and rehabilitation for addicts who want to detach the excessive addiction to the technology. The killer software called Web 2.0 Suicide Machine is an ingenious package that sluices online presence permanently from social networks. The service has received massive subscription to the disadvantage of favourite social websites.
The question is why should internet users and the general public becoming wary of social media? The technology is yet to have moral standard and code of ethic. It is not easily controlled or regulated as some anonymous users have notoriety of wrecking havoc before speedy actions and authentication are made.
While scholars in communication and Public Relations (PR) continue to extol the virtue of social media as an undoubted tool for effective communication and human development, it requires some levels of control against criminal tendencies, untoward behaviours and manipulation by some users towards a saner global community. For now we may welcome the online propaganda than physical combatants by parties in disputes.
Yushau A. Shuaib
University of Westminster,
Harrow Campus London
yashuaib
