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No. KX 029039 In partial fulfilment of the requirement for Masters Communication for Development Programme (MCD) February 2004 Project Plan Introduction Working title, presentation and justification Statement of the problem Study objectives Suggested approach Scope of the study Findings and data analysis Preliminary Time-table Name of the local contact person Introduction: "The New Partnership for Africa's Development (NEPAD) is a pledge by African leaders, based on a common vision and a firm and shared conviction, that they have a pressing duty to eradicate poverty and to place their countries, both individually and collectively, on the path to sustainable growth and development and, at the same time, to participate effectively in the world economy and body politic. The programme is anchored on the determination of Africans to extricate themselves and the continent from malaise and underdevelopment and exclusion in the globalising world". The potential success of NEPAD partly hinges on the global community's readiness to support Africa's efforts to address the continent's underdevelopment and marginalisation as adopted in the United Nations Millennium Declaration in September 2000. The declaration emphasis support for the prevention of conflict and the establishment of conditions of stability and democracy on the continent, as well as the key challenges of eradicating poverty and diseases. The declaration alludes to the global community's commitment to enhance resource flow to Africa by improving trade and debt relationships between Africa and the rest of the world, and by increasing private capital flows to the continent. In this paper, I am arguing that the media could be harnessed to propel NEPAD to the desired success. The realisation of the critical role of the mass media is as old as the Organisation of African Unity itself, although and effective media strategy was never put in place. The ability of the journalist to report on NEPAD and AU is based on the understanding that there is a clear communication strategy and plan within the secretariat, which produces deliberate messages and texts for the press to use when pitching up stories to the publications and broadcasts. The AU/NEPAD communication strategy should help guide and define the angle from which the African media will carry articles on the organisation and project it to the rest of the world positively. The media has tremendous power and ability give status and legitimacy to issues events and people on the African continent. Mass media engaged and positively nurtured will enhance the publicity and acceptance of NEPAD and reinforce its successful implementation. The African media is a rallying point to integrate the African community for achieving common goals and objectives and ensuring social cohesion, for example in the combat of the devastating HIV/AIDS pandemic or the environmental degradation and pollution. At the same time, media are pivotal power negotiators as they confer status and legitimacy to leadership. "Media is conceived as having a fairly direct and powerful effects on Third World audiences, the media were seen as magic multipliers, able to accelerate and magnify the benefits of development,” commented Jan Servaes NEPAD. On 11 July 2001 the Organisation for African Unity (OAU) Summit approved the New African Initiative (NAI), born from the merger of the Millennium Partnership for Africa’s Recovery Programme (MAP) and the Omega Plan. The Heads of State and Implementation Committee meeting in Abuja, Nigeria on 23 October 2001 agreed on the New Partnership for Africa’s Development (NEPAD), finalised the policy document and accepted the governing structure. This launched the implementation phase of the initiative. Conceived and developed by African leaders, NEPAD is a ‘comprehensive integrated development plan that addresses key social, economic and political priorities for the continent’. It entails a commitment by African leaders to African people and the international community to place Africa on a path of sustainable growth, accelerating the integration of the continent into the global economy. It calls on the rest of the world to partner Africa in her own development based on her own agenda and programme of action. NEPAD’s goals and aims as formulated the architects of the programme are to promote accelerated growth and sustainable development; eradicate widespread and severe poverty; and halt the marginalisation of Africa in the globalisation process. The three aims are the pillar on which the initiative hopes to attain sustainable development in Africa. The immediate and envisaged outcomes are founded on four principal themes, economic growth and development and increased employment, reduction in poverty and inequity, diversification of productive activities, enhanced international competitiveness and increased exports, and Increased African integration What makes NEPAD special? NEPAD is a project of the African Union (AU), lead by mandated African leaders, driving an initiative that is African developed, managed and owned, with participating African countries accepting commitments and obligations in their own interests without externally imposed conditionalities. Working title, presentation and justification: The working title of the project is “The coverage of New Partnerships for Africa’s Development (NEPAD) in the African media: A content analysis”. The Mail & Guardian has the widest circulation in South Africa is used to represent other newspapers. The functions and agenda setting role of the media has been celebrated with the ability to elevate public issues or policies to become topical issues for mass attention giving them the appearance of prominence and making them salient to the public. Equally, events and activities shied away by the media are regarded as less important to warrant the attention of the masses. The project is a content analysis study of articles of a select African newspapers focusing on the content, patterns, trends and quality of coverage of NEPAD articles. The project will further explore how NEPAD can strike a partnership with the media to enhance the impact of its policies, programmes and objectives. Statement of the problem: The media is vital in show casing, assessing, evaluating and telling the story of the implementation process with the secretariat co-ordinating production of business plans for the priority areas. The project sets to assess the nature of coverage of NEPAD in the media, evaluating the importance, slants, tone and weighting of NEPAD in the media. The media is pivotal as a conduit for highlighting NEPAD’s priority areas and reporting on the progress and challenges in the implementation process. It through such information that dialogue around the challenges of NEPAD will be opened up for discussion creating forums for solution and guidance. The potential role of the media in agenda setting and increasing visibility of the state of the economies on the African continent, the shift to good governance and highlighting human rights violations is vital in highlighting the success of NEPAD. Media takes the lead as the primary tool by which statesmen and the public in general appraise themselves with development in other parts of the globe. In this project, I will endeavour to assess and evaluate the positive interface between NEPAD and media to project the collective African states’ development agendas. Hypothesis: The success and failure of NEPAD hinges equally on the media as it does on the drive of politicians. Guiding Questions To what extent have the African media covered the core values and messages defining the NEPAD process, goals and objectives? What angles a re given in the coverage of NEPAD? Do media shape public opinion and are at the centre ring of influencing policy and decision-making? The underlying hypothesis is based on agenda setting and the centre–periphery theory on the flow of information, dependency theory, developmental theory, and the media uses and gratification theory. Theoretical Framework: As a conduit of a diversity of information messages, communication media organisations have been billed as the growth industry of the 21st century where business of political success of an organisational entity like NEPAD is increasing going to be affected by the level and nature of media coverage it receives and the appropriate market information generated by NEPAD administration, publicists and architects. The media is increasingly asserting itself as the fourth arm of the state after the judiciary, the executive and the legislature, hence and integral part of the political influence, economic and decision making discourse. The many agendas in the political, social, cultural and economic environments are defined and articulated by the media and most development stakeholders formulate opinions of institutions based partly on the media reports. Agenda setting: Theodore White wrote, "The power of the press is a primordial one. It sets the agenda for public discussion …no great social reform can succeed …unless the press prepares the public mind. And when the press seizes a great issue to thrust onto the agenda of talk, it moves action on its own". Developmental media theory: The mass media scholars have accorded media a crucial role in development in the aftermath of the World War II. The media began to be viewed as an instrument that could effectively spread the concept of modernity to the underdeveloped and largely traditional Third World countries. The developmental media theory is also called the Third World theory named after the developing nations where it is most often practised. The dependency paradigm is at the foundation of the New World Information Order from the late 1960s to the early 1980s challenging the ethnocentric perspective on development. The dependency approach questions the effects of economic and technological dependency in the peripheral nations and asserts that development and under development must be understood in the context of the world system. The media, amongst other players, are viewed as vehicles through which African countries can modernise from the low levels of politico-socio-economic development. The media needs to assist promote the diffusion and adoption of many technical and social innovations which are essential to modernisation. In the context of the NEPAD the media can be used for development communication, which seeks to propagate positive news, social harmony and the preservation of indigenous cultural identity and heritage and support the individual state development efforts. Centre-periphery Theory of the Flow of Information: The global domination of news by conglomerates and Transnational News Agencies (TNAs) has meant that for the rest of the globe, global issues are viewed from the "North" lens. The flow of information is from the 'centre', Europe and the America's to the 'periphery' in the developing world of Africa, Asia and Latin America. This development is caused by technological advancement and economic development of the "centre". The flow of information is marked by a Western bias through out the world, a phenomena that the developing world charges the practice to be a vehicle of misinformation and cultural imperialism, centred in Western ideology. The ability of the African countries to collect and disseminate information about themselves is critical to the successes of projects and programmes of NEPAD and the African Union. The poverty and underdevelopment in the Third World stands in stark contrast to the prosperity of the developed world. The continued marginalisation of Africa and the Third World from the globalisation process and the social exclusion of the vast majority of peoples constitute a serious threat to global stability. Most of the major international news service, broadcasting on Africa is based in the West. The African print and broadcast media depend on the US based Cable News Network (CNN) and World International Network (WIN) for both news and video broadcast services, Reuters, United Press International (UPI) and Associated Press (AP) and Rupert Murdoch's Sky Television of Great Britain, Agence France Presse (AFP) of France, and Deutshe Presse Agentur of Germany to obtain stories and images of events happening in parts of Africa. The detrimental effect of obtaining newscasts from the international news agencies is that their focus on Africa reinforces the stereotype of a dark continent. The coverage includes largely conflicts, the devastating effects of HIV/AIDS, malaria and tuberculosis, famine, military coups, bad governance, genocide, and many other social ills. It is under these auspices that I will argue that the development of a strong African media should be an integral part of NEPAD's drive to build the communications infrastructure to kick-start the full implementation of the NEPAD objectives. Dependency Theory: The International flow of information and communications in Africa have been analysed on the context of the “Dependency Theory “ where the world has been theoretically divided into two spheres based on technological and economic development. The proposition advanced in this theory is that the sphere that is technologically and economically disadvantaged, tend to rely on the advantaged side for other skills and resources such as information. The two spheres identified in this theory have been referred as the “North” which generally encompasses the developed countries of the West, Europe and the United States as opposed to the South” which includes the less developed and developing countries in Africa, Asia and Latin America. The dependency theory postulates that the South depends on the North, economically and technologically. NEPAD is a project of the African Union (AU), lead by mandated African leaders, driving an initiative that is African developed, managed and owned, with participating African countries accepting commitments and obligations in their own interests without externally imposed conditionalities. Whether and how NEPAD will reverse the dependency syndrome is one of the agenda that should be set by the African media for public consideration. Uses and Gratification Theory: The uses and gratification theory finds expression in the socio-psychological approaches to media as opposed to the notion of the media's "powerful effects" school or the magic bullet theory. The theory argues that the media audience negotiates meaning on texts and messages within mediating factors. Researchers questioned the motive for people to use media and concluded that personality types" in the audience gave rise to certain needs some of which are directed to the mass media for satisfaction. The quest for the African public to know about phenomena and development initiatives in Africa is directed at the African media. NEPAD has a role to play in equipping the media with the information to broadcast to the African audience. Study objectives: The study is purely a content analysis of the Mail & Guardian – [a leading south African Weekly newspapers with daily online news] over 12 months period beginning January 2003 to December 2003 and the interpretation of the finding against their impact on the NEPAD process. Specific objectives are to: find out the nature of coverage in terms of the intensity, type, placement and prominence of articles find out the media’s sources of information on NEPAD Establish the main actors in the NEPAD articles Provide a basis for designing a strategy for using the media to promote NEPAD. Suggested approach and Methodology: The project seeks to select articles on NEPAD from the selected newspapers and analyse their content based on several factor: Quality of coverage of NEPAD articles Sources of NEPAD articles Origins of NEPAD articles Placement of NEPAD articles Prominence of NEPAD articles I will also conduct an interview with the NEPAD secretariat’s communications department to test my hypothesis, theoretical framework and findings. The research uses both qualitative and quantitative methods to analyse the media coverage of NEPAD. Scope of the study: The study will examine media coverage of NEPAD in the Mail & Guardian newspaper of South Africa from January 2003 – December 2003. The media is selected on the basis of wide circulation and reach within the country. The study will be narrowed down to consider only the newspaper editions containing NEPAD article. Findings and data analysis: After the data collection, I will present and interpret the pattern and trend in the coverage of NEPAD. The data will form the primary basis of argument and secondary sources will be used as supporting material. The implications of quality of coverage, sources, origins, placement, and prominence of NEPAD articles will be analyse quantitatively and qualitatively. Name of the local contact person: My local supervisor will be Simba Manyanya, a lecturer of Economic Management Masters Programme at Witwatersrand University. Manyanya has written several articles and a book on NEPAD. Simba Manyanya University of the Witwatersrand P Bag 3, Wits 2050 South Africa Phone: +27 11 717 8402 Mobile: +27 83 328 9305 E-mail:  HYPERLINK "mailto:smanyanya@wits.ac.za" smanyanya@wits.ac.za Preliminary timetable: Project plan - January 2004 Chapter 1 and 2 - February 2004 Chapter 3 and 4 - Mid March 2004 Chapter 5 - Mid March 2004 Submission – 28 March 2004 Literature Review Appadurai, Arjun, ed. (2001) Globalisation. Durham, N.C.: Duke University Press. Bauman, Zygmunt (1998) Globalisation. The Human Consequences. Cambridge: Polity Press. Beck, Ulrich (2000) What is Globalisation? Maiden, Mont.: Polity Press. Castells, Manuel (1999) The Information Age. Oxford: Blackwell. The Rise of The Network Society (1996): II. The Power of Identity (1997): III. End of Millennium (1998) Charting a New Course: Globalisation, African Recovery and the New African Initiative. (2002). Edited by Gibb, Richards [et.al]. Johannesburg: South African institute of International Affairs (SAIIA). Hayter, Susan; Reinecke, G. and Torres, R (2001) South Africa: studies on social dimensions of globalisation. Geneva: ILO. Human Development Report 2001: making new technologies work for human development. New York: United Nations Development Programme. Human Development Report 2003: millennium development goals: a compact among nations to end human poverty. United Nations Development Programme. Lopes, Carlos (1997): Globalisation and the changing role of the state. Harare: UNDP. MacBride, S. (ed.) (1980). Many Voices, One World: Communication and Society. Today and Tomorrow. UNESCO, Paris. McChesney Robert (1999) Rich Media, Poor Democracy: Communication Politics in Dubious Times. Urbana: University of Illinois Press McQuail D. 1992. Media Performance: mass communication and public interest. London: Sage. Morley, David & Robins, Kevin (1995) Spaces of Identity. Global media, electronic landscapes and cultural boundaries. London: Routledge. Rodney, Walter. (1972) How Europe Underdeveloped Africa. Washington DC: Howard University Press.  New Partnership for Africa's Development (Official document). October 2001. p. 1  Servaes, Jan (2002). Approaches to Development Communication. Paris: UNESCO. p. 3.  Theodore White, in Agee, K. Warren [et.al] (1991). Introduction to Mass Communication. 10th Edition. 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