Media Diplomacy as a Foreign Policy Tool in Setting the Development Agenda in Malawi, Zambia and Zimbabwe

Abstract

This research investigated the influence of media on foreign policy agenda-setting and framing of geo-political news, examined the effectiveness of communication media against Western propaganda as a vehicle for power/governance, and interpreted the relationship between global hegemony, propaganda, and agenda-setting on development. This study used the analytical descriptive approach to test hypotheses and investigate how communications media, through their ability to identify and publicize issues, play a pivotal role in shaping the problems that attract attention from governments and international organizations, and direct public opinion towards specific issues. Using the propaganda model as a grounding theory, the research utilized available literature, KAP surveys to inquire quantitatively about Knowledge, Attitudes, and Practices by the citizens and local media, and key informant interviews to draw a qualitative analysis of the findings. The results showed that the role of local media is nearly silent in accentuating geopolitical agendas. Insufficient efforts have been made by local media to overcome the lack of understanding regarding the communicative dimension of global relations, and the study populace exhibited a significant dependence on information sourced from international media. It was noted that the work of these media actors did not include representing the national interests on international broadcasting channels and established that journalists and commentators are sometimes censored from fully expressing their independent views by the political leadership. Overall, the agenda-setting power of international media outlets may perpetuate stereotypes, reinforcing existing power imbalances and hindering development efforts in other regions. The study recommended that local media constantly and consistently engage citizens on regional tools and strategies to effectively implement development goals and pursue national and regional interests. There is a need for regionally owned and controlled media broadcasting networks to expand while engaging in strategic public engagement, e.g., partnering with local diplomatic missions, research institutions, policy think tanks, and entities in the digital sphere to influence local people’s solidarity. Although several traditional media outlets in the area continue to be influenced by political and economic elites, local media must develop novel approaches to tackle the challenges that undermine its democratic function.