Media effects during violent conflict: Evaluating media contributions to peace building

• Main Author: Vladimir Bratic
• Format: Article
• Language: deu
• Published: Berlin Regener Publishing House 2006-04-01
• Series: Conflict & Communication Online
• Subjects: Media effect theories; political conflict; promotion of peace; audiences; environmental conditions
• Online Access: http://www.cco.regener-online.de/2006_1/pdf_2006-1/bratic.pdf

Traditional media effects theories have an enormous potential to provide theoretical support for the study of media contributions to peace in a conflict environment. However, practitioners who implement projects in conflict situations rarely attempt to examine the effects of these projects on a particular conflict. Most practitioners assume that media must have the power to influence the development of peace in a conflict environment. Practitioners and authors assume that if media can motivate people to engage in conflict, they must also have the power to exert influence in the opposite direction, thus promoting peace. This study takes into consideration the most basic theories of media effects throughout the 20th century. Ultimately, it attempts to synthesize the media effects literature, while hoping to improve the understanding of how media may affect political conflict. After examining the various types of media messages, people (audience) and conditions in the environment on which media have the most powerful impact in times of conflict, the study proposes ways to most effectively employ mass media in promoting peace.