Overall frustration amounting on stalled peace talks in the Israeli-Arab conflict, the Los Angeles Times said in January on how the region could easily descend into an intifada (uprising) just one year after the Gaza war devastating last year. But the conflict is eternally intended to simmer, or y ways that the fourth and fifth estates could begin to operate to the evolution of local attitudes and expectations?
The local media and its Influence.
Local media in the region have traditionally oriented towards the dominant super-serving feelings, indeed to fan the flames of the conflict. Since its launch in 1996, Al-Jazeera, the Qatar on the satellite television station, had a significant impact on public opinion in the Middle Eastmolding. From the point of view to the United States, a large part of the coverage of Al-Jazeera is inflammatory with its broadcast of video footage disturbing the region serving both encourage and reflect popular opinion of the proverbial "Arab Street".
The Internet is more where the viewers are venture to look at the video and social networking sites and citizen journalism begin to adjacent to the traditional news coverage in the region. Thus, administration of Obama should consider adopting a concerted approach to communicate its vision and its intention to the Arab Street, employing several new media tactics such as:
SMS mailing mail lists can be created to send calls and updates. Souktel, an organization in Ramallah, known for its SMS - job matching service, is an example of some emerging apolitical efforts that can be exploited and emulated the aims to develop new channels of communication.
YouTube - posted content, such as the captain Avichai Adraee of the Israeli Defence Forces, an officer of Arabic speaking Israel that appears in an excellent video specifically for the inhabitants of Gaza showing and explaining in full clarity what was happening in Gaza during the war and how Hamas operations in civilian neighborhoods, schools and mosques, have been in danger of Palestinian civilians.
Print - operation of distribution required by newspapers, a media that is generally used as a vehicle of the United States database, based on the print efforts is largely inaccessible in a combative area as the Gaza Strip. However magazines and direct mail, which are much more dependent on the postal infrastructure for the distribution of mail, can easily be used with the placement of advertising in local newspapers such as Amlalommah, Quds News and Samidoon.
Media Interactive, including e-mail marketing, web, portals, alongside direct response telemarketing could rely on the Internet that prevails and telephone access available to residents of Gaza, which, as the rest of the Arab world, are some of the technologies heavier accession smartphone mobile in the world.
Television is widely regarded as the most influential media in the region form. Local stations are operated and run by Hamas. Residents also have access to the television airs much of the stations of satellite Middle East mentioned above and the Egyptian and Israeli, although Israeli stations just a few hours of programming each day of the Arabic language. Yet, none of these non-Hamas stations are Gaza has brought, a blatant opportunity to studios adjacent and transmitters to be built for sending on the air in Gaza channels.
Radio is omnipresent in the region. While its influence has decreased in recent decades, with the advent of satellite television channels, it penetrates still widely and deeply and is quite simple to design, produce and transmit in a small area as Gaza which includes only 360 square kilometresa little more than twice the size of Washington, DC.
Not local
The sponsored U.S. Arab news and entertainment channel 'al-Hurra", was designed in 2004 to help spur democracy and freedom of expression in the region, to exploit the local media to inspire and educate in addition to its traditional roles of entertain and inform. He failed in part because it was considered as a piece of mouth foreign and as such generally not trusted.
Since the launch of al-Hurra, the station has been criticised in the United States, Israel and a large part of Western society as propaganda, cheese, serving a messianic mission supported by the United States and far worse. While these views are indeed valid to some extent, should be role of al-Hurra only to generate a holistic change in regional attitudes?
America has always been a world leader in advertising and the effective use of media. The use of the media in pursuit of public opinion in the Arab Street is woefully behind. Al-Jazeera is already committed streamed video content controversial on its Web site, while also taking advantage of new online media, such as Twitter to provide updates in real time.
The era of war post-Gaza difficult in which no progress had been achieved despite the efforts targeted Administration provides a formidable laboratory in which test the potential effect of the use of multiple forms of media. Rather than follow the model failed al-Hurra, multiple local media platforms can be used to reach, inform, and especially, to move public opinion in combative to collaborative.
Gaza, with its geography compact, is an opportunity for the team of President Obama begin to operate a myriad of local platforms in traditional and new media. By using these local mediums to convey ideas to change public opinion, the administration may communicate directly to the Arab Street a message of peace in the Middle East is beneficial and wishing to worthy achievement, perhaps even during the first term of President Obama.
David Alpern is a Director of Interactive account to a local Internet Agency in Southern California. He can be reached at http://www.InternetOMG.com
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