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Impact of New Marketing on Civil and International Conflict

Critically discuss the impact of the new marketing on civil and international issue situations in the modern era. (Use samples to illustrate your debate)

Austin Alagba


In this article I will sophisticated on the role that the media play on civil and international turmoil nowadays. I will start with a brief advantages of war and its own causes and results, the tasks that the press plays and the impact of the coverage before, during as well as perhaps after the discord.

War as we realize is characterised by extreme assault and violence goes with the destruction of people, human being societies are deeply affected by wars as personal areas, general public infrastructures, nursing homes and the very basis of individuals existence are destroyed. Education is completely denied the children, no anticipation and aspirations for future years. Plants for livelihood will be completely demolished and triggers stagnation everywhere, no economical development, no usage of basic needs. Struggling lingers, poverty and backwardness become the people's heritage.

The last 2 decades have witnessed a great deal of issues that are mainly dominated by civil wars which can be classified armed conflict, very dangerous and devastating takes place between your people in the same country, and these countries are usually experiencing sectarian or political transitions/changes, because it (democracy) is sweeping across the countries of the world today. And as nature will have it, such changes should never come without opposition and assault.

When these wars occur the media is employed as a tool. The media is the program through which the folks receive information. These details can be sent either through radio, tv set broadcasting, magazines/magazines, internet or mobile phones. This makes the marketing very powerful and important. Because of its ability to see the entire human population at the same time could create a positive or negative result.

The media's role in growing inappropriate information or hostile propaganda becomes a concern of great significance. For the fact these wars often take place in remote control areas and have complicated histories, the international community's view of them depends to a sizable extent how journalists present and make clear the conflict. Alternatively a few of the deadliest issues receive little if any promotion in the global marketing. An example was the Sierra Leone war which received little point out internationally (Hamburg, Vance, 1997) lots of instances in the 1990s claim that the impact of multimedia reporting may generate politics action.

Michael Beschloss wrote in 1993 that the war in Bosnia was only "the latest example of an overseas turmoil in which hunting tv pictures arouse the American people to demand their authorities do something. "(Rotberg, Weiss, 1996) also in the past due 1980s before the Bosnia war there is famine in Somalia that wiped out a lot of individuals through starvation that led to your choice of america to launch Procedure Restore Hope. It was the existence of marketing and their reporting evidently the real situation at hand that managed to get politically difficult for the government not to intervene to save the situation. The presence or absence of press attention may imply life or death for afflicted populations.

Accuracy is one of the most important concerns about press reports, this is specially important when distance and time restrictions are involved so as to avoid delays before the situation gets beyond control.

The role media play in the current conflicts about the world is very important. This role can be categorized into two different categories. The mass media could take:

  • An dynamic part in the discord and has responsibility for increased assault,
  • Or stay independent and out of the conflict, thereby contributing to the resolution of discord and alleviation of assault (issue and the role of the advertising, 2006).

The role adopted by the media in any turmoil at any period whether before and after is determined by a complex set of factors. This strictly will depend on the media's marriage with the stars in the issue and the independence the media has to the energy holders in culture.

It is because of the challenges and issues that the marketing faces during discord that led to the establishment of International Advertising Support (IMS) in 2001. This is prompted following the Rwanda and the former Yugoslavia massacres that took place in the 1990s; situations in these conflicts and in truth other conflicts in the past where the media had been manipulated and used as a tool to fuel violent turmoil.

For example, during Rwandan genocide the multimedia (radio and magazine) means were used to instigate eradicating, mobilize almost all, the Hutu's to constantly remind them about the already made strategies to totally get rid of the Tutsi minority. The international advertising flipped a blind eye, and prior to the world could actually know what was heading on nearly a million people had been killed.

The goal for setting up the IMS:

  • To support local media to be able to maintain businesses and execute their are professionals.
  • To work and permit media to get to promote peacefulness, reduce issue,
  • Strengthen democracy and create dialogue in close partnership with local media
  • And media support organisations nationally as well as internationally.
  • Taking broad sector approach to media development, this means the advertising sector must be resolved to accomplish well-functioning and independent multimedia that ensures a free of charge media environment, a strong mass media infrastructure and professional media content.

South Eastern European countries is one such region where ethnic tensions experienced such a disintegrating result. Within the last decade, political and civil changes in the region have altered citizen's ideas on democracy, civic involvement, and social tensions. Throughout the New European countries, hate conversation has been more and more on the whole use online (Gaines, 2000). Racist and nationalistic discourse is still spread greatly on regional marketing. Press radio, and tv programs all increase to the severe nature of already existing tensions (Thompson, 1994). George Krimsky (1996), cofounder of the International Centre for Journalists (ICJ), records that "irresponsible and inaccurate journalism (or its wicked cousin, the hate-mongering marketing) can fan the flames of assault in cultural or communal confrontations. "

Irresponsible journalism has performed an enormous role in the increase of issue in the region, that media practitioner Maida Bebic of radio Kameleon in Tuzla, Bosnia-Herzegovinian, has declared, "The media started out the warfare in the previous Yugoslavia; they have to get rid of it, too. " (Cited in Burton, 2001)

The international community can help prevent turmoil and assist people damaged by war to recuperate. This is achieved through different ways. This is achieved through building local capacity in broadcast and print out media, and bringing out new media, to be able to produce and distribute objective and correct local content.

In the expanding world radio broadcasting is particularly very vital considering the option of other media ease of access, like internet, satellite tv television or smart phone which could be scarce or limited and plus the higher rate of illiteracy and poverty; majority of the people are able radio, so that it can be used as a medium to dispatch information.

Independent journalists face very serious problems in the conflict areas, and some of the journalists/editors get harassed, kidnapped, put in prison, even murdered. You can find need for each and every government, especially federal government from the developing countries to stop harassing and jailing journalists. Egyptian government is holding Aljazeera journalists in jail and has now sentenced a few of them to ten years imprisonment on wrong accusations including other journalists that were also sentenced to provide several years imprisonment, and some of these like Peter Greste have spent over 3 hundred days in jail without trial. All these arrests and detentions are to intimidate and silence journalists also to tag them with bad reputations (The Print out model, Al Jazeera, June, 2014) many of these journalists have been sentenced in absentia, without them being within court.

Rather than federal adding journalists in jail, they should provide them with security, especially international journalists; make environment conducive and if possible provide training facilities for the coffee lover so as to be able to implement their job even though they are already employed in a war-torn area.

It is very vital and necessary to encourage the utilization of media to promote calmness, nonviolent problem handling and respectable understanding between cultural groups.

UNESCO has long recognized the introduction of local 3rd party film, radio, television set, and internet-based marketing in producing and transitional countries, including in conflict and post-conflict areas. UNESCO's considerable work program includes sponsoring research and knowledge-sharing meetings, defining guidelines, offering in-field professional training and financial and businesses support (Stauffacher, 2005) beyond marketing development, it has employed innovative techniques in conflict areas; for example, financing NGOs in Afghanistan to build going cinemas that move from town to village to present educational and health information.

UNESCO kept a conference in Belgrade in-may 2004. This was to support the multimedia in violent turmoil and countries in transition and the concluding Belgrade Declaration. (World Press Liberty day, 2004)

Conference was organised in Copenhagen for just two days and nights the 26th and 27th of November 2004 to build upon the conclusions provided in the Belgrade Declaration from the UNESCO meeting. The subject of discourse of the meeting was the perplexing situation facing media development in the wake of peacekeeping and humanitarian aid procedures in conflict-affected areas. The necessity for rapid and effective dissemination of information from help organisations and peacekeeping pushes sometimes collides with the development of an independent media sector (IMS, 2004)

The attitude into the multimedia in Burma, Myanmar is currently much more clearly defined, though not for better. Even the lowest attempts to record the facts are ruthlessly crushed. The armed service Junta retains a tight control on the mass media, leaving no liberty either to local or overseas journalists. The Burmese press manages under tight censorship and citizens risk jail if they are found guilty of presenting fake information domestically or internationally (Herbert, 2013) International Advertising Support has been attempting to help out with alleviating the issues of stringent control on the media for some time now. IMS is carrying out a comprehensive marketing development programme composed of an array of activities including attempting to support plan reforms, capacity building of marketing and journalists. IMS in cooperation with Myanmar Tranquility Centre providing conflict sensitive journalism training workshop throughout the country.

The BBC Afghan Education Assignments (BBC AEP). The aim of the program is to bring reconciliation among different groupings and raise knowing of HIV/AIDS in other to avoid an epidemic in post-conflict Afghanistan. BBC AEP produces these programs in different formats, play, soap opera, educational features and cartoon magazines, each one of these reach more than half of Afghan human population. (Stauffacher, 2005)

In Sri Lanka and Nepal the journalists are under frequent harassment and intimidation because of civil wars and interior conflicts happening in these places. The Sri Lankan administration who is preventing resistant to the Tamil separatist motion, imposed direct censorship of armed service news under emergency restrictions (Herbert, 2013, p. 104)

The Philippines chief executive Joseph Estrada required office in1998, since that time several developments has taken his administration's commitment to liberty of the press into question. He has been accused of curtailing media independence in a country that has embraced the rules of free manifestation in recent times. The Philippians most extensively circulated paper the Philippian's Daily Inquirer was being boycotted in retaliation for criticizing the government.

Turkey is said to have most quantity of journalists in detention more than some other country on the globe. Those journalists are advocating for the freedom of Kurdish people with such being tossed in jail.

NGOs play very important role in media development. For instance, All Africa Global Marketing is a multimedia content company, systems technology creator, and the major digital distributor of African information and information worldwide. The web site posts over 1000 stories daily in English and French and offers multilingual encoding as well as over 900, 000 articles in a searchable archive.


This article has highlighted the critical role and importance of the press during wars and turmoil and undoubtedly the energy and influence they have. Most conflicts occur in domestic political options where there are signals that the means of mass communications continue steadily to upsurge in importance, this is suggesting that continued efforts are had a need to understand the role of countrywide media in conflict.


Blankson, I. A, and Murphy, P. D. (2012) 'Negotiating Democracy: Press transformations in growing democracies' (Google eBook) Suny Press

Blondel, Y. I (2003) 'Violent turmoil and jobs of the advertising' Uppsala University or college Publishers

Hamburg, D. A and Vance, C. R. (1997) 'Preventing lethal conflict' DIANE Publishing

Herbert, J. (2013) 'training global journalism: Discovering confirming issues worldwide' CRC Press

Puddephatt, A. (2006) 'Discord and the role of the press' International Marketing Support Publication

Rotberg, R. I. and Weiss, T. G. (1996) 'from massacres to genocide: The multimedia, public

policy, and humanitarian crisis' (Google eBook) Brookings Organization Press

Stauffacher, D. (2005) 'Information and communication technology for peacefulness: The role of ICT in preventing, responding to and recovering from conflict, Vol. 198 US ICT task Push.

The Print Release, (June, 2014) 'Egypt Court sentences Al Jazeera journalists, Al Jazeera Publications

Thompson, E. P. (1994) 'See resistant to the beast: William Blake and the moral Legislation' Cambridge University or college Press

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