Strategic Framework for the African Communication
I-BACKGROUND
The communications strategy is without any doubt aimed at making visible in Africa, the event, and to ensure broad participation of Africans in it.
At the meeting of the WSF International Council in Mexico City (5-7 May 2010), members of the Council of the African Social Forum attending that meeting suggested holding a workshop to speed progress in the development of a strategy for African communication on the Dakar the WSF 2011.
The Secretariat of the ASF had requested a member of the Communications Commission of the ASF to hold this meeting and to propose a draft for discussion. The Panos Institute West Africa, member of the ASF Communications Commission, but also member of the Communications Communication of Local Organizing Committee (Senegal) agreed on a voluntary basis to organize this meeting, and drafted and circulated a draft strategy for African communications.
This draft was discussed, amended, improved and adopted at the workshop held in Dakar on Sunday 25-7-2010.
Nearly thirty people attended the meeting, including: a) members of the ASF Com-Com from different regions of Africa (Niger, Zambia, Tanzania, Morocco, etc.); b) members of the Com- com of the Local Committee; c) journalists representing networks of African journalists (FAIR, RDNA - ex HANA, etc.); d) Members of Local Organizing Committee from other committees. The afternoon was open to members of the WSF Communications Commission to discuss the articulation of the African communications strategy with the global communications strategy of the WSF. A French report of this meeting is available, and will be circulated on the websites of the ASF and WSF, with the English version.
The African Social Forum Council meeting held on 26-7-2010, in turn, discussed the wider communications strategy, which was amended, improved and adopted.
The strategy outlined in the WSF International Council at its July 29 2010 meeting incorporates various amendments and additional proposals made in the working groups and plenary meeting of the International Council held in July 2010 27-28-29 .
II- THE CHARACTERISTICS OF THE COMMUNICATIONS STRATEGY
Communicating, not only on the event (Dakar 2011), but also on the processes.
Indeed, the communications strategy was intended:
To inform (general public, social movements) on the event.
To ensure participation of a large number of African citizens and social movements in the event.
But, it is equally meant to take advantage of the opportunity of the WSF 2011event being held in Africa, particularly in Dakar:
To inform on and discuss global issues affecting Africa;
To promote the responses and resistances of African citizens to the global crisis;
To amplify the voices of those affected by globalization, as victims and as being resilient.
Communicating, not only during the forum, but before the forum.
The communications strategy is a process that reaches its peak at the time of the event.
Communicating by means of different forms and techniques.
Media Communications (by the “traditional media”).
Physical Communications.
Remote communication, using ICTs, particularly those that are appropriated, or combined, locally.
The
communications strategy includes a “media strategy”, but is not
limited to that.
Communicating on the local, national and regional scales.
This is both to allow a local communication (condition for popular participation and ownership), and support a continental communications dynamics, which includes other regions than West Africa, and other countries than Senegal.
III- THE AIMS OF THE STRATEGY
Information: - On the themes.
On the stakeholders
On the event per se
Mobilization: Involving social movements in the debate on the stakes of
globalization, and the values espoused by the WSF.Participation: - In the WSF event.
- In the debates.
Expansion: The strategy is aimed at rallying social movements at the WSF as a well-developed space and a structured moment.
IV-PRIORITIES
“Targets”:
Communities and groups excluded from public debate, often unheard and unseen.
In particular:
Those who belong to the “Souths in the South”. Those who are victims of geopolitical positioning they get no benefit from.
Women [Particularly excluded and discriminated against?]
The Youth [The opportunity of an inquiry into values, and “equality” in spite of “age” disparities].
The African general public (awareness on common issues, often piecemeal resistance to globalization of which Africa is no winner), and International general public: correcting the image of Africa as a resigned victim.
An African region still not very present in the WSF, but at the heart of some global geostrategic stakes – Central Africa – to get onboard and become a new and particular focus in the communication actions.
Thematic areas:
The themes (“axes”) of the WSF 2011. Perspective? How the new dynamics of globalization and geopolitical shifts (the emergence of some developing countries) do not necessarily benefit, and even increase the marginalization of some groups, and worsen social inequalities. (E.g.: Land ownership; exploitation of mining resources by companies in the South; the new business partnerships in Africa (China, etc.); the right to free movement of people when traveling to, and within Africa, or between countries in the South), etc.)
Languages:
- Including a new language in the regional communications: Arabic (Reflecting the development of the SF in Northern Africa, and especially in Morocco).
Priority to regional circulation African languages (e.g.: Kiswahili), and particularly languages spoken in West Africa, and in Senegal (Puular/Fulani, spoken in a dozen countries; Madinka/Bambara, spoken in half a dozen countries).
Priority to languages spoken in Senegal, host of the WSF 2011: Wolof, Jola, and regional circulation languages spoken in Senegal.
A combination of international languages and national languages through media production. (Media articles or radio programs in French, English, Arabic, used as information media for debates in local languages).
Means of communication: 2 in priority:
Local radio stations (thousands of them exist in Africa);
ICTs:
Internet (portals and web sites) as a means of exchange and information sources.
Mobile phones, which have become a popular communication technology. (Over 50% of Senegal's population is using mobile phones. Mobile phones are used in many countries as a means of mobilization (like a call to an event), but also as a means of expression and citizen watch (E.g.: elections observation in Kenya).
V- 5 OBJECTIVES
Facilitate the mobilization of social movements, expression and amplification of their
voices in the media before the WSF 2011
Four main types of ACTIONS are proposed here:
-
Actions in the print press, radio, audiovisual media.
Information campaigns in newspapers in different countries, in:
International languages (French, English, Arabic, Portuguese?).
During the period before the WSF: 1 to 3 months.
Teams of multi-lingual and multi-regional reporters.
Sustained production and a database of articles produced during the campaign (150 minimum).
A Web Site: Flame of Africa, a historical media available to the ASF and WSF since 2003.
A monthly newsletter: Flame of Africa, which releases a regular selection of items produced during the campaign.
The repetition of articles in mainstream African (and international) media
Links to other regional news sites (Arab countries: e.g.: the Maghreb WSF site; Latin America: e.g.: Ciranda).
[For further details, refer to the Draft Africa Communications Strategy used as a reference for discussion].
-
Radio information campaigns.
In the international languages listed above, but also in the regional circulation languages and in at least two other languages spoken in Senegal.
During the pre-Forum period (1-3 months before).
Teams of multiregional and multilingual reporters.
A sustained production: 200 programs.
Broadcast-ready stuffs (of about 10 minutes).
A database of Radio Programs (200 minimum).
A website: Flame of Africa Audio.
Links to other sites.
[For further details, refer to the Draft Africa Communication Strategy].
MORE: These campaigns will include as much as possible the coverage of some pre-forum events (E.g.: Caravans).
-
Debates and expression campaigns of social movements on local radios.
Use of broadcast programs in international languages by radios, and documents as the basis for possible discussion.
Debates on radios in national languages, involving social movements.
Availability of the content of these discussions on (the) web sites, especially Flame of Africa.
-
Actions in the (audio) visual media.
Production of a video
A video will be shot. This video will be produced in Senegal. It will illustrate the various facets of the impact of neo-liberal globalization (land grabbing and mineral resources; migration; unfair trade competition; environmental degradation) and local complicity and interests that make this possible. It will be produced in different regions of Senegal, each representing emblematic issues that are shared issues in Africa and many other parts of the world. A “gender” perspective could be given to the video.
Broadcast on mainstream TVs of some items (including existing films produced on or in connection with previous Social Forums). Independent TVs, either private or community-owned, have emerged in different countries (including Senegal). These televisions are often looking for content.
African participation in the WSF-TV?
WSF-TV has not yet broadcast content made by Africans themselves. The conversation will engage the involvement of Africans both in terms of distribution and production (e.g.: the participation of journalists from Senegalese private TVs; broadcasting - and even co-production – of WSF TV programs by African, Senegalese or Regional TVs [Africables], either private or community-owned).
Using direct and remote means of communication to mobilize social movements before the WSF 2011 on the themes of the WSF 2011et on the event itself
Three ACTIONS are suggested:
-
The African exhibition “DAKAR OFF/DAKAR IN”
Debates via Skype, or via a similar “free” technology. “Dakar In/Dakar Off” is inspired by the experience achieved during the Mexican Social Forum in May 2010 in Mexico, and may contribute to Dakar expanded.
On themes and between different actors and different regions:
Between the regions of Senegal.
Between the different social movements of the continent on common themes. (e.g.: Women of Senegal and Tanzania on the Family Code).
Between the various African social movements and the rest of the world. Particular emphasis will be placed on trade between African social movements and movements of migrants and the Diaspora.
The Communications Commissions should not organize the coordination of these activities, but their visibility.
The articulation of these exchanges with "Dakar extended" will also be organized.
-
The use of mobile phones
a) For information sharing between social movements and the feedback on such contents. The “videos”, photos can be exchanged (in the image of what some Senegalese women's associations are already doing).
b) For the institutional information of social movements.
c) For sending contextualized messages (e.g.: during the Global Day, at some steps of the caravan).
Provide regional media coverage of the WSF event according to an African point of view
Five ACTIONS have been proposed:
-
Print press coverage of the WSF by 11 print media African journalists: Flame of Africa.
Flame of Africa will again be available to participants in the WSF 2011, as ever since 2003.
Along the five days of the WSF 2011 in Dakar.
Produced in international languages.
With contributions by a multilingual team of journalists.
Journalists from the Diaspora (Northern and Latin Americas) are invited to participate in the editorial team.
Hard copy version
Distributed in Dakar (Campus, hotels).
If possible: articles/a supplement distributed in a local newspaper.
Online version
Available on different websites (websites of: Flame African, PIWA, ENDA, ASF, etc.).
Newsletter
Sent to a mailing list of media and organizations (“African Beats” newsletter in Nairobi)
Synergies will be developed with other publications, in particular IPS the releases “Terra Viva”.
-
Radio coverage of the WSF 11 by African reporters
Flame of Africa Audio
It is also the ASF media in place since the WSF 2007 in Nairobi.
Contributed by a team of multi-lingual and multi-regional reporters that participated in the campaigns (see above).
Produced in international languages, plus 1 – 3 regional circulation languages.
Broadcast:
Online;
In partnership with radio stations in Senegal.
PLUS
The establishment of a WSF radio on the venue of the Forum is also envisaged.
-
Creating a Media Center.
The establishment of a Media Center, entrusted to the Local Organizing Committee, will be supported by organizations that have gained experience at the previous WSFs (Belem, Nairobi).
CESTI (Regional School of journalism on the Dakar Campus) has been proposed to host some activities of journalists, such as post-production.
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Embarking African and international mainstream media
The international media
What?
Coverage of the event by the international mainstream media.
How?
Creating media events in the WSF 2011 (see section 4).
Sensitizing local correspondents of international media present in Dakar or in countries along the journey of the caravans (RFI, BBC, TV5, Canal Horizons, etc.), but also the major African regional media broadcasting sometimes beyond the borders of their sub-regions (SABC, Nation Group in Kenya, etc.)
Attracting major stations of the other Souths (Al-Jazeera etc.)
African mainstream media
What?
Providing coverage of the event
Contributing to document discussions about values, issues at stake, African resistance to globalization.
How?
Involving journalists and editors of African mainstream media, including Senegalese media, in the pre-FSM 2011 campaigns (including training sessions and awareness).
Encouraging the repetition/rebroadcast of articles/programs produced by colleagues in other media and available on the websites of Flame of Africa/ASF and other sites.
-
Welcome of foreign journalists by Senegalese media people. “Sherpas”
What?
Editors in Dakar welcoming 1 - 2 foreign journalists each.
The newsrooms direct their host(s) to unusual topics.
Co-productions or production sharing are achieved (articles or radio programs of the guest in the production of the host edition/newsroom. And vice versa.)
→ [Note: SEE ALSO THE STUDENTS OF CESTI?]
When?
5 days.
During the WSF 2011 (One can also imagine that journalists overflow).
Encouraging the creation of spaces for creative and popular expression
Why?
Attracting more people from grassroots’ level other than those who can have access to traditional communications media (or those that are fed up with them).
Enabling groups and individuals that are unfamiliar with leading communication techniques in FSM (written communication, and communication in international languages) to express themselves.
How?
Borrowing popular forms of expression, specific to or predominant in Africa.
Building on African cultural events recognized outside the WSF (festivals, biennials).
Valuing the symbolic asset of Goree Island.
Before and during the WSF.
Dakar In/Off - Dakar expanded.
Seven ACTIONS are proposed:
These actions are not only communication actions (physical) per se, but they must also be subject to media coverage by journalists from both alternative and mainstream media.
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Caravans: Head for Cape Dakar!
Several road caravans are scheduled to get to Dakar from various African countries.
The steps of the caravans are organized as special moments to mobilize groups and communities living in areas along the steps.
Mobilization will be done through:
The dissemination of contextualized SMSs.
Cultural events organized during these step stopovers.
Journalists aboard the caravan will ensure media coverage, and capture the memory of the events (From Dakar or thereafter).
→ A mapping, synchronization and early social mobilization should be organized.
4.2 Caravel(s): Back to Africa
One or several caravels are proposed to connect one or more areas where African slaves were deported, and Goree, a symbolic place of “departure without return” during the slave trade.
On board the caravels: militant activities; International media coverage with the presence of journalists.
→ An early fundraising for an attractive project to sponsors, and the media.
→ International Media coverage.
4.3 Visual Arts
What?
Creating spaces for visual arts expressions (sculptures, recycling, tags, etc.).
How?
On the venue.
Online (see Ciranda project).
Space for the youths, especially those with little education (Senegalese “Sports and Cultural Associations”).
Facilitated by famous artists. (See the Dakar Visual Arts Biennia).
4.4 Competition of poetic expression and eloquence.
A space and slots on the are earmarked for contests of eloquence and/or poetry, including competitions in national languages.
4.5. Living Theatre: All Participants in Dakar 2011 as role players!
A short, but general collective staging. To be further specified: liberation; release; unmuzzling. Upon the arrival of the March.
4.6 Exhibitions
Bring in Dakar exhibitions organized elsewhere, celebrating:
The memory of the liberation struggles in Africa.
The memory of slavery (e.g.: UNESCO exhibition).
4.7. Concerts: Dakar 2011 dance and sing
Mobilizing “Senegalese stars” for a/concerts in Dakar (Youssou Ndour, DJ Awadi).
Organizing local concerts of young talents (Awards to be given?) in other regions of Senegal, and broadcasts on local radio stations in Senegal.
And elsewhere: On the proposed Global Day.
The (striking!) presence of Djembes (African drums), and “social griots”, chanting sessions of the WSF 2010.
Contribute to capturing the memory of African social movements and Dakar 2011
The “Videomaton”
Objective
Collecting testimonies and opinions of participants in the WSF on issues discussed during the WSF, about the event itself, and the process of Africans Social Forums.
How?
A studio with a journalist and a camera.
Participants in the WSF do short interviews or interventions (5-10 minutes max) [Organization to be considered].
The studio is open every day during the five days of the WSF (8am?).
Results/Products
40 hours of testimonies/opinions available. Between 200 and 300 testimonies/interventions.
The raw material is the property of ASF and the WSF. It may be freely used by members of the SF.
[Note: Students of CESTI can host the CESTI videomaton?]
More:
Adding to these visual testimonies are some 200 radio programs, 100 regional debates on Senegalese radios and 150 regional articles.
More: INTERNET
Institutional website(s)) of the WSF.
VI- THE IMPLEMENTATION OF THE COMMUNICATIONS STRATEGY
Some principles to remember
This strategy provides a framework in which each organization or social movement in Africa is free to take an initiative.
It has been adopted. It thus belongs to all. There is no monopoly in its implementation.
Synergies are sought between all the potential “operators” of this strategy.
It is incorporated into the communications strategy of the WSF, and is open to “agglutination” of international initiatives, or initiatives from other parts of the world.
Operationalizing the strategy!
There is need to articulate more specifically the African strategy with the international strategy.
e.g.: - International “Dakar expanded” and Africa “Dakar In/Dakar Off”.
- Flame of Africa and other newspapers, especially Terra Viva and IPS
- Flame of Africa Audio and other online radios, particularly the one planned by AMARC.
- Website.
- WSF-TV and African, and Senegalese, video artists and TVs.
- Etc.
b) There is need to give impetus to the strategy in the different sub-regions of Africa.
c) There is need for initiatives to be taken in various African countries, by National Social Forums, and national organizations.
→ Several “Communications” participants at the meeting of the International Council of Dakar offered to come together under a “working group” (list attached), first, to see how the activities of their respective organizations can help in the implementation of this strategy, and then how to avoid duplication, and promote synergies.
FSM 2010, by: