Perils of underfunding the media
HE Zimbabwe Media Commission got the smallest allocation among all the entities that were provided with funds in the national budget unveiled recently by Finance, Economic Development and Investment Promotion Minister Professor Mthuli Ncube.
The commission was allocated just under $35 billion for its media development activities for 2024. This amount was a far cry from the one it requires to function properly as the regulator and industry developer.
It is disappointing that the role the media sector plays in national development is not appreciated enough given that it cannot be separated from economic and national development.
The importance of the media sector in any nation’s development matrix cannot be overemphasised.
The National Development Strategy 1 (NDS1) emphasises the importance of country perception and image building. It notes that the country continues to experience negative perceptions in key source markets and potential markets for Zimbabwean goods and services.
Tourism is mentioned as one of the most affected by negative perceptions about the country portrayed by the international and domestic media.
rightly points out the need to change the country perception by accelerating destination marketing and other initiatives. The blueprint seeks to increase the contribution of the tourism sector to Zimbabwe’s gross domestic product from 1,1 percent in 2020 to 5 percent by 2025. However, the country’s image cannot be built nor negative perceptions about Zimbabwe changed without the media.
An under-funded media sector’s only focus is survival and nothing else. Negative stories about Zimbabwe sell and pay the rent. That is what many media houses do to remain alive and relevant. Accordingly, the country continues to be portrayed as a pariah outpost and little is done to change the negative perceptions.
The media plays a crucial role in shaping and building a country’s image, both domestically and internationally.
No other vehicle, other than the media, is more effective in influencing perceptions on such a far and wide reach. Positive factual stories always generate goodwill and encourage positive views of a country. So, it is also in the private media’s interest to write positive stories about the country.
A well-funded public media will promote positive stories that augur well for positive country image building.
Presently, there is a lot of general angst emanating from politics and the harsh economic environment.
The discontentment and negativity are mirrored in the media. It is not being suggested that the media should bluff and lie that things are rosy when they are not. The media needs to be truthful and balanced.
Even despite all the bad things, there are still good attributes of the country that need to be told.
A well-resourced media sector is more prone to being objective and highlight positive aspects of the country, such as the richness and diversity of Zimbabwean culture, and the scenic beauty.
The media that operates in an underfunded sector is likely to be more pessimistic and prone to writing doom and gloom stories.
Positive stories create a favourable image that attracts tourists, investors and businesses.
Negative stories sell, but they do not achieve anything for the country, except to keep investors and tourists away. A good example of the effects of a well-funded media is found in the United States.
The American media has perfected the art of positive image building despite the problems in its society.
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