Winning Hearts and Minds in Helmand

This article on civilian life in southern and eastern Afghanistan describes the results of recent social research by Scottish media development organisation Media Support in southern Afghanistan, among the Pashtun villagers in the war zones. It discusses the United Kingdom (UK) plan to establish dialogue with and among local Afghanis through radio.

The author outlines the situation of trying to win trust from those living with insecurity and fear for their survival. The stories of Taliban threats, which induce fear among the villagers of the region, are "passed on by DVDs, “night-letter” threats pinned to the doors of suspect villagers, and by the "Afghan rumour mill". However, the North Atlantic Treaty Organization (NATO) messages to convince the public that foreign troops are there for protection, not occupation, are not, as stated here, convincing the majority. "Even most Afghan journalists in Helmand firmly believe that the British are there to exploit minerals, traffick drugs, or invade Iran. The British and Canadian armies say that word-of-mouth is the most effective means of communication. But here, again, there are major difficulties. Few ISAF soldiers speak Pashto." In addition, conditions are considered too risky for extended face-to-face contacts.

In August of 2008, Gordon Brown, Prime Minister of the UK, signalled that the British Government will be establishing dialogue with villagers through radio, funded by the UK’s Department for International Development (DFID). The British Broadcasting company (BBC) initiative of the 1990's, a radio soap opera called "New Home New Life", broadcast in Pashto and Dari, about an Afghan community trying to survive during wartime, is still broadcast three times a week, indicating a village-level receptivity to radio. Additionally, as a result of the increase in mobile phone use and call-in radio programmes, there is an opening for dialogue to be linked to programming. According to the author, because "Afghans are ...enthusiastic negotiators through their jirgah council system, [r]adio could establish a “jirgah of the air”, which over time could convince many that the path to peace is talking not fighting."

As indicated by the author, an emphasis on participation - not propaganda - is critical: "In its report to the British Government, Media Support recommends that phone-in programmes be guided by some basic principles - no preaching, provide a level platform for discussion and debate, and give listeners the facts they need as an alternative to Taliban propaganda to make informed choices. The report also reveals that very little Pashto language media is currently reaching rural Afghans in the conflict areas."  

The article recommends:

• Daily phone-in programmes with specific topics, such as: “the pros and cons of civilians carrying weapons”; “ traditions of providing shelter to fugitives from justice - Is this justified?”; and “ Is poppy cultivation haram (forbidden in Islam)?”
  
• A professional news service closely attuned to local events, and entertainment in the form of music, local poetry, and literature and drama.

As evidence of the use of radio in conflict and post-conflict areas, the author offers the following examples:

1. The Voice of America broadcast on the Northwest frontier of Pakistan, which has transformed its listening figures through a daily phone-in programme;
2. Local radio talk shows following the civil war in Sierra Leone that not only put the issue of rape on the agenda for debate, but also empowered women to vote, and even stand for local councils where eight of them were subsequently elected.
3. Radio Dwenza near Timbuctu in Mali, whose programmes provided the necessary bridge to defuse an escalating conflict between local farmers and nomad herders.

Further evidence is offered from within Afghanistan: the evaluation of the BBC soap opera "New Home New Life's" long running story on the landmine dangers showed that non-listeners were twice as likely to be injured or killed by landmines than listeners. According to the author, to ensure the success of independent radio stations, "[l]essons need to be learned: listener participation and independent editorial values are vital....Consistent training and mentoring of broadcasters is another challenge, as the highest journalistic standards are needed to handle live phone-in programmes in a war zone." He concludes that, though broadcasting needs to be followed by action to help communities in conflict areas, "interactive radio can play a key role in preparing the ground for development agencies to operate safely."