INFLUENCE ANALYSIS - MALAWI

UNCLAS SECTION 01 OF 02 LILONGWE 000261

SIPDIS

SENSITIVE

E.O. 12958: N/A
TAGS: KPAO OIIP MI
SUBJECT: INFLUENCE ANALYSIS - MALAWI

REF: STATE 33359


1. (SBU) The information environment in Malawi
has changed drastically in the ten years since
multi-party democracy was instituted. During
the previous 30-year regime of President for
Life Hastings Banda, the information environment
was completely closed. All news was censored
and freedom of speech did not exist. Today,
freedom of speech is a right that is exercised
and the private media is largely free. State-
run media still exists, however, and the Malawi
Broadcasting Corporation (MBC) radio is the only
medium that reaches the entire population.
State-run television, initiated in 1999, reaches
the urban elite. Both are tightly controlled by
the government and focus on ruling party news.
MBC remains the main source of media news for
most Malawians and due to low literacy and
education rates, accessing information from
other sources is difficult, thus making it a
challenge for most people to make informed
choices.


2. (SBU) Private media is an important part of
the information environment. Two daily
newspapers (circulation approx. 15,000),read
mostly by the urban elite, are considered to be
independent and influential (although as
politics change, the level of influence by the
government over the editorial policies and the
slant of the papers change also). One
opposition weekly is held in high regard by the
public and takes pride in its investigative
journalism. An assortment of weekly papers
appears, sometimes irregularly, and all are
mouthpieces of certain parties or the government
and are not highly regarded as influential.
Private electronic media are the most
independent media in Malawi and are increasingly
influential. Although the broadcasts are
restricted to Lilongwe and Blantyre and
surrounding areas, the influence is felt
throughout the country. Capital Radio,
established in 1999, airs daily call-in talk
shows on a variety of political and social
issues - a first for Malawi. Capital is also the
VOA affiliate. Community and religious
stations, a popular music station and a
university station round out the electronic
media - all are influential with their
respective audiences. BBC broadcasts to most of
Malawi as well, but its influence is less than
local stations and it only broadcasts in
English.


3. (SBU) Other than the media, the most
important source of public influence in Malawi
are the religious institutions. Internet
availability is minimal, telephone service is
restricted to the elite, much of the population
is illiterate and other sources of information
are not available. Most people are highly
religious, however, and churches and mosques
play an important role in society. Faith
leaders have taken an active role in politics
and were instrumental in bringing down the
regime of Hastings Banda. Faith leaders lead
their flocks spiritually and politically.
Churches and mosques are community centers as
well as places of worship and offer an important
center for information exchange.


4. (SBU) NGOs, academics, schools, traditional
leaders and donors also influence public
opinion. Malawi is extremely donor-dependent
and thus the population and the government place
great importance on the opinion of the donors.
The NGO community is growing, but is still not
organized or established enough to be a force on
its own. Academics are often relied on to
comment on political issues, but their influence
as academics is not significant. Many academics
also have political aspirations or connections,
however, so that their opinions are sought on
various levels. Primary and secondary schools
influence the youth. Village chiefs and other
traditional authorities are important influences
at the village level.


5. (SBU) For democracy and governance MPP goals,
a variety of groups are targeted. Personal
contact remains the most effective way to reach
the opinion-makers, especially because the pool
of influential decision-makers is relatively
limited. Demarches are used with government
officials, but targeted exchanges, invitations
to representational events and invitations to
attend or take part in U.S. Speaker programs are
also effective. Individual dialogue with faith
leaders and NGOs is important. Outreach through
the media, using op-eds, live or recorded
interviews or placement of Washington-produced
materials, can be effective in communicating
with most democracy and governance
interlocutors, such as churches, mosques,
government officials, political parties,
parliament, the military and the media itself.
Information dissemination - using electronic
journals, post-produced products or access to
American Corners - is an effective means of
communicating with many groups in this category.
The U.S Speaker program, cultural programs and
radio programs are important means of
communicating with youth audiences, such as
secondary or university students.


6. (SBU) For economic development MPP goals,
the business community is an important target
audience. The main approach to the private
sector is through the Ambassador's Quarterly
Business Lunch, which serves as a de facto
American Chamber of Commerce. The Malawi
Federated Chamber of Commerce and Industry, the
Economists Association of Malawi, the Trade
Policy National Working Group and the National
Action Group are the important players in
economic development. The influence of labor
leaders is far less than in the past, largely
due to the lack of organization and cohesion in
the labor movement. Contacts with private
businesses, outreach through electronic
journals, radio, visits from U.S. companies and
the U.S. speaker program are all used in
outreach efforts. Key government institutions,
such as the Reserve Bank and the Ministry of
Finance, are most often approached with either
an official demarche or an invitation to a
representational event.



7. (SBU) Global health goals target government
organizations and NGOs. The health NGO network
is becoming more organized, and workshops,
information sharing and partnerships are
effective ways of communicating and cooperating.
Government organizations, including the National
AIDS Commission, work closely with NGOs and
donors. They are usually best reached by direct
contact and cooperation in the form of technical
assistance. Media has proved useful in
addressing mass audiences and the youth,
particularly with HIV/AIDS messages. Schools
are also an important outlet for communicating
with younger audiences.


8. (SBU) Public diplomacy is used to implement
and reinforce the above goals. Target groups
consist of a broad spectrum of the Malawi public
and government. U.S. Speaker programs,
interactive dialogues, the media, information
dissemination, workshops and personal contact
are all used to further MPP goals. Public
diplomacy has specifically targeted Muslim
audiences through personal outreach, radio and
the U.S. Speaker program. Workshops that have
focused on biotech, HIV/AIDS, lobbying and the
media have all been effective. Radio and
television appearances by Mission staff and
visiting speakers are superb ways to reach a
large audience. The Public Affairs Section
quarterly newsletter is widely distributed and
is another outreach tool.

Browning