Tokyo Media Forum: Summary Report

Background

The British Embassy in Tokyo, in cooperation with the Foundation for Advanced Studies in Development, held a forum on 19 November to discuss how to maximise Africa's profile in Japan and other G8 countries. The forum was held as part of the Commission for Africa's work to gather expertise on Africa from around the world and this report will be fed into work on the Commission's final report, to be issued in spring 2005.

Participants

Participants included the British Ambassador (Chair), 3 African Ambassadors, representatives from Japanese newspapers (The Asahi, Mainichi, Nikkei, Sankei, Daily Yomiuri), wire services (Jiji press and Kyodo news), TV broadcasters (NHK and TBS), specialist press (the International Development Journal) the NGO sector (CSO Network Japan, Peace Winds Japan, the Japan-Africa Forum, the TICAD Civil Society Forum), academia (FASID) and the private sector (Body Shop Japan).

The Discussion

Problems

We heard a presentation from the NGO side on how fundraising in Japan is difficult, but fundraising for Africa is even harder. There appears to be a direct correlation in Japan between coverage in the media and amount given.

Others stressed that more positive coverage of Africa is needed to give a more rounded view and fight an impression of hopelessness. Africa has many success stories (end of apartheid/cheap AIDS medicine) and investment opportunities. Currently media coverage is too focussed on disasters: once it passes, coverage dies away.

Someone made the point that there was a general lack of interest among Japanese people in international affairs. This wasn't a problem exclusive to Africa. This wasn't in itself unique to Japan: the US was in places as insular in its news coverage.

From the media side, we heard that covering Africa is expensive, both in time and money. Some Japanese organisations cover Africa from London (e.g. NHK), some from South Africa and one from Nairobi (the Asahi). Especially for those working from London, the flight time is a major disadvantage (with many destinations only served by flying to a regional hub and then catching a connecting flight). Only a few stories would justify such a cost.

Added to this were other disincentives, such as the danger in travelling to certain countries and often obstructive African bureaucracy.

Some pointed out that those covering Africa usually have to fight to get stories about Africa into the news themselves. Other Editors with other priorities do the same.

Japanese media interest follows political interest. When Prime Minister Oguchi launched initiative on Africa, media interest increased. It also follows power (most interest in US, China, Korea).

The end of the Cold War brought many more conflicts/issues to the surface around the world. Now there are greater pressures to justify coverage. Only the most newsworthy stories make the media and “newsworthy” usually equates to bad news (not just in Africa). For example, once South Africa became a “normal” country its newsworthiness decreased.

Even when there is interest, it’s difficult for Japanese journalists to get access. NHK has in the past asked for, and been refused, interviews with Nelson Mandela and Desmond Tutu.

Sometimes programming gets overlooked. With 5 channels (NHK), it may be difficult to get audience attention. Seasons of programming help avoid this.

People in media tend to become regional specialists. As a result there is less expertise on issues such as HIV/AIDS and conflict.

Suggestions/Solutions

Not about “us and them”. Need to find things in common between people in Japan and those in Africa. Emphasising the aspects of African lives that resonate with Japanese people increases awareness and interest. Human interest stories often are more easily placed in the local press: Japan Overseas Cooperation Volunteers can share their experiences with local newspapers when they return.

If we want to present positive images of Africa, we have to be more proactive and adept at finding opportunities. Not just in the international news pages, but also the lifestyle/financial pages. Body Shop Japan successfully ran a campaign to highlight communities that provide it with ingredients from Africa. This was picked up by a prominent TV lifestyle program.

African Embassies in Tokyo are pursuing the idea of opening a “One stop shop” information centre, which can provide investment, travel, tourism and other information. Would help address some of the information gaps that make it difficult for the media to operate in Africa (visa problems etc.) and promote cultural exchange.

NGOs need to become more media aware. Some work is now being done to launch a campaign to build more public awareness of global poverty issues. (inspired by the UK’s “Make Poverty History” campaign). They were looking at involving celebrities and young people and had made contact with one of the big advertising companies.

Conclusion

The media has a role to play in increasing Africa’s profile in the developed world, but the problem is complex and it is not just the media that has a role to play in bringing these stories to the public. Those who work on Africa need to find ways to help those in the media cover Africa on a broader basis.

We want the Japanese public to know more about Africa, but a lot of the information provided is negative, reinforcing the reluctance to find out more. A balance in information covered is therefore essential, not simply focussing on crises, but also on entertainment, business and the arts to convey a positive image of Africa that engages people. Those promoting Africa need to become better at providing information about Africa that people will read (investment success stories to the financial news sector etc. etc.).

Annex

List of attendees at Media forum:

1. Mr Graham Fry, British Ambassador (chair)

2. Mr Mutsuo Mabuchi, Executive Director, Foundation for Advanced Studies in Development (host)

3. Mr Tatsuo Hayashi, President of Africa Japan Forum

4. HE Dr Baldwin Sipho NGUBANE, South African Ambassador

5. Mr Vuyani Lingela, South African Ambassador S&T Counsellor

6. HE James D BABA, Ugandan Ambassador

7. HE Jean-Christian Obane, Gabonese Ambassador

8. Ms Akiko Matsunobu, Head of PR, Marketing and Fair Trade issues, Peace Winds

9. Ms. Sayaka Funada-Classen, TICAD Civil Society Forum

10. Mr Katsuji Imata, CSO Network

11. Mr Takamasa Akiyama, Senior Advisor, FASID

12. Mr Motoi Kusaka, Editor, International Development Journal

13. Mrs Reiko Kanise, President of Aeon Forest Co Ltd who runs Body Shop Japan

14. Ms Aiko Doden, news broadcaster, NHK

15. Mr Shoichi Nasu, Editor-in-chief, Daily Yomiuri

16. Mr Yotano Fujiyoshi, Foreign News Department, Mainichi Shimbun

17. Mr Hidenaka Kato, Nihon Keizai Shimbun

18. Ms Mika Sugiura, Sankei Shimbun

19. Mr Yasuo Ohnuki, Executive Producer, Special Programs Center, NHK

20. Mr Yuji Ito, Director of Foreign News International Affairs Dept, TBS

21. Mr Fumihiko Sugiyama, Jiji Press

22. Mr Kazuo Hashimoto, Foreign News Section, Kyodo News Service

23. Mr Shunichi Murakami, Deputy Foreign Editor, Asahi Shimbun

24. Mr Akifumi Mizuguchi, Deputy Director, 1st Africa Division, MFA

25. Mr Martin Hatfull, Minister, British Embassy

26. Mr Tom Burn, 2nd Secretary Political, British Embassy

Back to Timeline