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Pepsi or Coke? Or would you rather prefer Maumoon or Maumoon?: Media, the big fish.

OPINION by Hope 21 - Friday, 6th August 2004

In a world toiled by information, it is hard to distinguish what's what? Did you know that at the top hierarchy of the board of Coke and Pepsi sits just two persons, yes, and to think we all thought they are rivals. Did you also know that what Maumoon wants is, be it him as president or be it his daughter as prime minister and him as president? (sorry I like to be neutral BUT)

With regard to my last article, I have been asked if I could elaborate on the role of media, by a lot of fellow brothers and sisters. I will try; to the best of my knowledge explain the huge role that the media plays on our daily lives.

All in all mass media is a representation of reality. It takes portions of reality, chops it up into pieces, and represents selective editions of reality. In communities where people are aware of this technique of mind manipulation, only a fragment of it is used. But in a place like Maldives, media can be and is used in such a way that the commercial media is far from the truth.

Let me give you a couple of examples. Every time Mr. President visits an island he promises great achievements to the islands. He says that the government will provide jetties, power generators, better health care, better schools, and so on; the empty promises are endless. Now, then what the media does is in the news, and newspapers they keep on reminding people that these thing swill happen, and then would go on to bring news about how a measly donation of MRF5000.00 has been granted to the women's committee or sports committee and elaborate on to say that these where prequels before the facilities were provided.

Take "Heyanbo" for instance, it starts with a 'humble' word from the president and sometimes followed by his poems. Now, unknown to most of us our minds start to accept this man 'cause of his humble words of wisdom, and lets us think that he is an angelic person. (Maybe he is, but as a ruler I don't think he's doing much of a good job). If we pay close attention we'll notice that not a day passes by without Mr. Presidents name being mentioned in one form of media. In return the public is blind folded from the truth, they believe that both the good and bad would be brought by the media; therefore they hang on to every word our leaders say.

Even if the government provides some books to a school in the islands (I seriously do not want to refer to Maldivians residing outside Male' as islanders, but for the sake of identifying I'll use it, please forgive me if I offend anyone in this manner) it gets media attention in all forms. My question is, is this really necessary; after all it is a basic necessity that the government has to provide its people. Once the lesser informed islanders' hear about this they praise the government for its "generosity", as far as they know it's their responsibility to upgrade their ways of life.

Or how about the gimmick when during Ramadan, the speakers on "Ramalan Mahuge Reytha Ihiyaa Kurun" program mentions "that we must pay respect and obey our leaders" at least three times during each session. Now the islanders and most of the public, listens to this and starts to believe that defying Mr. President is defying the words of Allah. And after the speech each and every speaker thanks Mr. President for giving him the opportunity to preach. Then comes' the hype, the hype of great news that we have been blessed by the presence of great "Sheiks" from Egypt, and the grannies go "WOW". (Next time if you come across the program just give it a listen and say that I'm wrong).

Have you noticed how sometimes, the newspaper publishes crimes in the English section, what more is this besides to show to the world media, that the local media do print "bad news" as well, just another gimmick to blind fold that we do not hide our dark side. Have you also noticed that at least once every two weeks the front page is headed with something "good" or "beneficial" Mr. President has said or done. This is the point where when everyday the public is bombarded with Mr. Presidents' messages and news starts to engrave in people's minds and they start to believe that he truly is a "blessing".

The key to a good media representation is to plan representations in such a way that it invites audiences to understand and agree. This is achieved through the use of repeated elements and the censorship of views that contradict with the issue. The other side is never shown, therefore removing the balance.

Let me illustrate my point with a much more simplified example. How many of us have heard of "Kasoti" and what it is (a Hindi melodrama), and yet never seen a single episode. Every single Maldivian; whose been living on this planet for the last couple of years, know about this program, be it young or old. Now out of the fans of these melodramas 80% will believe that their lives are just what these melodramas are about. Now imagine if these melodramas had been around for twenty six years what it would bring to our society. Ok replace the melodramas with Mr. President's media manipulation campaign, well what do you know 'Alakazam' and the people think we've got a hero.

Unless we all unite and try to be the "wingman" for each other, it looks like we are stuck in this mud hole for a long time. The only way to get to the people is through the media. To defeat your enemies, look for their strong points and study them, not their weakest. Like the Godfather says, "Keep your friends close, but your enemies' closer". Anyone who's got the media in his hands, has the world as his back yard.

May Allah give us victory in bringing peace and our rights to all Maldivians. Brothers and sisters let us all pray in unity.