Communication as a Strategic Challenge – Media Resonance Analysis of the German Engagement in Mali

Summary: This study examines representations by the German Federal Government on its engagement in Mali in German print media and makes recommendations for future communication measures. It is in German, but comes with an executive summary in English outlining its methodology and summarising the recommendations.

Despite an increase in coordination between federal ministries and a joint inter-ministerial working group of crisis prevention, conflict management and peacebuilding, there is a comparatively little media coverage of the activities of the German ministries and civil society actors in Mali. In response, this study assesses communication measures taken by the German Federal Government and ministries between 2013 and 2020.

First, a quantitative analysis of articles published around six key events between 2013 and 2020 in the supraregional daily press, weekly press and selected regional subscription newspapers was undertaken. These articles were then assessed to determine whether the core messages that the Federal Government and individual ministries intended to communicate were represented. The study considers topics, stakeholders, disseminated narratives and visible communication concepts and concludes by providing recommendations for future joint communication measures.

This resource provides a helpful methodology in assessing strategic communications of crisis management missions. Its recommendations may also be relevant for other Member States who are seeking to improve messaging around civilian crisis management.  

Reference: Becker, S. et al. (2022). Communication as a Strategic Challenge – Media Resonance Analysis of the German Engagement in Mali, Federal Government Advisory Council on Civilian Crisis Prevention and Peacebuilding.

Resource

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