Views
5 years ago

Chapter Five 1999 Post-Elections Period - Leicester Research ...

Chapter Five 1999 Post-Elections Period - Leicester Research ...

255 whose aim is to

255 whose aim is to assert the press‟s “right to frame without government interference” and “to work towards government downfall if it represses newspapers and jails journalists”. Malawi‟s nascent democratic culture may not measure up to the democratic standards of the West. However, the main features of a democratic culture exist which include multiple political parties, regular elections for executive leaders and legislative representatives, and a free press even though it is subject to the influence of its owners and their political alignments. Proceeding from the above, this section examines those tools within the national political culture, the traditional culture and the journalistic culture that gave rise to the frames detected in the case studies. 8.3.1 Values This study notes the use of values in Malawian political communication. Politicians have become reliant on public communication in the hope of shaping the outcomes of political contests. The 1994 and 1999 case studies have revealed how the political elite in Malawi tend to use both democratic and traditional cultural values to frame their messages. The division of political actors into the ruling party and the opposition parties represented a normal aspect of democracy. However, the presence of the MCP and its association with previous human rights abuses, tended to raise the question of which party or parties could be best identified with democratic values which include personal liberty and the consent of the governed. The moral evaluations in the 1994 and the 1999 case studies are replete with claims to these values by the political parties. As Nelson, Wittmer and Shortle (2010, p.14) note, there are four strategic goals that undergird moral judgment rhetoric. These are value association, value disassociation, value enhancement, and value diminishment. Two of these apply appropriately here.

256 The first is value association which “. . . communicators use to convince the public that their side of the debate holds the most legitimate claim to a cherished value” (Nelson, Wittmer and Shortle, 2010, p.14). In the 1999 and 1994 case studies, the UDF parliamentarians sort to associate themselves with democratic values as can be noted in the abundance of such paragraphs in which they spoke of having restored freedom and political tolerance in the country. They also emphasized the fact that their government would serve the Malawian people rather than expect the Malawian people to be servile to the government. They urged the opposition parties in the National Assembly, in particular the AFORD, to join them in serving the people and to safeguarding democracy. The second strategic goal which Nelson, Wittmer and Shortle (2010, p.14) mention is value disassociation. In their moral judgements in the 1994 and 1999 case studies, the UDF parliamentarians argued that the MCP could not claim to be democratic in view of how it had treated the people during its 31 years of dictatorial rule. The UDF, the Nation and the Chronicle sought to label the MCP as the party of dictatorship, human rights abuses, and regionalism. This is in contrast to the earlier stated values with which they (UDF) would govern the country. Similarly, the MCP/AFORD alliance sought to associate themselves with the democratic value of the common good which also drew on the traditional Malawian value of togetherness. This is clearly demonstrated through both the BNL newspapers and the alliance‟s MPs framing emphasis on the issue of national unity. By the same token, they attempted to demonstrate how the UDF could not be associated with this value of the common good and national unity. In doing this, the alliance argued that the UDF was the obstacle to national unity through its insistence on governing without the MCP.

Chapter 4 Sexual Content in Soap Operas - Leicester Research ...
iieiiei1eWrkers - Leicester Research Archive - University of Leicester
NOVEL RESVERATROL ANALOGUES - Leicester Research ...
t he display of archaeology - Leicester Research Archive - University ...