Case analysis framework and methodology

¶ … Radio Sawa revolves refers to means in which the American message can be delivered to the Arab world. Indeed, following the attacks on the 11th of September and the increased waves of terrorism and anti-Americanism in the Middle East (or rather in the Greater Middle East region, including here Iran or Egypt), an efficient propaganda medium was essential for the United States.

Such a propaganda mean would have provided an alternative for the Arabic networks, radio or TV stations, specialized in delivering anti-American messages and used by terrorist networks or mad leaders. So, in many ways, the problem was (and still is) closely related to finding media ways in which the terrorist influence on the local population could be met and counterbalanced. In other words, the issue was to provide an alternative and another side of the story.

Justification for Problem Definition

As we have seen from the case study, Radio Sawa came in the beginning as an alternative to Voice of America. If we relate to the problem stipulated here above, we will get a clearer picture why Radio Sawa was needed. Indeed, Voice of America lacked to essential things: a large target audience and availability. The first issue was obvious, because, in general, Voice of America, with its rich contents of news, addressed only citizens aged over 30 or at least over 25. However, as we have seen, around 35% of Arab population in the Middle East is aged under 30, so we should assume that it was less likely for this customer segment to follow through on Voice of America. On the other hand, teenagers would have no interest in the station whatsoever, becoming easier for them to be inoculated with local propaganda.

In terms of availability, Voice of America broadcast from the Island of Rhodes, was badly received and only in some parts of the Middle East. It is a fact that it is much harder to deliver your message if your audience is so restrictive. While Radio Sawa solved both these issues, solving the problem previously stipulated also involved several other key issues.

I should mention here, for example, the product mix in Sawa's case. At this time, the proportion is 85% music and 15% news and facts. This product mix has the disadvantage that, while it covers a larger audience and includes much of the young people, it uses only 15% of its time for the actual purpose it was created, which is propagandistic, as I have mentioned. We may go further and stipulate that Radio Sawa is only partially following through on its mission.

Another issue is that the young population, while listening to Radio Sawa because of the music, is not really receiving the message delivered. As we have seen, impartially, one of the young teens says that he has nothing against America and the Americans, he simply doesn't like the way they think. This would mean that the young Arabs will "take the U.S. sound and discard the U.S. agenda," as one of the officials has pointed out.

So, while having one clear problem or objective, delivering the message, there are several issues that come along with it, including the product mix that the radio is using, the target audience involved and finding ways in which Sawa will not be perceived as an inoculating agent.

3. Alternative courses of action

There are several options that come to mind as we go along. First of all, we may consider a certain diversification of the programs offered. Are we to believe that the young Arab teenagers have a sole interest in American culture and that is music? Even if this may be the simplest way to capture an audience, there is definitely more to the American way. In this sense, diversifying the programs so as to present other aspects of American culture will make it easier for the American ideas to reach the young Arabs. So, an alternative solution would be to reduce the 85% for the American music and add programs on movies, Hollywood stars, food, anything that can complete the picture.

Another solution needs to address the actual news that is presented, both in terms of format and in terms of content. From the case study, we may be entitled to believe that the reticence with which the American message is regarded comes partially from the fact that they are believed to reflect only the American ideas. In this sense, a solution would be to combine the news bulletin with news from BBC, France Press or other European news agencies would have a greater chance of being better received by the Arab teenagers, because they will regard them as less subjective than the American set of news.

Finally, as a third alternative solution, I would suggest increasing the proportion of news in Sawa's programs. We may assume that this may partly alienate the core target audience, however, as I have mentioned previously, the radio station does not seem to be thoroughly following through on its mission and we should assume that there is a serious category of persons less than 30 years that will be most likely reached by news and information from the Western agencies.

4. Evaluation of alternatives

Diversification would have the great advantage of presenting different aspects of the American and Western culture, aspects which may reach the target audience and present the American way differently than the local Arab propaganda. Indeed, as I have previously mentioned, American music is not the only representative issue worth presenting. However, as it is often the case, diversification may lead to the loss of part of the audience and here I am referring to the young teenager groups, less than 20 years of age.

The news presentation segment that would include collaborations with European news agencies will most likely improve the way the news segment are perceived by the targeted audience and will probably increase the degree to which the targeted audience will believe the news and not regard them as an unilateral point-of-view (as it currently is seen). I have in mind again the statement made by the Arab teenager, according to which he has nothing against the Americans, he simply does not agree with them. Maybe presenting a similar point-of-view, but with different means, will turn to an advantage.

However, the disadvantage is closely related with the advantage in this case. It simply comes from the fact that the European agencies will be regarded with the same reluctance and will still not create a different opinion. We need to remember that the European democracies are regarded on the same level as the United States, as close allies of the latter.

As for the increasing proportion of news and information, this may turn as a boomerang and may decrease the level of audience already reached. If this happens, the consequences can be disastrous, as the company would have to start again at the beginning. However, if it succeeds, the company will be a step closer to achieving its goal.