The 2005 Cronulla Beach riots and public communication strategy

Public Communication

In December 2005, Australia would go through a series of racial riots that would rock the communities of Sutherland Shire and Bankstown to their very core. These are two completely different suburbs of Sydney that would share Cronulla Beach. This is a beach that was located between the two communities that would be the focal point of the riots that would take place. What happened was, Sutherland Shire was a predominantly Anglo Saxon community, which is proud of their heritage and the unique role that they play in the area. Bankstown is a largely Arabic community, which has often thought of Cronulla Beach as theirs' (due to its close proximity). On December 5, 2005; these two different ethnic groups would become involved in a series of racial riots that would start out from a simple confrontation between: lifesavers and a group of Lebanese men. Where, series of heated words would escalate into a fight that would leave one of the lifesavers seriously injured. This would set off a series of events that started as a rally and turned into several different riots. To prevent a repeat of these incidents requires, creating a strategy that will address ways to defuse possible racial tensions through a banner advertisement. ("Racial Tensions at Cronuella Beach") To determine the most appropriate way to achieve this objective we will examine: ideology, culture and how written / visual languages are used. Together, these different elements will provide the greatest insights, as to the underlying issues that should be addressed for any kind of public relations campaign.

Ideology

At the heart of the race riots that occurred on Cronulla Beach, was a combination of two different ideologies. Where, you would have the idea of Arab nationalism, as most people in the Australian Arab community would feel a sense of kinship. At the other end of the spectrum, you would have the fiercely proud heritage that the Anglo Saxons would feel in Sutherland Shire. As they were proud of: their heritage and the traditions that they would embrace throughout the centuries. At the same time, you would have the legacy of the lifesaver, with them playing an iconic role in helping to keep beaches safe throughout the commonwealth. These different elements are important, because they highlight the overall ideological tensions that would occur. As the Arabs would feel that the Australians would have a lack of respect for their culture and people. While, many of the traditional Anglo Saxons viewed these individuals, as nothing more than a nascence that is acting like they own the beach. These different elements would lead to the heated words that would occur between: the lifesavers and the Lebanese. ("Racial Tensions at Cronuella Beach") This is important, because it shows the underlying backdrop that exists for the riots, as these ideological tensions would boil over into violence. Once this occurred, it meant that the lifesavers would be viewed as heroes by Anglo Saxons. At which point, nationalist feelings would begin running high, as many people in the media began to call for some kind of non-violent action as a sign of unity. During the rally, the events would begin to turn ugly, as alcohol would fuel the outrage and a desire for relation (that many individuals in the crowd would feel). (White 1 -- 7) This is significant, because it shows how various ideological incidents can spiral out of control, making the situation worse.

In this case, the most important element that should be considered with any kind of banner ad is the various ideological factors that could have an effect on psychology. To prevent a repeat of what occurred in the past, the advertisement would have to show both Anglo Saxon and Arabs working together. To achieve this objective you could use the banner ad titled, "Which one of these men is in a gang." As this will provide everyone with a way of highlighting how you must be more understanding of different views and cultures. ("Responsible Gambling and Reconciliation Australia Campaigns and Link to Celebrity Gambling Story") This is important, because the overall negative views (of both sides), would help lead to the escalation of these different events. When you are showing both groups of people working together to achieve a common objective, you are bridging a gap between the two ideologies. This will improve understanding between the two sides and it would help to link any kind of ideological differences that they are wrestling with.

How Written / Visual Language was Used?

Once violence began to escalate, various Anglo Saxons and Arab groups would use different text messages as a way to communicate with other groups, in their community and states throughout the commonwealth. This would have an impact upon the mood, as they would help to spread fear and anger among both groups of people. At the same time, many web sites and blogs began calling for Australians to stand up to this emerging threat, by showing up at Cronuella Beach to defend their rights. A good example of some of the different texts that were utilized to insight anger and violence can be seen with one that was sent to number Anglo Saxons in the commonwealth. Where, it would encourage all youth in Western Australia to show up at Cronuella Beach, in an effort to protect the beach and women. This is significant, because it shows how the use of heated SMS messages could help to enrage both groups. As this form of written communication would increase the overall amounts of rage that the two side were feeling towards each other.

Visual languages were used to help increase the overall negative opinions that many Australians would feel towards the Arabs. Where, the women and men would dress differently in public (with many women covering themselves). This is problematic, because it would cause a number of groups in society to view Arabs as untrustworthy, based upon the fact that they cannot uncover themselves in public (which highlights a lack of transparency). Over the course of time, these differences would underscore subtle indications that Arabs were not willing to embrace Australian culture (despite living in their country). At which point, these views would help to manifest a sense of anger among many Australians, as they believed that Arabs were disrespecting their country and traditions. The assault on the lifesavers would be the catalyst that would bring all of these negative emotions to the forefront. As they would be used, to help fuel the anger and resentment that many people would have about what is occurring. When you compare this; against the backdrop of: the Anglo Saxon community and the Arab community being in close proximity with one another. This highlights how these views would lead to the riots. As both communities would become more isolated from one another, which would help increase the amount of misunderstandings. A good example of this can be seen with observations that were written in the Sydney Morning Herald a day after the incident. Where it would say, "The shire is a white, Anglo-Celtic, Christian heartland. But, ominously, this white sanctuary is hemmed in by the great Middle Eastern melting pots of Sydney." (Perera) This is significant, because it shows how the underlying visual languages were used to create differences between both groups. As they lived in close proximity to one another, yet neither side would have contact with other (because of these differences). Over the course of time, these views would lead to the increase in misunderstandings that would eventually erupt in violence on December 5th. In this case, the fact that both sides did not attempt to reach out to the other, would mean that the underlying negative emotions that they were feeling would be multiplied. At which point, the odds increased dramatically that some kind of physical confrontation would occur, taking on a life of its own. To address this issue, you could use the banner ad that says, "Which of these two men is Aboriginal." This will help to tackle the underlying issues facing the government, as they want to increase cultural understanding between the two communities. If you can show that both groups are the same, this will help to prevent Arabs from not being viewed as outsiders. While the Anglo Saxons, would not be seen as racists who are trying to discriminate against Arabs. In either case, the ad would address these warped views, by showing that everyone is the same. This is the key to diffusing the negative emotions and feelings that the two sides would have about each other, surrounding the issues that took place at Cronuella Beach. ("Responsible Gambling and Reconciliation Australia Campaigns and Link to Celebrity Gambling Story")

Clearly, the riots that occurred at Cronuella Beach in December 2005, highlights a number of misunderstandings as well as differences that would take place between the Anglo Saxons and the Arabs. As two sides would have conflicting views on: ideology, culture and written / visual language. These different elements are important, because they highlight the explosive combination that they can fuel. As it can take an ordinary dispute and turn into a race riot. Where, the difference in ideologies and cultures would fuel the misunderstandings that the two sides would have for each other. At the same time, the use of various written and visual languages would add to the heated atmosphere. This is because, written communities (SMS texting) would be used to enrage both groups and as call for action. At the same time, the differences in the way many Arabs would dress, highlights how this would create a sense of contention. As the two sides would become more withdrawn into their communities, causing tensions to increase (based upon isolated incidents). To prevent this situation, the government needs to use a banner ad that will address these issues. The most logical would be the one under the title, "Which of these two men is Aboriginal?" This will help to reshape the views of both groups, by subtly highlighting their similarities. If these different elements can be addressed, then the use of this ad would help to achieve the desired objectives. At which point, the odds decrease, that there would be a repeat of the incidents from December 2005.