Public Communication in December 2005,

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.

Culture

A second issue that would help to contribute to the riots on Cronuella Beach was: cultural differences between the Anglo Saxons and the Lebanese. This would increase the tensions between the two sides, as they would see each other as different, based not only upon their ethnic group and the way they would interact with one another. At which point, the overall amounts of hostilities between the two sides would begin to escalate. This is because many of the Anglo Saxon took the view, that Cronuella Beach was theirs and that everyone else needs to watch their step. This would anger many minorities, who felt that they were being discriminated against, as they believed that they have the same rights to the beach as Anglo Saxons. A good example of the heated cultural atmosphere that exists can be seen with comments from Suvendrini Perera where she says, "The beach, this beach, mythologized as the sacred ground of white bodies, painfully enforced in everyday understanding as "the whitest part of Sydney," a warning that keeps people who know what's good for them in their places, on the other side of the divide, today is actually looking like a border. It is patrolled by police on foot, police with dogs, police in boats, police on horseback. Inscribed across a bare, bronzed, back the ultimate claim to native-ised essence: We grew here, you flew here. The Australian flag, with its affirmation of enduring racial kinship with "British stock," is inscribed on bodies in multiple forms: blazoned on bikinis and backpacks, tattooed on to arms and torsos, painted on faces like war paint, wrapped around shoulders like a trophy: a performance of native-ised territoriality that echoes other enactments of territorial ownership: We decide who comes on to this beach and the manner in which they come." (Perera) This is significant, because it shows how the cultural attitudes that were taken by many Anglo Saxons would anger other minorities. As they experienced a sense of discrimination, because of the way this group of people felt about themselves and the social order of the beach.

At which point, it would only be a matter of time, until these different culture views about the underlying social order and the beach itself would be brought to the forefront. As the Anglo Saxons felt that the Arabs were disrespecting Australian nationalism, while the Arabs felt that Anglo Saxons were trying to subjugate them. An example of these extreme views can be seen by looking no further than, the text that were sent by police at the scene of the riots. Where one law enforcement official would write, "My message is this in regard to SMS messages and swarming crowds; this is ludicrous behavior; it is un Australian." While another officer observed, "The cops hate and fear the swarming packs of Lebanese who respond when some of their numbers are confronted, mobilizing quickly via mobile phones and showing open contempt for Australian law. All this is the real world, as distinct from the world preferred by ideological academics who talk about "moral panic" and the oppression of Muslims. They will see only Australian racism as the problem." (Gouggin) This is important, because it underscores how the different cultural attitudes and views need to be addressed. As these kinds of perceptions can have a number of negative consequences on society and the local community. To prevent the situation from spiraling out of control requires utilizing an approach that will embrace these cultural differences. One way that this can be accomplished is through the banner ad showing two different races with the title, "Which of these two men is Aboriginal." If this advertisement could be modified to reflect changes with the slogan to, "Which of these two men is Arab" this could help to create a change in perceptions. Where, everyone will begin to see each other as more than just one nationality. Once this occurs, it can prevent the negative emotions and extreme feelings of nationalism from making the situation worse. ("Responsible Gambling and Reconciliation Australia Campaigns and Link to Celebrity Gambling Story")

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.