ABSTRACT

Over the years, several researchers have sought to study the image of countries, communities or issues, exploiting a vast array of methodologies lodged in different research paradigms. Using a case study of Post and Cameroon tribune newspapers. This study seeks to find out how the Cameroon news media has been projecting a certain image about Cameroon to the world using media (Social media/Print media) which could either be positive or negative and looking for possible measures in which we can rebrand our nation’s perspective to the world. A content analysis of eight newspaper reports from the Post and Cameroon tribune newspapers, were done in order to answer the study’s research questions.

Key words: The Post, Cameroon tribune, National image, Cameroon

CHAPTER ONE

 INTRODUCTION

1.1 Introduction

Over the years, several researchers have sought to study the image of countries, communities or issues, exploiting a vast array of methodologies lodged in different research paradigms. Among this rich variety, three strands can be classified here according to the theoretical frameworks that inform them. Firstly, Media Studies develop elaborate mechanisms which explore several aspects of media coverage: the intentions of the creators; the means they employ to highlight issues; audience response to media coverage of issues. The analytical tools they employ include “frame analysis”, “priming” and “agenda setting”, which draw attention to the fact that the media use – more or less effectively – techniques to highlight issues and set public agendas in favor of problems they see as important. Media theorists associate images with the power of the media to set the public agenda and throw into the light issues they see as important. Predictably, some are connected with electoral campaigns, while others highlight ecological problems, the status of science on the public arena . Yet other researchers seek to contribute to a public policy of creating an image for a community, a professional or ethnic group.

Secondly, Cultural Studies tackle issues of images in relation with what Stuart Hall (1997) calls representations. They are defined as “the way people make sense of reality”. This means that representations are subjective and proceed from identities.

According to Kunczik (1990) “an image of a nation constitutes the totality of attributes that a person recognizes (or imagines) when he contemplates that nation.” He goes on to explain that such an image consists of three components – a cognitive component relating to what we know, an affective component relating to how we feel about the nation; and an action component that relates to actual behavior towards the nation.

According to Scott (1965) the cognitive component is a person’s subjective knowledge about a nation; the affective component is his or her like or dislike, approval or disapproval, or level of hostility toward a nation; and the behavioral component consists of a person’s action tendencies towards a nation.

National image, then, is defined as the cognitive representation that a person holds of a given country and its people, what a person believes to be true about a nation.

1.2 Statement of Problem

This project presents an attempt at developing an analytical mechanism for establishing the image of a country through media publications.

The advancement in media technology can only be said to be achieving the desired ends when they readily and continuously influence positively the country’s image both internally and internationally. All these technologies can only be measured in terms of the extent to which they bring improvement on the accuracy, speed and transfer of message and redefine the concept of media to an enviable height. The use of media technologies can only be said to be effective when the media professionals and audience benefit from the technologies through improved quality of programs.

Since the country is made up of people, the collective self-image of people is a very important key note to consider.

The process of modernization has presented the Cameroon mass media with a special challenge to disentangle social and economic progress from the structures of control by and dependency on government and the political neurosis the latter tend to generate. The humanization of the process of modernization calls for social responsibility, political participation, and cultural authenticity.

In Cameroon, as in other Third World countries, institutions of public communication are weak. Scholars of communication theory have found institutions to be talking at people rather than talking to people through the media. 1 One-way communication to a silent majority, buttressed by demagoguery, sensationalism, vulgarization and cheap entertainment, characterize the mass media of Cameroon. This is not the exercising of responsible journalism.

The objective of mass communication in Cameroon is demonstrated by the stated goal of the government, which is to provide the country with “strong and efficient information media” to achieve the ends of fostering national and international reconciliation in, mobilizing public support for the effectiveness of nation building, and presenting balanced, unbiased and timely information about conditions in the country.

Therefore, this study seeks to find out how the Cameroon news media has been projecting a certain image about Cameroon to the world using media (Social media/Print media) which could either be positive or negative and looking for possible measures in which we can rebrand our nation’s perspective to the world.

1.3 Research Questions

The following are some of the questions which this study intends to answer:

• How do the Post and Cameroon tribune newspapers portray Cameroon?
• In what ways are the post and Cameroon tribune newspapers similar or different in their portrayal of Cameroon?
• To what extent has print media promoted the image of Cameroon

1.4 Research Objectives

The objective of this study is to find out how Cameroon news media has been projecting a certain image about Cameroon to the world using media. The specific objectives are:

• To study how the Post and Cameroon Tribune newspapers portray Cameroon?
• To study the differences and similarities between the Post and Cameroon Tribune newspapers reports portraying Cameroon.
• To examine the extent to which Cameroon print media has promoted Cameroon’s image.