The Role of Media Diplomacy in Conflict Resolution in the Horn of African Region: a Case Study of South Sudan

Abstract

South Sudan gained self-rule in 2011 and since then the young nation has experienced sporadic civil conflict which have devastated the country‟s economy, resulted to over 50,000 people killed and displaced up to 1.6 million. The civil war which started as political between the two leaders President Salva Kiir and his counterpart vice-president Riek Machar has now transitioned into an ethnic conflict with both parties accused of war crimes targeted at civilians. However, the conflict continues to escalate despite several agreements signed between the warring parties. The media has been pointed as one essential tool which shapes the dynamics of the conflict, since it seeks to mold the opinion of the users. The media can positively be incorporated in the comprehensive conflict resolution in a diplomatic approach as it has been demonstrated to dictate the direction which the conflict will take. This study aims at establishing the types of media diplomacy used in solving conflict in South Sudan, examining the contribution of media diplomacy in solving the South Sudanese civil Conflict and assessing the challenges of media diplomacy in solving conflicts in the South Sudanese civil Conflict. This study was be guided by Agenda setting Theory of mass Media. This theory investigates, the priority interlinks issues between those of the media and of the public. This study adopted explorative and descriptive research design to gather information through utilizing both primary and secondary sources. Data was collected using questionnaires from a sample of 100 respondents using purposive sampling and Proportionate stratified sampling techniques from selected South Sudanese respondents residing in Kenya, who include government officials, diplomats, business entrepreneurs, lawyers, journalist, political analyst, academicians, politicians, correspondents, security personnel and refugees. Quantitative and qualitative methodologies were utilized for data examination. It‟s evident that, TV‟S and Newspapers often peddled unconfirmed information and inciting citizens against each other. Mobile phones have been used to relay messages and communication, some of which could be used to escalate conflict. The internet and social media was also used to incite the local populations due to their immense influences based on ethnicity. 32.5% disagreed with the statement that social networking sites for instance; Facebook, Twitter, Skype and, Whatsapp had been instrumental in Peace building in South Sudan. Therefore, there is need for stringent measures and approaches, which will help in combating hate speech and control information passed by these instruments. From the findings, media diplomacy has been an effective instrument of solving violent conflict in South Sudan as espoused by majority of respondents. It is responsible for presenting a distorted image of South Sudan which internationally carries an image of a troubled nation ever rocked with humanitarian challenges emanating from the protracted civil conflict. However, it is also credited with confidence building and facilitation of negotiation among conflicting parties. Through media diplomacy parties into a conflict can find a common ground where a compromise can be reached and an end to a conflict be achieved as posited by majority of the respondents. The study established that prolonged hostility among the two ethnic communities, incitement by particular political leaders, conflict of interest by external actors, tribalism, violence, bad governance and mistrust, lack of political good will, weak economy, hatred, underdevelopment, censorship are some of the challenges holding back the progress of reconciliation in south Sudan.