Media and The Message

by Nicholas G. Licata, M.A.

An Emotional Response - September 21, 2001 [Back to Columns]

Like other Americans, as I witnessed the events of September 11, 2001, I was shaken. I felt a great void suddenly grow inside of me as I watched the images of death. I was confused with emotion -- sorrow, anger, loneliness, emptiness, and fear.

In the hours and days following the attacks, I was impressed with the reaction of the White House. Their crisis communications were impeccable. They held frequent press conferences with high level officials including the President to show leadership and action. They also used a structured and metered release of information to keep the media reporting according to their agenda.

Soon after, however, I grew concerned at mixed messages encouraging the populace to both return to normalcy and prepare for a long protracted military conflict that will undoubtedly cost American lives. Wrong, I thought. If we are to be successful in any military conflict, we need to have the support of the American people, else we will repeat the mistakes of the Vietnam era administrations.

Last night, more than a week after the tragedy, my fear became terror. I listened to President Bush address a joint session of Congress and, indeed, the world. If you're not with us, you're against us he announced -- a call to take sides and prepare to fight.

Now, I am no military strategist, nor am I schooled in foreign diplomacy. My expertise as a student of communication comes in the form of creating images, and understanding messages and how people interpret them. And, I know that as the big dog on the block we are required to bear our teeth and bark loudly at threats to our sovereignty. But I caution those in a position to make decisions not to forego rationality for pride, for it is a very tight line that we are beginning to traverse.

We should surely send messages to the world that reinforce our position as the last remaining super power. I think that last night's speech did just that. We should also exact justice on those that perpetrated this horrendous act to show others of their ilk that we are determined to stop them. Our military response, however, should be strategically purposeful and measured, for the dog that yields to frustration and bites at the fleas that infest it, only wounds its own flesh and draws its own blood.

There is much that can be done. Greater security measures can be put in place. Better intelligence networks can be established. People can be encouraged to change the way they think. These tragic events can be used as a tool to unite Americans in the understanding of the relationship we have with the rest of the world. Part of the solution lies in the American media.

The free press needs to accept its responsibility to the American people. It needs to cover the events of the world and their potential impact on our nation less trivially, and it needs to accept its role as an agenda setter for American politics.

Only through greater understanding can we begin to treat the problems that breed people willing to sacrifice themselves and kill innocent people for a cause. We have to do what must be done, but we have to do it without the big dog mentality that has the potential to polarize the world rather than unite it.