The space created by humanitarian crises, conflict, revolution or disaster is always rapidly filled by actors of many persuasions – governments, belligerents, the ‘people, the media, the international community, NGOs, specialist, the military and others. And within this space, communication, its audience and, increasingly, its technology, are fundamental to achieving objectives, whatever they may be, from the defeat of an enemy to a shift in political culture to saving lives and alleviating suffering.
In this space, as in everyday human existence, communication or, more correctly, information has a currency, and it could be argued that in this space, the value of this currency skyrockets. Indeed when the stakes are high, information is undoubtedly power.
But is that power, to do good or bad, effectively and efficiently used? Can we, given the utter complexity of the human creations of such environments, ever hope to harness its power? One need only look to events in the Middle East and North Africa, from Tunis to Tehran, to see communicative power unleashed, but is it a case of unbridled brute force of communication, catalysed by technology but not sparked by it? And as such, is equal brute force being used, literally and metaphorically, to stymie or dilute the informational tidal wave?
To fathom the nature of this power, one can look to several mechanisms of communication, from the ‘hidden persuaders’ of advertising through to the idea of ‘Facebook revolutions’, from the slippery techniques of the snake oil salesman to grassroots activism. But it is undoubtedly the latest generation of, not only, technology but its users that are really multiplying the power, but not necessarily the control, of communication and information.
The Director of Google Ideas, Jared Cohen, recently pointed out: “Ten years ago, the number of people who had access to the Internet was 361 million; today it’s 2 billion. In the year 2000, 300,000 people in Pakistan were using cell phones; today it’s 100 million. You can’t say technology doesn’t matter.” The sheer exponential advance in numbers is staggering and its influence, as a capability not an ideal, is changing the way people, from Berlin to Benghazi, are utilising and succumbing to informational power. Take Palestine, a fulcrum of power plays. Today’s youth, as individuals, are just as their fathers and mothers were, with the same wishes, problems, drives and angst but there are significant differences. Unlike previous generations, they are collectively informed and, crucially, networked. The public sphere, from Ramallah to Rotterdam, is morphing, and rather rapidly.
Africa and other parts of the developing world, that public sphere is changing rapidly, thanks to “digital leapfrogging”, whereby areas which have had no or limited analogue communication systems are being catapulted into the digital age. No longer subject to the linear progression of technology, these areas have embraced digital, especially mobile telephone, methods. From Khartoum to Kabul, people who have never had access to basic communication equipment are making their first telephone calls and text messaging on hand-held devices similar to, or even more advanced than , those available to subscribers in the developed world.
This technology is a catalyst – providing the capability to do what has already been done for eons vastly quicker. Yet, as with chemical catalysts, it does not actually become part of the reaction, it does not form part of the final compound. As with the current ‘Facebook revolutions’, the initial constituents of grievance, repression, anger, resilience, intellect and determination are not changed by a catalyst, technology, but the rate of constituent reaction is raised dramatically. Catalyst by themselves are often pretty dormant, inert, as it is with communication technology – useless without a human – but place it amongst people with unheeded desires, needs and drives, then the fireworks start.
Whether one subscribes to Malcolm Gladwell’s ‘it’s all over-hyped’ position or Clay Shirky’s ‘here comes everybody’ perspective, it is without doubt that the already violent, unpredictable and cluttered space in which the aforementioned actors find themselves is itself undergoing seismic shocks through this catalysis. From Madrid to Mogadishu, technology catalysed tectonic shifts are now endemic in the strategic communication environment. Ignorance is bliss but futile; haphazard attempts to reclaim a degree of power or control often fail or even backfire; debate and cogitation fuel the coffers of communication conference organisers. But honest, gritty and tough grappling with this catalytic effect, requiring an open mind, dogged determination and a great thirst for answers, is unavoidable if communication is ever again to be effectively and efficiently utilised by those who practice it.
For more information on the issues discussed above take part in our latest event, Master Class in Strategic Communication. For more information, please visit http://www.albanyassociates.com/training/masterclass11.php or contact Anna Staevska at firstname.lastname@example.org