Mon, Sep 24, 2007 page8

• Brainwashing is not the answer

  • By Lo Huei-wen 羅慧雯
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  There have been reports that the Chinese Nationalist Party (KMT) had decided to cooperate with licensed radio stations in central and southern Taiwan in a bid to counter the influence of "underground" radio stations in those areas. The plans have aroused a wide range of responses. Looking at the issue from the perspective of communication studies may provide a way to reexamine the role of radio stations in democratic politics.

  Radio stations play a crucial role in political communication. As, unlike with TV, there are no images inloved, it is very easy to use radio to spread rumors. For example, pro-Republican radio stations in the US fling abuse at Senator Hillary Clinton, a Democratic presidential hopeful, every day and call her a monster, while pro-Democratic stations call US President George W. Bush a moron.

  Tension and verbal attacks between radio stations are often more drastic than those between TV stations. Although radio stations in the US are an effective means of spreading political messages thanks to the US' car culture, the practical effect of Taiwanese radio stations must not be ignored. In northern Taiwan, heavy traffic makes drivers spend more time listening to the radio. In central and southern Taiwan, the radio serves the demand and lifestyles of the elderly, farmers and workers. Whether in parks or in the workplace, radio is an important means of entertainment. Underground radio stations are a channel of choice because of the hosts' friendly and familiar style, and the use of the Taiwanese language and Taiwanese songs, which promote a Taiwanese identity. In addition, listeners can call in to the radio shows at any time to voice their opinions.

  Therefore, Taiwanese radio stations are important media channels for political parties ahead of elections. Although the KMT is already well served by the TV stations thanks to members with a news media background and the advantages that come with being an opposition party, party leaders are apparently worried that the south is short of KMT-friendly radio stations.

  Some critics think it will not be easy for the KMT to steal the loyal fans of the underground radio stations and that this move will do nothing to further the party's election prospects in the south. However, I think it's too early to jump to conclusions, and the results will depend on how the KMT goes about the task, whether it understands the media history of central and southern Taiwan and whether it has an effective strategy.

  Underground radio stations didn't attract listeners in the beginning only by broadcasting rumors and criticizing people. They did it by paying close attention to disadvantaged groups that were neglected by the mainstream media, including Aborigines, blue-collar workers and women. Underground stations gradually became an indispensable part of these people's lives.

  We also can't ignore the fact that a large part of these stations' appeal is that they provide the chance for listeners to become an active participant by calling in to voice their opinions. Many new TV stations have sprung up since cable TV was legalized, and low-powered and medium-powered radio stations mushroomed after licensing was deregulated. This has challenged the survivability of underground radio stations, which are gradually losing their market niche. Their programming is becoming more homogeneous.

  Now people think underground stations are just about hurling invectives, making allegations and allegedly selling drugs. They may still have the power to influence an election. However, the rational debate that should exist in a deliberative democracy is lacking, and these are reasons why the role of the underground radio stations has been criticized by the public

  Radio stations should not be an unidirectional tool for political brainwashing. They should develop into a bilateral or even multi-polar public forum. Participation in this kind of forum is far more open to the general public than participating in TV talk shows because one doesn't rely on physical appearance to attract listeners to a radio program, it all depends on making sense. Besides, it doesn't take very much capital to run a radio station and one can develop it into an independent medium that is not controlled by corporations or political parties and make it a democratic forum for diverse voices.

  The KMT wants to cooperate with the radio stations in central and southern Taiwan to achieve its political purposes. If this isn't a clear violation of the regulations on political parties withdrawing from the media, there's nothing the authorities can do about it.

  However, the KMT should understand that the style of the underground radio stations can be traced back in history. If the KMT only copies what other people do, I'm afraid the effect on elections will be the exact opposite of what the party wants.

  I hope the KMT is aware of the positive influence that radio stations can have on a democratic society, and that it will drop the idea that it can brainwash the people through radio programs. It should establish a more open two-way forum to listen to the public and leave its way of thinking behind while trying to realize a possibility for the party to connect with Taiwan.

  Lo Huei-wen is an assistant professor of communications management at Shih Hsin University.

  Translated by Ted Yang
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