The Egyptian public diplomacy- case study on Al Misreya and Nile International channels

Abstract

Public diplomacy and the usage of media nowadays play influential roles in promoting ideologies, concepts and cultures. Using satellite broadcasting contributes in getting nations and different cultures close and in harmony. Egypt is one of the first countries in the Arab region that launched satellite broadcasting in the early 1990's. The first governmental satellite channel Al Misreya was launched in 1990 and followed by Nile International which is the first international foreign speaking station in 1993. Since that age, the Egyptian governmental satellite broadcasting is expected to take the responsibility of enhancing the Egyptian public diplomacy due to its influential role. This descriptive research studies the role of the two state-owned satellite channels Nile International and AlMisreya in fulfilling the goals of Egyptian public diplomacy through a case study to reflect their current status, roles and their promises to the missions of public diplomacy.

Moreover, the research has a review for some aspects of international television broadcasting in many countries such as the US, UK, Germany, France, Turkey, Italy Russia and others in addition to some countries of the Arab world. The research studies Egypt's state-owned satellite television broadcasting and its usage in enhancing the field of public diplomacy. The case study focuses on the Egyptian satellite television broadcasting role in general and passes through different experiences in the framework of the authoritarian media system. The research evaluates the authoritarian media system in relation to the development of public diplomacy. The researcher concentrates on studying AlMisreya and Nile International agendas especially during the current reformation process in Egyptian broadcasting that started since 2009 and their roles in enhancing Egyptian public diplomacy. Intensive Interviews with governmental authorities and media figures clarified the current status of these two channels paving the road to further research in the field of satellite broadcasting and its relation to public diplomacy. Interviews with media experts reflected the obstacles that face the enhancement of the mission of television broadcasting and its role in public diplomacy. Findings and conclusions of the study state that the Egyptian authoritative media system that hindered the development of the satellite television broadcasting and its role in public diplomacy for ages. Some findings prove that the Egyptian satellite television still stands in a transitional phase facing big financial and managerial challenges. The poor financial budgets and the managerial strategy that follows an authoritative media system are two main obstacles in both channels. The agendas of Nile International and Al Misreya are designed to enhance the image of the authorities of the Egyptian government ignoring the role in improving the Egyptian public diplomacy. The agenda setting of both channels are directly affected by "selectivity" factors that affect the credibility of the channels. The Minister of Information and media authorities select what matches the government ideologies and the Egyptian president's own view of most political and social issues. Some recommendations of the study state that the whole media system needs to be restructured to serve the mission of public diplomacy that has no governmental support or formal guidance for the benefit of the state.