International Media and the Changing Narratives of Conflict: Peace Building in Rwanda

This study explores the role of international media in changing the narrative of conflict in Rwanda and peace building after the genocide in 1994. To achieve this goal, the study focused on three specific objectives. First, it provided account of conflict and peace building efforts in Rwanda after the civil war and genocide of 1994. Second, it explained the influence of international media in the changing narrative of the conflict to shape peace building in Rwanda. Third, the study reflected on the effectiveness of media in peace building interventions after the conflict in Rwanda. The study depended on two theories to frame the study and guide the analysis. The first one is conflict theory; a concept, which explains the reasons why people from different ethnic groups in the same society can resort to armed violence. The second one is agenda setting theory, which explains the role of mass media in setting the public agendas and influencing the perceptions and actions of audience during the pre-internet and social media world in 1990’s. It used purposive sampling technique to select 5 journalists with more than 10 years of experience in mass media, 5 academics in mass communication and public relations, and 5 academics in international relations. The purposive sample was used to collect archived broadcast reports from specific international media companies such as BBC, CNN, FNC, The Guardian, Daily Mail and New York Times. The data collected was analysed using thematic analysis and triangulation as the key qualitative methods to address the research objectives. The findings of the study showed that international media poorly covered the Rwandan Genocide. However, their coverage intensified towards the end of Genocide covering large refugees fleeing the country, humanitarian crisis, violence and collapsing government. These coverages changed the narrative of conflict to peacebuilding as international community intervened to address humanitarian situation and stabilise the government.