US embassy cable - 04LILONGWE261

UNCLAS SECTION 01 OF 02 LILONGWE 000261 
 
SIPDIS 
 
SENSITIVE 
 
E.O. 12958: N/A 
TAGS: KPAO, OIIP, MI, Media, Political 
SUBJECT: INFLUENCE ANALYSIS - MALAWI 
 
REF: STATE 33359 
 
1.  (SBU) The information environment in Malawi 
has changed drastically in the ten years since 
multi-party democracy was instituted.  During 
the previous 30-year regime of President for 
Life Hastings Banda, the information environment 
was completely closed.  All news was censored 
and freedom of speech did not exist.  Today, 
freedom of speech is a right that is exercised 
and the private media is largely free.  State- 
run media still exists, however, and the Malawi 
Broadcasting Corporation (MBC) radio is the only 
medium that reaches the entire population. 
State-run television, initiated in 1999, reaches 
the urban elite.  Both are tightly controlled by 
the government and focus on ruling party news. 
MBC remains the main source of media news for 
most Malawians and due to low literacy and 
education rates, accessing information from 
other sources is difficult, thus making it a 
challenge for most people to make informed 
choices. 
 
2.  (SBU) Private media is an important part of 
the information environment.  Two daily 
newspapers (circulation approx. 15,000), read 
mostly by the urban elite, are considered to be 
independent and influential (although as 
politics change, the level of influence by the 
government over the editorial policies and the 
slant of the papers change also).  One 
opposition weekly is held in high regard by the 
public and takes pride in its investigative 
journalism.  An assortment of weekly papers 
appears, sometimes irregularly, and all are 
mouthpieces of certain parties or the government 
and are not highly regarded as influential. 
Private electronic media are the most 
independent media in Malawi and are increasingly 
influential.  Although the broadcasts are 
restricted to Lilongwe and Blantyre and 
surrounding areas, the influence is felt 
throughout the country.  Capital Radio, 
established in 1999, airs daily call-in talk 
shows on a variety of political and social 
issues - a first for Malawi. Capital is also the 
VOA affiliate.  Community and religious 
stations, a popular music station and a 
university station round out the electronic 
media - all are influential with their 
respective audiences.  BBC broadcasts to most of 
Malawi as well, but its influence is less than 
local stations and it only broadcasts in 
English. 
 
3.  (SBU) Other than the media, the most 
important source of public influence in Malawi 
are the religious institutions.  Internet 
availability is minimal, telephone service is 
restricted to the elite, much of the population 
is illiterate and other sources of information 
are not available.  Most people are highly 
religious, however, and churches and mosques 
play an important role in society.  Faith 
leaders have taken an active role in politics 
and were instrumental in bringing down the 
regime of Hastings Banda.  Faith leaders lead 
their flocks spiritually and politically. 
Churches and mosques are community centers as 
well as places of worship and offer an important 
center for information exchange. 
 
4. (SBU) NGOs, academics, schools, traditional 
leaders and donors also influence public 
opinion.  Malawi is extremely donor-dependent 
and thus the population and the government place 
great importance on the opinion of the donors. 
The NGO community is growing, but is still not 
organized or established enough to be a force on 
its own.  Academics are often relied on to 
comment on political issues, but their influence 
as academics is not significant.  Many academics 
also have political aspirations or connections, 
however, so that their opinions are sought on 
various levels.  Primary and secondary schools 
influence the youth.  Village chiefs and other 
traditional authorities are important influences 
at the village level. 
 
5. (SBU) For democracy and governance MPP goals, 
a variety of groups are targeted. Personal 
contact remains the most effective way to reach 
the opinion-makers, especially because the pool 
of influential decision-makers is relatively 
limited.  Demarches are used with government 
officials, but targeted exchanges, invitations 
to representational events and invitations to 
attend or take part in U.S. Speaker programs are 
also effective.  Individual dialogue with faith 
leaders and NGOs is important.  Outreach through 
the media, using op-eds, live or recorded 
interviews or placement of Washington-produced 
materials, can be effective in communicating 
with most democracy and governance 
interlocutors, such as churches, mosques, 
government officials, political parties, 
parliament, the military and the media itself. 
Information dissemination - using electronic 
journals, post-produced products or access to 
American Corners - is an effective means of 
communicating with many groups in this category. 
The U.S Speaker program, cultural programs and 
radio programs are important means of 
communicating with youth audiences, such as 
secondary or university students. 
 
6.  (SBU) For economic development MPP goals, 
the business community is an important target 
audience.  The main approach to the private 
sector is through the Ambassador's Quarterly 
Business Lunch, which serves as a de facto 
American Chamber of Commerce.  The Malawi 
Federated Chamber of Commerce and Industry, the 
Economists Association of Malawi, the Trade 
Policy National Working Group and the National 
Action Group are the important players in 
economic development.  The influence of labor 
leaders is far less than in the past, largely 
due to the lack of organization and cohesion in 
the labor movement.  Contacts with private 
businesses, outreach through electronic 
journals, radio, visits from U.S. companies and 
the U.S. speaker program are all used in 
outreach efforts.  Key government institutions, 
such as the Reserve Bank and the Ministry of 
Finance, are most often approached with either 
an official demarche or an invitation to a 
representational event. 
 
 
7.  (SBU) Global health goals target government 
organizations and NGOs. The health NGO network 
is becoming more organized, and workshops, 
information sharing and partnerships are 
effective ways of communicating and cooperating. 
Government organizations, including the National 
AIDS Commission, work closely with NGOs and 
donors.  They are usually best reached by direct 
contact and cooperation in the form of technical 
assistance.  Media has proved useful in 
addressing mass audiences and the youth, 
particularly with HIV/AIDS messages.  Schools 
are also an important outlet for communicating 
with younger audiences. 
 
8. (SBU) Public diplomacy is used to implement 
and reinforce the above goals.  Target groups 
consist of a broad spectrum of the Malawi public 
and government.  U.S. Speaker programs, 
interactive dialogues, the media, information 
dissemination, workshops and personal contact 
are all used to further MPP goals.  Public 
diplomacy has specifically targeted Muslim 
audiences through personal outreach, radio and 
the U.S. Speaker program.  Workshops that have 
focused on biotech, HIV/AIDS, lobbying and the 
media have all been effective.  Radio and 
television appearances by Mission staff and 
visiting speakers are superb ways to reach a 
large audience.  The Public Affairs Section 
quarterly newsletter is widely distributed and 
is another outreach tool. 
 
Browning