The elusive media

I read with interest the interview given by the Labour Party deputy leader Charles Mangion. I dare say, I am almost in full agreement with his reasoning on a number of issues.

Dr Mangion was asked whether he was of the opinion that the MLP should have its own English-speaking daily newspaper. The reply he gave was in the negative. He stated there are already enough English-speaking newspapers in circulation with their own loyal readership, to leave space for a new one. I agree fully with this assertion.

This notwithstanding, however, hopefully without appearing too polemic, I feel the MLP is correct when it states that this medium is somewhat biased against it. It is true that both The Times and The Malta Independent, which are basically our daily English-speaking newspapers, give all the necessary space to columnists harbouring Labour sympathies. There are a number of Labour politicians, myself included, who write on a weekly basis and rarely, if ever, are their contributions censored.

The imbalance that exists is not a very apparent one but is subtler and emanates, usually, from the editorials or the way certain items of news value are reported. It is my opinion, however, that all this is far more prejudicial to the MLP than is the propaganda that emanates from the Nationalist newspapers themselves. The truth is that such newspapers as In-Nazzjon and l-orizzont are read almost exclusively by the respective diehard party supporters. Therefore, in fact, they are not so effective in attracting sympathy from across party lines.

On the other hand, the so-called independent English-speaking papers are read by almost everyone, especially by the floater and people who hold no party allegiance. Thus, this medium, which as I have stated before, swings subtly in favour of the Nationalist Party, in fact has a very drastic effect in influencing the opinions of the public at large. Undoubtedly, therefore, it is correct to state that these newspapers have traditionally played a significant role in swaying public opinion in favour of the PN.

Yet, this notwithstanding, Dr Mangion was right. There is no scope for an MLP English-speaking newspaper. Here again, such a publication would surely prove to be ineffectual, since it will only attract a readership of Labour supporters and, here again, the MLP will merely be preaching to the converted.

This state of affairs, however, is clearly putting the MLP in a constant disadvantage, which disadvantage it must learn how to surmount if it wants to make headway. The MLP must therefore analyse the situation objectively and see what it is that keeps the English-speaking newspapers away from it.

Clearly there are no straightforward reasons for this. Apart from traditional loyalties that exist, I dare say the MLP itself could be partly to blame for this state of affairs and a new approach in this respect is clearly needed. It is my opinion that one should never take a confrontational attitude towards opposing sides of the social spectrum. The MLP leadership must learn how to win sympathies where there are none and not simply write off opponents.

When dealing with an independent medium, such as this newspaper, the MLP must also take note of the feelings and the convictions of the newspaper's readers. If not, the contributions being made would irritate the readership and not gain the party any support. For example, contributions by MLP sympathisers should be fine-tuned to appease people who might not hold stringent political opinions.

An overbearing political article smacking of heavy partisan propaganda never tends to go down well with such people and will have the opposite effect to that desired. Thus, such writers have to learn how to portray their message in a more effective way.

More difficult than this would be how to start enticing the sympathy of the editors themselves. This would definitely be no small feat. It is no use stamping one's feet and complaining that the editors-in-chief are against you. For the good of the party it is important to calmly analyse why and take the necessary measures to overcome such difficulties.

Perhaps some of the reasons which contribute to Labour's bad press are certain policy positions taken over the years which have put it in a tight jacket and perhaps also certain uncompromising and unpopular attitudes it has taken, like, for example boycotting L-Istrina.

Surely, however, if the MLP learns to become a bit more flexible and at the same time more mainstream even, it will surely tone down certain antagonism which exists and slowly start to score more points, even, I dare say, with this elusive media.

Dr Herrera is a Labour member of parliament.