Analysis of perception of the listeners of BBC and VOA on the Pak-Afghan border

Abstract

The study evaluated perception and opinion of the listeners of international radio services – British Broadcast Corporation (BBC) and Voice of America (VOA) – for Pakistan and Afghanistan listeners in their regional language i.e. Pushto. Similarly, Focused Group Discussions were held to analyze the nature of reporting of these two broadcasters and to eke out a strategy for constructive coverage of the war on terror. The results of the study showed that that majority of population living in border areas of Pakistan and Afghanistan, do not appreciate the involvement of outsiders in their matter but still there is a great scope for international broadcasters to shape the opinion of local as less than fifty percent population is still in the favor of West and perceived it as friendly. It was revealed that radio listeners of BBC and VOA in Pakistan and Afghanistan are in favor of using force against terrorism and militant groups. Contrary to that, they do believe the content of the BBC and VOA radio is leading them astray because the ground realities are different and these channels are portraying it differently. The researchers identified an array of issues that characterize reporting of these two broadcasters. These include serving the strategic interests of US and UK, propaganda and mass persuasion. The experts agreed that due to lack of alternative source of information in the border regions of Pakistan and Afghanistan was the key reason for the popularity of both BBC and VOA.

Keywords: war on terror; propaganda; international broadcasters; survey; focus group discussions; alternative strategy