Australians studying Asia:
the ASAA 1976-1997

http://coombs.anu.edu.au/SpecialProj/ASAA/King/King01.html

Rebecca King

Chapter Three: The Lobbying of Media

Thirty years ago Australians were relatively ignorant about Asia: since that time there has been a phenomenal increase in interest in the region reflected in the coverage of Asian affairs in newspapers, and on radio and television[1]. This situation was recognised by President Dr Beverley Hooper in 1995 when she stated that 'no longer can we complain about the absence of Asia from news reporting'[2]. Although the ASAA certainly made efforts to encourage media coverage of Asia and the Association itself, it is difficult to judge how influential these efforts were and whether any of this change is attributable directly to the Association.

At the 1978 Conference Stephen FitzGerald set out his vision for the ASAA in terms of bringing Asia to the general community via the media. He considered that public discussion is determined by the media and therefore emphasised a role in initiating and encouraging public debate through the media[3]. The FitzGerald Committee even before releasing its Report in 1980 endorsed this view and during 1979 organised a series of meetings between ASAA members and leading business and press figures. The purpose was to provide information to the press about Asia, maybe even warning of events to come, but also to create some exposure for the ASAA[4]. The emphasis during the organisation and execution of these meetings was primarily on the printed media. In the following year however at the hearings for the 1980 'Senate Standing Committee on Foreign Affairs and Defence: Australia and ASEAN', the ASAA discussed the need for a national policy to encourage the stationing of Australian reporters and film crews on a full time basis in each ASEAN country[5]. The subsequent Senate Committee Report recognised the value of this 'on the spot' reporting[6].

The FitzGerald Report made a connection between the goal of the ASAA in creating a greater awareness of the Asia region in the Australian community, and media coverage of those countries. The Report described the media as bringing about and reinforcing widespread community ignorance and stereotypical views of Asia and Asians[7]. Recommendation 53 of the FitzGerald Report addressed the issue of the ASAA's relationship with the media and part (i) of the resolution set the ASAA the task of promoting a greater quality and quantity of media coverage on Asia within two years. R53(ii) required the establishment of a Media Committee, responsible for consulting with media managers, producing a contact list of members and investigating how to promote material about Asia on film and TV. Further parts of resolution 53 encouraged members to contribute to news and popular magazines and not only to scholarly journals, urged universities to give library borrowing privileges to media personnel, and urged individual members to invite journalists to public lectures or discussions on Asia held in their institutions[8]. Recommendation 53(x) required that at the next conference (Monash University 1982) serious attention be given to the question of media coverage of Asian countries[9]. This was taken up again in 1988 with two panels: 'Australians and journalists: Morrison, Donald and Burchett in China' and 'Journalism - News reporting in China and the West'[10].

The Media Committee (R53ii) was set up in December 1980 as a national Committee with subcommittees in Adelaide, Brisbane, Canberra, Melbourne and Sydney at least. It incorporated FitzGerald's notion of the ASAA generating news through public lectures, seminars and conferences on topics of media interest, but in addition the Committee undertook the specific task of facilitating contact between the ASAA and the media rather than presenting itself as a commenter or issuing statements on current affairs[11]. This contrasts with the ASAA-press meetings where the emphasis had been on telling the media about specific events in Asia. The Media Committee promoted a vision of ASAA members as offering specialist knowledge to key people in foreign affairs sections of the media through the publication of a series of national and state based media guides by 1982[12]. These were to include members, academic qualifications, general field and specific interests and contact details[13]. Updated contact books were published in 1992, and 1996, but the scope of these was widened so that they were also useful for colleagues, students and educational authorities[14]. The fact that many academics are not good media 'performers', being more likely to engage in complex discussions than pithy statements suitable for soundbites, may well have negated these efforts.

Media relations appear never to have been a high priority for the Association but there have been nonetheless efforts to influence the media. The Media Committee in 1981 proposed an Asia journalism prize[15]. In 1982 Stephen Large again proposed such an award[16], and in 1986 Anthony Reid and President Elaine McKay began negotiations with the secretary of the Australian Journalists' Association to establish a Walkley award for Australian journalists in Southeast Asia, on the basis that the ASAA was 'dedicated to furthering an accurate understanding of Asian societies and culture in Australia'[17]. In 1995 Reid proposed that the Association itself should consider granting annual prizes for the best journalism on Asia[18]. No prize has yet been established. Other examples of interaction with the media are seen in the request at the 1986 AGM by President Jamie Mackie for members to lobby the ABC for more Asian music[19]. At the February 1997 Council Meeting President Anthony Reid was requested to write a submission to the government and/or parliament opposing the government's decision to shut down Radio Australia[20].

The ASAA has also attempted to use the media in order to promote itself and indirectly the study and awareness of Asia. In 1991 the Association employed a Promotions Officer whose work was to make the ASAA better known in Australia and internationally and to bring in additional subscription and advertising revenue. Membership increased to its highest point ever and a year later the position was deemed such a success it was extended for a further twelve months[21]. In 1995 the Promotions Officer indicated that she believed the budget allocated to her was insufficient to allow her to do an effective job. In light of the limited advertising revenue that had been raised, it was decided to abolish the position, with any future promotional work carried out on a contractual basis[22].

The ASAA has achieved only limited media coverage through biennial conferences. From the very first conference there was an awareness that despite efforts to encourage media coverage it was unlikely ever to be extensive[23]. In 1984 the Council urged conference organisers to involve media experts in conference organisation[24]. At the 1986 Conference, despite press releases[25] and the attendance of many press representatives, there was little media coverage. The convenor suggested that perhaps that was all that could be expected from conferences and noted that many of those journalists did spend time gaining general background on Asia[26]. There have been particular efforts to encourage media coverage through arranging the time and location of activities to suit the media and by programming high profile speakers. For instance at the 1988 Conference the opening address by the Prime Minister was the main attraction and gained some newspaper coverage for the concept of 'Asia literacy' but despite many television cameras there was virtually nothing in television news broadcasts[27]. At that conference the interest from media officers within government bureaus was attributed to the work of Canberra freelance journalist, Ann Jackson-Nakano who had volunteered to take charge of media liaison[28].

The ASAA has operated over a period when there has been a tremendous growth of Australian reporting about Asia. This has been driven not only by social factors, most specifically increasing business interests, but also by major developments in communications technology, such as satellites, and improving telephone, fax and internet links. A better educated Australian population has also been part of a growing audience for Asian news and it is here rather than in any specific influence on media personnel that the ASAA can take some credit.

Footnotes

[1] David Jenkins, Asia Editor, The Sydney Morning Herald, speaking at an Asia-Australia seminar broadcast on Radio National's 'Background Briefing', 24 August 1997. Transcript: (http://www.abc.net.au/rn/talks/bbing/bb970824.htm) (10/9/1997).

[2] Hooper, B, 'Asian Studies in Australia: Trends and Prospects', Asian Studies Review, vol18, no3, April, 1995, pp72-80, p72.

[3] FitzGerald, S, 'The Asian Studies Crisis ASAA, Government and People. Conference Lecture, Second National Conference of the Asian Studies Association of Australia May 1978', ASAA Review, vol2, no1, July 1978, pp1-13, p8.

[4] 'ASAA-busines(sic)-press luncheon Sydney, July 1979'. In folder labelled 'AC Committee FitzGerald and others to 1980', MS8054, 13/9/88 consignment, box 3 of 6. Among others attending were: Mr D Bowman, Editor in Chief, Sydney Morning Herald, Mr Brian Mulvey, Controller of News, Australian Broadcasting Commission, Mr F Devine, Editor-in-Chief, Readers Digest. See draft thank you letters in folder labelled 'AS Committee FitzGerald and others to 1980', MS8054, 13/9/88 consignment, box 2 of 6. 'Summary of the FitzGerald Committee Meeting, 20 October 1978'. In folder labelled 'AC Committee FitzGerald and others to 1980', MS8054, 13/9/88 consignment, box 3 of 6. See Chapter Four: The Lobbying of Business.

[5] Senate Standing Committee on Foreign Affairs and Defence, (Reference: Australia and ASEAN) Official Hansard transcript of evidence, vol2, Canberra, 1980, 6 May, 1980, pp1446-1535, pp1509-1511.

[6] Parliament of the Commonwealth of Australia, Australia and ASEAN: Report from the Senate Standing Committee on Foreign Affairs and Defence, Canberra, 1980, pp49-50.

[7] Asia in Australia Education: Report of the Committee on Asian studies of the Asian Studies Association of Australia, Volume 1 Discussion and Recommendations, Canberra, 1980, p79.

[8] Asia in Australia Education: Report of the Committee on Asian studies of the Asian Studies Association of Australia, Volume 1 Discussion and Recommendations, Canberra, 1980, pp79-81.

[9] A panel on 'Case Studies in Australia-Asia Media Relations' was held at the Second Biennial ASAA Conference, Monash University, May 10-14, 1982. Drake, PJ, 'Brief Impressions of the 1982 ASAA Conference', ASAA Review, vol6, no1, July, 1982, pp14-15, p14.

[10] 'ASAA Bicentennial Conference Provisional Programme'. Private papers of John Ingleson.

[11] National Chair: Dr Howard Dick, Adelaide: Dr Peter Mayer, Brisbane: Patience Thoms, Canberra: Dr Brian Stoddart, Melbourne: Dr Robin Jeffrey, Sydney: Dr Rod Tiffen. Dick, H, 'Asia, the media and ASAA', ASAA Review, vol5, no1, July, 1981, pp24-25.

[12] By 1982 a national media guide and also guides for all states had been produced. 'Minutes of the Annual General Meeting of the Asian Studies Association of Australia held at Rotunda Theatre 1, at Monash University, Clayton, Victoria at 2.00pm, on Wed 12th May, 1982'. Private papers of John Ingleson. Asian Studies Association of Australia national media guide, Canberra, 1982.

[13] Dick, H, 'Asia, the media and ASAA', ASAA Review, vol5, no1, July, 1981, pp24-25.

[14] Wood, L, Guide to Asianists in Australia, Nathan, Qld, 1992. Conversation with John Ingleson, Sydney, 28th July, 1997. 'Minutes ASAA Council Meeting, Wednesday 10 February 1988 at the ANU'. Private papers of John Ingleson.

[15] Dick, H, 'Asia, the media and ASAA', ASAA Review, vol5, no1, July, 1981, pp24-25, p25.

[16] 'Minutes of the meeting of the Council of the Asian Studies Association of Australia held on Sunday 5 December 1982 at the University of New South Wales'. Private papers of John Ingleson.

[17] 'Minutes of the Meeting of the Council of the Asian Studies Association of Australia at Womens College, University of Sydney, 11 May 1986'. Private papers of John Ingleson. Letter from Anthony Reid to Ian Black (ASAA Secretary), 23 October 1986. In folder labelled 'ASAA Conference 1988: ASAA Council ', MS8054, 24/7/92 consignment, box 3 of 4. 'Minutes of the Meeting of the Council of the Asian Studies Association of Australia, on November 21, 1986, at the University of NSW'. Private papers of John Ingleson.

[18] Executive Minutes, 11 March 1995. (http://www.ssn.flinders.edu.au/asian/exec/exec95-1.htm) (15/2/1997).

[19] 'Minutes of the Annual General Meeting of the Asian Studies Association of Australia held at the University of Sydney on 15 May 1986'. Private papers of John Ingleson.

[20] Council Minutes, 15 February 1997. (http://coombs.anu.edu.au/SpecialProj/ASAA/Minutes/minutes-97-02.html) (19/8/1997).

[21] Ingleson, J 'President's Report at the Ninth Biennial Conference', Asian Studies Review, vol16, no2, November, 1992, pp233-235, p235.

[22] Executive Minutes, 11 March 1995. (http://www.ssn.flinders.edu.au/asian/exec/exec95-1.htm) (15/2/1997). Over the three years to the 1994 AGM the promotions officer had cost $8000. Annual General Meeting Minutes, 14 July 1994. (http://www.ssn.flinders.edu.au/asian/agm/agm94-1.htm) (15/2/1997).

[23] Mackie, JAC, 'ASAA Conference Report', Asian Studies Association of Australia Newsletter, vol2, no1, July 1976, pp3-4, p4.

[24] 'Minutes of the meeting of the council of the Asian Studies Association of Australia, held on Friday November 30 1984 at the University of NSW'. Private papers of John Ingleson.

[25] See for instance a press release about the launch of the first volume of the ASAA South Asian Publications Series, members of the media were invited to take tea and sweets and talk to the book's author Dr Carl Bridge or discuss ASAA's various publishing activities. 'Landmark for Australian Publishing about Asia', ASAA press release, 5 May 1986, (attachment 6 for Meeting of the Asian Studies Association of Australia, at Womens College, University of Sydney, Sunday 11 May 1986). Private papers of John Ingleson.

[26] Inglis, C (Convenor, 1986 ASAA Conference), 'Report on 1986 ASAA Conference (Sydney 11-16 May)', (attachment for item 8 for meeting of the Council of ASAA, at the University of New South Wales, 21 November 1986). Private papers of John Ingleson. Sixth Biennial ASAA Conference, Sydney University, 11-16 May, 1986. 'Asian Encounters: Perceptions/ Politics/ Profits'.

[27] Zakharov, J, 'Australia must become 'Asia-literate': Hawke', The Canberra Times, 12 February 1988. There was some reporting from that conference by Radio Australia and Tempo magazine. Marr, DG, '1988 ASAA Conference: Convenor's Report'. Private papers of John Ingleson. Another high profile speaker, Stephen FitzGerald at the 1978 Conference, received media attention, see Jones, M, '600 experts on Asian studies confer in Sydney', The Sydney Morning Herald, 15 May 1978. 'Former envoy criticises Asian studies', The Sydney Morning Herald, 16 May 1978. An extract from Stephen FitzGerald's conference lecture were also printed. 'How to talk to Asia', The Sydney Morning Herald, 16 May 1978.

[28] Marr, DG, '1988 ASAA Conference: Convenor's Report'. Private papers of John Ingleson.

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