The first thing that the candidates for Egypt's forthcoming presidential elections should bear in mind is that they cannot escape using the media to broadcast their message and broaden their public support. But it is also important to learn the rules of the game which the media plays. The media is by nature a double-edged weapon. Last week, some prominent candidates appeared as guests on some programs on Egyptian television. They were interviewed on their plans for the country if they get elected. They were also given the chance to articulate their ideas on political, social and economic issues. I have watched almost all of these programs and, unfortunately, the candidates failed to discuss their plans and instead fell into the media trap. Instead of sharing their visions for Egypt, they criticized or tried to humiliate their colleagues. The media like this because it brings them more money. Sadly, many of those who watch television program also like such things rather than the serious subjects that affect the future of the country. Candidates must learn how to use the media. Instead of falling prey to the media's game of entertaining the audience, a smart candidate should make use of the media to get his message across. Media exposure can bring a candidate an aura of respectability or of disrepute, depending on his demeanor and how he communicates his ideas. A candidate should sound sincere and well-meaning in presenting his program of government. Criticizing his opponents is not the best way to build a good public image. A smart candidate must discuss relevant issues like what people need and subtly guide the program hosts to discussions of important issues instead of allowing the hosts to lead him into the media trap. In almost all such interviews that I have watched, I did not see any of the candidates discuss their plans for bringing political stability to Egypt and their views on issues like education, health, housing and tourism. I did not hear them talk about what challenges lie ahead or about the country's major problems and how they plan to face these challenges and problems. Instead, they spent all of their time on TV on personal and trivial matters that do not affect the future of Egypt as a nation and people. I assume that the Egyptian people are interested in finding solutions to their problems and the country's political instability. The media, which is supposed to help meet these needs, often produces entertainment programs which will not uplift the people's lot. Instead, it often likes to sow division and hatred for the sake of public entertainment. I understand that it is not easy for a society which lived under the yoke of dictatorship for a long time to make a smooth transition to democracy. It is a new experience for people in Egypt and the transition to democracy will take time, maybe much longer than we expect. It is the task of the candidates and the media to lead the people on the right track. We need serious candidates and a responsible media to help bring about change for a better future for Egypt. We do not need buffoons and entertainers who will turn our country into a vaudeville stage. (Hatem Y. Ezz Eldin is a political researcher based in Jeddah. He can be reached at [email protected]) __
