How to spice up Voice of America's dull broadcasts

Its editorials miss the opportunity to explain US policy persuasively and intelligently.

from the August 23, 2007 edition

Page 2 of 2

Page 1 | 2

Colorless VOA editorials are commonplace. One cites an assistant secretary of State as saying the US "will not fully normalize relations with North Korea until there is 'full denuclearization' on the Korean peninsula." What this means or why the US insists upon it are questions that a foreigner seeking clarity about US policy might be forgiven for asking, but which the editorial does not address. Another VOA editorial on US policy toward Nigeria is nothing more than a news report quoting a State Department official's testimony before Congress.

VOA is no stranger to controversy – the latest involves a short-sighted cutback in worldwide broadcasts. However, the message is just as important as the messenger. And VOA's message is muffled, as if the US itself were merely a spectator in the global war of beliefs. Simply quoting American officials without providing a more robust context for their comments is insufficient to explain US foreign policy to global audiences. It is a detached, achromatic approach that risks conveying neutrality. But the US cannot afford to be neutral for the sake of appearing impartial. What is needed is a more forceful, clear, and compelling articulation of US policy.

VOA's editorial approach appears to be influenced by fear – fear that it may say something provocative, fear that it may seem heavy-handed, fear that its journalistic integrity and credibility may suffer, fear that it may be seen as a propaganda outlet for an administration that is increasingly disliked by the audiences it targets. In this regard, VOA is hurting its own cause, and the Broadcasting Board of Governors – the oversight body responsible for America's international broadcasts – should make fixing the banality of VOA's editorial content a top priority.

Reporting the news objectively and broadcasting diverse views are important elements of VOA's charter. But VOA has a broader mandate. It has a responsibility to the American taxpayer to communicate the views of the US government intelligently and persuasively.

Even a superstar like Cal Ripken needs help to put America's public diplomacy back on a winning track. It is time for VOA to step up its game.

David J. Trachtenberg is a former principal deputy assistant secretary of Defense for International Security Policy at the US Department of Defense.

1 | Page 2