A Rejoinder to Peter M. Sales

This analytical article asks the question: to what degree did the media contribute to the Rwandan genocide and what might have been done about it? In examining the historical development of mass media in Rwanda, this paper argues that while hate media clearly contributed to the dynamics that led to genocide, its role should not be overstated. While it is commonly believed that hate media was a major cause of the genocide, instead it was a part of a larger social process. The use of violent discourse was at least as important as, for example, the availability of weapons in carrying out the genocide. Put another way, violent discourse was necessary but not sufficient by itself to cause the genocide of 1994. In arguing this thesis, Rwandan history is examined to demonstrate the processes of communication in the formation of destructive attitudes and behaviour. Next, analysis of the methods and content of propaganda campaigns is discussed. Finally, an overview of the requirements and organizations for third parties to conduct international communication interventions is presented in the last section.