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Image building to give the impression that Zimbabwe still enjoyes international popularity
Media Monitoring Project Zimbabwe (MMPZ)
Extracted from Weekly Media Update 2004-17
Monday April 26^th - Sunday May 2^nd 2004

In an effort to play down the adverse consequences of Zimbabwe’s international isolation, the government-controlled media have relentlessly seized opportunities presented by events of international stature to give the impression that the country still enjoyed international popularity.

The just ended Zimbabwe International Trade Fair (ZITF) was this week used to buttress this perspective. Despite evidence clearly showing that small indigenous firms dominated the once regionally renowned international trade showcase, the government media claimed the event was a success.

Coupled with this, they used the reception accorded President Mugabe at the inauguration of South African President Thabo Mbeki and pro-Zimbabwe statements made by Zambian President Levy Mwanawasa and Namibian leader Sam Nujoma as proof that the international community, particularly the developing world, supported the country’s leadership and its policies.

But in their efforts to present the fair as a triumph, the government media gave contradictory and confusing information on the number of exhibitors. For example, The Herald (28/4) claimed that "a total of 627 exhibitors including 10 from other countries" exhibited at the fair adding that this was "the best attendance in four years". A full list of foreign countries exhibiting at the event was omitted, but appeared in the Zimbabwe Independent (30/4) and the Sunday Mirror (2/5). The paper then claimed that participants had said the increase in the number of exhibitors was a show of confidence in government’s economic policies.

The Sunday Mail (02/05) quoted Industry and Trade Minister Samuel Mumbengegwi saying, "ZITF 2004 was a unique fair" as it attracted "631 exhibitors". Mumbengegwi made similar comments on ZTV (29/4, 6 & 8pm) saying he was "satisfied with the increase in the number of exhibitors…" But the Sunday News (2/5) contradicted these claims. It quoted ZITF general manager Daniel Chigaru as saying, "662 companies participated at this year’s exhibition… Last year the Trade Fair attracted 734 participants." But like its stablemates, the paper still maintained that the fair was a success. As proof, the paper noted that "the space covered by this year’s event increased from last year’s 42 000 square metres to more than 49 000 square metres, giving more room to small and medium-scale enterprises and flea markets".

There was no analysis on how this might help resuscitate the country’s ailing economy. Instead, Power FM (29/4, 8pm) quoted businessman and ZANU PF MP Walter Mzembi presenting the upsurge in small-scale industries as indicative of the country’s economic recovery. He was quoted as saying "imported goods and luxuries" that were showcased in previous events "had no bearing to home grown solutions to our economic challenges…"

The private media refuted these claims. For example, the Sunday Mirror pointed out that while the fair was meant to facilitate trade deals that would create wealth for the country, "the atmosphere resembled that of a flea market, where perishables are sold to members on the public". It further noted that the fair’s business days, which are only open to the business sector were low key and could have been mistaken for "a window shopping affair at one of the capital city’s malls".

The Zimbabwe Independent revealed that ZITF’s livestock section, one of the fair’s attractions, had few exhibitors. About "three-quarters of the cattle pens (were) empty…", it reported, adding that "only two donkeys" were notable at the livestock display.

MDC economic adviser Eddie Cross described the industrial section as "pathetic" and attributed the poor livestock display to the absence of commercial farmers who traditionally supported it. Said Cross: "Until we get back to normal political and economic activities there will not be a change to the situation…and exhibiting at the ZITF is a waste of time as exporters are closing shop".

The Tribune (30/4) also exposed the fair’s failure to attract livestock exhibitors in its article, Donkeys add flavour to fair.

The Herald and Chronicle (29/4) however, claimed that exhibitors were happy with the deals they had struck. But besides the "$5million worth of confectionery ordered from Biscuitman company" by local retail shops and individuals, no other evidence was given to substantiate the claim that "brisk business" had been recorded at the fair.

The ZITF was not the only event that the government media milked to gloss over the effects of Zimbabwe’s isolation. The rousing welcome Mugabe received at Mbeki’s inauguration provided evidence of his regional popularity and was exploited by the government media to illustrate the credibility of his fight against the Western world.

For example, ZTV (27/4, 8pm) claimed that Mugabe received a standing ovation because he "has endeared himself to many on the African continent and beyond because of his resolute stance against all forms of oppression of the weak and poor by the rich North."

The Herald (29/4) echoed similar views, adding that the incident, together with his Earth Summit speech and the reception he received at Walter Sisulu’s funeral, "provide some idea of the polarity of this fiery son of the soil".

However, SW Radio Africa (27/4) quoted political analyst Stanford Mukasa dismissing the significance of Mugabe’s reception saying, "when Idi Amin was chairman of the OAU he also received a standing ovation even during the times when there was disturbing news from Uganda about his cruel rule."

The Zimbabwe Independent revealed its reluctance to concede the possibility of Mugabe’s popularity by claiming vaguely that it was told by "somebody who was present" that the welcome received by Mugabe emanated from the "VIP stands" adding that "the general public were less enthusiastic". But it didn’t seek to corroborate this impression, or investigate the possibility of such popularity, a phenomenon that even some in the South African Press found "bewildering".

The paper however, did reveal that Commonwealth Secretary-General Don McKinnon had used his attendance of Mbeki’s inauguration to lobby African leaders to find a resolution to Zimbabwe’s deepening crisis.

His strategy to resolve the Zimbabwean crisis found expression through the French Foreign Minister, Michel Barnier, whom The Herald (29/5) quoted as saying South Africa, as an African country, should be given another chance to resolve the crisis in Zimbabwe.

However, none of the media asked whether African countries would achieve the desired result considering that most have studiously backed Mugabe’s policies in the name of African solidarity. Clear evidence of this unbridled support appeared in the Chronicle and The Herald (30/5). They quoted Namibia’s President Nujoma as saying he would "openly" support Zimbabwe "whether imperialists like it or not". Said Nujoma: "We want to tell colonialists that we are ready 24 hours if they dare to attack any of our countries, they will meet us here", adding that Mugabe was a "shining example of resisting imperialism and colonialism".

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