In contrast to other countries, the United States of America for instance or even Germany, there has been no public discussion about the treatment of phenomena like intolerance or xenophobia by the Austrian media; no discussion about the role of the media in and after the emergence of anti-foreign sentiments in the country; no scientific studies for the subject and what is more almost no soul searching by journalists, at least not officially.
There are various reasons for this specific situation.

 

1. In comparison to other countries there was little overt manifestation of increasing intolerance. In other words, no widespread physical violence against “The Other”, to find a term to include refugees, migrants, foreigners; no arson in buildings that house asylum seekers; no bombings. There was, however, a series of bomb attacks in the early nineties, but even these tragic events did not instigate any in-depth debate about the role of the media.

2. Because of the very specific situation of the Austrian media as such there is almost no inter-media debate. Radio and TV have a monopoly, the print media has a higher degree of ownership-concentration than other countries. For instance: The two biggest papers in circulation “Die Kronen Zeitung” with a market share in readership of nearly 45 percent and the second biggest paper “Der Kurier” are owned by the same company.

3. Since rising intolerance and xenophobia has become an issue the media – electronic and print with the exception of “Die Kronen Zeitung” was quick to hold one political party, Jörg Haiders Freedom Party (Freiheitliche Partei Österreichs, FPÖ) solely responsible for instigating anti-foreigner feelings, thus avoiding to analyse or even investigate any part they themselves might have played in that development.

This was the case in all events that could have served as a catalyst for the start of a broader discussion about the treatment of phenomena like xenophobia by the media at large. As long as the FPÖ was in opposition this led to a polarization on the issue between the state owned electronic media and most of the print media on the one side and the FPÖ plus “ Die Kronen Zeitung” on the other side.

Such events, however, were numerous: The changes in Eastern Europe after 1989, the downfall of the iron curtain which brought a tremendous influx of people from the neighbouring countries into Austria as the free flow of travel was possible after so many decades; the campaign for a law with clear anti-foreigner intentions, started by the Freedom Party in 1993; the influx of refugees from Bosnia; the national election campaigns of 1994, 1995 and even 1999; the death of a asylum seeker named Omofuma from Nigeria in a plane to Bulgaria in the spring of 1999. But none of these events led to a substantial discussion about intolerance or xenophobia in Austria – not in the political arena and not in the media. The reason for this: Firstly, the parties in government then, the conservative Peoples Party (Österreichische Volkspartei, ÖVP) and the Socialdemocrats (Sozialdemokratische Partei Österreichs, SPÖ) were both in awe of possible gains by the FPÖ with the help of anti-foreigners-sentiments; secondly, such sentiments were widespread especially within the ranks of the SPÖ itself.

The support of these sentiments in various publications was evident. Omofuma for instance was portrayed as a drug dealer initially. Headlines like “100.000 Russians will seek work in Austria”, “A wave of asylum-seekers” is imminent might have been and are the exception but if published in the “Kronen Zeitung” reach a readership of millions although not substantiated by facts.

To counteract the rise of intolerance the Austrian media will have to deal with a series of tasks, none of which has been really accepted by it so far:

Minorities, their contribution to the country, their problems, and their living circumstances, in Austria should no longer be totally neglected in daily reporting. They should be an issue.

Minorities should be targeted as media consumers especially in the high quality media and the electronic media. Integration is hardly an issue unless it is politically discussed. Although more than a million non-Austrians are living in a country of 7,8 million they are neglected as media-consumers. With the exception of specifically oriented products there is hardly a popular or widespread paper that serves their interest in any way. In other words: The media should accept and react positively to the demographic changes of the country.

One way to achieve this would be an “award” for journalists who show specific accomplishments to translate the interests and problems of minorities in this country. By the same token, radio and TV should open up for more multicultural items in their programs.