Deutsche Welle’s “Emotionally Appealing Content”

Emotionally appealing …

The German federal government plans to increase its funding of Deutsche Welle (DW) by 11.2 mn Euros in 2018,  Medienkorrespondenz (MK), a media news magazine from Bonn, reports. That would be a total of 325.6 mn Euros. In addition, DW has earnings from sponsors, according to Deutsche Welle law (article 11). Originally a foreign broadcaster, DW wants to develop into a “digital media corporation”, with a priority on “mobile utilization situations” and “social media”. Apparently, the linear television programs are doomed to become a platform for feature stories and clips that would also be useful for DW’s “Facebook” account, and vice versa.

Some of the quotes from the press release read like a jargon outside the command of their adopters themselves. According to MK, DW wants to increase its audience from currently 135 mn users to a target of 150. On its digital media, DW wants to “put a stronger focus on emotionally appealing content and on DW profile themes” (“einen stärkeren Fokus auf emotional ansprechenden Content und auf DW-Profilthemen setzen”).

MK appears to have had a question, and got a reply:

By “emotionally appealing content”, the broadcaster means topics that can be experienced on an emotional level”, it explained on inquiry. This was about “empathy with protagonists, or a narrative level at eye level.” Deutsche Welle denotes, for example, reports about human rights, freedom of expression, equal rights and democratic values as “profile themes”.

Unter „emotional ansprechendem Content“ versteht der Sender, wie er auf Nachfrage erläuterte, wenn in Beiträgen Themen „auf einer emotionalen Ebene erlebbar“ seien. Es gehe um „Empathie mit Protagonisten oder eine Erzählebene auf Augenhöhe“. Als ihre „Profilthemen“ bezeichnet die Deutsche Welle beispielsweise Berichte über Menschenrechte, freie Meinungsäußerung, Gleichberechtigung und demokratische Werte.

The trend has emerged for some time. And when you are sufficiently emotive, concerning Deutsche Welle “profile themes”, you don’t even have to know who Liu Xiaobo is, as shown in a “news story” named “Beauty Queen and Activist fight for human rights in China” (“Beauty-Queen und Aktivist kämpfen für Menschenrechte in China”). The story initially contained a Liao Yiwu photo, while the caption was referring to Liu Xiaobo. Sounds all alike anyway.

Liao Yiwu, mistaken for Liu Xiaobo

DW caption, February 2016: he’s here, not there

… and better off

After so much emotion, it’s time to meditate on some numbers. DW’s budget was reportedly at about 321 mn Euros in 1998, it decreased considerably in the years after that, and began to rise to new heights after Peter Limbourg, a former news anchor on German commercial television, had become the broadcaster’s new director.

The following numbers are sort of my guesswork, even if based on sources – they may, at times, include special budgets (funding programs targeted at refugees living in Germany, for example, or the Deutsche Welle Akademie), and sometimes they may not. (The drop from 321 mn to 302 mn from 2015 – 2016, for example, doesn’t look logical to me.) The 2016 – 2018 numbers are from the same source – Medienkorrespondenz -, these two reports, covering three fiscal years, follow the same formula and make it easy to compare the three years.

All numbers shown below (rounded) are millions.

Year
Operational
Investment
Total
Source
1998 321  Die Welt
2010 261  BMF
2011
2012  271  Bundestag
2013  296  BT WiWi
2014  311  DW
 2015  321  DW
 2016  285  17  302  MK 16
 2017  299  27  325  MK 16
 2018  305  32  336  MK 17
 2019

DW is a publicly owned broadcaster – it could actually afford to be a showcase for solid, trustworthy journalism. But a goal of this kind doesn’t appear to define the mission. In an interview in November 2014, Limbourg told German television that we obviously have to see to it that the German perspective and German values for which we stand, i. e. democracy, freedom of the press, freedom of opinion, that these are heard in the world.

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Related

Negotiations with Politics, Dec 26, 2011

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