HOW CNN REPORTED THE TOLLGATE SHOOTING

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MCM221 ASSIGNMENT 2

Stuart Hall’s encoding/decoding model is a key concept in media and cultural studies. It challenges the notion that people simply absorb media messages in the same way. Hall suggests that producers encode messages with specific meanings, while audiences decode them, often interpreting these messages differently—whether in a dominant (preferred), negotiated, or oppositional manner. When we apply this theory to CNN’s investigation of the Lekki Tollgate shooting in Nigeria, we can see the intricate nature of media representation and how it can elicit a range of responses from both local and global audiences.

On October 20, 2020, Nigerian security forces reportedly opened fire on peaceful #EndSARS protesters at the Lekki Tollgate in Lagos. This incident quickly became emblematic of state violence and ignited international outrage. CNN’s investigation, which analyzed videos, geolocation data, witness testimonies, and verified bullet casings, sought to uncover the truth amid government denial.

The messages CNN encoded can be summarized as follows:

·        Aiming to reveal the truth: CNN framed its report as a forensic investigation designed to hold those in power accountable.

·        Portraying the Nigerian government as responsible: By using verified footage and expert insights, CNN indicated that the Nigerian military indeed fired upon unarmed civilians, contradicting official narratives.

·        Advocating for civil rights: The investigation implicitly sided with the #EndSARS protesters, depicting them as innocent citizens exercising their democratic rights.

·        Highlighting international accountability: By drawing global attention to the event, CNN underscored broader issues of government impunity and human rights violations in Nigeria.

This encoding reflects a progressive, human rights-driven journalistic approach, assuming that audiences will respond with empathy, concern, and a demand for justice.

Decoding by Different Audiences

Hall’s model suggests that audiences actively interpret messages rather than passively consuming them. Based on their cultural backgrounds, political beliefs, and personal experiences, audiences may decode CNN’s message in three primary ways:

1. Dominant (Preferred) Reading

In a dominant reading, the audience interprets the message in line with CNN's intended meaning. They view CNN’s perspective as valid and truthful.

International Viewers (especially Western audiences):

Many viewers from liberal democracies are likely to accept CNN’s framing without doubt.

These audiences may regard the report as a powerful example of investigative journalism, seeing the Lekki Tollgate shooting as a blatant instance of state aggression and human rights violations.

This dominant interpretation bolsters global narratives surrounding democracy, the right to protest, and the perils of authoritarian rule.

Some Nigerian Protesters and Diaspora:

For many supporters of #EndSARS, CNN’s report validated their experiences and gave their fight international recognition.

They’re likely to view CNN as a reliable partner in their struggle against police brutality and government oppression.

The investigation supports their view that the Nigerian government tried to cover up a massacre.

2. Negotiated Reading

In a negotiated reading, the audience agrees with certain aspects of the message but questions or resists other elements based on their personal context.

Moderate Nigerians or Neutral Observers:

Some Nigerians might recognize that excessive force was used at the Lekki Tollgate but won’t fully accept CNN’s framing.

They may scrutinize CNN’s motivations or highlight the nuances of the situation, such as the potential presence of armed individuals among protesters or the pressures security forces faced.

This group appreciates CNN’s journalistic rigor but remains cautious about external media coverage of Nigerian issues, often citing a history of Western bias or interference.

Some Government Supporters or Centrists:

While acknowledging that errors were made, these viewers may argue that CNN exaggerated certain aspects or didn’t adequately represent the government’s perspective.

They may perceive the investigation as partially accurate but exaggerated or selective in how evidence was presented.

3. Oppositional Reading

In an oppositional reading, the audience outright rejects the intended meaning and interprets the message through a contrary lens.

Nigerian Government and Affiliates:

The Nigerian government vehemently opposed CNN’s findings, alleging that they were based on falsehoods, manipulated videos, and unfounded claims.

From this viewpoint, CNN’s report is seen not as an impartial investigation but as a politically driven effort to undermine Nigeria’s sovereignty and international reputation.

Officials accused CNN of disseminating “fake news” and even threatened sanctions or legal action against the network.

Pro-Government Nigerian Citizens:

Some citizens who are aligned with the ruling party or military are likely to adopt an oppositional interpretation as well.

They may view the protesters as a danger to national security and see CNN’s investigation as foreign interference.

For them, the concept of a "massacre" is a manufactured narrative aimed at discrediting the government and inciting unrest.

Cultural and Political Contexts Influencing Decoding

Hall’s model highlights that how messages are decoded is influenced by the audience's social and cultural backgrounds. Factors like media literacy, trust in foreign versus local media, political allegiance, and personal experiences with state violence all play a role in how CNN’s message is received.

·        Media Trust and Nationalism: A history of colonial rule and foreign intervention often breeds skepticism toward Western media among some Nigerians, encouraging oppositional interpretations.

·        Youth Activism and Digital Culture: Young Nigerians engaged on social media, especially those involved in the #EndSARS movement, are more inclined to support CNN’s narrative and amplify it

·        Government-Controlled Narratives: State-owned or affiliated media in Nigeria often framed the incident differently, creating a contested information space that makes negotiated or oppositional interpretations more likely among domestic audiences.

In conclusion, Stuart Hall’s encoding/decoding model clarifies how a single media message like CNN’s investigation into the Lekki Tollgate shooting can be understood in drastically different ways depending on the audience’s background, beliefs, and experiences. While CNN framed its investigation as a plea for justice and accountability, audiences decoded it through dominant, negotiated, and oppositional lenses. International viewers and many protesters embraced the dominant reading, while others in Nigeria negotiated or outright dismissed CNN’s framing. This range of interpretations highlights the power dynamics in global media and the importance of understanding local contexts when analyzing media representations of political events.