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Who remembers the pictures from Tunisia or Cairo earlier this year? 9 months ago the world seemed to come to a stand still – strong memories popped up and reactivated the feelings one had when the Wall came down in East Berlin back in November 1989. But in actuality, there was no stand still: to coin the term ‘Arab Spring’ was easy compared to the challenges the people in Tunisia, Egypt, Libya, Bahrain, Jordan, Syria, and Yemen are facing in order to digest what they have achieved and manage their future. Looking back to Spring 2011 the world was excited to see how little the experts had been right as they tried to convince the public, that freedom in Middle East would only let the fanatics take over.
“Getting the Facts Right” was the headline of the 2011 World Press Freedom Day celebrated at the UN on May 3rd. Yet it seemed more than just a headline. In May, one realized that the Arab Spring would continue for quite some time. But besides the ups and downs in the MENA region journalists, decision makers and ‘the people’ had not only to understand the daily news from Tripoli, Cairo and Amman. They also had to deal with a major tsunami only a few weeks before and realized how different their governments were responding to Fukushima disaster. Some changed the laws quicker than any parliament had seen before, while others acted differently. For those who tried to understand why Spain, France and the UK kept their policies on nuclear power the same whereas Germany and Switzerland changed theirs within weeks, it might help to take a look at how the national TV news covered the earthquake in Japan. Getting the facts right also means giving the full picture. Otherwise one might come to conclusions which would be taken different in the light of all details.
Getting the facts right would be helpful in 2011, a time in which the whole world remembers the deaths of 9/11 ten years ago – a less stereotype driven news selection might have helped to realize that the Muslim world is as diverse as any other part of the world. It might have helped as well to focus on real problems rather than putting a complete region under general suspicion.
We come together for our 12th International Agenda Setting Conference at the Hotel Palace in Lucerne on 7th - 9th October 2011, connected by a hope that quality remains key to regaining trust and sustainable success. We are privileged to have a similarly prestigious group of leading journalists, managers, politicians and scientists from around the world gathered in Switzerland to discuss the latest trends around media impact, and how to understand the effects of Agenda Setting in a constructive way.
Welcome to Lake Lucerne.
Welcome also to two intense days of data-driven debate on how and where media did progress.
Roland Schatz
CEO Media Tenor International
Speakers at the 12th Agenda Setting Conference
The Honourable Norbert Koster joined the judiciary in Germany as a Judge in 1988. During the following 17 years he served as Judge at first instance and appeals Courts, adjudicating civil and mainly criminal cases, in particular complex economic crimes and corruption cases. From 1995 until 2000 he served in a special panel with exclusive competence for murder cases. In October 2005 he joined United Nations as an International Judge with the United Nations Interim Administration in Kosovo. Appointed by the Special Representative of the Secretary General (SRSG) he acted as Judge in criminal cases at all Courts throughout Kosovo including the Supreme Court. In this capacity he adjudicated criminal cases concerning acts of war crime, organised crime, interethnic crime and terrorism. In September 2007 he was appointed by the SRSG as Chief Commissioner of the Election Complaints and Appeals Commission (ECAC), a Commission which settled a large number of cases in context with the elections held in Kosovo in winter 2007. In summer 2008 he joined the European Rule of Law Mission to Kosovo (EULEX) as Criminal Judge at the Supreme Court and as Civil Judge at the Special Chamber for Kosovo Trust Agency Related Matters at the Supreme Court of Kosovo. On 1 June 2011 he joined EUPOL Afghanistan as Head of Rule of Law Component. Norbert Koster
Head of Rule of Law Component
EUPOL, Afghanistan |
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 Dr. Ulf Santjer has been with PUMA since 1997. From 1997 until 2001, he was Public Relations Manager and Deputy Head of Marketing at PUMA Germany and was appointed Corporate Communications Manager in 2002. In 2004 he was appointed Head of Corporate Communications at PUMA AG. Since 2011 he is Director Corporate Communications at PUMA SE.
Dr. Ulf Santjer
Director Corporate Communications at PUMA SE
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 As a journalist, Tuan covered Prime Minister Phan Van Khai's 2005 historic visit to the United States and founded an interactive interview format, the "VietNamNet Online Roundtable" that enables readers to participate in interviews. As the Shorenstein Center's Sagan Fellow (2007), Tuan researched key trends in the development of electronic media in Vietnam. Tuan has been appointed as a member of Harvard Business School Global Advisory Board., Harvard University since 2008.
Tuan Nguyen An
CEO, Vietnam Net, Hanoi, Vietnam |
 Dr. Christoph Frei of the World Economic Forum, became the fifth WEC Secretary General on 1 April 2009. He joined the World Economic Forum in May 2001. Since 2006 he is also Professor of International Energy Policy and Strategy, at the EPFL, Switzerland. Projects: Energy Security Roundtable, SlimCity/Smartgrid, Energy Poverty Action, Roundtable on Sustainable Biofuels, Partnering Against Corruption Initiative.
Christoph Frei
Secretary General, World Energy Council
London, UK |
 Joseph Fuller is a co-founder of Monitor Group, a leading global consultancy. He joined Monitor at its inception and currently oversees the firm’s consulting operations in 27 offices globally. In this capacity, he works with clients in a wide variety of industries, especially those with a heavy reliance on technology. He has particularly deep experience in two of the world’s most dynamic sectors, life sciences and telecommunications, and has advised leading companies and important regulatory bodies in both industries.
Joe Fuller
CEO Monitor Group
Boston, USA |
 Since 1 April 2007, Mr. Kiyotaka Akasaka of Japan is the United Nations Under-Secretary-General for Communications and Public Information. Prior to joining Secretary-General Ban’s senior management team, Mr. Akasaka held the position of Deputy Secretary-General of the Organization for Economic Cooperation and Development (OECD). Mr. Akasaka was Japan’s Ambassador to the UN in 2000 and 2001. He served as a bureau member for the preparation of the World Summit on Sustainable Development, held in Johannesburg in 2002.
Kiyotaka Akasaka
Under-Secretary-General for Communications and Public Information |
 Hassan M. R is Editor-in-Chief of The National since 2009. The National has built its staff of 200 from newspapers around the world, including the Wall Street Journal, the New York Times and theDaily Telegraph of Britain. The National is one of a few English-language newspapers produced in the United Arab Emirates, and is the only one produced in Abu Dhabi.
Hassan M. Fatah
Editor in Chief, The National
Abu Dhabi, UAE |
Participants about the International Agenda Setting Conference:
"The annual media agenda setting research conference organized and sponsored by Media Tenor is among the most valuable programs I have experienced. The research presented is groundbreaking and of the highest quality. Scholars and professionals participating in the conference are the leading figures in the field. The discussion is engaging, thought-provoking and highly informative. I most strongly recommend participation in this pioneering event."
Prof. Dr. Maxwell McCombs
Jesse H. Jones Centennial
Chair in Communication
University of Texas, Austin, USA
"The AS conference is a one-of-a-kind interactive forum focusing on reputation risks and options. It is a unique opportunity to hear directly from successful business leaders, editor-in-chiefs and leading academics from both sides of the Atlantic on how corporate communications can make the difference in helping their company manage reputational risk. The workshop groups are small on purpose. -Where else do you get to discuss, in detail, practical topics with like-minded professionals that will have an immediate benefit once you return to your office? If you are looking for breakthrough ideas on managing reputational risk at Petersberg you will find it!"
Dr. Robert Eccles
CEO Advisory Capital Partners, Boston, U.S.A
"This conference provides a rare opportunity for scholars, journalists, business representatives, politicians, NGO representatives and the public to discuss the practical and theoretical implications of agenda setting research and theory in a very pleasant and stimulating setting. In addition, the unusually systematic and comprehensive media content analysis data from Media Tenor is a rich, unique resource for the study of media, business, public and policy agenda setting. Highly recommended.”
Dr. David Weaver
Roy Howard Research Professor
School of Journalism, Indiana University, Bloomington
"A very important conference. Nowhere else can politicians, business representatives and scientists discuss as intensively the growing influence of mass media on society. And nowhere else can they find scuh a rich pool of content analysis data, as on the Agenda Setting Conference of the Media Tenor Institute."
Prof. Dr. Frank Brettschneider
Institute of Communications
University of Hohenheim, Germany
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