Media and Military Perceptions of the Canadian Media Embedding Concept During the War in Afghanistan

Abstract

The purpose of this study is to analyze the perceptions of journalists and military personnel about the Canadian media embedding concept during the Afghanistan war. Based on their experiences with battle groups in Kabul and Kandahar between 2003 and 2011, embedded journalists, public affairs officers, and commanders describe what embedding is. The results demonstrate a multifaceted concept of embedding. Based on 93 semi-structured interviews conducted between October 2013 and November 2014, the analysis confirms that embedding is a way of managing access without prior censorship but rather through a contractual and negotiation process. Respondents also describe embedding as reporting that is primarily focused on the military perspective to accomplish communication objectives. Finally, respondents explain in this qualitative case study that embedding is a situational and experiential practice according to the specific operational or political context of each rotation.