A public affairs class from Boston’s prestigious Emerson College for the second year will focus on conveying an accurate picture of this tourist city

By Ron Raposa

A public affairs class from Boston’s prestigious Emerson College for the second year will focus on conveying an accurate picture of this tourist city and dispelling misleading U.S. media reports.

The RediscoveRosarito project is that of a graduate class in public affairs led by Emerson College professor Gregory Payne, whose family also has a home in the tourist and vacation city 30 miles south of San Diego.

Payne originated the idea for the project in international public affairs after seeing some U.S. media reports that presented a picture of Rosarito far removed from the city that he had known for years and to which he is a frequent visitor.

“One of our major objectives it to ensure that the stories and narratives are backed with facts and not sensationalized solely to get the attention of the public,” Payne said.

“Last year and this year, we see the mediated reality at odds with the facts. Rosarito is a safe and secure city for tourists to visit and expatriates to move to and enjoy the Baja Mexican lifestyle.”
He cited a recent segment on ABC World News Tonight as an example of misleading coverage.

“Mexico under the leadership of President Felipe Calderon is conducting a serious battle against drug cartels. But despite what some media reports have indicated, regular residents and visitors to Baja California are not the targets.”
Rosarito Mayor Hugo Torres said he was very appreciative of the work of Payne and his class, 10 of whose members visited Rosarito when the project was launched. He said that inaccurate perceptions had badly damaged the city’s tourism-based economy.

“It’s gratifying to have such a prestigious U.S. college as Emerson advocating for us and helping our story be told in a fair and balanced way,” Torres said. “With our new tourist police force and other steps, Rosarito with its population of 14,000 expatiates is safer and more welcoming than ever.”

Emerson students this year will continue the bi-lingual RediscoveRosarito website, the second Rosarito Student Film Festival, and a media ethics project - rosaritofactcheck - dedicated to making sure the media’s message is fair and accurate.

The results of this media audit will be presented at the National Communication Association`s Annual Convention in Chicago this November and at the International Academy of Business Disciplines Annual Convention in Los Angeles, Spring, 2010.

Results of the audit will also be submitted to Media Ethics, a scholarly publication on the role of ethics and the media, as well as to local news affiliates in California and Mexico, Payne said.

Emerson students also are working on a collaborative project with students from Southern California colleges dedicated to promoting Rosarito as a great place for spring break and weekend trips.

A public relations campaign will be developed to promote this effort by the class at Emerson, founded in 1880 as the only school devoted exclusively to communication.