Switzerland calling

by Thomas Kadelbach

Thomas Kadelbach, né en 1979. Après des études d'histoire et littérature française à Angers, Fribourg et Madrid, il collabore au projet de recherche FNS Les relations culturelles internationales de la Suisse, 1945-1990. Thèse de doctorat sur Pro Helvetia et l'image de la Suisse à l'étranger. Actuellement collaborateur scientifique à l'Université de Neuchâtel.
, Thomas Kadelbach, born in 1979. Studied history and French literature in Angers, Fribourg and Madrid. Research assistant in the SNSF research project Switzerland's International Cultural Relations, 1945-1990. PhD thesis on Pro Helvetia and the image of Switzerland abroad. Currently scientific collaborator at the University of Neuchâtel.

radio
decolonization
cold war
latin America
arab countries
democracy
neutrality
tourism

In media history, radio was the first means of communication able to reach a large and widely dispersed audience. New technology, particularly short wave transmissions turned it into an essential vehicle for information policy between 1930 and the end of the 20th century.

In Switzerland, shortwave broadcasts began in 1932 with “Radio-Nations,” the broadcast station of the League of Nations in Geneva, which served as a relay station to transmit programmes to the Swiss colonies in the Americas. In April 1938, parliament accepted the Federal Council’s project of building a shortwave transmitter in Schwarzenburg. Put into operation in the summer of 1939, the transmitter broadcast daily programmes to the Americas from 1941 onwards. Subsequently, programmes in English, Spanish, and Portuguese were added to the broadcasts produced in the three national languages.

After the war, the shortwave service assisted in amending Switzerland’s image abroad. Its capabilities were frequently used to promote the image of a humanitarian Switzerland in the service of solidarity and peace. During the Hungarian uprising in autumn 1956, at the request of the International Committee of the Red Cross, the shortwave service restored the broken links with the local Red Cross to organise a relief campaign. During the Cold War, political news programmes enjoying great credibility conveyed Switzerland’s views on the international situation. At the same time, the shortwave transmitter was useful for promoting trade and tourism.

In 1964, the shortwave service significantly expanded its programmes, which for the first time were aimed at French speaking African and Arabian countries. The increase in radio coverage was a result of international and political developments, particularly of decolonisation. In the broadcasts for the new countries, the promotion of trade went hand in hand with the promotion of traditional elements of Swiss national identity, such as neutrality and direct democracy.

At the same time, Pro Helvetia worked with the shortwave service to create a transcription service. The aim was to improve the reach of Swiss radio programmes abroad, using local transmitters. At the end of the 1960s, the Foundation subsidised programmes, notably producing folk music broadcasts for American radio stations.

From 1978 onwards, the shortwave service continued its mandate under the new name of Radio Suisse International. The end of the Cold War and the development of new methods of communication accelerated the decline of the broadcasting station in Schwarzenburg. In 1999, the shortwave era ended, and Swissinfo, an internet platform, replaced the station. (tk)

Archives
AFS E 2001 (E), dossiers i.A.15.42.11.1

Bibliography
Drack, Markus T. (éd.) : La radio et la télévision en Suisse. Histoire de la Société suisse de radiodiffusion SSR jusqu’en 1958, Baden, Verlag hier + jetzt 2000
Mäusli, Theo ; Steigmeier, Andreas (éd.) : La radio et la télévision en Suisse. Histoire de la Société suisse de radiodiffusion et télévision SSR 1958-1983, Baden, hier + jetzt 2006

medias

Broadcasting station Schwarzenburg

In summer 1939, the shortwave broadcasting service of SRG is launched. The radio station is in Schwarzenburg, close to Bern.

Image: 50 Jahre Radio Schweiz International: 1935-1985, Bern 1985, p. 37 

Paul Borsinger

Journalist Paul Borsinger is the Swiss shortwave broadcasting service’s first director. He steps down in 1951.

Image: 50 Jahre Radio Schweiz International: 1935-1985, Bern 1985, p. 37

The "Swiss Donation"

During the post-war period, the broadcasting service supports the authorities in their efforts to portray Switzerland as a country of solidarity. In the beginning of the 1950s, General Jean de Lattre de Tassigny pays tribute to Switzerland’s humanitarian engagement.

Swissinfo Archives in collaboration with Memoriav

Switzerland: country of the Red Cross

On May 8, 1971, International day of the Red Cross, the shortwave broadcasting service transmits a broadcast, dedicated to the Genevan institution, in its Spanish language programme .

Swissinfo Archives in collaboration with Memoriav

Mountainous Switzerland

In 1976, the shortwave service broadcasts an interview with psychologist Adolf Guggenbühl in its programme Dateline. He comments on the significance of the Alps for the Swiss national character.

Swissinfo Archives in collaboration with Memoriav

Neutral Switzerland

In the 1970s, the shortwave service’s English language programme broadcasts Dateline, a programme introducing different aspects of Swiss reality, from tourism to culture to politics. In 1975, the historian Daniel Frei outlines history and justification of Swiss neutrality for the foreign audience. Frei is the author of several books on neutrality, some of which Pro Helvetia distributes abroad.

Swissinfo Archives in collaboration with Memoriav

"A Landsgemeinde do cantão de Glaris"

Usually the shortwave service's Portuguese language programme spreads a touristic image of Switzerland. In May 1973, it presents the canton of Glarus and its famous open air parliament.

Swissinfo archives in collaboration with Memoriav

A land of languages

As other protagonists of communication policy, the shortwave broadcasting service particularly emphasises the peaceful coexistence of different linguistic regions in Switzerland.

Swissinfo Archives in collaboration with Memoriav

Humanitarian Switzerland

Repeatedly the shortwave service highlights the IRC’s activities. On the occasion of International Red Cross Day, Paul Borsinger presents a special broadcast in May 1955.

Swissinfo Archives in collaboration with Memoriav

Arthur Honegger, ambassador for Swiss music

In the 20th century, composer Arthur Honegger is one of the most important cultural ambassadors for Switzerland. 1955, the Swiss shortwave broadcasting service pays tribute to his work.

Swissinfo Archives in collaboration with Memoriav

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