Media reform refers to proposed attempts to reform
mass media
Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets.
Broadcast media transmit information ...
towards an agenda which is more in tune with public needs and away from a perceived bias toward corporate, government or political biases. Media reform advocates also place a strong emphasis upon enabling those who are
marginalized
Social exclusion or social marginalisation is the social disadvantage and relegation to the fringe of society. It is a term that has been used widely in Europe and was first used in France in the late 20th century. It is used across discipline ...
or semi-marginalized by their individual incomes, immutable characteristics or desperate conditions to possess access to means of publication and dissemination of information. They do not come from a concern with policy, or with a desire to democratize federal bureaucracies and regulations.
A related concept, media justice, refers to an analytical framework and a regional, grassroots movement led by historically disenfranchised communities to transform media and cultural production, rights and policy in the service of
social justice
Social justice is justice in terms of the distribution of wealth, opportunities, and privileges within a society. In Western and Asian cultures, the concept of social justice has often referred to the process of ensuring that individuals fu ...
. The Media Justice Framework offers a new way to understand and redistribute media power to achieve a fair and accessible information and cultural apparatus that fulfils its promise to inform the public, watchdog power, and serve all segments of the public equally. The Movement for Media Justice believes that media production and distribution must be under the control of communities, not companies; and that achieving social justice victories requires a secondary strategy for
media policy
Media policy / M. politics is a term describing all legislation and political action directed towards regulating the media, especially mass media, and the media industry. Those actions will usually be prompted by pressures from public opinion or f ...
change.
History
Media reform movement coincides with
media democracy
Media may refer to:
Communication
* Media (communication), tools used to deliver information or data
** Advertising media, various media, content, buying and placement for advertising
** Broadcast media, communications delivered over mass el ...
as a concept and is interlinked with the
agenda setting theory
Agenda setting describes the "ability (of the news media) to influence the importance placed on the topics of the public agenda". The study of agenda-setting describes the way media attempts to influence viewers, and establish a hierarchy of news ...
. In 1922, in his book, ''
Public Opinion
Public opinion is the collective opinion on a specific topic or voting intention relevant to a society. It is the people's views on matters affecting them.
Etymology
The term "public opinion" was derived from the French ', which was first use ...
'',
Walter Lippmann
Walter Lippmann (September 23, 1889 – December 14, 1974) was an American writer, reporter and political commentator. With a career spanning 60 years, he is famous for being among the first to introduce the concept of Cold War, coining the te ...
argued that the mass media are the principal connection between events in the world and the images in the minds of the public. He stated that the media has an ability to influence the thoughts and opinions of the members of public consuming the content. He did not use the term "agenda setting", but scholars have come to agree that was the core concept.
Under the media reform movement there is the traditional media reform movement which has its roots in the broadcasting and freedom of press movements and has been linked with the feminist movement as well as racial and gender justice. However, mainstream media reform groups have so far steered clear from acknowledging media reform’s roots in content work, including the legal victory by the United Church of Christ that forced changes in hiring and reporting practices in Mississippi television journalism. This is said to be done in order to maintain the support of conservative patrons and to downplay the importance of more controversial critical junctures that have shaped the way media reform movement is today.
It has also been affected by federal policy advocacy, whereby media outlets and governments alter their broadcasting practices to attract powerful allies and making their agenda the national public agenda. Funders provide financial support that support the media outlets and drives business.
The traditional media reform movement has however undergone some significant changes with the rise of
citizen journalism
Citizen journalism, also known as collaborative media, participatory journalism, democratic journalism, guerrilla journalism or street journalism, is based upon public citizens "playing an active role in the process of collecting, reporting, a ...
, whereby citizens play an active role in the process of collecting, reporting, analyzing, and disseminating news and information. The modern media reform movement relies heavily on the Internet and the numerous social networking tools it offers and the Internet coupled with citizen curated content has led to a decrease in the popularity of traditional media networks.
In Canada
The Canadian media reform movement has its roots in the 1930s, Canadian Campaign for Press and Broadcasting Freedom. Highlighting the threats of cultural Americanisation and excessive commercialism, and calling for universal radio service that would not be viable through market forces alone, the Canadian Radio League assembled a blue-ribbon coalition to persuade a Conservative government to create the Canadian Broadcasting Corporation.
Some of the notable sites and advocates of the movement in Canada include thetyee.ca, the Media Co-op, Media Democracy Days, OpenMedia.ca, the Aboriginal Peoples Television and print outlets such as
Canadian Dimension
''Canadian Dimension'' (''CD'') is a Canadian left-wing magazine founded in 1963 by Cy Gonick, and published out of Winnipeg, Manitoba, four times a year. It reported a circulation of 3,500 copies in 2013.
''Canadian Dimension'' is a forum for le ...
.
Launched in 2001 and originating in Vancouver, British Columbia, Media Democracy Days are organized around the country with the aim of knowing, being and changing the media. They encourage citizen journalism and expect netizens to take responsibility for bringing the change they wish to see in media. It is part of the Media Democracy Project that aims to create a significant presence for noncommercial media in Canada.
OpenMedia.ca was created in 2007 to celebrate two of the world’s foremost critics of media propaganda,
Edward S. Herman
Edward Samuel Herman (April 7, 1925 – November 11, 2017) was an American economist, media scholar and social critic. Herman is known for his media criticism, in particular the propaganda model hypothesis he developed with Noam Chomsky, a fr ...
and
Noam Chomsky
Avram Noam Chomsky (born December 7, 1928) is an American public intellectual: a linguist, philosopher, cognitive scientist, historian, social critic, and political activist. Sometimes called "the father of modern linguistics", Chomsky is ...
, and since then it has managed to earn national resonance and policy impact. It is by far the leader in the Media Reform movement in Canada.
The movement's focus in Canada has been predominantly on the not for profit sector. There is overwhelming recognition of the importance of the Internet in NGO work, and unanimous endorsement of the principle of
net neutrality
Network neutrality, often referred to as net neutrality, is the principle that Internet service providers (ISPs) must treat all Internet communications equally, offering users and online content providers consistent rates irrespective of co ...
as a regulatory underpinning for equitable and affordable access to the Internet. Trade unions and independent media, arts and culture groups, particularly those representing media and cultural workers, are core advocates for democratic communications. Other groups, especially those concerned with human rights, are also supportive.
In a 2010 survey by Open Media, Canadian mainstream media’s democratic performance has been rated as poor or very poor by Canadians. Although many NGOs report positive relationships with particular media, NGOs appear to have a more favorable view of
CBC and of independent media, which relies heavily on citizen journalism and has led to the rise of blogger culture. An overwhelming majority of NGOs agree that the quality and diversity of Canadian journalism affects their organization’s work. There is an encouraging culture of collaboration amongst NGOs in the sectors surveyed. Values such as openness, accessibility, participation, choice, diversity and innovation may resonate well with NGOs in Canada. Media reform organizations should consider some kind of expansive institutional structure, such as an association or network that can facilitate communication and engagement with a broad and diverse array of organizations.
Future
Media reform movement is a positive step towards a netizen curated web and has given rise to citizen journalism.
Communications guru
Frank Luntz
Frank Ian Luntz (born February 23, 1962) is an American political and communications consultant and pollster, best known for developing talking points and other messaging for
Republican causes. His work has included assistance with messagin ...
has claimed that "A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth. I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history."
[Nixon, Makani T. Mainstreams and Margins: A Critical Look at the Media Reform "Story". 2009. The Praxis Project.] Statements such as the ones by Mr. Luntz, encourage people and provide hope that we can be part of a fair and democratic media system. One that not only reports what the public wants but also tells the truth and does not use agenda setting theory for mere popularity.
See also
*
Alternative media
Alternative media are media sources that differ from established or dominant types of media (such as mainstream media or mass media) in terms of their content, production, or distribution.Downing, John (2001). ''Radical Media''. Thousand Oaks, C ...
*
Citizen media
Citizen media is content produced by private citizens who are not professional journalists. Citizen journalism, participatory media and democratic media are related principles.
Background
"Citizen media" was coined by Clemencia Rodriguez, wh ...
*
Fairness Doctrine
The fairness doctrine of the United States Federal Communications Commission (FCC), introduced in 1949, was a policy that required the holders of broadcast licenses both to present controversial issues of public importance and to do so in a manne ...
*
Media activism
Claudia Romina Sánchez Del Real
Media activism is a broad category of activism that utilizes media and communication technologies for social and political movements. Methods of media activism include publishing news on websites, creating video ...
*
Media democracy
Media may refer to:
Communication
* Media (communication), tools used to deliver information or data
** Advertising media, various media, content, buying and placement for advertising
** Broadcast media, communications delivered over mass el ...
*
National Conference for Media Reform
The National Conference for Media Reform (NCMR) is the largest conference devoted to media technology and news in the United States. Sponsored and presented by the media reform organization Free Press, the conference brings together activists; st ...
*
Net neutrality
Network neutrality, often referred to as net neutrality, is the principle that Internet service providers (ISPs) must treat all Internet communications equally, offering users and online content providers consistent rates irrespective of co ...
*
Media reform to improve democracy on Wikiversity
References
{{DEFAULTSORT:Media Reform
Mass media industry
Mass media