The publication Media4diversity, published in 2009, was commissioned by the European Union to identify the most significant and/or innovative initiatives taken by or about the media to combat discrimination and/or to promote diversity.
The study is the result of a one-year survey and joint work by the European Commission, the Media Diversity institute, the International Federation of Journalists and Internews Europe
Background of the study:
The powerful influence of the media on our societies is well-known - it shapes our views and our behaviour. The truth unfortunately is not what counts but, instead, it is what we are told that counts. This was emphasised by a Eurobarometer survey on attitudes of Europeans towards discrimination, published by the European Commission in January 2007, which showed that, in terms of influence on society, the media rank in third position after parents and education.
In order to help deal with the challenge of diversity in our societies and counter discrimination in the media, the European Commission have commissioned this study. Its objective is to assist in the process of promoting diversity and fighting discrimination in the media on a pan-European level.
Media4diversity Executive Summary:
Section I. The Wider Picture introduces the driving forces affecting social cohesion, looks at the role of the media in both impeding and advancing the diversity agenda, and summarises key examples of policy leadership at the EU level.
Section II. The Study presents the objectives and methodology underlying the survey, which led to the selection of initiatives presented in this publication.
In Section III. The Selection of the 30 initiatives is classified by their main area of focus, i.e. the area of activity they want to strengthen, improve or develop - Journalism: initiatives aimed at including diversity in the editorial process and improving the quality of journalism; Production: improved diversity-related programme production, creative approaches and multimedia formats; Employment: performance in recruitment policy and career advancement that reflects diversity; Training: evidence of diversity training across all levels of the organisation; Partnerships: strengthening networks, cooperation and sharing good practice; Organisation: the degree of internalisation of diversity issues across all areas of a media outlet’s operations from human resource policy to media output. Thanks to the Internet survey, but also via the further investigation led by the study team, outstanding examples of practical handbooks and guides and notable media awards programmes have been identified and included in this section.
An analysis of the gaps in the media and diversity arena that the study has discovered, a report on the Prague seminar, followed by the recommendations drafted from the survey results and validated in Prague are presented in Section IV. The Outcomes. The closing conclusions and analysis are presented in Section V. The Conclusions which feature the study team's reflections on the key challenges and opportunities in scaling up media diversity initiatives across Europe, given the wider social and economic context in which the media sector itself is operating.