“CITIZENS’ MEDIA AND CITIZENS’ MEDIA DIALOGUE”

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Globalization of Media MCM404

Lesson 42

"CITIZENS' MEDIA AND CITIZENS' MEDIA DIALOGUE"

Note: The tendency is to associate the term: "globalization of media" with media such as Hollywood

movies, CNN, BBC and the Internet which cover the globe in a uniform way or instantly or on a large-scale.

However, as students will note, after lectures 39 and 40 in which the basic aspects of the globalization of

media were covered, the focus of our lecture no. 41 was the need to balance public interest with commercial

interests.

Now, in lectures 42, 43 and 44, the focus will shift to the role, rights and responsibilities of the people of the

world, rather than focus only on the media of the world.

This shift in focus is essential in order to ensure that human beings remain the most important concern for

evaluating the role of media and communications on a global scale.

As this aspect has evolved only in very recent years, it is vitally necessary for students to be clear about the

different meanings and connotations of the new terms and phrases that are becoming part of the discourse

and the study of how media are inter-acting with people on a global level in the 21st century.

Therefore, the handout for lecture no. 42 provides students with a chapter titled: "Introduction: answers to

frequently asked questions" from the book titled: "Citizens' media dialogue" written and edited by Javed

Jabbar for UNESCO, Paris.

The full text of the book including the text of this handout is also available on the website whose text is

reproduced in the book.

As already given in the lecture itself, the website is: www.wiredet.com/cmd.

Introduction: answers to frequently asked questions

Q-1:

What do the terms "citizens' media" or "community media" mean?

Citizens' media is a term of relatively recent origin. It refers to media which are influenced by

citizens, media that serve the interests of citizens (rather than the interests of corporations or Governments

or groups with specific interests), media that represent a part of civil society, or civil society as a whole.

Citizens' media embody the best principles and practices of editorially independent public service

broadcasting.

While citizens' media may be seen as authentic alternatives to State-owned or Government controlled media

or to media operated by corporations or groups securing profit or financial benefit from media, citizens'

media may also be seen as the third category of media which should exist in addition to the other two types

of media i.e. State-owned/Government-controlled and corporate media.

The term "community" is partly covered by the term "citizens' media". Community media is a term that

describes media which are small in scale, and which are owned and operated by citizens on a not-for-profit

basis to exclusively serve the public interest of a relatively small community e.g. a cluster of villages or small

settlements, or a small town or a city, or parts of a city.

Whereas citizens' media should preferably have a fairly high degree of professional competence and content

quality, community media need not necessarily employ well-qualified technical specialists to produce their

content.

In some cases, where required resources are available, citizens' media and community media may also be able

to cover a large area such as a whole province in a country, or the entire country itself. This would be rare.

Community media are meant to denote media that cover relatively small-scale, sharply focussed geographical

and demographically well-defined areas and populations.

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Citizens media and community media on a not-for-profit basis are funded by fees or subscriptions paid by the

audiences that they reach or from advertising revenue or from resources voluntarily provided by the

initiators/sponsors of a media project, or by philanthropic support from individuals or institutions, or by

grants from the State or Government or affiliated institutions, by multilateral aid agencies or a single overseas

donor country or by a combination of all or some of the above.

To reiterate: Citizens' media and community media are terms that specifically do not include State-owned or

Government-controlled media nor do they describe media owned or operated by corporations or groups

securing profit or financial benefit of any kind from these media.

Q-2:

What is the process called: "citizens' media dialogue"?

This term describes two processes:

Dialogue conducted between and amongst citizens about media issues that affect their society, and

citizens' interests. Such a dialogue may take place within citizens' forums that have a general interest in social

issues or a particular interest in sectoral issues e.g. education, health, human rights etc.

ii)

Secondly, the term is applied to the process of communication between citizens (as individuals, as

informal groups or as organized associations) and all types of media, be they State-owned or Government-

controlled media, or privatelyowned, profit-based media, or citizens' media and community media. The

term also covers dialogue conducted through the Internet on website etc.

These two processes of communication are meant to enable citizens to discuss and debate aspects of media

which require reform or improvement. These processes are meant to help citizens to articulate directly to

those who own, operate or manage media, the views of citizens' on various issues of public concern, and on

all aspects of media, and to enable citizens to learn from media owners or media managers about their

respective perspectives on these subjects.

The facility provided by media in the form of "letters to the editor" in the case of print media and "phone-in"

in the case of electronic media (radio and TV) is not able to provide sustained, detailed or comprehensive

exchange of views and is more of a one-off kind of inter-action.

To reiterate: Citizens' media dialogue would be a process to ensure that, at regular intervals, citizens are able

to:

Conduct a discussion amongst citizens about media issues

ii)

Meet face-to-face with representatives of media for direct, inter-active discussions and/or engage in

written communication/correspondence on media issues.

iii)

Participate in discussion in the websites maintained by radio, TV, newspapers etc.

Dialogue between citizens and media is seen as a process that should become an enduring institutionalised

process.

Q-3: What is meant by the term: "citizens' media associations"?

This term describes forums specifically created by citizens to afford an opportunity for collective

expression of views of citizens on issues of shared concerns deserving of media attention, as well as on

media-related issues, from a public interest perspective.

As both the State-owned, Government-controlled media and private, corporate media are, comparatively

speaking, well-organized, well-resourced entities, citizens' media associations are meant to reduce the

discrepancy that exists between, on the one hand, well-organized media entities and on the other, un-

organized, un-coordinated citizens unrepresented in the media space.

The primary objectives of citizens' media associations would include the attempt to create and sustain a

dialogue with media; to inform and educate civil society at large on media issues from a public interest

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perspective; and to sensitise Governments, legislators, media and opinion-makers and decision-makers on

aspects of media with the aim of securing the public interest.

Q-4: What is "public service broadcasting" (PSB)?

The term public service broadcasting is ideally defined as follows: (Note: in addition to the

definitions, explanations and examples placed below, you are also invited to refer to the definitions

formulated at the World Electronic Media Forum, December 2003 which are appended later in this text.)

Public service broadcasting is that part of the content of electronic media which seeks to promote the public

interest in any given sector of life, be it education, health, basic infrastructure, social justice, freedom of

expression, human rights, gender equity, political and cultural rights etc.

Preferred definitions include the following, as quoted:

"Neither commercial nor State-controlled, public service broadcasting's only raison d'être is to offer a public

service, a public meeting place where all citizens are welcome and considered equals. Because it is not subject

to the dictates of profitability, PSB can contribute to diversifying content sources, giving a voice to other

cultures and points of view and promoting tolerance and cultural understanding".

"Public service broadcasting is a unique concept". "Although easy to understand", it is too often

misunderstood, sometimes profoundly, sometimes even intentionally. Some languages do not even have a

term fully corresponding to the English word "public", and the closest translation appears to confer the

notion of state/government/official... Public service broadcasting (which is anything but "state",

"government" or "official" broadcasting) is made for the public, financed by the public, and controlled by the

public".

"Editorially independent public service broadcasting (PSB) is a unique service providing universal access to

information and knowledge through quality and diverse content reflecting the needs and expectations of the

various target audiences."

"PSB should actively seek and encourage the advice of civil society associations in the determination of

policies and priorities for programming".

Public service broadcasting does not directly promote the use of a particular product or service in its

programmes nor would public service broadcasting promote a specific political creed or party or ideology

except where the intention is to inform and educate audiences about specific creeds in a non-propagandistic

basis.

While public service broadcasting should preferably be free of dependence on sponsorship by a commercial,

profit-based organization, in case such corporations wish to sponsor and support public service broadcasting

as their own contribution to public service, it should be possible to accept such sponsorship as being valid

provided there is no relationship of vested interests between the commercial firm sponsoring the public

service broadcasting and the content of public service broadcasting. For example, if a pharmaceutical/medical

products firm that manufactures syringes offers to support a mass education programme about Hepatitis-C

(which can also be spread due to the re-use of old syringes) as part of public service broadcasting, it is a moot

point as to whether public service broadcasting will retain a preferred purity, or will inadvertently help

promote a particular brand of syringes. This kind of issue does not offer easy, instant or all embracing

answers, but may require a case-by-case judgement.

Reference to the word "judgement" brings to mind another kind of example in which a judgement delivered

by a High Court may require urgent response by citizens and by media (specially citizens' media if they exist

which, in this case, they do not!) separate and distinct from whether the said judgement is subsequently

upheld or over-turned by a Supreme Court of a country or whether the relevant legislature takes action to

prevent the judgement from having adverse affects on citizens' rights.

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The case in point: in July 2000, the Government of Pakistan headed by the then Chief Executive (now

President) General Pervez Musharraf promulgated a new law known as the Juvenile Justice System Ordinance

2000.

For the first time in the country's history, a law declared that the definition of a child would henceforth be: all

human beings below the age of 18. Previously there were variations from province to province and from law

to law in the definition of a child's age.

The new law also introduced new provisions to ensure that children convicted of murder would not be liable

for the death penalty as in a previous law. (It is estimated that in 2005 there are about 200 children below the

age of 18 in various prisons in Pakistan who have received death sentences, which are subject to appeal). The

new law also ensured that child prisoners would always be kept separately from adult prisoners, and that

special juvenile justice courts would be established to try their cases.

However, in December 2004, the High Court of Punjab province declared that this new law was invalid and

that it is being struck down. Amongst the major grounds cited by the High Court were the contention that in

several incidents, young adult criminals accused of murder were obtaining false age certificates to show that

they were under 18 years of age in order to avoid facing the death penalty; that as girls attain puberty by the

age of 13 or 14, they cease to be "children" and therefore cannot be held non-liable for grave crimes. The

Court further contended that there are already different provisions in different laws that afford due

protection to children.

The judgement of the Punjab High Court was met with strong condemnation by only a few organizations in

civil society as the judgement and the issue were reported by the media in a conventional way which gave the

impression as if the issue is mainly a legalistic and technical issue, rather an issue of mass public concern or

interest.

The actual fact is that the judgement goes to the very core of defining the age of the child, a norm that has

now become almost the universal norm of 18 years. The Society for the Protection of the Rights of Children

in Pakistan (SPARC) (whose chairman is also the same person who conducted the citizens' media survey for

UNESCO and who also was a member of the Cabinet when the law was enforced in 2000!) called an

emergency meeting on 8 December 2004 to consider various options of response to the judgement.

However, the retrogressive nature of the judgement has yet to become the subject of debate in the

mainstream media.

An appeal to the Supreme Court has been filed by SPARC and now awaits a decision by the Court.

This issue represents an extremely significant subject which is eligible for substantial coverage by public

service broadcasting. Yet neither State-owned or Government-controlled media, nor private, corporate

media have so far done justice to the subject.

The situation also highlights the question of whether public service broadcasting should focus on an issue

which is "sub judice" i.e. awaiting a decision on appeal before the Supreme Court. One answer is that it is

quite valid to use public service broadcasting to inform and educate public opinion and urge action by

legislatures, without offence to the Court. It is not possible to recall whether a single well-known Member of

Parliament has reacted in any way to-date on this attempt to reverse the rights of children.

It is also doubtful whether any advertiser engaged in providing a product or service would want to become a

major sponsor of public service programmes dealing with this issue as association with it may be seen as

"contempt of Court", or a defiance of the Government.

Thus, without the benefit of any likely sponsorship or advertising, it becomes a challenge for public service

broadcasting to become the custodian of children's rights and citizens' rights. A third example of a somewhat

tricky situation that may arise with regard to associating public service broadcasting or public service

programmes with a commercial advertiser is when a consumer rights body proves that several brands of

cooking oil being openly sold in the shops are unsafe for human health.

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In case a certified brand that meets all standards of health and purity is willing to sponsor a public awareness

campaign against its own (un-healthy) competitors, should public service broadcasting accept such support

from a firm that has, after all, an undeniable self-interest in such programmes?

Q-5: Why do developing countries need citizens' media or community media?

Whereas the state of media development in advanced countries is such that the number of media

units in these countries is very large (e.g. reportedly over 10,000 radio stations in the USA for approximately

every 30,000 people, the level of access in developing countries of people to media is comparatively low.

Further, the media sector in developing countries is also dominated by State-owned, Government-controlled

media which often exclude a substantive role by citizens in a direct dialogue about major issues or about

media's policies.

Civil society in developing countries is also comparatively weak and un-organized, specially so with regard to

the ability of citizens to address media, or engage media in dialogue.As it is, even in advanced countries,

citizens' media associations are relatively few and under-resourced.

Therefore, the need for citizens' media and community media in developing countries becomes far greater

than even in advanced countries in order to enable citizens to express their views about major national issues

and about their own local community interests which may not be accommodated in the mainstream media

controlled by the State, or by private commercial interests.

Pervading all categories of media should be the concept of editorially independent public service

broadcasting. This concept and practice needs to be adopted as a central principle of all media, obliging all

communication processes to give appropriate time, space and priority to issues that convey an over-arching

relevance to society, viewing society in a holistic manner, over-riding sectoral or parochial perspectives.

Q-6: Why was a survey conducted by UNESCO?

The aim of the Communication Development Division of UNESCO in conducting the survey was

to obtain an understanding about the prevailing conditions in a representative sampling of developing

countries in respect of existing, or desired levels of dialogue between citizens and independent electronic

media with particular reference to public service broadcasting. It is intended to use the findings from the

survey to offer support to existing citizens groups or to those who wish to form new groups to strengthen

citizens' media associations and in order to enhance the standards of public service broadcasting.

Q-7: Who conducted the survey?

The founding convenor of the Citizens' Media Commission of Pakistan, Javed Jabbar was invited by

UNESCO to conduct this survey.

Ms. Shehrezad Samiuddin who is a regular writer with an interest in social issues and communication issues

help conduct the survey as Research Coordinator.

Other individuals associated with the work of the survey include: Ms. Jehan Ara, Chief Executive, Enabling

Technologies, and Karachi, a leading specialist in IT who is also President, Pakistan Association of Software

Designers and is responsible for designing the website. Attaullah Khan, office secretary of the Commission

helped prepare the manuscript of the survey and texts.

Q-8: How can this output from the survey benefit citizens in developing countries?

Citizens in developing countries have, through this survey and its website, access to model statutes

and other background information for the formation of citizens' media associations. The report summarizing

the survey seeks to help expand and deepen the process of engagement of people with media on issues of

public interest.

Visitors to this website can also access names and contact details of organizations in developing countries as

well as in advanced countries that have affirmed an active interest in public service broadcasting and in

citizens' media initiatives with regard to maintaining a dialogue with media.

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Q-9: Is the output of any relevance to citizens in advanced countries?

For citizens of advanced countries with an interest in media and in public service broadcasting in

general, the results of the survey and the related material available on the website offer information and

analysis that will enable expansion of the inter-action between citizens in advanced countries and citizens in

developing countries. In an increasingly globalize world, this expanded inter-action can help improve

international understanding and co-operation.

Q-10: How can I get involved in citizens' media activities?

Any person with an interest in the issues of citizens' media, citizens' media dialogue, public service

broadcasting and related matters can:

a) Either persuade an existing civil society organization of which he or she is already a member to create a

new unit or section to deal specifically with issues relevant to media.

b) Or help mobilize a small, or a large group of like-minded citizens to create a new forum that would be a

citizens' media association to exclusively address media issues.

c) Or as an individual, who wants to remain only occasionally involved, use the website and contribute to

public discourse through the mainstream media, through the internet and through other means to promote

the ideas and ideals identified in respect of public service broadcasting and the public interest.

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