BBC Media Action is the charitable arm of the BBC that seeks to support communication development in developing nations around the world. James Deane is the Director of Policy and Research, and in his latest blog he asks if we need to rethink how we build media organsations and institutions that support democratic accountability around the world. Deane suggests that:
Access to information that people can trust, find relevant, that underpins informed democratic debate, and can hold power to account, will depend on the existence of media institutions, not just information networks. That remains the major challenge of media support. It is a challenge that we need fresh thinking to achieve.
I agree with Deane that this isn’t just about rolling-out large media corporations, or throwing open the communication floodgates to the market, and that we do need to undertake some careful thinking about what we build and put in place for the future. As Deane argues:
Media freedom and media sustainability indicators focus on whether media is free and sustainable and less on on whether they are valued, trusted or relevant to the populations of their societies, especially those outside an educated middle class. This is especially important at a time of digital and demographic transformation.
The challenge, from my perspective, is how do we harness the independent and distrubuted technologies in which we aggregate news and media content, in which ‘brands’ are no longer as importnat, but the need for trusted informants, guides and advocates is?