How can media support peacebuilding? Media have played a destructive role in many conflicts; but media programming can also play a positive role, particularly when integrated into an overarching peacebuilding strategy. Free and independent media can also foster democracy. This report from Swisspeace summarises concepts of media and peacebuilding and looks at trends and challenges. Media can contribute to peacebuilding through indirect activities (providing non-partisan, balanced information and accountability) and through direct conflict-related programmes.
Interest in the media’s role in peacebuilding is rising. From the nineties, major media interventions in conflict-prone or transitions countries have involved a range of actors: from international organisations and donors to local and specialised media NGOs. Activities range from training to provision of equipment, media regulation initiatives and supporting individual media. It is useful to distinguish between coverage of conflicts by Western media and coverage by the media in the conflict region itself.
Recent trends have seen greater attention to media in peacebuilding and stricter examination of media assistance. As this is a new field, there are still contentious issues around the roles of journalists and the measurement of impact.
- There is debate over how much conventional professional journalism can contribute to the specialised media needed in conflict situations. Some argue for ‘peace journalism’, which is shaped by its intended outcome, and for journalists to act as facilitators in conflict resolution.
- There is little discussion about the impact of media interventions on the peacebuilding process. It is still not well known what is required for a sustainable contribution to peacebuilding via media.
- The media and peacebuilding sector also faces challenges in terms of clarifying concepts and approaches and improving design and implementation.
Recommendations focus on donors considering future media assistance for peacebuilding:
- Donors planning to use media for peacebuilding must prepare carefully. Programme design and implementation depends on analysis of the context and of the media sector. This also informs decisions about whether media assistance is an appropriate tool for peacebuilding in the first place.
- The primary need for people in a conflict situation is an independent news service broadcasting non-partisan information and able to gain credibility. Once the base of a free media structure is laid, specialised peace and conflict programmes come into focus.
- Donors should conduct conflict and media analysis before communicating decisions to implementing agencies or other interested parties. If analyses are carried out by agencies submitting proposals, they should be double-checked. It is best not to rely on one single partner or media outlet.
- Project proposals must be checked for coherence with overall peacebuilding strategy and coherence with long-term objectives of free and independent media. Project implementation needs quality control and proper monitoring.
- Impact assessment of media projects in peacebuilding is a new field. Approved tools are needed. This involves efforts to commission case studies, develop indicators and conduct baseline surveys.
- Many issues in media and peacebuilding require further research. These include: viability of media in weak economies, content regulation post-conflict, elite-controlled media and journalistic ethics.
