What does ‘media development’ mean? This article argues that the concept of media development is marred by lack of definition and conflation of means and ends. A better understanding involves the concepts of ‘media density’ and ‘media mobilisation’ and consideration of new media. If media development interventions are to impact journalism, democracy and development, clarity is essential.
In 1980, UNESCO established the International Bureau for the Development of Communication (IPDC), dedicated to the development of free and pluralistic media. The concept of media development has since gained momentum, with dedicated bodies established around the world. But it involves diverse interpretations and variously includes or excludes particular issues. For example, media development – in an interventionist sense – refers to a means to an end, but it is also used to convey an outcome.
A better understanding of media development involves the concepts of ‘media mobilisation’ and ‘media density’. Media mobilisation refers to interventions that are intended to support media for a particular purpose, whether regarded positively or negatively. Deepening media density means increasing capacity to generate and circulate information. These concepts highlight the need to go beyond old media:
- With changing technologies, the concept of media needs defining in more general terms than media platforms as we know them. It should encompass any technology and genre which plays a mass communications role.
- Because new media could redefine media, journalism and the way these affect democracy and development, traditional mobilisation assumptions are challenged.
- Citizen journalism and blogging, for example, challenge the status of institution-driven journalism.
There is a need to untangle the meaning of media, and revise the concept of media development to acknowledge the integration of the ICT and media worlds. All this has implications for the assumed democratic and developmental role of media, and any associated mobilisation strategies:
- New media provide new opportunities to promote democracy and/or development directly. Some forms of new media can even threaten the economic viability of traditional mass media outlets.
- Assumptions that media development will inevitably contribute to democracy are open to debate. The mere existence of a diverse and plural media is no guarantee of an effective antidote to corrupt or despotic state actions.
- Media mobilisation is influenced by foreign policy goals. This influence depends on how interventions are conducted, for example directly from donor to beneficiary or through international or local media.
- The significance of media mobilisation raises the issue of monitoring and evaluation. Most media interventions do not lend themselves to simple ‘return on investment’ studies.
- Media development as an industry has its own vested interests. As with other areas of development practice, aid can be absorbed by intermediaries without reaching the intended recipients.
