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WHAT IS THE MEDIA AND  HOW DOES IT WORK?
WHAT IS THE MEDIA? Defined through their roles. They inform, educate, entertain and play watchdog role. They are a conduit through which voices, perspectives and lives are brought into the public sphere. Shape public opinion and attitudes, agenda-setting, reinforce stereotypes. Facilitate social change
HOW DOES IT WORK? Perform these functions on the basis of guiding media principles, fairness, accuracy, diversity and balanced representation. The ability and efficacy with which they perform these functions depends on political and legal frameworks environments. Media ownership influences the way media works. Private media guided by market and commercial considerations, public by consumers who pay license fees, state-owned push government agenda Growth in partnerships, private sector, civil society (special projects) but their maintaining independence
TYPES OF MEDIA Mass media– Print (newspapers, magazine), TV, radio. Radio remains most important source of information for media. Readership levels still high in Africa but penetration still limited due to distribution and cost. Community media – ability to cover local issues. Limitations of geographical coverage. New media – area of phenomenal growth. People accessing information in ways inconceivable a decade ago.
PEOPLE IN MEDIA: WHAT THEY DO Journalists, Reporters  (specialist beat reporters, features). Hunters and gatherers. They also make decisions and pitch ideas to their editors. Sub-editors . Critical – Determine end product. Edit the stories for structure, facts, ensure that story is written according to style guidelines, story length, write headlines, captions.  Editors  – (EIC, assignment, news, features, special projects, business).  Gate-keepers, designated on roles they play, give assignments, decide on what is published, prominence, who journalists talk to. Media managers  – formulate, implement policy, admin and human resources management. Make decisions on what media covers, how it will done and with what resources. Owners , governance (Board of Directors). Ensure organisation operates within mandate and statutes. Not involved in day-to-day operations and cannot influence the work of editorial staff (ideally).
DISCUSSION POINTS Why should the media care about your work? What are the five headline messages that will capture the imagination of the media What are your experiences of working with the media within the context of the roles we have discussed.

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What is the Media? Mombasa Workshop, 2010

  • 1. WHAT IS THE MEDIA AND HOW DOES IT WORK?
  • 2. WHAT IS THE MEDIA? Defined through their roles. They inform, educate, entertain and play watchdog role. They are a conduit through which voices, perspectives and lives are brought into the public sphere. Shape public opinion and attitudes, agenda-setting, reinforce stereotypes. Facilitate social change
  • 3. HOW DOES IT WORK? Perform these functions on the basis of guiding media principles, fairness, accuracy, diversity and balanced representation. The ability and efficacy with which they perform these functions depends on political and legal frameworks environments. Media ownership influences the way media works. Private media guided by market and commercial considerations, public by consumers who pay license fees, state-owned push government agenda Growth in partnerships, private sector, civil society (special projects) but their maintaining independence
  • 4. TYPES OF MEDIA Mass media– Print (newspapers, magazine), TV, radio. Radio remains most important source of information for media. Readership levels still high in Africa but penetration still limited due to distribution and cost. Community media – ability to cover local issues. Limitations of geographical coverage. New media – area of phenomenal growth. People accessing information in ways inconceivable a decade ago.
  • 5. PEOPLE IN MEDIA: WHAT THEY DO Journalists, Reporters (specialist beat reporters, features). Hunters and gatherers. They also make decisions and pitch ideas to their editors. Sub-editors . Critical – Determine end product. Edit the stories for structure, facts, ensure that story is written according to style guidelines, story length, write headlines, captions. Editors – (EIC, assignment, news, features, special projects, business). Gate-keepers, designated on roles they play, give assignments, decide on what is published, prominence, who journalists talk to. Media managers – formulate, implement policy, admin and human resources management. Make decisions on what media covers, how it will done and with what resources. Owners , governance (Board of Directors). Ensure organisation operates within mandate and statutes. Not involved in day-to-day operations and cannot influence the work of editorial staff (ideally).
  • 6. DISCUSSION POINTS Why should the media care about your work? What are the five headline messages that will capture the imagination of the media What are your experiences of working with the media within the context of the roles we have discussed.

Editor's Notes

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