Drauen Drinnen Dazwischen Migration und Medien: eine offene Beziehung

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Draußen? Drinnen? Dazwischen? Migration und
Medien eine offene Beziehung

• Eine Kooperationsveranstaltung der Bundeszentrale
  für politische Bildung und des
  Adolf-Grimme-Instituts
• Berlin, 29 - 30 November 2007

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• Aims and objectives
• To make cultural diversity part of the reality of
  television, radio and print media
• To combat negative portrayal by the media of
  minority groups
• To encourage the use of media as a tool to
  improve social cohesion in the society and to
  offer minority groups a voice of their own in the
  public debate.

• Activities a.o.
• Interculturalisation of media companies
• Media empowerment of minority groups spokes
  persons and minority journalists
• Encouraging critical intercultural media
  behaviour with audiences
• Support of usage of media as social cohesion tool

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• OLMCM is a European network of NGO's,
  broadcasters, training - and
• educational institutes and researchers, set up
  to make the European
• media more diverse both in terms of access to
  media jobs and of
• portrayal of minorities. It was established in
  1997. Since then, it has
• initiated and co-ordinated projects and networks
  in the fields of
• employment and training
• Interculturalisation of media organisations
• intercultural media education and career
  orientation
• audiovisual programme exchange
• support of minority media
• empowerment of minority audiences
• research

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Ein Blick nach draußen Teil 2 die Niederlande

• Dutch multicultural society
• Media environment
• Media and Diversity Strategy
• Dutch governmental policies
• Diversity policies Dutch Public Service
  Broadcasting
• Diversity in PSB programmes
• Initiatives of Dutch Civil Society
• How did Diversity in the media develop
• European cooperation
• Conclusions

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Dutch Multicultural Society

• Demographic figures
• 16.357.992 inhabitants
• Total registered (non western) migrants 738.452
  (10,6) (one of the parents born abroad)
• Biggest minority groups
• Surinam (333.504 - 2,04),
• Dutch Antilles (129.965 - 0,79)
• Turkey (368.600-2,25)
• Marocco (329.493-2,01)
• Other minority groups
• Economical refugees African countries, Iran,
  Irac, Afganistan
• New EU arrivals Polen, Romenia and Bulgaria

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Role of the media

• Positive
• Platform for (intercultural) dialogue
• Information
• Education
• Cultural expression
• Entertainment

• Negative
• Exclusion of audiences
• Negative portrayal of minority groups
• Media hypes
• Political agenda setting
• Negative influence on integration and impact on
  social cohesion
• Isolation of audience groups

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Media environment

• Television
• Radio
• Print
• PC-screen
• Mobile telephone
• Multimedia
• Terrestrial
• Satellite
• Cable
• Digital
• Internet

• Global
• National
• Regional
• Local
• Broadcasting
• Narrowcasting
• User generated content
• You Tube

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Example Netherlands 16 million inhabitants

• 3 national public television channels
• 13 public regional television channels
• 107 local public television channels
• 10 national commercial television channels
• 31 other commercial television channels
• 374 public and commercial radio stations

• 70 Dutch households have internet access at
  home (radio, tv, weblogs, etc)
• 98 of population has cable tv/radio
• 31 daily newspapers (4,1 million copies)
• 58 weekly magazines (9 million copies)
• 37 internet newspapers
• 85 cable newspapers
• Satellite stations

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Audiences in a diverse media environment

• General public
• Women / men
• Children
• Youngsters
• Urban / country site
• Adults
• Elderly
• Highly educated

• Ethnic minorities
• Religious minorities
• Language minorities
• Cultural minorities
• Disabled groups
• Sexual minorities
• Illiterate

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Minority audiences and Dutch media

• Confusing audience research
• Minority groups turn away from PSB. Especially
  Turkish (84) and Moroccan (71) audiences watch
  satellite stations. When they watch national
  televison they watch SBS and RTL4 (Motivaction
  2007).
• Other research
• all minority groups watch the PSB news, only in
  times of crises they tend to switch to satellite
  stations.
• 35 of minorities never watch national mainstream
  news programs
• Second and third generation show same media
  behaviour as autochthon audiences.
• Big diversity in media behaviour between minority
  groups, between generations and between
  individuals
• Consensus in research on the negative portrayal
  and the impact on social cohesion. Minorities do
  not feel fairly represented

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Facts

• Media more and more important in our societies
• Platform for intercultural dialogue
• Media hypes can destroy relationships and
  policies which have been carefully build up over
  the years
• National media were and should be the most
  trusted source of information for everybody
• All citizens are paying their license fees
• 99 of the media staff will stay autochthon for
  many years to come
• These professionals have to become more
  intercultural competent
• Migrant professionals will have to integrate in
  all levels of the media.
• Youngsters have to become interested already in
  media in a very young age

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Elements of a Media and Diversity strategy

• National media and diversity policy budget
  monitoring
• Diversity as part of national media legislation
• Diversity in media management and in media
  advisory bodies
• Diversity in mainstream media productions
• Special attention for ethnic community media
• Development and support of new intercultural
  media channels
• Diversity in Human Resources Management
• Diversity and more students of ethnic minority
  origin in media training institutes and Schools
  of Journalism
• Intercultural media competencies with all media
  professionals
• Intercultural interaction with the multicultural
  consumer groups
• Audience research
• Raising awareness of the role of the medias
• Intercultural media education as part of Life
  Long Learning
• Media empowerment of ethnic minority communities

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Stake holders

• Legislators
• Media owners
• Management of media companies
• Production companies
• Facility companies
• Advertising companies
• Audience research and rating institutes
• Pollsters
• Manpower agencies
• Training institutes

• Schools for Journalists
• Consumer organisations
• Minority organisations
• Workers unions
• Teachers unions
• Religious organisations
• Political parties
• Pressure groups
• Journalists
• HRM-managers
• Programme makers
• Opinion leaders

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Media and Diversity Govermental policies

• Media Act
• Article 13c PSB (national, regional and local)
  shall provide a balanced picture of society and
  of peoples current interests and views pertaining
  to society, culture, religion and belief and
  shall contribute to the development and
  dissemination of the socio-cultural diversity of
  the Netherlands)
• Article 15 NPS shall provide a programme service
  which consists of programmes which satisfy
  social, cultural, religious or spiritual needs
  amongst the public in such a way as to ensure
  that this programme service, together with the
  programme services of the other broadcasting
  organisations which have obtained national
  broadcasting time, provides a balanced reflection
  of the social, cultural, religious and spiritual
  diversity in the Netherlands.

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Media and Diversity Govermental policies

• PSB broadcasting organisations
• Broadcasting associations based on membership
  (minimum 50.000 10 Euro paying members)
• NOS NPS
• Educational broadcasters
• Broadcasting associations based on religion
  Islam, Hindu, OHM, Buddhist, Christian, Catholic
• Support for regional multicultural television
  (MTNL) and intercultural urban youth radio (FunX)
• 4 yearly program monitoring process

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Media and Diversity Govermental policies

• Specific Governmental Diversity policies
• Performance contract with PSB with measurable
  results
• Special media and diversity budget
• Special budget line in press fund
• Special budget line in broadcast cultural
  programming fund
• Media literacy policy
• FunX, MTNL, Mira Media, Media Debat (Union of
  Journalists)

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Diversity policies Dutch Public Service
Broadcasting

• Programme leading, HRM following
• Long term objectives, with measurable targets
• At the end of 2006 the national public
  broadcaster started the in the answer on
  question 2 mentioned new policy with the working
  plan Kleuren TVdiversiteit op televisie
  (Color TV, diversity on screen) a new step to
  develop a strategy on multiculturalism and public
  broadcasting. Targets and actions are designed
  to bring the position of the channels in line
  with the challenges of the diversity policy.
  Appointments made with individual broadcasters
  will be part of agreements. All public channels
  made binding promises to promote a minority
  policy in relation to programming strategies.
• Monitoring and audience research
• Development form Diversity Unit to inclusive
  policies and management responsibility
• Scouting projects, Summer schools
• Media Mind Open Day of the Media

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Diversity policies Dutch Public Service
Broadcasting

• Programme Practices
• Intercultural approach (often produced by / with
  ethnic media professionals)
• Except on Radio, no programmes in the own
  languages in PSB
• Innovative recognizable intercultural programmes
  of NPS
• Sisters Hallal (talkshow) (weekdays)
• PREM Time (investigative journalism) (Saturday
  night 20.30)
• Raymann is Late (Comedy) (Saturday night 22.30)
• Souf Souf Habibi (Soap) weekdays 19.00)
• Planet Europe (Programme for young audiences)
  (Sunday afternoon)
• Religious programmes
• from Islamic, Hindu and Buddhist points of view
  and Christian programmes with attention for
  non-Western churches in the Netherlands.
  (Saturday afternoon and Sunday morning)

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Diversity policies Dutch Public Service
Broadcasting

• Programme Practices
• Mainstream
• News and current affairs. NOS news has a special
  intercultural research desk which in touch with
  minority communities
• Intercultural very popular discussion programmes
  (Lagerhuis)
• Diversity in news presenters
• Diversity of experts and spokes persons on
  various subjects (not only on integration, Islam
  and terrorism)
• Inclusive casting in entertainment game shows,
  soaps and comedy
• New formats co-production between mainstream and
  ethnic media

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Diversity policies Dutch Public Service
Broadcasting

• Programme Practices
• Mainstream
• News and current affairs. NOS news has a special
  intercultural research desk which in touch with
  minority communities
• Intercultural very popular discussion programmes
  (Lagerhuis)
• Diversity in news presenters
• Diversity of experts and spokes persons on
  various subjects (not only on integration, Islam
  and terrorism)
• Inclusive casting in entertainment game shows,
  soaps and comedy
• New formats co-production between mainstream and
  ethnic media

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National and local initiatives of Civil Society

• Responsibility of Civil Society Organisations
• Journalists and program makers can not make
  balanced programs and articles if they can not
  find spokes persons and accurate information.
• Media can only find more ethnic media
  professionals if youngsters of minority
  communities experience media professional skills
  on a very early age.
• Audiences can only set complaints about the
  media, if they understand the complaint
  structures and if they know how the media are
  operating.

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National and local initiatives of Civil Society

• Priority with the media user
• Recognition of power of consumer in the media
• Encouragement to make more use of media complaint
  structures
• (Intercultural) media education in schools
• Media literacy, encouragement of critical media
  behaviour
• Creation of own mediaplatforms
• Active participation in interactive media
  discussions

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National and local initiatives of Civil Society

• National examples of good practice within the
  communities
• PALM, national association of ethnic community
  media
• Kijkerspanels
• Helpdesk for ethnic media professionals
• Mediashakers courses for starting ethic media
  entrepreneurs
• Networkmeetings
• Mediatraining for ethnic minority organisations
  and Islamic organisations
• Maroc.nl
• MoskeeTV
• ZinaTales

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National and local initiatives of Civil Society

• Present effects
• Media empowerment of ethnic minority communities
• Spokes persons are not defensive but discuss on
  qual basis
• Minority organisations start using the existing
  complaint structures in order to correct
  incorrect information
• Minority groups start using media productions to
  present their point of views
• National attention for media literacy

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How did Diversity in the media develop

• 1970 1980 Radio and television for migrants
• 1980 1990 Integration policies start local
  migrant media on cable, educational programs for
  migrants and changing content in national migrant
  programs
• 1990 start satellite stations change in
  national integration policies. Labor market and
  Dutch language priority, no more migrant program
  in own language
• 1990 2000 Political- and NGO initiatives to
  make media more diverse
• 2000 2007 PSB start recognizing the extra
  value of diversity.
• position and future of Public Broadcasting.
• 9/11.
• changing society and responsibility of the media.
• Governmental initiatives by funding MTNL and FunX

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Netherlands - Europe
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Examples of European initiatives

• 12 countries since 2004, www.olmcm.org
• 10 countries since 2005,www.rootsnroutes.org
• 8 countries in 2007, www.olmcm.org
• 10 countries since 2005, www.mediamrad.org

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Obstacles for further progress

• Media and diversity are still not seriously on
  the national national political agendas.
• There is no long term diversity planning in
  Government and Broadcasting concerning vocational
  orientation and training of ethnic youngsters
• Most mediaprofessionals are not intercultural
  competent
• There are still problems to have good and
  reliable data on the media behaviour of minority
  groups
• NGOs have not enough specific expertise about
  the media
• Media organisations have very little contacts
  with NGOs and visa versa
• Medialiteracy is still not part of the school
  curricula.
• All media projects of Civic Society are ad hoc
  and not structural.

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Possible steps foreward

• National ratification and implementation of
  UNESCO conventions and CoE recommendations.
• Cooperation between international organisations.
• National governmental policies on Media and
  Diversity.
• The establishment of national centres of
  expertise.
• NGOs and educational institutes have to
  encourage media users to be more critical in
  using the media
• NGOs should encourage minority groups to use
  media as a tool to express themselves in order to
  have a clear voice in the public debates.
• Specific national and European budget lines.
• Cooperation between the media industry and Civil
  Society Organisations on the involvement of
  ethnic minorities in the media
• Cooperation between media and schools in
  vocational orientation on media professions.

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Contact data

• Mira Media
• Ed Klute
• PO-Box 1234
• 3500 BE Utrecht
• The Netherlands
• Tel [phone]
• Fax [phone]
• Email edklut_at_miramedia.nl
• websites
• www.miramedia.nl
• www.olmcm.nl