'Poverty of Purpose' Rampant in the Media

Analysis by Milind Kokje*

The media seem to have lost their way. They not only have forgotten their social agenda but have also lost their very purpose due to the rampant commercialisation of the media 'business'. With this 'poverty of purpose', how can anyone expect this profession to help in eradicating poverty worldwide?

The deadline for the Millennium Development Goals (MDGs) is just around the corner and this is the right time to stop and look back to see how far we've gone and where we are now in terms of realising these goals.

Journalists know the importance of meeting deadlines. Present-day journalism is even more sensitive to deadlines than before. Unfortunately, it is also much more insensitive to social agenda and lacks the right purpose.

Journalism can actually play a crucial role in continuously assessing the progress and present status of the implementation of MDGs, as well as keep the implementing authorities on their toes. It should be able to highlight the gaps between tall claims and data based on facts for each of the said goals.

Journalists also  need to reach out to the masses and mobilise them to effectively implement MDGs by thrusting political will on their leaders. Identifying gaps in the implementation and providing effective solutions are also important in realising these goals.

Before the global food crisis and food price hikes hit us, it was expected that poverty reduction would be met as projected. But now, it is feared that the present crises will force about 100 million people to live in poverty and hunger.

In the Asia-Pacific region, it was anticipated that some MDG targets would be met due to the economic progress made by many Asian countries. The food crisis, however, has pushed back these gains again.

The rapid economic growth in many Asian countries, such as India, raised hopes for the eradication of poverty. But there are other obstacles, apart from the raging food crisis. Rapid strides in economic development have given rise to the problem of even more rapidly growing inequality.

The growth in inequality is manifold. The gap in the economic status among various classes is widening at an alarming speed and distance. A 'New York Times' report, "Inside Gate, India's Good Life: Outside Slums" by Ruth Fremson, aptly depicts this current situation in India, which is replicating in many countries.

The rising inequality has led to two further issues. The upper classes do not want to relate with the poor and have no sympathy for their issues and problems. The media, too, readily address the interest of only the upper class as they are potential buyers in the market. Safeguarding or fulfilling that class' interest results in a specific readership or viewership required to fetch good advertisements and revenue.

Meanwhile, the poor, backward and marginalised have no alternative but to have their own media. But that, too, is difficult as they may not get the required market advertisement support as they do not belong to the 'consumer class'.

By promoting good governance and accountability, journalism can create an enabling environment for achieving MDGs. Good governance encourages the participation of the people, responsiveness of the authorities, government transparency, equity, rule of law and consensus orientation. Responsible and credible media can promote all these values, if they wish to do so.

The media should effectively use information and communication technologies for development (ICT4D), which has spread rapidly, to actively fulfill MDG targets.  But to use this properly, we first have to concentrate on infrastructure development, including in the rural areas, and to generate funds for the same.

On the other hand, we should also look for low-cost technologies. On the capacity-building front, we should train journalists on ICT applications to promote the MDG agenda, and this includes awareness and attitude change.

Furthermore, media and civil society organisations (CSO) should form a common platform and work closely together. The information that media collect but do not use can be shared with CSOs. Together, both can create credible data essential to measure the progress and success at every stage.

But the million-dollar question is whether the media understand and recognise their responsibilities. Do journalists even know the extent of such responsibility?

Historically, the media have been interested in sensational events, including wars, cyclones, tsunamis, accidents, deaths and destruction. Admittedly, this interest has increased to an alarming level over the years. But journalists should realise that there is enough 'sensation' in MDG stories also.

For instance, the non-implementation of MDGs is akin to 100 jumbo jets crashing every day and a tsunami hitting a country each week. Every year, 10 million children die before they reach the age of 5, as 800 million people suffer from hunger and poverty claims more victims than war does.

The media can play an important role in influencing the policy for MDG implementation. It can demystify the technical policy goals and framework by presenting it in a common, non-technical parlance, and making it accessible to everyone. These goals need to be communicated to stakeholders in their respective languages and to incite them to demand their rightful share. This is a challenge for the journalists.

As professionals, journalists should strive hard to ensure that the suppressed voice of the marginalised gets space, which is shrinking rapidly within the media. At the same time, journalists should play the role of citizen activists by coming out of their cocoon of inaction, which is often disguised under the mask of impartiality.  Lack of awareness and political commitment lead to absence of public pressure and political will to turn MDGs into reality.

(*The term 'Poverty of Purpose' was borrowed from an article of veteran Filipino journalist Malou Mangahas).

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*Milind Kokje, Asia Media Forum coordinator, presented this piece with participants of the 17th Asian Media Information and Communications Centre conference entitled 'Changing Media, Changing Societies: Media and Millennium Development Goals', July 14-17, 2008 in Manila, Philippines.