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Roundtable
3:
Media
and Communication
(revised
January 27, 2002)
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Introduction
(in
french)
As
the diffusion of information technology continues
to spread at an exponential rate, the role of
the media has become increasingly important in
influencing the values and habits of mind that
shape not only government policies, corporate
practices as well as personal lifestyles as well.
Unfortunately, the political arena in many post-industrial
societies operates within a culture that has become
increasingly saturated by “negative”
media messages, which undermine the fundamental
goals and principles of sustainable development.
There are several factors underlying this reality.
In many cases the negative media messages are
simply a reflection of the reluctance of politicians
to accept the sustainable development challenges.
In other cases, media institutions are increasingly
intimidated and thus constrained in their potential
role of reflecting critically on the issues of
sustainability out of fear of losing advertisers.
While in other situations, media face even more
deadly intimidation from restrictive governments
and ruthless businesses involved in corrupt and
unsustainable development practices who do not
want their activities reported. The central objective
of the Media and Communications Roundtable is
to assess the role that media play in shaping
attitudes towards the goals and principles of
sustainable development and to evaluate the role
of ethical norms in encouraging media to improve
its approach to promoting sustainability goals
and imperatives.
Session
One: The Ethics-Related Obstacles and Challenges
to Achieving Sustainable Development
- John
Hoyt, Earth Charter Commissioner, President
of the Center for Life and the Environment
and former CEO of the Humane Society, asserts
that media increasingly reinforces the very
values and habits of mind that lead people
to live and consume unsustainably. Do you
agree with this assertion? If not, provide
examples where media has been successful in
transmitting and reinforcing positive values
and attitudes. If you do agree with this assertion,
how is this particular ethical challenge reflected
in different cultures and provide concrete
examples of the problem?
- Hoyt
also asserts that the political arena in post-industrial
societies operates within a culture that is
saturated by "negative" media messages,
which undermine the fundamental goals and
principles of sustainable development. Do
you agree with this assertion? If so, how
can the underlying factors be addressed?
-
In certain cases media institutions are increasingly
intimidated and thus constrained in their
potential role of reflecting critically on
the issues of sustainability out of fear of
losing advertisers. DO you agree with this
assertion? IF so, what do you believe to be
the specific factors that have contributed
to the increasing power and weight of advertisers
to determine what the media may or may not
convey to the viewing or reading public? If
you do not agree with this assertion, provide
examples where media has been able to communicate
views which may even be contrary to the views
held by their primary advertisers.
Session
Two: The Role of Ethical Principles and Values
in Promoting Sustainable Development
- What
is the role for ethical norms in promoting
greater responsibility within the mass media?
- Specifically,
what is the role for ethical norms in ensuring
that media plays a more constructive role
in promoting sustainability goals and imperatives?
- How
can/should the fundamental ethical norms of
transparency, accountability, responsibility,
independence be articulated in an ethical
framework for media?
Session
Three: Policy Recommendations for Johannesburg
for Action and Implementation
- What
are the specific policy measures needed to
encourage media to play a more positive role
in helping to shape attitudes toward the goal
of sustainability?
- Likewise,
what concrete tools are needed to ensure that
media institutions are held accountable for
the values they promote and reflect?
-
Assuming that in certain cases the power of
advertisers in determining content must be
addressed, what concrete measures are needed
to lessen the power of advertisers in determining
what the media may or may not convey to the
viewing and reading of the public?
- What
measures are needed to ensure that the message
of sustainability is made more prominent and
credible in the marketplace of ideas?
Session
Four: Political Strategies for Monterrey, Johannesburg
and Beyond
- Finding
a way to work more collaboratively with media
to more effectively promote the values of
sustainable development must become a high
priority for Johannesburg. What are the political
strategies needed to engage media's participation
in meeting this important challenge and to
likewise engage them more constructively in
the Johannesburg process?
- What
political strategies are needed to engage
high-profile media personalities in the news
and entertainment industries to convey the
values of sustainable development?
- What
political strategies are needed to engage
the corporate managers and principal advertisers
of media enterprises in the Johannesburg process
and to instill new ethics of responsibility
in making sustainability messages more prominent
in the public debate?
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