This report argues that the time has come for all policy actors to recognize and support the potentially crucial contribution of the mass media to efforts to reduce poverty in low income countries. Policy change has often stemmed from shifts in public and political opinion, and the very reach of the mass media make them a vital force in raising public awareness and debate, even if they may not be direct policy actors or even consider themselves as having an obligation to influence policy and change society.
The report urges all actors to strengthen their support for the media, recognizing both the value of the mainstream media’s public service and public interest roles and the contribution of alternative media, as part of an integral approach to the whole sector. For all the benefits of specific initiatives to tackle problems and seize opportunities, it concludes that a structural approach is called for, including support for comprehensive public policies on the media.
Panos London (2007). PDF.