REGION: 'Dysfunctional, fractured' Pacific media groups need support, report says

AUCKLAND: (PACMAS / Pacific Media Watch): A new report on how to strengthen Pacific media associations paints a bleak picture of the state they are in right now, describing a weakened role "disconnected" from rapid digital developments.

The report, compiled by independent Tongan publisher Pesi Fonua and Jean-Gabriel Manguy of the Port Vila-based Pacific Media Assistance Scheme (PACMAS), concludes that national media associations (NMA) are fragmented and that there is confusion about what exact role they play in several countries.

Digital challenges
The situation seems to have been exacerbated as the growth of digital media has expanded: “They seem, at times, disconnected from the new reality”, says the report, Strengthening National Media Associations in the Pacific.

Two factors making it difficult for Pacific media associations to further their digital presence are financial and political constraints.

Due to their lack of organisation and resources, the associations fail to influence the governments in their advocacy role for an independent and professional media.

The development of the media infrastructure is instead commercially driven. The report suggests that if associations had a clear and united voice they would be able to have a bigger impact on the national governments in the Pacific.

The increased commercialisation and digitalisation has led to a development where “people start taking sides to survive”, the report argues.

An independent and objective media organisation in an increasingly digitalised market has consequently become less viable.

As a result, media associations are often weakened and divided.

Financial difficulties
The poor financial situation of associations also prevents the implementation of several planned activities.

To add to the "misery", the report also finds that Pacific media associations have a low membership, and that they are therefore unable to “respond to the needs of a growing community of media practitioners”.

The national media associations, the authors argue, have the potential to play a pivotal role in the development of the media in the region. As younger generations take over from the older ones, media associations may instil values of independence, professionalism and ethics in new journalist minds.

This ideal role seems to be far from reality in Pacific countries: “Attempts at developing a clear voice and supportive regional structure on behalf of the Pacific media have been challenged by varying professional standards, diversity in national political environments, internal factionalism and governance issues”, the report states.

Solution hopes
There is, however, hope to mitigate the situation. The report suggests three objectives in which media associations can regain their relevance.

Firstly, the authors advise to engage media coalitions in various ways. A concrete suggestion is to arrange one-day seminars in Cook Islands, Samoa, Tonga, Fiji, Vanuatu, Solomon Islands and Papua New-Guinea where both representatives for the media and the government will be present.

In the meetings, issues such as the new digital environment and the role of media associations in this environment would be discussed, hopefully with improved relations between the parties as a result.

Another suggestion is to facilitate learning opportunities for media practitioners in both urban and rural areas. To avoid high expenses, this could be arranged by the local associations using trained trainers within the media organisations.

Furthermore, the authors underline the importance of associations taking an advocacy role.

Associations should develop a code of ethics, and look at strategies to protect the rights of members in times of crisis.

Finally, the report recommends building up dynamic and adaptable organisations in the Pacific. This includes support the setting up of associations in Kiribati, Palau and the Federated States of Micronesia. It also includes a general strengthening of leadership and organisational capacity of media associations.

Bring together the NMAs
In order to succeed in the above goals, the report suggests three approaches: “The first priority is to attempt, as they [the NMAs] have requested, to bring them together”.

If successful, this will lead to a renewed commitment and a plan for proposed activities among the associations. Furthermore, making sure as many journalists as possible take part and are engaged in the media associations are of critical importance as that will ensure legitimacy.

Lastly, a sustainable organisational structure will need to be in place for the media associations to remain viable.

The report proposes individuals with strong credentials, respected in key countries, to be included in the rebuilding the associations.

It also suggests involving non-media professionals with significant experience in facilitating networks and organisational development.

The report draws up an implantation plan, where the first stage of the plan is due to commence in the second quarter of 2013, and to be completed 27 months ahead.

This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 New Zealand Licence.