Living with Media in times of Globalization An Everyday Perspective upon Media and the Global Divide Thomas Tufte, Roskilde University Nordic Panel on Global Divides IAMCR World Congress Stockholm, 24 July 2008

Research Questions What sorts of divides are people experiencing in everyday life What sorts of divides are people experiencing in everyday life How can they engage and participate to overcome these divides? How can they engage and participate to overcome these divides?

Rural Malawi: Media Access One of the worlds poorest countries One of the worlds poorest countries TV a novelty (since 1996) – irregular and poor quality programming. Inaccesible in rural areas TV a novelty (since 1996) – irregular and poor quality programming. Inaccesible in rural areas Radio widespread – but batteries are expensive! Radio widespread – but batteries are expensive! ’Video parlours’ – informal cinemas where young men watch action film and pornography ’Video parlours’ – informal cinemas where young men watch action film and pornography Growing, but still very limited telephone access Growing, but still very limited telephone access Internet: inaccesible in rural areas Internet: inaccesible in rural areas Strong local cultural traditions Strong local cultural traditions Mediated everyday life – a new and still to be explored experience Mediated everyday life – a new and still to be explored experience

Favela Brazil: News Disconnects and Genre Proximity Strong media environment – world’s largest producer of tv-series in the 1990s Strong media environment – world’s largest producer of tv-series in the 1990s Massive access to media Massive access to media World record in social inequality World record in social inequality Strong socio-economic marginalization Strong socio-economic marginalization Low-income women: Irrelevant news broadcast and highly relevant telenovelas Low-income women: Irrelevant news broadcast and highly relevant telenovelas

Immigrant Denmark: Mediated Social Exclusion Strong public service media tradition, incl early legal support to local media production Strong public service media tradition, incl early legal support to local media production 7-8% immigrant community/MANY origins 7-8% immigrant community/MANY origins Complete media access, incl sattelite tv, internet, mobile phones, etc Complete media access, incl sattelite tv, internet, mobile phones, etc Ethnic minority youth: Strong feelings of mis-representation Ethnic minority youth: Strong feelings of mis-representation

How can they engage and participate to overcome these divides? How can they engage and participate to overcome these divides?

Malawi: Civil society exploring radio drama Civil society exploring radio drama Connecting to communication dialogue sessions Connecting to communication dialogue sessions Developing advocacy strategies Developing advocacy strategies

Brazil Strong civil society interacting with representation of social issues in telenovelas; widespread community media…potential for further exploration of Civic Media Advocacy Strong civil society interacting with representation of social issues in telenovelas; widespread community media…potential for further exploration of Civic Media Advocacy

Denmark Local tv and radio production; Turkish music radio, Arab TV in Danish (ATV) Local tv and radio production; Turkish music radio, Arab TV in Danish (ATV) Public service broadcasting studies, policies of representation, programming priorities Public service broadcasting studies, policies of representation, programming priorities

Bridging the divides – principles of action? ‘The role of the media and of communication structures at all levels (community, sub-regional, national, regional and international) is inextricably bound up with how citizens understand and engage in democratic life. The rights and capacities of people, particularly those living in poverty, to voice their own perspective and have them heard in public debate, particularly through the media, are increasingly recognized as critical to effective governance’ (James Deane 2008: 161) ‘The role of the media and of communication structures at all levels (community, sub-regional, national, regional and international) is inextricably bound up with how citizens understand and engage in democratic life. The rights and capacities of people, particularly those living in poverty, to voice their own perspective and have them heard in public debate, particularly through the media, are increasingly recognized as critical to effective governance’ (James Deane 2008: 161)

Challenges Experiences Variety of different experiences – very localized experiences Variety of different experiences – very localized experiences Media experiences closely associated with development challenges Media experiences closely associated with development challenges Citizen Action Polysemic sense-making and beyond: Linking understanding and agency Polysemic sense-making and beyond: Linking understanding and agency Communication for social change in a variety of forms but driven by similar principles of empowerment Communication for social change in a variety of forms but driven by similar principles of empowerment Decision Makers Renewed attention to listening to citizens and audiences (community conversations, listener studies, info and communication audits): potential for enhanced media development strategies Renewed attention to listening to citizens and audiences (community conversations, listener studies, info and communication audits): potential for enhanced media development strategies