The media can be an influential force for change in both developed and developing countries.
In developing countries, it plays an important role in advancing a pro-poor development agenda, as well as supporting economic growth by stimulating consumer markets across the country.
Media is able to effectively fulfill the roles of watchdog, gatekeeper and agenda-setter, it can improve governance by raising citizen awareness of social issues, enabling citizens to hold their governments to account, curbing corruption, and creating a civic forum for debate. Additionally, the media can also amplify the voice of marginalized and excluded groups.
In democracies, the media is fundamental to political life. It provides facts to allow us to be better informed about the issues that matter to us. It provides criticism and debate to ensure that that information is tested and examined from all points of view.
Further, the media also has a vital role to play in promoting transparency and accountability. Whether it is scrutiny of the performance of the government, unearthing corruption or reporting crimes, the media has to be able to cover these important issues in an open and balanced way.
Media development involves capacity building for institutions or individuals related to freedom of expression, pluralism and diversity of media, as well as transparency of media ownership. Media development plays a role in democracy and effective democratic discourse through supporting free and independent media.
The media’s crucial role in national development is not in doubt. The role covers the political, economic and social spheres. The media set the public agenda and act as the gatekeeper of public issues. They perform the watchdog role, especially in political transparency and fight against corruption. As the fourth estate, the media provides the checks and balances in relation to the three branches of government, as created by the Constitution.
It is important for project planners to always consider including the media in development projects. Media are particularly important in facilitating nation-building, especially of post-colonial societies and those experiencing ethnic and religious diversities. The media must however play their role in national development in an environment that is free and independent, with fair ownership spread. Biases, sensationalism, propaganda, and media vices are inimical to media role in national development.
Media can boost economic development by promoting good governance and empowering citizens, so that economies can function better. Media lets people voice diverse opinions on governance and reform, and help build public consensus to bring about change. Such media help markets work better and can facilitate trade, transmitting ideas and innovation across boundaries.
The media is very important for human development, bringing health and education information to remote villages in any developing country. It is, however, that the independence of the media can be fragile and easily compromised.
Therefore, to support development, the media need the right environment in terms of freedoms, capacities, and checks and balance.
Lawrence Kitema is a communications and public relations specialist