A robust, well-functioning media ecosystem across the Pacific is an essential pillar of democracy and vital to good governance. If Australia is genuine about partnering with the region, it must advocate for the role of public interest media and why citizens should demand and support it.
The media plays a crucial role in the Pacific region. Strong, independent media is a source of reliable, trusted information and can act as a ‘town square’ for public debate, a ‘watchdog’ for government accountability and transparency and a ‘bridge’ between policy makers and communities.
The media also plays a crucial role in promoting democracy, supporting and normalising diversity of views and serving the public interest. A robust, neutral and resilient media sector creates an informed citizenry, offers an antidote to and may counter mis- and disinformation and provides avenues for inclusion and greater political participation.
A healthy media ecosystem is thus vital to development, democracy and good governance.
Unfortunately, media organisations in the Pacific face increasing threats to neutrality and independence. While the situation has always been fragile, experts now warn that the outlook for independent Pacific media is dire. Existing issues of underfunding, lack of resources and low pay for journalists have been exacerbated by the economic downturn caused by COVID-19.
Pacific media, like media everywhere, is also facing the challenges of rapid technological change, including ageing transmission infrastructure. Digital uptake is significant, but competition for shrinking advertising dollars between traditional and digital platforms is fierce.
The current state of financial fragility threatens media freedoms and could compromise independence. Media houses must carefully manage the balance between revenue streams and undue influence from funders, with measures in place to manage and resist both domestic and international influences.
This is not just an issue about China: some point to a perceived double standard that Australia is concerned about Pacific media being compromised by Chinese funding but far less troubled by the ability of the Pacific to resist Australia’s influence. This highlights the importance of supporting Pacific media to have systems and policies to help safeguard media integrity, independence and the ability to negotiate with advertisers and funders.
Australia can use its international media outreach and institutional relationships to champion the role of independent public interest media and promote best practice objective journalism as a cornerstone of well-functioning societies.
Supporting a healthy media ecosystem should be an important part of Australia’s development funding as a cross-cutting issue that can impact or influence a range of key areas of development. A new report on Australia’s support for media in the Pacific suggests that it should proactively seek out ways to ensure media contributions and needs are embedded in development partnership plans.
Consultations for the report reported that accessing donor funding to support media activities across the region can be difficult, especially for relatively small-scale expenses such as printing and recording equipment. Where funding opportunities do exist, donors such as Australia, New Zealand and the United Nations have lengthy and often complex process that are difficult to navigate especially for organisations that are already under-resourced. This contrasts with China, which can provide funding on a case-by-case basis that avoids red-tape and provides an easy, quick solution for local media organisations.
It is also important to see Australia’s support in terms of a wider media ecosystem.
In many instances, Pacific media houses rely heavily on revenue from government advertisements or operate in small markets where family and kinship connections are widespread. In these environments, it can be difficult for local journalists to break local stories, for example, that report on government corruption or fraudulent activity. Where there is a healthy regional media ecosystem, such stories can be picked up by regional media outlets and news can be broken, giving local media the license to follow up and report. For example, the Australian Broadcasting Corporation (ABC), the region’s largest multiplatform public interest media organisation, can act as a catalyst to break news that local media organisations may be hindered from doing because of political, social and/or cultural pressures.
Additionally, when one country is affected by disaster, other media from within the region can offer support such as surge capacity, technical expertise to get back on air and the ability to reach citizens from other countries. Pacific media should be supported to play this role.
Australia and the Pacific share a vision for a peaceful, resilient and prosperous region. Securing this future for the Pacific cannot be left to chance, but requires long-term vision, strategy and commitment. A robust, well-functioning media ecosystem is a one factor that will shape the future trajectory of the Pacific.
This article draws on AP4D’s report on What does it look like for Australia to support youth, civil society and media in the Pacific.
Heather Wrathall
Heather Wrathall is Senior Policy Analyst at the Asia-Pacific Development, Diplomacy & Defence Dialogue (AP4D).