International Conference on “Media for Social Change”
1-2 December 1999,
Chang Mai, Thailand
The Dalai Lama called the last century one of conflict, and exhorts us to make the coming century one of dialogue. Media will play a key role in creating international dialogue and getting the know-how of development from those who have it to those who need it.
These issues were clearly articulated by visionary Arthur J. Clark and UN Secretary General Kofi Annan in messages to the International Conference on Media for Social Change held in Chiang Mai, Thailand, on 1-2 December. The conference was organized by Worldview International Foundation, WFMHs media partner, with support from the Asian Development Bank, UNICEF, NORAD, PLAN International and others.
The focus of the meeting was on improving the health and quality of life of disadvantaged populations by means of media strategies. Among the participants were NGO representatives and media personnel including executives, producers, and representatives from national networks throughout Asia.
Arne Fjortoft, Secretary General of Worldview International Foundation and WFMH media advisor, opened the meeting with a passionate plea for the use of media to promote development through news reporting and selecting appropiate topics for promotion. The conference examined new opportunities for institutions and NGOs to use media networking to promote social goals, and brought together development institutions, value-based TV program providers, and representatives from many Asian TV networks..
An example of this approach was provided by Young Asia Television (YA*TV), which has been a WFMH partner in producing mental health-oriented media in Southeast Asia, supported by WHO and UNESCO-ISSC grants. YA*TV produces value-based TV programs in support of sustainable development, and works closely with TV networks in Asia which currently reach more than 800 million viewers.
Media and Mental Health
One of the best-attended sessions at the conference was on Media and Mental Health. Media executives and personnel from international agencies in Africa, China, the Indian subcontinent, Indochina and Latin America discussed the issue. Marten deVries, WFMH Secretary General, presented a talk on The Global Mental Health Need and the Media: A Partnership for Improving Public Awareness. His presentation was followed by extensive discussions that lasted through lunch and into the afternoon two-hour workshop. Recommendations from the workshop included:
| 1) | incorporating media personnel into the planning teams for international world mental health programs; |
| 2) | improving the way mental health problems are portrayed in the media; |
| 3) | using the media in training programs for public sector and health personnel; |
| 4) | inviting executives from world media to an informational seminar about mental health prevention and service needs worldwide. |
Overall, participants were supportive of WFMHs public awareness aims, and were eager to explore collaborations to publicize mental health issues. They recommended upgrading technological capacity and developing both global and local media strategies.
Attention in other sessions of the conference was focused on ways to improve programming to provide social change messages. Media approaches include information spots, documentaries, talk shows and soap operas on TV and radio. A need for greater air time was recognized, together with fuller integration of womens, childrens and mental health issues into programming.
Instead of criticizing media shortcomings, NGOs were urged to develop regular, ongoing media contacts and to study how they work in order to be able to influence output. The conference also explored the future of internet technology, information systems and the importance of inexpensive handheld and technically advanced communication devices which will shortly be available in many areas of the world, ushering in the Dalai Lamas century of dialogue.