New Report: Decolonisation – the media challenge

Charities are increasingly trying to decolonise their storytelling, finding more ethical ways to communicate their messaging through language, imagery and video. But has the media caught up with the sector? And should charities compromise their principles in order to secure media coverage? Henry Roberts explores these questions and more in our new report. 

This work started as a question. I had seen lots of stories in newspapers featuring charities, and these stories often portrayed disempowered communities in need of western-style saviours. The charities themselves would likely not use sensationalist  imagery and language in their own communications, but were being featured in articles that did. I couldn’t help but wonder: do the benefits of media coverage outweigh concerns over ethical principles of language and imagery? 

Cut to several months later, and we’re ready to publish the findings in a report entitled Decolonisation: the media challenge. The report is based on a series of interviews I conducted with editors, journalists, media officers and practitioners. Rather than offer any new theory of decolonisation, I wanted to record where the two sectors sit when it comes to these ethical questions. Of course, there is a great diversity of opinion within both sectors, but the report offers a useful snapshot of current thinking. 

The report is divided into two sections: the first examines some of the challenges facing charities and journalists trying to decolonise their storytelling and the second offers some solutions going forward. 

CHALLENGES

Who tells the story? The standard model of charity fundraising gave agency to the donor rather than to the person in need. Many charities want to see a change in emphasis, with people empowered to tell their own, more nuanced, stories.

Who reports the story? For their part, the media too are rethinking who they should use to report stories from around the world, hiring more people with backgrounds in the regions they report on. But there will always be a role for British foreign correspondents, and editors will always prioritise telling a story in a way that’s accessible and understandable to UK audiences.

Language matters One of the most important ways in which charities and media organisations embed decolonisation principles into their storytelling is through language. However, most of the journalists we spoke to felt that they did not have a responsibility to reflect the language favoured by NGOs. 

 Informed consent When NGOs and journalists talk to people overseas, participants should have a clear understanding of why they are being interviewed, where their content will end up, and have the right to withdraw consent at any time. However, journalists are very often reluctant to engage in a protracted consent process, often preferring verbal rather than written consent, citing the speed needed to report stories.

The risk of losing editorial control Despite all the benefits to be gained from media exposure, charities always take a risk when engaging with the media as they will rarely, if ever, have editorial control. Editors we spoke to emphasised that charities should make their preferences around language and imagery clear at the beginning of the process.

The media’s distorting lens The way the mainstream media reports the world is influenced by a colonial legacy. There is an implicit geographical hierarchy that assumes UK audiences are more interested in some parts of the world than others.

WAYS FORWARD

Newsrooms and NGOs need to diversify Both newsrooms and charities need to diversify further in order to avoid the same perspectives being overrepresented and outdated assumptions being perpetuated.

Charities should use photography in more innovative ways Charities can use photography in different and creative ways that preserve the dignity of participants without diluting its emotional impact. 

NGOs can embrace co-creation Co-creation involves the bringing together of ideas from the NGO and the lived experiences and skills of affected communities. This is ultimately about NGOs sharing and returning power. 

NGOs should engage with a range of media Many NGOs are turning to different kinds of news outlets that reflect their values better than mainstream outlets, such as smaller titles and the diaspora press.

Relationship building is the key Successful partnerships between charities and media can’t happen without strong relationships. Journalists are much more likely to engage with someone they trust, and so charities should not underestimate the importance of having a genuine relationship with those from the media.

We will be launching the report on December 4. You can register for the online launch here. 

Henry Roberts is Comms and Membership Officer for IBT.