An Operational Framework for Media and Peacebuilding - Montreal ...

Key ConsiderationsStages of conflict are often fluid withoverlapping characteristics and inconsistenttypes of media practices, whichchallenge easy prescription of the appropriatemedia-based peacebuilding initiative.Responding to the prevailing conflict stageand media environment will require carefulassessment of the conflict and any proposedintervention. Specific stages of conflict maybe open to, or require more than, one typeof media intervention.Appendices A and B each offer somespecific questions to be asked in conductingthese assessments. Underlying thosequestions are some general considerationsthat must be kept in mind:• Will the initiative affect individual orcollective abilities to identify andrespond to conflict resolutionopportunities?• Will the project help or hinder relationshipsbetween the state and civil society?• Will it include members of thecommunities affected by the conflict?• How will the beneficial results be madesustainable?The engagement of the people mostaffected, which in a media initiative includesboth media practitioners and audiences, mustbe established. Their input, often overlookedor minimized, is crucial. Intended outcomemedia can be particularly successful atattracting audiences but sustained successrequires audience feedback and interactionthat, in turn, shapes the message.The progress and outcome of mediainitiatives will likely require great adaptability,and an acceptance of incrementalrates of change. It may be difficult to applyconventional measurements of an initiative’ssuccess as it directly relates to reducing andpreventing violent conflict. In such a new andexpanding field, conventional measurabilityshould be kept in perspective and not stifleinnovation or unique, local approaches.Table Two presents a typology describingmedia-related initiatives and indicators. Itdoes not exclude the overlapping ofindicators and strategies from one type toanother. It should not be applied restrictively.For example, a Type Five intended outcomemedia project can possibly be applied in anenvironment lacking several of the Type Fiveindictors such as audience rating capabilities,or even the basic conditions of Type Onerudimentary journalism.John Sylvester12