PROBLEM / SOLUTION: Stories about people unite media, reformers, citizens around common purpose

A-About MGP
PROBLEM / SOLUTION: Stories about people unite media, reformers, citizens around common purpose
By MGP Staff
Dec 25, 2006, 08:16

THE PROBLEM

The Media Giraffe Project responds to growing public concern that U.S. media are increasingly less able to equip citizens with knowledge they need to demand accountability in government. This threatens effective democracy and communities.

In a time of rapid technological change, some view American journalism as adrift, lacking a sense of mission, perhaps even a sense of purpose. Journalists are unsure how a new era of web logs ("blogs") and "citizen journalism" can support independent monitoring and oversight of government and institutions. More specifically, they are uncertain about the willingness of their readers, viewers, listeners and contributors -- their customers -- to support that mission.

Changes in the financing and incentives of our nation’s media institutions have left them less able ‘watchdogs” of government, institutions or social trends. Newspapers are failing to attract or retain younger readers and daily circulation is stagnant or declining. Major newspapers have laid off thousands of reporters in the last decade. On Nov. 21, 2005, The Wall Street Journal reported, "Radio is in a tough spot. Like many older media such as television and newspapers, it is losing audience time as people spend more hours on mobile phones, the Internet and even videogames." The network news audience is declining, and research shows less and less airtime devoted to stories about politics and public policy.

Much of the U.S. public appears distracted from for news about civic affairs. They may be short of time. Or unpersuaded that it matters. Newspapers are failing to attract or retain younger readers. As watchdog resources and interest wanes, governments are increasingly in the shadow, vulnerable to unchecked missteps.

Yet at the same time, The New York Times' web site attracts 20 times more readers each day than the print edition. Jon Stewart's Daily Show provides on television a unique mix of comedy-with-news, attracting significant numbers of young-adult viewers. Online, thousands of blogs written, spoken, photographed or videod by one-time amateurs or mainstream media expatriots garner double-digit audience growth -- and, in some cases, meaningful advertising revenues.

A COMMON GOAL

The Media Giraffe Project takes the view that individuals -- both inside and distinctly apart from large media organizations -- have a common goal of fostering participatory democracy and community, and that they will work together when given the opportunity.

Journalists -- and a public increasingly able to contribute to the news conversation -- need role models. By focusing on exemplary individual "giraffes" -- rather than institutions or policies -- the Media Giraffe Project tells compelling stories, avoids jargon and assumes no prior knowledge of journalism or media topics.

ONE SOLUTION -- FOCUS ON PEOPLE

We believe focusing on the stories of individual people is the best way to inspire additional leadership and action.

Since March, 2005, the Media Giraffe project has been finding and spotlighting individuals making innovative, sustainable use of media (new and old) to foster participatory democracy and community. Because of their “above the crowd” work, we call these individuals “media giraffes.” Our intent is to provide role models, and to regularly convene these leaders.

Our beta profiles database is part of our first-phase objective to gather research on up to 300 prospective "media giraffes." Through a book, documentary film and a June 29-July 2, 2006 conference, we will communicate the stories of 20 of the most-motivated and most effective "giraffes." Finally, with workshops, talks and multimedia resources, we will educate. We’ll work with premier giraffes to show how citizens can use their ideas to create or consume media that advances participatory democracy.

We examine entrepreneurs and mavericks within both independent, local, new-media efforts as well as giraffes who are sticking their necks out in traditional, major media.

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