Diversity is both a reality and a necessity in European societies. At a time when the media shares with our political institutions - and, most recently, with our financial institutions - a crisis of trust and credibility in the eyes of the public, the Study Media4Diversity (PDF - 2,8 MB) aims to provide inspiration in how the media sector, civil society organisations and policy makers can help strengthen the very fabric of our diverse societies, despite the major challenges that both society and the media sector itself currently face.



What Media can do

Media include privately owned media outlets, public service broadcasters, community
media organisations, production companies as well as news agencies across broadcast,
print and online formats.

News Production/Content Production

Bring Diversity into the Mainstream

Existing and new regular media programming and productions should aim at reflecting
the diversity of society and feature fundamental rights and diversity in all its forms.
The media can do a great deal to promote a more realistic image of the groups facing
discrimination and the long term issues that they deal with.

Use All Platforms and Formats

No formats for media content productions dealing exclusively with issues of diversity need be
overlooked - examples of excellence exist across all media types and production genres.

Marshal the Talent Out There

Create in house Directories of Contributors from groups facing discrimination with
the help of discriminated communities and civil society organisations, designed to help
locate people from these groups in order to participate as reliable and consistent sources of
information, opinion and expertise as well as in the production of programmes. Media that
seek to properly address diversity issues should actively reach out, find and relay the voices of
civil society that do not have the resources to be heard next to the impressive Press Relations
facilities of politics, industry and other power centres.

Follow and Support the Demand

Respond to a growing demand for higher quality journalism standards and programming
with ethical values that foster social cohesion and inclusion. Identify commercial
opportunities in improved coverage of these issues and in reflecting and targeting an
increasingly diverse European society.

Expand Your Audience

Support and develop new formats and use new media and technologies (particularly
subtitling and multi-lingual versioning) in order to have an impact on the new generation
of media consumers and to reach out to and include audio & visually impaired as well as
ethnic and cultural minorities.


Monitor Inside and Verify from Outside

Establish internal and external structures involving managers, journalists, editors and trade
union representatives in order to review the quality of reporting diversity, encourage
best practices and improve news-room performance. Cooperation with civil society
organisations and specialised diversity media could help strengthen independent
monitoring of diversity coverage and contribute to increase intercultural dialogue
in Europe and across its borders with organisations such as Unity in the US61. Increased
monitoring is especially important during times of crisis (financial or otherwise) due to the
fact that societies that feel ‘threatened’ tend to ignore diversity or worse use groups facing
discrimination as scapegoats.

Human Resources

Reboot your Recruitment Policies

Existing Employment Policies should be first checked against discriminating procedures.
Recruitment of personnel at all levels from minority communities, disabled persons and
other vulnerable groups, including from those that are victims of discrimination, should be
promoted. Internal procedures should recognise the need and opportunity for such personnel
– male and female - to have opportunities for advancement within the organisation. Vulnerable
groups should be provided with adequate access to media facilities. Finally, debates should
take place, when and where necessary, in regards to affirmative or positive action and the
establishment of quotas.
• refer to the introduction of quantifiable employment targets that reflect the realities of

Train, Train, Train!

Train in diversity reporting and in effective ways to overcome stereotypical portrayal of groups
facing discrimination. All personnel will benefit from knowing how to deal with diversity issues
and use a fair and inclusive vocabulary, including executives, content producers, journalists and
support staff of media outlets, production companies and news agencies in particular.

Access and Transfer the Knowledge

Use, disseminate and translate the several existing manuals for journalists covering issues,
terminology and providing guidelines related to covering migration, relations between
different communities, security, asylum policy, data protection and children’s rights, as well
as related to discrimination based on national, ethnic or racial origin, religion or belief, young
and old age, disability, sexual orientation. This can also be facilitated by greater networking
efforts among media to exchange good practices.

Organisation/Strategy

Raise the Standard

Voluntary codes of ethics should be applied and publicised as clear mission statements
and declarations to avoid all forms of discrimination in reporting as well as reporting based
on common stereotypes and prejudices. These codes should also include guidelines helping
journalists and media outlets to denounce hate speech, especially when it comes from
public authorities62. Public Service Broadcasters should continue their efforts to cater to the
most diverse audiences and lead in setting programming standards that can shift the balance
toward competition on quality rather than exclusively on ratings. Media organisations, which
make extensive use of news agencies’ services, should urge them to provide content which is
grounded in higher quality journalism standards that reflect and ethically address diversity.

Organise for Diversity

Ensure that internal reviews of editorial practice and ethical matters, such as the presence of
an internal ombudsman/commission or reader’s editor, also take into account as a priority
the need to address diversity issues appropriately. Establish diversity policies based on preinitiative
research, and continue with on-going evaluations of all diversity activities.

Go European and International

Take part in transnational media diversity projects including programming, twinning
arrangements and other activities that will ensure better transfer of knowledge and experience
in dealing with these issues. There is a severe shortage of this type of initiatives not only
between partners at a European level (e.g. projects that involved PSB from North-western
European countries and Central and East European countries), but also at a global level.

Find Support

Actively search for information about existing funding opportunities for media diversity
initiatives from different EU funds and programmes (e.g. European Social Fund, Youth in
Action, Lifelong Learning, Europe for Citizens or Culture)