The Prism Project Enhancing Cultural-Sensitivity in the Media Media Leadership Workshop Over the course of the past three years the Jacksonville Human Rights Commission Study Circles program has brought together hundreds of First Coast citizens to discuss, at a very personal level, the impact of race relations and the opportunities available to promote inclusiveness within neighborhoods and communities. Out of these efforts grew the Action Forum, whereby citizens sought to develop an outlet for promoting fundamental change within those institutions and organizations that perpetuated discriminatory practices and/or insensitivity to appreciating the hardships faced by people of color in our community. The focus on the role of the print and electronic media proved to be a common thread throughout many of the Study Circles, thereby prompting the creation of the JHRC Media Committee. The importance of this initiative was affirmed in 2002 with the JCCI study on race relations entitled, Beyond the Talk: Improving Race Relations. The Study clearly enunciated the role and responsibility of media in this regard: While the mass media in Jacksonville have made efforts to inform and enlighten the public about Jacksonville's diverse population, they have inadequately reported the reality of race relations to the community. Currently, the media are both a significant part of the problem and a necessary part of the solution. Buoyed with this information and its own experience, the JHRC Media Committee partnered with JCCI, WJCT and The Florida Times-Union to create The Prism Project: Enhancing Cultural Sensitivity in the Media. Their collective vision was to facilitate dialogue among the members of the media that would lead to the creation of programs and activities which directly address the recommendations of the JCCI Study and that would be to: ‌to support community efforts to eliminate racial discrimination and disparities by: ensuring racially diverse viewpoints on their editorial boards; recognizing racial disparities in Jacksonville and enhancing community awareness of the issues in its reporting; and reporting and giving positive editorial recognition to efforts that successfully address Northeast Florida's racial disparities and race relations. The initial step of The Prism Project was the gathering of working members of the print and electronic media serving Northeast Florida* to two separate workshops with the purpose of discerning and prioritizing the Strengths, Weaknesses, Opportunities and Threats regarding the media's significant impact on race relations. The SWOT exercise successfully served both as a vehicle to prompt dialogue among the members of the media industry and the identification of the opportunities and threats, in particular, to raising the sensitivity level regarding race relations. In all more than fifty individuals from various print, radio, television and internet outlets participated in one or both of the workshops. At the first workshop the participants generated, on average, twenty-five different items for each SWOT category. At the second workshop many of the same participants and some newcomers reviewed the list in detail and then prioritized (as itemized below) the top four in each category that were most substantive or would have the greatest impact with respect to success or failure. In the "Weakness" category the group was asked to prioritize first those items that could be realistically affected and then those that would be beyond the wherewithal of the industry members to control. It should be noted that The Prism Project partners were most encouraged by the genuine interest on the part of those in the media industry to address this critical issue. Conversely the partners also came to better appreciate the day-to-day challenges these professionals face in their efforts to serve the citizens of Northeast Florida in a timely manner. Outlined below are the outcomes of those two meetings. * Included among the attendees to the workshops were producers, writers, reporters, news anchors, editors, news directors and internet producers from the following participating organizations.
-1-
Clear Channel Radio Clear Channel Television (FOX 30 & CBS 47) Florida Times Union Florida Trend Gannett Broadcasting (WTLV & WJXX)
Jacksonville Free Press The Florida Star WAWS/WTE V WJCT WJXT WOKV
STRENGTHS There are "behind the scenes" discussions taking place in newsrooms regarding racial issues - There was a common belief among the participants that discriminatory practices were commonplace throughout our community and many expressed high sensitivity on a personal basis. Given the nature of individuals in the media environment as a whole, the issue is regularly discussed informally although this kind of dialogue does not necessarily surface in more formal meetings. Public Broadcasters provide in-depth coverage - It was appreciated by all concerned that WJCT had the wherewithal and willingness to devote some of its airtime and resources to explore issues of race. Noted were the documentary on the JCCI study, Beyond the Talk, and its recent broadcast on employment disparity between races. Feature writing is more personalized - Given the time and/or space, most outlets do provide reporters and writers the opportunity to "bring some fabric" to stories so that the reader, viewer or listener can better appreciate human hardships. This could be an invaluable tool in raising the sensitivity of the entire community to race issues as well as championing efforts which address such issues. Newsrooms are more accessible and responsive - Most outlets take pride in the fact that they are not only connected with the constituents they serve, but responsive as well. Examples cited included direct access to News Directors, Ombudsmen. WEAKNESSES (That can be impacted.) Lack of familiarity with the community and its history - Most news organizations lack the opportunity to properly prepare their newly arrived reporters, producers, writers, so that they may develop a sound understanding of the community. Even if such a program were in place, given that this is a "transitional" media market for most, this kind of orientation would have to be conducted regularly. Little diversity in management - Managers and staff alike agreed that there was not sufficient diversity when it came to the decision-makers at the editorial level. It was attributed both to the difficulty in retaining managers of color (losing them to larger markets) and insufficient focus on the development of minorities from within the organizations and community. Follow-up stories either do not receive the same priority (placement, time or space) or fail to get published/broadcast. - There was a sense (and frustration) among many that stories about race relations seldom were given the opportunity to be fully developed, either in the initial presentation (beyond the related news event) or in subsequent presentation opportunities. Built-In Bias - Throughout the course of life, each of us develops personal biases with respect to color and culture. It was acknowledged by the participants that invariably these are projected in the style, manner, and content of each story written or produced. WEAKNESSES (That can not be impacted.) Non-competitive salaries results in high turnover and numerous "entry-level" employees - Given that this is not a major market it is often difficult to retain employees for an extended period of time and they are often replaced with less experienced people from outside of the area. Limited amount of resources - Despite the growing need to cover a larger variety of issues and events within our community, most organizations are not in a position to expand their resources, i.e., personnel and resources. This often results in a lack of "geographic balance," or less coverage of the NorthSide.
-2-
It's all about the numbers - Circulation and ratings are barometers of success that, in turn, may translate into higher salaries and more resources for news coverage. Managers are largely measured by such success and, as a result, look for the presentation of highly sensationalized, as opposed to more in-depth, news coverage. OPPORTUNITIES Given the strength and unique access of the media, much can be positively impacted should there be the will to do so - Everyone appreciated that the various media outlets were uniquely positioned to positively impact race relations in our community. The range of opportunities runs from educating the general public on the issues and history of race relations to promoting the development of homegrown professionals through internship programs. The formation of an area "Press Club" - Given as there are no formal venues or programs to foster interactivity between the various media disciplines, one should be created that would focus on such critical issues as race relations. More formalized interaction between the media and their constituents - Each media outlet has the opportunity to develop formalized relationships with members of the community. These could be in the form of ombudsmen and community advisory boards. Through the institution of community advisory boards it was anticipated that the various media outlets would come to recognize and call upon the board as a resource for input and information regarding various subject areas. Greater familiarity of the community on the part of the media. - Calling upon the resources such organizations as the Jacksonville Human Rights Commission, JCCI, Leadership Jacksonville, and the institutions of higher learning, the media organizations could pool their resources for the creation of community tours and workshops so as to garner a better understanding and appreciation of Jacksonville's history, culture and geography as well as its full spectrum of diversity. Threats There is a growing distrust among consumers regarding the media's credibility - Citizens are fully aware of the importance of circulation and ratings, and view sensational stories skeptically as substitutes for real news. This skepticism will affect viewer attitudes in any media attempt to impact change. The fusion of entertainment and news - Although similar to the aforementioned threat, the differentiation is that this refers to the increasing penetration of entertainment producers and publishers into the realm of news reporting. The ultimate effect would be the same however, in the diminution of the media's credibility with its constituents. Declining access to information - Attacks on institutions as the Freedom of Information Act and other such efforts to limit media access to issues of particular sensitivity to governing bodies is a cause of great concern for those in the media. Citizens lack the willingness to engage difficult issues through the media. - The general citizenry, as demonstrated by their viewing, reading, and listening habits, typically exhibit two practices: 1) utilize only those outlets that reinforce their personal, political and social biases; or 2) shy away from programs, articles and reports that challenge their beliefs and opinions.
-3-
STRENGTHS Discussions within the newsrooms Public broadcasters= in-depth coverage Feature writing more personalized Newsrooms more accessible/responsive
WEAKNESSES Can be impacted Lack of familiarity w/ community, its history Little diversity in management Follow-up stories = lesser priority Built-in bias Cannot be impacted Non-competitive salaries=high turnover/entry-level staff Limited amount of resourcesIt's all about the numbers
OPPORTUNITIES Given the strength and unique access of the media, much can be positively impacted should there be the will to do so The formation of an area "Press Club" More formalized interaction between the media and their constituents Greater familiarity of the community on the part of the media
THREATS There is a growing distrust among consumers regarding the media's credibility The fusion of entertainment and news Declining access to information Citizens lack the willingness to engage difficult issues through the media.
-4-