Media’s Role and Challenges in Advocating for Indigenous Rights

Syllabus Topic

Option 4: Indigenous peoples

Responses to indigenous peoples

• the media

The media plays a crucial role in raising awareness about the challenges faced by Indigenous Peoples, particularly those in remote areas. By effectively communicating these often-ignored issues, media organizations can promote understanding, support law reform, and highlight events that impact Indigenous communities.

However, challenges persist. Bias and agenda-driven reporting is a problem dampening mainstream media's effectiveness to address Indigenous rights, often resulting in superficial portrayals of Indigenous issues. While the media has the potential to advocate for Indigenous rights, it frequently struggles to provide meaningful representation and foster proactive change.

This article will examine certain case studies of specialised Indigenous media platforms and their role as advocates for Indigenous issues.

CASE STUDY – NITV

• Overview of NITV: NITV (National Indigenous Television) is Australia’s Indigenous television network, now a subdivision of SBS News, dedicated to providing a unique perspective on news and current affairs through the lens of Indigenous Australians.

• Mission and Content: NITV aims to amplify Indigenous voices, stories, and cultures, ensuring representation in media while focusing on issues that matter to Indigenous communities.

• Audience Engagement: SBS recruited over 3,000 individuals for an Audience Exchange Panel, allowing audience insights to shape programming decisions, leading to more content that features Indigenous languages and youth engagement.

• Indigenous Journalists: NITV employs a diverse team of Indigenous journalists, including news anchors, to deliver authentic storytelling and news updates relevant to Indigenous communities.

• Coverage of Important Issues: NITV’s news programs address critical topics such as Aboriginal deaths in custody, community resilience, and the impact of national issues like COVID-19 on Indigenous populations.

• Indigenous News and Current Affairs (INACA): This service provides comprehensive coverage of key events, ensuring Indigenous perspectives are represented in discussions around politics, culture, and social issues.

• Flagship Program - The Point: NITV’s flagship news program, The Point, investigates significant issues affecting Indigenous Australians, ranging from health and politics to arts and environment, fostering deeper understanding and dialogue.

CASE STUDY: MĀORI TELEVISION

• Launch and Purpose: Māori Television commenced broadcasting on 28 March 2004, establishing itself as Aotearoa's indigenous broadcaster dedicated to promoting Māori culture, language, and communities.

• Diverse Content Offerings: The network provides a rich array of programming, including comedy, waiata (songs), hunting, language learning, and award-winning coverage of significant events like Anzac Day.

• Recognition and Awards: Māori Television won the Social and Community category at the 2018 NZ Research Association Effectiveness Awards, underscoring its impact and contribution to society.

• Language Revitalisation Initiative: Responding to government pressures to demonstrate effectiveness, Māori Television initiated a comprehensive research project to measure its impact on the revitalisation of te reo Māori (the Māori language).

• Research Conducted by Verian: As part of the 2018 NZ Research Association Effectiveness awards, Verian (formerly Kantar Public) undertook a multi-stage, multi-method research project to assess the contribution of Māori Television to the revitalisation of the Māori language. This innovative approach engaged both Māori and non-Māori audiences. The key findings include the following:
  • Māori Audience Impact: 11% of the increase in language ability among Māori individuals aged 15 and older was attributed to Māori Television.
• • Non-Māori Audience Engagement: 30% of the increase in understanding Māori culture and receptivity towards te reo among non-Māori viewers was linked to the network's programming.
• • Impact on Funding and Narrative: The research reshaped Māori Television’s narrative regarding its contributions, leading to successful engagements with government stakeholders and resulting in an increase in funding for receptive programming.
• • Funding Achievements: Following the research outcomes, Māori Television retained ‘at risk’ receptive programme funding and received the highest level of funding ever allocated for such programming.

SOURCES

SBS: NITV Main page

SBS: About NITV

Australian Government: Transparency Portal - NITV

SBS: Annual Report 2020

SBS: NITV- Topic - Justice

SBS On Demand: Indigenous News & Current Affairs

SBS: NITV’s flagship current affairs program The Point elevates Aboriginal and Torres Strait Islander peoples’ voices and returns with a community-led new season filmed on Country

NZ on Screen: Māori Television Collection

NZ on Screen: Māori Television Launch

Research Association NZ: 2018 Research Association New Zealand Awards

Verian: Impact of Whakaata Māori on the revitalisation of te reo Māori