Role of Media in Delivering the SDGs: A Mapping Exercise on Bangladesh

"Media in all its forms can play a significant role in the delivery of a development agenda through ensuring that citizens are well informed."

This paper shares the results of a study that sought to understand the current role of media in relation to the Sustainable Development Goals (SGDs) in an effort to strengthen the role the media can play in the successful implementation of the SDGs in Bangladesh. Published by the Centre for Policy Dialogue (CPD), the report is based on a mapping exercise covering SDG-related media content (those that explicitly mention SDGs) published in selected print and online media in Bangladesh between July 2015 and December 2018, as well as a literature review and interviews with media professionals.

The paper starts by setting a framework for capturing the potential role of the media in SDG delivery based on a literature review. It identifies five key roles: channelling information flow; acting as a watchdog ensuring proper monitoring and accountability; acting as an enabler of a "culture of peace"; upholding marginalised voices; and facilitating the localising of the SDGs.

Based on a mapping exercise on selected national and sub-national Bangla, English, and online newspapers, the study then: assesses the type of news, analyses, articles, and editorials on the SDGs published in the media; analyses whether the published contents are primary or secondary or follow-up in nature, as well as the languages used; identifies the level of coverage of different SDG areas by media; explores the extent of SDG coverage in local media; and investigates the extent of media coverage of different SDG-related events organised by different actors. The report outlines the findings in some detail. Overall, they show that among the five identified roles, the media in Bangladesh at present is primarily playing the role of channeling information flow. The media is also playing a watchdog role on a limited scale, while their participation in the SDG accountability process is almost non-existent.

The report identifies a number of the gaps and challenges faced by media with regard to their engagement with the SDG process. Overall, it found that there are not enough interactions between the media and non-state actors around the SDGs, to the extent that it could encourage increased and improved reporting on the SDGs. It goes on to identify a number of specific challenges related to print and online media, as well as social media. In relation to print and online media, for example, the report makes the point that a lack of detailed understanding of the SDGs often deters journalists from relating their reporting on development issues to the SDGs. In addition, media coverage of the SDGs rarely reflects the impact of SDGs on the lives of common citizens, with the main focus being information, investigative (watchdog), or analytical. In relation to social media, the study found that there was limited awareness of government social media so that access to information about the SDGs through these channels was often limited.

The paper concludes with recommendations for enhancing the role of the media in the successful delivery of SDGs. For both print and online media, it recommends engaging the media more in the SDG accountability framework of Bangladesh by, for example, encouraging more engagement between civil society organisations (CSOs) and the media and by building the capacity of journalists to use the SDGs as an accountability tool when reporting on development and social challenges.

It also recommends more capacity development for journalists by suggesting that media houses and associations should organise in-house capacity development workshops and training to improve reporters' understanding of the SDGs. Similarly, other non-state actors including CSOs, in partnership with appropriate stakeholders, can organise capacity development events for media officials on various thematic issues. The report outlines a number of specific ideas for capacity development initiatives to improve knowledge and understanding on SDGs of news reporters, which include fellowships and awards for journalists, as well as data and information sharing ideas.

A number of recommendations are made on how coverage of SDGs can be enhanced through social media. These include initiatives by government and CSOs to promote public-service-related social media pages so that citizens can access social development-related information and services. In addition, conferences and seminars can be organised to showcase the global and national "good practices" of using social media in ensuring accountability in service delivery.