The Role of Media: Driving Change Towards the SDGs

"As the struggle to achieve Agenda 2030 takes on ever greater urgency, the role of independent media in achieving the SDGs [Sustainable Development Goals] is crucial."

This brief, published by the Media Development Investment Fund (MDIF), explores the role of media in driving change towards the United Nations' Sustainable Development Goals (SDGs). It highlights research findings on the impact of the media on SDGs and shares examples from around the world that illustrate the relationship between media and the SDGs.

The brief explains that MDIF's experience of working to support and invest in independent media around the world has revealed how free media impact on their societies and support all aspects of development. From local news websites to national broadcasters, MDIF clients are seen to have played a central role in uprooting corruption, holding those in power to account, encouraging democratic participation, and providing citizens with information about social issues that are otherwise under-reported or reported with bias. In fact, evidence of the media's impact on sustainable development is well documented by scholars in communication, political science, sociology, anthropology, and psychology.

The report draws on this evidence to highlight the relationship between the media and each of the SDGs. As noted in the report "this is a wide-ranging connection. Not only are independent media specifically included in SDG 16 (public access to information is included in Target 16.10), but they also support the attainment of other SDGs, acting as a pre-condition for progress and a multiplier that amplifies the change." To further show the impact of the media, each discussion of an SDG thematic area includes two real-world case studies of impactful journalism and information-sharing by MDIF clients that demonstrate the transformative power of media and the critical importance of independent media to Agenda 2030.

For example, related to SDG 16: Peace, Justice and Strong Institutions, the report cites an example from Montenegro, where the national station TV Vijesti broadcast a video showing footage of two officials asking for and accepting bribes to ease the building permit process, which resulted in the resignation of the responsible government minister. Related to SDG 5: Gender Equality and SDG 10: Reduced Inequalities, an example from South Africa is highlighted where an investigation by print and online outlet Mail & Guardian showed systemic discrimination faced by female staff at the African Union Commission (AUC), an intergovernmental body designed to spearhead Africa's development and integration. As a result, the AUC undertook steps to rewrite and reinforce its anti-harassment policies and procedures.

The final section of the report presents a full list of SDGs and associated keywords that can be used to carry out analysis and better understand themes of journalistic and information-sharing work. For example, for SDG 1: End Poverty, keywords listed include: "developing countries, disaster risk reduction, economic development, essential services, inequality, living conditions, low-income countries, microfinance, migration, poverty eradication, rural development, social exclusion, social mobility, social policy, social programs, social protection, land rights, unemployment, wages and benefits, and welfare."