Poverty in the Media: Being Seen and Getting Heard

This study, funded by the Joseph Rowntree Foundation, is on how people who have experienced poverty can have a more effective voice in the media. As stated here, "The media can give people with experience of poverty the opportunity to present their views, experiences and opinions, which can help to inform and create a groundswell of public opinion supporting efforts to tackle poverty." Accompanying this report are short films that provide some examples of different approaches to reporting poverty and presenting people’s stories.

"This study focuses on:

• how people can give their views and tell their stories when they are presented as ‘case studies’ in the press, on radio or on television;
  
• the roles and responsibilities of voluntary and community organisations in helping journalists find case study individuals - and the issues those individuals should consider;
  
• opportunities in the 'new' media to produce and disseminate material, and the challenge of reaching an audience;
  
• the need to produce accessible, good-quality material that people will pass on;
  
• 'viral' media and developing online communities."
  

The document recommends that journalists invite people with direct experience of poverty to tell their stories and give their views. It suggests the use of community-based organisations (CBOs) and non-governmental organisation (NGOs) or third-sector organisations for making contact with interviewees. Key issues that third-sector organisations should consider when responding to media requests to find case study individuals include:

• know the media and, in particular, check out the track record of media outlets and journalists making requests;
  
• look at what kind of story is proposed and how it is to be presented;
  
• do not use the opportunity as a marketing exercise for the organisation; and
  
• aim to secure an honest and respectful treatment of people and issues.
  

The report includes a checklist on pages 20 and 21 of points that potential interviewees should think about in terms of possible risks involved in engaging with the media, how to negotiate their involvement, what to consider in the use of their identity, and how to present their message.

The growth of digital media has resulted in the development of new outlets and consequent growth in ‘user-generated content’ such as 'citizen journalism'. This 'many-to-many' journalism opportunity - created through emails, websites, blogs, Twitter, and recording and uploading sound, still images, and videos - is available for those with access across the "digital divide". "Third-sector organisations can play a key role in ensuring that opportunities offered by the new media are available to people with experience of poverty. They can provide access to the technology, help people to use it and provide internet space so that material can be published and accessed by others. Producing material can in itself be liberating and empowering. But, in relation to developing public understanding of poverty, production is a means to an end. The message has to be effectively communicated if it is to stand a chance of being influential. The voice of people with experience of poverty has to find an audience; it has to be heard."

To reach an audience, the material must be engaging (e.g., digital storytelling), and people must be helped to locate it (e.g., alerts from an NGO or viral distribution through social networks). The document suggests establishment of local-scale web portals dedicated to communities experiencing poverty in order to help them develop and disseminate high quality materials for the internet that express their issues, views, and stories of their lives. However, as noted here, by posting material on existing sites it is possible to connect with established audiences. Relevant websites may include those run by third sector organisations or by newspapers and other traditional media.

The document concludes that people with experience of poverty have something distinctive to say about the causes and effects of poverty, are the experts, and need to be sufficiently represented in the media.