“All human and development processes rely on the flow of information and communication between individuals and groups,” begins a PANOS paper. For communication helps donor countries, NGOs, development organizations, and other actors to understand the needs of the poor in developing countries, to form partnerships, to build consensus, and to facilitate change.
Media can play a crucial role in facilitating this flow of information. As outlined in a POLIS report, media can work to both build public awareness and support for development issues. It can also work to build a pluralistic public sphere where actors working in the field of development are constructively critiqued.
Public awareness is beneficial for both the public in donor countries and the recipients of aid in developing countries. As explored by a Guardian, media can help the public in donor countries understand how their money is being spent and that complex problems such as food insecurity require solutions that take a long time to demonstrate results.
To individuals, communities, and societies affected by the problems of poverty, terms such as the Millennium Development Goals (MDGs) are of little significance as these individuals are more concerned with daily struggles than global targets, elaborates the POLIS report. Media can assist these communities in understanding how such targets could improve their daily lives while creating space for them to question these targets or other development strategies. It also provides a medium for them to push for development targets that are more aligned with the reality on the ground.