Mirrors or Movers? – A Debate About the Social Impact of Media

Does media content, in all its forms, merely mirror society or does it move it?
The media sector is different from other industries because its key impacts on society are intellectual and social, not operational, for example:

– A TV broadcaster can cut its carbon emissions by a few tonnes but what is the impact of its programming on viewers’ carbon emissions?
– An advertiser can promote gender equality amongst its employees but what messages do its adverts send to their audience?
– A news outlet can run a community programme supporting a local charity but how do its editorial decisions influence the prioritisation of different social issues in society?

This is a new – and indeed sensitive – area for most media organisations. As a world first, this one-day event brings together editors and content producers, media professionals, policy makers, academic experts and campaigners to advance the debate about the social impact of media.

The conference is being organised by the Media CSR Forum and its sister organisations, the Nordic Media CR Forum and the Media RSE Forum (France). Together, the Forums represent thirty major media companies.