Link to this Commitment:

Launch of The Global Council for Media Transformation, 2009
The Global Council for Media Transformation
In 2009, The Global Council for Media Transformation committed to develop and promote a set of media principles and practices, which will be designed to facilitate the global community's capacity to successfully recognize, understand and manage our human interdependence.
Estimated Total Value: $5,000,000
Commitment Duration: 5 years
Geographic Region: Global
Countries: Argentina; Australia; Brazil; Chile; China; Germany; Greece; India; Indonesia; Iraq; Italy; Japan; Mexico; Norway; Russia; Rwanda; Saudi Arabia; South Africa; South Korea; Spain; Turkey; Ukraine; United Kingdom; United States of America
The Global Council for Media Transformation will initiate the transformation of media by introducing a charter designed to encourage media to turn away from reporting in the national interest and embrace a new style and perspective of reporting that places the collective human interest as its center. Beginning at CGI, the Global Council will collect feedback and endorsements on the draft charter (available during the conference in September) from members and other attendees. The charter will then be shared publicly - online and through events and discussions worldwide - and endorsements by individuals and organizations will be collected from around the globe. The Global Council will collect endorsements from 10,000 individuals in the first year and will be adopted by media operating in 25 countries by CGI 2010--reflecting wide geographic and linguistic diversity. Over five years, the Global Council will collect endorsements from ten million individuals and will be adopted by media operating in 100 countries. Through the reach of those media who adopt the charter, we anticipate over 100 million individuals will be impacted.
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Media serves two functions: It enables us as human beings to grasp the world around us as it changes and serves as a method of engaging the public in issues and events as they occur. In broad terms the existing media structure came of age in the era of the nation state - causing media outlets, regardless of size, location, obscurity or reputation, to instinctively take a local or national posture in their reporting of events. The result is that globally, the public consumes a story (the same story) that has been interpreted through dozens of different national and geographical prisms giving it as many different meanings. If media instinctively takes a posture where its coverage highlights the local interpretation of any given issue, then it fundamentally fails to reveal the more profound meaning of events in regards to humanity as a whole. Simultaneously such coverage serves to reinforce an 'us/them' attitude, a self-interested mind-set, rather than a cooperative 'we' mentality where the consumer comes to identify with the overarching human challenge in question. Once people repeatedly receive information from the media that establishes the reality of our interdependence they will begin to understand its implications. And at that point they will act with the global community in mind, driving change.
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SEEKING: financial assistance, implementing partners, best practice information, media and marketing opportunities. The Global Council is seeking feedback and input on the text of the charter. The organization also seeks to recruit the first members of the Global Council from within the membership of the Clinton Global Initiative. The Global Council is looking to secure the remaining funding needed for its annual budget. The Global Council seeks to ensure that all CGI members in attendance hear about the possibilities involved in transforming the media and understand how that change can impact their own work.
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Molly Bingham