The CTA e-discussion has made a call to journalists to move away from the traditional linear  model for disseminating information and be more sophisticated and develop models to allow   interactive learning across actors linked in broad networks.  Meanwhile, the media has also been   seen as an essential partner in agricultural development and that Africa was faced with real  concerns.

Presenting the CTA e-discussion report WREN media consultant Susanna Thorp said  the media was faced with numerous challenges, including poor infrastructure, low salaries, lack of  equipment, a lack of education and specialisation in agriculture, and therefore not surprisingly a poor understanding of development issues.     

“And even where there is interest – then there  is often lack information that is appropriate to their regions.  For climate change it was also felt that the issue is still not given sufficient priority by most ACP governments to stimuli the coverage,” said Throp.

 She observed that the key recommendation arising from this theme was a necessity to really  build journalists skills ,however, issues including lack of equipment and access to information also need to be addressed.                

She said the discussion saw agriculture to be not newsworthy the being challenge to understand and interpret the scientific and development jargon used to make sense of it for their audience.

She observed that amongst researchers and others, there is a common mistrust of the media to report accurately and a belief that the media only wants to sensationalise their stories.

She said development actors expect the media to be on their side whereas the media has to be non-partisan and needs to report objectively.

“Some of the constraints identified gave rise to an interesting debate between the partisans of more scientific/agricultural training for journalists or more communication skills training for scientists,” said Throp.

However, whilst the e-discussion was recognised that ICTs and new media tools provide new channels and new means to enhance the role of the media, it was acknowledged that ICTs are not the panacea to all farmers’ problems.

Key recommendations arising from the week on ICTs included a need to document and share  good practice, including from other sectors such as health and education. ACP governments were called upon to actively engage in supporting their media in their own countries.