AFL Multicultural Programs on Polyfonix, 3ZZZ, Melbourne
Peter Jeffries, The World of Art, 6EBA, Perth
Shorsh Ali Ahmad, Kurdish Voice Program, Plenty Valley FM, Melbourne
Yes She Can, 1CMS, Canberra
Delegates of the NEMBC Youth Media Conference 2016 take on the #mannequinchallenge #nembc16
Taking us through the ways to publicise yourself and your radio station was Fiv Antoniou, NEMBC operations officer. He first spoke of how you can expose yourself to audiences and organisations individually. The ways in which someone can do this must start with them labelling themselves as a media journalist, no matter whether they are a volunteer or working in a radio station. The motivation this state of mind provides “empowers you” to step up and create your own story and unique abilities. This can lead to accreditation with major companies through exposure that can come with perks and contacts. This is how you meet high tier CEOs through accreditations, so from first changing your mentality and view of your position in the media, you can continually grow your own product and develop.
Fiv referred to two key concepts with reference to advertising in radio – branding and marketing. These are the main ways radio stations obtain sponsorship deals, especially community radio. There is, however, a difference between marketing and branding. Marketing is the active promotion of a product or service whilst branding pulls, reflects and indicates the true value of a company’s product or service. Branding may be considered as more important, as it determines who becomes loyal to your station. Beginning these sponsorship deals comes with a strategic plan. Aspects such as demographics which require consideration of local businesses that need advertising and persistency with deals are especially important for community radio stations.
Fiv’s main tip developed from personal experience when searching for marketing and branding is ‘read the financial pages’.
Thank you to him for a fantastic workshop!
A plenary session on representation was held at the 2016 NEMBC Conference. Executive Officer of the NEMBC Russell Anderson moderated the session, and he noted the rise of far right wing groups as a result of the current media representation of different minority groups. He pointed out that all of the hard work by ethnic groups can be undone by a radio shock jock and social cohesion can be shattered as a result.
Executive Officer of the NEMBC Russell Anderson
Clayde Sharady, CEO of African Media Australia shared his experiences after arriving in Australia from the Democratic Republic of Congo. He noted that when he was watching TV he criticised the depictions of Africa, as the Africa he grew up in and knew was not represented. He also stressed the misrepresentation of the African community in the media, particularly with coverage of the Apex gangs in Melbourne, resulting in this discourse affecting things such as employment opportunities for members of this community.
Sharady cited a recent study showing how the media can improve representation of minority groups, including:
Clayde Sharady, CEO of African Media Australia
Dr John Budarick, Department of Media at the University of Adelaide spoke about the social capital which is necessary for cohesion between the media and minority groups. He pointed out the fact that history is repeating itself when it comes to the media representation of migrants over the years, and that journalists are part of wider ideological view of migrants. He states that ethnic media provides a connection between different groups and helps them overcome their difficulties. The three pillars of social capital were presented as:
Dr John Budarick, Department of Media at the University of Adelaide
Dr Tanja Dreher, ARC Future Fellow, Faculty of Law, Humanities and the Arts, University of Wollongong stated that the last few weeks politically have been tumultuous in terms of the discussion of race. In 1990 two royal commissions (Aboriginal Deaths in Custody and National Inquiry into Racial Violence) found trends and impacts in media representation, including a climate which racial violence and discrimination is tolerated or enabled. Dreher mentioned the evolution of digital media which are providing a better approach to representation, including sites such as The Guardian and Buzzfeed.
She concluded her speech emphasising that employment and training in media editorial positions are important. Furthermore, a ‘whole of organisation’ approach is needed for this to happen.
Dr Tanja Dreher, ARC Future Fellow, Faculty of Law, Humanities and the Arts, University of Wollongong
Michele Fonseca, Head Strategy and Staff Development and manages the Diversity Working Groups at the ABC discussed the work that is being done at the ABC to diversify their news room. She recounted being mistaken for another journalist of ethnic background when she was a news anchor in the early 90s. She notes that the news room had little diversity in the 1960s and it permeates today. In 2014 a study was conducted by the ABC to confirm the overall gender and ethnic representation of their news room employees as well as people who were interviewed by them after reviewing over 335 hours of interview footage from outlets such as TV and radio. The study concluded that Anglo-Saxon males were heavily represented, however Fonseca did state that there are trends showing that this is changing.
Michele Fonseca, Head Strategy and Staff Development and manages the Diversity Working Groups at the ABC
Ethnic communities have high level of visibility in Australia however “identity” remains an ongoing issue in the face of changing media landscape, funding challenges and globalization.
This session was facilitated by Dr. Seweryn Antoni “Sev” Ozdowski AM, Chair Australian Multicultural Council. He shared with the delegates some interesting statistical facts and figures. 66% of Australian feel they are comfortable with the culture and the customs brought in by the immigrants while 60% Australian feels people who come to Australia should change their behavior once they are here. This year the survey has shown less hostile attitude towards immigrants. Historical evidences have shown 45% of Australian have at least one or both parents who were born overseas.
Now language plays an important role and is an expression and extension of our culture. Language is sincerely very important and its important to pass on our language to our children. It will sustain our own roots and traditions and gives an Australian identity.
The next Speaker was Joseph Caputo OAM JP, Chairperson of Federation of Ethnic Communities Council (FECCA). He started the conversation with his own transition from overseas to Australia. Born in Italy and then migrating to Brazil to meet his father after 5 years with limited technology, he along with his family decided to move to Melbourne to start fresh. He then joined 3zzz ( a overnment run radio) which really connected him well with the local community. He also reflected on the structure of the society. Rightly pointed out towards the fact that “Media does not reflect contemporary Australia. Talking about Identity its a complex issue. Currently chairing FECCA and managing 20 executives-the committee feels that there is still under-representation on the committee while the government feels that 20 number is massive. There are organisational conflicts at times but with his 40 years of multicultural experience -all good if the aims and objectives are met. He then talked about FECCA & ECC.
Next after Joseph was Dr. Peter Gale, Postgraduate Program Director in the School of Communication, International Studies and languages, in the Division of Education, Arts and Social Sciences (EASS) at the University of South Australia. This is a challenging phase in the Australian history post Donald-Hillary election campaign.Donald Trump didn’t win because he was capable but won out of fear and ignorance. Now the term “discourses” need to be discussed in detail to address the “The great Australian Silence” which is thinking outside our comfort zone. Australia identified as a “Fair Go Nation” has limited discourses. One need to think beyond the perception of crisis related to the Migrant Australia. With the declining intake of refugee (around 7% in between 2013-2014), our stand as a Humanitarian Nation is challenging. Pictures speak a thousand words. The shocking pictures of children affected in war-torn countries have shaken the world. The world is now responding to these startling revelations. If we talk about Representation- There is no meaning without an image.In the end Pete posed a question before the audience: How do you shape and broaden this discourse?
Next after Peter was Ms Tanya Hosch, Australian Football League (AFL), General Manager, Inclusion and Social Policy. Tanya talked about the Aboriginal & Torres Strait Islander culture and emphasized how identify identification is so important and may be more significant than Racism. She discussed her personnel journey with the delegates and it was amazing how her journey has shaped so far; although she still struggles with her own identity in real sense. She talked about AFL which has left a massive footprint in Australia. Players are spectacular and AFL really talks about social cohesion, diversity and inclusion in the society. The policies are framed in taking into consideration Indigenous and Multicultural community. There are great opportunities for Partnerships. During the peak season its viewed by more than 8 million Australian every week. In 2014 it broadcast in ethnic languages. AFL is very passionate to engage more with NEMBC and other ethnic organisations and groups.
Next after Tanya was Ms Terrie Leoleos, NSW Multicultural Ageing and Disability Access Officer, ECCNSW. She talked about the Aged Care reforms which is funded by Federal government under the Commonwealth Home Support Programme and State Government-Ageing Disability and Home Care. The objective of her presentation was to overcome barriers, improve access and empower CALD people to make informed choices about their caring needs.There are heaps of resources available on the Australian Aged care system on ECCNSW website. The main issues identified were access, language appropriate support, appropriate materials and resources, trusted ethnic media, culturally appropriate and sensitive services, tailored services, choice, connect to family and the broader community. She also talked about the role of media in a changing market and advocated for more Partnership and Collaboration.
To start the morning following the welcome to country, five political speakers gave their thanks to the NEMBC as well as their viewpoint on Australia’s multicultural characteristics.
First was a video from Mitch Fifeld, the minister for communications, as he could not be present at the conference. He discussed how Australia is the most successful multicultural nation in the world, and how the media plays a role in how attitudes are shaped in Australia’s ethnic communities. More importantly though, he wishes to promote diversity within the media in order to reflect this unique level of diversity Australia holds.
Stephen Jones, shadow minister for regional communication, stated how community ethnic radio reaches every home and community throughout Australia. He made a symbolic reference to his new position holding the Whitlam seat and discussed how the Australian former prime minister fought hard against racism and for multiculturalism. With this said, he made it known that parliamentary leaders support the actions of community ethnic radio in the ways it supports multicultural Australia.
Senator Zed Seselijia, assistant minister for social services and multicultural affairs, gave us an impressive statistical viewpoint providing impressive evidence for the unity and diversity seen within Australian communities. He stated that 45% of Australian citizens come from overseas or have a parent who has come from overseas whilst 84% agreed that multiculturalism is good for Australia. This national identity representing multiculturalism was said to work hand in hand with community radio, as it plays a ‘vital role in its ongoing development’.
Sam Daysari was here representing shadow minister for citizenship and multicultural Australia made it clear that we knew the facts, but questioned what they represented. He discussed how when people come to this country they can maintain their identity and culture whilst not having it conflict with universal values. He stressed that there will, however, always be a form of politics surrounding fear and division but countered this by pointing out that migration actually creates jobs, opportunities and is a key part in what makes Australia great.
Lastly was Doctor Richard Di Natale, leader of Australian greens, who also was not with us so provided a video of his speech, which largely surrounded a great deal of humbling support from the greens towards community and ethnic broadcasting in Australia, in saying that they will do anything possible to oppose racial discrimination. The implications of a lack in diversity was discussed as vital, in that it can distort how we view ourselves. He made it important that we do not support this toxic debate surrounding innocent people seeking asylum in this country
Thank you to all of them for attending todays conference.
Miles told us straight away why he values what he does. He values the live experience he encounters when he looks people in the eye “where anything can happen”. The poetry he delivers to his audience generates this live experience.
Dreaming of becoming an actor in high school, Miles underwent an audition to play a lead role, but was denied the opportunity by the producer only a few lines into the audition. Why? Because he was black. According to the director, this character was not black, therefore Myles was not eligible for the part. This was his first experience of racism he voiced to us.
As a man who has held countless workshops he said he gets two questions the most. The first being ‘Can I touch your hair?’ which he always says NO to. The second was ‘where are you from?’ and he answers America, but gets asked the same question again. He then says Chicago but still, he gets asked ‘where are you really from’?
Today, Miles is the founder of Australian Slam Poetry and set up a literary organisation called ‘Word Travels’. As said, these organisations have taken him to countless small Australian towns where he uncovers some of the craziest most brilliant stories amongst youth. What he wants to draw from this is that we all have a story. He asked us to consider how we will get our story to the world, and then makes an example by reciting a poem, just not your average poem. This upbeat passage of slam poetry encapsulated all his experiences of racism and works to reflect on why racism needs to be countered, specifically in a civil manner.
To stop racism Miles shows how we need to be aware, how we need to understand culture, background and skin colour.
Brilliant way to start the day, thank you Miles!
View the video of the keynote address at https://www.youtube.com/watch?v=CboCj7xY9A0
Interview between myself and project officers Professor Mark Pearson and Doctor Abdi Hersi for their project ‘Reporting Islam’.