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Communication and Information Activities

Creative Content: Radio, TV, New Media

Supporting creativity and innovation in local content production in radio, television and new media
The context

“Culture takes diverse forms across time and space. This diversity is embodied in the uniqueness and plurality of the identities of the groups and societies making up humankind. As a source of exchange, innovation and creativity, cultural diversity is as necessary for humankind as biodiversity is for nature. In this sense, it is the common heritage of humanity and should be recognized and affirmed for the benefit of present and future generations.”
The media industry and the new information and communication technologies (ICTs) are transforming the perceptions and lifestyles of millions of people around the world. In this context, it is crucial to understand the dominant socio-economic and cultural patterns underlying the creation and distribution of the enormous volume of entertainment, education and information content that is being churned out unceasingly to satisfy the insatiable demand from television, radio, print, the Internet and other media channels.
The dominant trends, which are noticeable, are the top-down flow of content from economically and socially powerful groups to less privileged and disadvantaged groups; from the more developed countries and media houses to the less developed countries and networks. The unprecedented impact of these media is radically changing concepts of identity and the social bonds within communities and cultures, often at the cost of local cultural expression.

The creation and dissemination of local content reflecting the values and experience of local communities and cultures is necessary for the preservation of cultural diversity. Cultural identity and expression will, in turn, foster harmonious and equitable development of all sections of humanity.
  • Programme Specialist