Track 2.2: Media for change: Navigating the role and intersection of philanthropy, media and communications in social impact

Panellists from broadcasting, editorial and advocacy shared their experiences and insights with moderator, Bernadette Tsui, on bridging philanthropy, media and communications for social good.

Jenifer Morgan highlighted Stanford Social Innovation Review’s solutions-focused journalism practice, which seeks out, cultivates and disseminates the best in research and practice-based knowledge, rather than merely exposing problems. She shared success stories such as the influence of their article "Stop Raising Awareness Already," which led to significant real-world changes, including collaboration with the UN and other major organisations.

Shafi Musaddique discussed Alliance Magazine’s commitment to foster transparency and accountability within the philanthropic sector by promoting a diversity of thoughts, debates, people, and perspectives. One significant initiative to advance social change was the introduction of an inclusion fund that provides stipends and translation services for non-English-speaking contributors. This aims to decolonise the philanthropy media, which traditionally has been dominated by Western narratives. Musaddique also emphasised the importance of slow journalism, which allows for in-depth exploration of complex issues, promoting a more nuanced understanding of philanthropy.

Stephen Chan spoke on Hong Kong Commercial Broadcasting’s partnership with local charities, particularly through initiatives that support marginalised groups. He addressed the challenges faced by media in engaging the public and achieving meaningful social impact and criticised the superficial nature of online activism that often fails to translate into real world change. He suggested that philanthropic efforts should have clear, actionable objectives and consider incorporating elements of commercial strategies to enhance their effectiveness and public engagement.

The panellists also discussed the challenges of intersecting philanthropy with media to deliver messages. Morgan pointed out the difficulty of maintaining integrity, open-mindedness, and objectivity in today’s media landscape, which has led to a disintegration of trust in the media. Musaddique echoed this sentiment, noting that the media's efforts to be balanced and objective can be superficial, leading to an obscuring of deeper truths.

The session concluded with a consensus that media plays a crucial role in amplifying voices in the social sector. The panellists agreed that solutions-focused journalism, sustained engagement, and critical reflection are vital for driving meaningful impact. Despite challenges such as public mistrust and the difficulty in finding balance between engagement and depth, the discussion reinforced the media’s essential role in shaping public perception and promoting positive societal change.