As part of AdNews’ coverage of NAIDOC Week, First Nations Media Australia CEO Dennis Stokes reveals how the media industry can improve coverage on Aboriginal and Torres Strait Islander people.
On the role of First Nations Media Australia: First Nations Media Australia is the national peak body for the First Nations media and communications industry. Our role is to support our members (First Nations media organisations, producers, journalists, broadcasters, filmmakers, photographers - storytellers on all platforms) to amplify Aboriginal and Torres Strait Islander voices through media and to share our perspectives and culture.
We provide this support through collaborative projects, sector strengthening activities, events and networking, supporting training, policy development, advocacy and leadership actions and promoting the amazing work our members produce.
The mainstream media narrative: Too often mainstream media takes a deficit approach to reporting on Aboriginal and Torres Strait Islander people - focusing on problems and barriers. First Nations media doesn’t shy away from those challenges and our members make sure our perspectives are heard on some very difficult issues - but there is greater conversation about solutions and also recognition of the strengths of our cultures and communities.
We report on the many successes our people are having around the country, so it’s a much more balanced and truthful representation of Aboriginal and Torres Strait Islander people that acknowledges the diversity of experiences amongst Aboriginal and Torres Strait Islander people. Mainstream media can overlook those nuances which can lead to a more stereotyped narrative.
How the industry can improve: Increased representation of Aboriginal and Torres Strait Islander people across mainstream media and more dedicated First Nations media services across the country. That’s really the way to shift the narrative to a more balanced and accurate representation of Aboriginal and Torres Strait Islander people. That change in the discussion and ability for our people to share their insights and knowledge in turn changes perceptions of Aboriginal and Torres Strait Islander people in the mainstream, which is really important to address some of the issues our people face. We want to see people walking beside us. The First Nations media sector has a strong role in educating both non-Indigenous and Aboriginal and Torres Strait Islander people about our history, our culture and our languages. We love hearing First Nations languages in media - more of that!
Where progress is being made: We have a lack of data that measures levels of Aboriginal and Torres Strait Islander representation in a wholistic way. FNMA is working on that through the Coalition of Peaks and the Closing the Gap Agreement at the moment so we have a clear picture of who is telling the story and where Aboriginal and Torres Strait Islander people are or are not being invited to participate in media as interviewees, guests, presenters, producers and the like. That data will help us identify trends and progress in this space.
Anecdotally, we’re certainly seeing more inclusion of Aboriginal and Torres Strait Islander people in media around key dates like NAIDOC Week and the Black Lives Matter conversations last year created a spike in representation. There is movement in a positive direction, but there’s still a long way to go. There is so much content that Aboriginal and Torres Strait Islander people could be producing to share our stories. We’re very constrained in that area by a lack of employment funds to undertake that work. But you only need to look at indigitube.com.au to see how much incredible work is progressing right now to spite those barriers.
The important message: Reconciliation can only happen towards Aboriginal and Torres Strait Islander people when the broader Australian society recognise the strengths and resilience of our people. We have a lot to offer and a lot to share and media is an important way to help people understand that and value it. Our media is our voice and it builds bridges with the wider community.
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