Multiculturele Kijkerstoets
www.miramedia.nl
The Mira Media foundation thinks it’s important that the
offer on radio, TV and internet reflects our colourful society, and that
migrants themselves can actively contribute to the realization of this true
reflection. Mira Media thinks they should criticize the content of a programme,
the (one-sided) way in which a group of migrants is reported about, or the small
number of migrant speakers in debates and talk shows. Many editorial boards are
open to criticism and would like to know how they can cater to this ‘new’ group
of viewers. In recent years Mira Media developed a checklist by which a
programme can be specifically tested on its multicultural character. This
checklist was much too time-consuming for a broad use; it also demanded a
physical gathering of the participants. With the help of Digitale Pioniers the
checklist has been made suitable for internet, and through its interactivity has
been rendered available to a much larger group of people.
Final products
On
www.kijkerstoets.nl you can find the interactive checklist with which one can simply, constructively and specifically
judge a programme based on a few questions. The checklist has been put in a
broader framework by way of starting debates among viewers, putting in reviews,
asking boards of editors to respond, and adding columns of migrant
personalities. Through bi-weekly reports the results are linked back to the
editors of the programmes that were reacted upon. From the persons who responded
a viewers’ panel is formed that comments on the results of the viewers’ test
together with a group of editors. The reports and the account of the meeting
with the editors are available on the website.
Impact
Respondents can now react quickly on the media by way of the
“React” button. This is a guestbookish facility that shows reactions to other
respondents. Reactions are provoked by propositions about media, image forming,
and the multicultural society. In this way respondents are pointed out to the
existence of the Kijkerstoets and are challenged to formulate their judgement
more extensively (and more precisely). The sizeable promotional campaign led to
a bigger popularity of the Kijkerstoets. The amount of respondents is slowly
increasing and it is expected that the participation of students and pupils will
lead to a larger core group that visits the Kijkerstoets regularly.
This project was executed between February 2004 and January
2005.
Contact
Stichting Mira Media
Carmelita Serkei
www.miramedia.nl
