Funmi Iyanda with IFLAS director Prof Jem Bendell |
“Kindness is the language which the deaf can hear and the blind can see.”
Mark Twain
Nigerian journalist Funmi Iyanda has an important message
for the media: Be Kind.
As British journalism grapples with the implications of life
in the Post-Leveson landscape, Funmi offered her insights at a public lecture
hosted by the University of Cumbria’s Institute for Leadership and
Sustainability (IFLAS) at its campus in Ambleside, in the heart of the Lake
District National Park.
Speaking to an audience of members of the local business
community and Leadership and Sustainability MBA students from the University of
Cumbria and Robert Kennedy College, the journalist,
producer and activist examined how the profit-driven agenda of most media
organisations leads to journalism that fails its readers by lacking kindness
and fostering divisions in society.
Funmi, who became a household name in Nigeria through her TV
shows New Dawn with Funmi and Talk with Funmi, is also the founder of
Change-a-Life Nigeria, a foundation that aims to help vulnerable people find
the means to reach their potential.
She is now CEO of Ignite Media, a media organisation
operating out of Lagos, and was elected one of the World Economic Forum’s Young
Global Leaders in recognition of her achievements.
As an insider in the world of media she believes journalists
have a responsibility to be kinder – by moving beyond current stagnant
conventions to tell the stories that matter to all of us and helping us gain a
greater understanding of each other.
Funmi believes media organisations particularly need to find
new ways to help readers and viewers engage with political and economic news.
These are the stories that have a profound impact on our daily lives, and yet
we often favour the ‘fast food’ of celebrity gossip.
Telling stories about the lives of people who we share our
communities with can help us gain a greater understanding of each other that
can’t be gained by only reading about Miley Cyrus, the Kardashians or the Duke
and Duchess of Cambridge, Funmi told guests.
She noted that a good lesson from celebrity news is the
simplicity of style, the use of imagery and the normalisation of the ordinary
day-to-day lives of the rich and famous. Can same principles be applied to sell
stories on economics, politics, travel, countries and other communities? Can we
make things that really matter sexy? Can we make it fun and relatable?
When the media does not help us understand each other, it
leads to divisions in society. And when things go wrong – like the banking
collapse of 2008 or the killing of soldier Lee Rigby in Woolwich – the media’s
failure to create understanding makes it easy for us to scapegoat entire
communities.
But when the media’s goal is to maximise profit by giving
readers what they think they want, how do we change the behaviour of those who
create our media and those who consume it?
Funmi said: “You can’t quantify kindness but you feel it and
you see it. How can we teach people to be kind and compassionate? How can we
teach the ability to really see ‘the other’?
“One of the best ways to know the other is to let them tell
their stories by themselves. What do I know about the Pakistani man down the
road from me in London? The media does not give me that. I do not know him and
so it’s easy to not like him when things go bad.
“The media is too important to be left to market forces.
It’s a shame that a world so technologically advanced has been reduced to mean
ways of living and mean ways of talking to people. For humans so advanced who
have done so well in so many other ways, it’s a huge shame.”
Funmi Iyanda speaking at IFLAS |
Weeks after they were kidnapped, no media organisation has
reported the names of the girls or published any photos of them.
Funmi said: “We have not seen one picture of them, so how
can we connect with them? How can it be that I know the name of the Duchess of
Cambridge’s son, but I don’t know the names of these girls? We can’t tell your
story to the world if we don’t know your name. It’s a failure of Nigerian media
but also all the other media houses covering the story. I am not blaming the media - l am pointing
out that the media is itself a victim of a structure that does not serve its
practitioners, the people or our globalised world.”
British mass-media journalism exists in an ethically
questionable atmosphere that was epitomised by the phone-hacking scandal. A
kinder media that cared less about revenue, circulation and web traffic and
more about kindness would not have resorted to those tactics.
The kind of leaders who study with IFLAS have a crucial role
to play in improving our media, says Funmi – leading the way in building
relationships with media managers to ensure that we all get the media we
deserve.
She asked her audience: “How can we support a media business
model that’s kinder, and as thought leaders how do we build something better?
Because kindness is another word for sustainability.”
- To find out more about courses offered by IFLAS, including the new Postgraduate Certificate in Sustainable Leadership, visit www.iflas.info
- Read the story of Funmi’s Lake District climbing adventure with Prof Jem Bendell
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