The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Make Media Matter

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This Independent Film Channel (IFC) social media literacy initiative is designed to empower young adults to better understand media. Bringing together information and expertise from universities around the United States (US), Make Media Matter is an online space intending to spark dialogue, expand comprehension, and provide leadership, hopefully thereby helping a new generation experience media in a more meaningful way.
Communication Strategies

Make Media Matter is an interactive forum for fostering a deeper understanding of the vital role media plays in our lives, society, and world. It is based on the premise that we have yet to develop a "common language that enables us to untangle the myriad of conflicting messages we consume every day....If we as a society are to harness the true potential of media, we must meet, communicate, challenge, share and empower ourselves to consume and create media in ways that strengthen global citizenship. This is the goal of IFC's Make Media Matter."

Hofstra University Professor Paul Mihailidis' "5 A's of Media Literacy" provides a basic vocabulary for the Make Media Matter site in an effort to facilitate discussions by consumers and creators of media.

  1. Access: Who controls access to the information you use?
  2. Awareness: How does the media you consume affect your values?
  3. Assessment: How do you assess a media experience to better understand it?
  4. Appreciation: How can you better appreciate a diversity of voices?
  5. Action: How can media literacy empower you to take action?


In addition to an interactive blog exploring the meaning of these 5 A's, the site offers several resources, such as the Make Media Matter College Network ("Tap into a nationwide network of people who study the power, potential and pitfalls of media every day."), a list of college and university media literacy programmes, course packages and teaching tools used by education professionals, and projects, organisations, multimedia, and books devoted to understanding media.

Make Media Matter is expected to grow and evolve to include: the latest media news, panels on important issues, entertaining quizzes, step-by-step exploration of the 5 A's of Media Literacy, and guides for consuming and creating one's own media content.

Development Issues

Media Literacy.

Key Points

Make Media Matter is the brainchild of Paul Mihailidis, PhD, Director, Salzburg Academy on Media & Global Change, Salzburg, Austria Assistant Professor, Hofstra University, New York. Mihailidis's research concerns the effectiveness of media education in teaching about media's roles and responsibilities in civil society. He has published works on media literacy, global media and civil society, and on post-secondary learning outcomes in media programmes.

Sources

Make Media Matter website, November 24 2009.

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