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<i>The Colors of Perception</i> Probes the Meaning of Social Responsibility in the Media Sector
<i>The Colors of Perception</i> Probes the Meaning of Social Responsibility in the Media Sector
Published 10-04-05
Submitted by LUCITé€
While most reports today address how the news media report on CSR, sustainability and other related issues, The Colors of Perception turns the examining glass directly at the media and communications (M/C) sector itself, offering a new insight into the intricacies of ethics and responsibility in an industry that affects virtually everyone on the planet.
Available in PDF format, and in print on request only, via the LUCITÀ web site (https://www.lucita.net/market/reports.php), The Colors of Perception explores a select group of corporations, small businesses and non profits in sectors ranging from financial services to fair trade to the media itself, and analyzes the ways they think about and use media and communications. It examines key business elements such as organizational ethics policies, staff and vendor relations, hiring, promotional and enforcement practices, financial and other material commitment to responsible communications, and other concrete actions that organizations undertake to ensure that their M/C activities are socially responsible.
The report also discusses the impact that SR M/C has on the budgets and purchasing decisions of organizations actively engaged in responsible media and communications.
"We wanted to understand what social responsibility in media and communications really means, on the ground and in real situations," said Birgitte Rasine, head of LUCITÀ and the author of the report. "We discovered that many of the questions we were asking had been iterated by many, many of our colleagues, and that answers were very complex and difficult to come by. So we embarked on a journey that we hope will help illuminate this path for others."
KEY MESSAGE
While the respondents' perception of the US media and communications industries and the professionals working therein is quite low and demonstrates a lack of trust in and happiness with the content that is produced on a daily basis by virtually all of the mainstream subsectors such as advertising, PR, movies, and even the news, we do see a universal conviction that the media industries can and should be more socially responsible, and that socially responsible media and communications do play a key role in society and the economy.
More importantly still, these respondents walk the talk when it comes to their own media and communications activities, doing the things they believe in on an organizational level, although they are often limited by resource factors such as budgets and time. Perhaps most importantly, for the first time we are starting to see healthy budgets being committed to SR media and communications: as much as $1 million annually for one non profit respondent.
In short, it is clear we are still in the early stages of a responsible media landscape, but there is more on-the-ground support and activity to make SR M/C a living reality, especially among SME's and the non profit community, than might appear to the general public.
KEY FINDINGS
Overall, participants exhibited strong sentiments about the nature, role, and impact of media and communications industries in society. Both questionnaire respondents and interviewees overwhelmingly gave very low marks to media and communications professionals and the content they produce, yet expressed firm belief that the industry can improve and change.
Nearly 98% of the total number of choices checked by respondents recognized that SR M/C have a vital role to play in our world but that it's still a bit too soon for that role to be fully realized and more work needs to be done.
Given that over 30% of the respondents in this report are media professionals themselves, other key findings include:
Other findings and percentages discussed in the report include:
The Colors of Perception also includes extensive, frank personal interviews with experienced media professionals and some of the green business world's most familiar voices:
The report runs 130 pages, includes four Appendices, and is illustrated with original photographic images and digital paintings by award-winning artist Luba Ortoleva.
For more details about the report or to download sample pages, please visit https://www.lucita.net/market/reports.php.
If you are a member of the media interested in obtaining a copy of the Executive Summary, please write to media@lucita.net or call +1 203.645.1475.
The Colors of Perception is LUCITÀ's first major report.
About LUCITÀ Inc.
LUCITÀ is a socially responsible high-end design, communications and media consultancy company. Providing high-end web design and development, print design, photography, video production, writing and editing, and M/C consultancy services, LUCITÀ works with business, non profit, academic and government entities that strive to improve the world we live in. The company is privately owned and is based in Milford, Connecticut.
For more information, please visit www.lucita.net
