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Studying and Evaluating the Role of the Media in Migrant Integration: Introductory remarks for the MEDIVA project Europe has experienced important tensions between national majorities and ethnic or religious minorities, more particularly with migrants and their offspring during the past ten years. These tensions largely understood as an ethnic or religious issue have been however exacerbated by the global financial crisis that has hit all EU countries (even if at varying degrees) since 2008. Indeed at these times of economic crisis, rising unemployment and increasing insecurity, non EU citizens who reside in EU countries tend to become the target of xenophobic and racist attitudes. In this context, the question of third country nationals’ (TCN) integration becomes all the more pressing to preserve social cohesion and also to help EU societies overcome the crisis. The media have a role to play under these circumstances in promoting policy discourses and media representations that are pro-integration and not immigrant-phobic. The importance of this role is acknowledged by politicians, policy makers, scholars and migrants/minorities themselves. There have been several initiatives initiated by European institutions such as the Fundamental Rights Agency (FRA), Directorate General for Employment and Social Affairs (DG EMPL), the European Broadcasting Union (EBU), the International Federation of Journalists (IFJ), which have aimed at strengthening the capacity of the media to reflect diversity. Several studies have identified best practices and have presented these with a view to raising awareness among media companies and media professionals. Hard facts and figures are needed to assess and plan pro-integration policies and practices. These should be derived from both qualitative and quantitative measurements. Regular and thorough analysis of different aspects of media production can lead to re-balancing of the output in favour of negatively stereotyped immigrant groups. The MEDIVA project adopts this view and capitalizes on the work done so far by combining it with a series of in-depth interviews with senior journalists across six member states (Greece, Ireland, Italy, the Netherlands, Poland, the UK) with a view to understanding better how journalists and other media professionals assess the tools they have so far in dealing with migrant diversity (recruitment/employment conditions, training provided, codes of ethics, knowledge about diversity and how all these are combined in everyday work in news making and programme production). The MEDIVA project will use this added knowledge to create a set of Indicators of Media Capacity to Reflect Diversity and Promote Migrant Integration. This project builds on the existing work but also goes a step further from the studies that exist so far which have generally provided for best practice knowledge, training tool kits and media content analysis but have notyet created a tool for self-/otherassessment and monitoring of the media on reflecting diversity and promoting TCN integration. This paper provides definitions for key terms used in the project, demarcating the field of study and clarifying the project’s objectives.
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