Objective: Development of a Global Journalism and Media Code of Ethics and Standards.

Commitment: To build public diplomacy and understanding around the globe through grassroots programs in media, culture and citizenship; to seek $1,000,000 to supplement $200,000 which has been committed by private donors from the Middle East.

Background: The most powerful force in the world today is the media – which provides "news" to its publics. Such "news" or "mediated realities" reflect the political, economic, religious and social norms of a given culture. The world’s media "lens" impacts public policy, human behavior and every aspect of life. The Global Exchange Media Project’s objective is to provide participants with leadership tools via a thorough and practical understanding of the importance and role of the media in today’s global village. Participants will enter into a dialogue with CEO’s and journalists in print and electronic media (news and entertainment) and intern with media companies to better understand business, marketing, journalistic, public service agendas at work. Academics, journalists and media professionals will conduct simulated exercises in crisis communication, daily reporting, public affairs, press conferences, diplomacy, mediation and negotiation to prepare participants to better appreciate and utilize the media as leaders. At least 30 participants will take part in each of the three four-month modules. Our goal is to develop the Global Journalism and Media Code of Ethics and Standards.

This project grows out of the first people to people public diplomacy effort after 9/11 – The Saudi American Exchange (now expanded globally to the Global Exchange) which has involved over 300 participants from over 15 countries in travel exchange programs between the West and Saudi Arabia since 2002. Our approach to communication emphasizes dialogue among people, not the media pundits or politicians, but of people emerging as leaders and taking a proactive approach to making a difference in the global committee through cultural awareness, media literacy, tolerance and negotiation.

Partnership Opportunity: Interested parties are invited to become partners in the Global Media Project, dedicated to furthering appreciation of the media – arguably the most powerful force in today’s global village. Through the program’s training, young students from around the world will be engaged in an intense internship experience with major media companies in Los Angeles, as well as dialoguing with industry leaders in this 12 week summer experience. In this program, students, will not only experience the day-to-day decision making of how news and entertainment is made, produced and marketed, they also will be asked to make their own documentaries on a topic of interest. The finished product will be premiered as part of the final program with constructive criticism from some of Hollywood’s most gifted artists. A fundamental objective of this experience is to train leaders on the use of the media and how they need to be actively engaged in constructing meaningful cultural narratives. The hope is to develop, from this experience, working papers on media and journalism, and potentially, on a global media code of ethics and standards.

Update:
January – March 2006:
The Global Exchange participated in multiple events in Saudi Arabia and New York, relaying the message of grass roots diplomacy, the role of communication in conflict resolution, and the need to establish a global media literacy and ethics code among the global public.

The events included, among others, a speech at the Jeddah Economic Forum - “Seeding Potentials for Economic Growth Honoring Identity and Celebrating Common Grounds”, as well as a speech at the International Public Relations Association (Gulf Chapter) in Dhahran, Saudi Arabia focusing on “Diplomacy and Communication’s Role in Developing Media Literacy”. During this term, Global Exchange has raised $300,000 of its required cost.