Speeches and Interviews

October 25, 2004

The Role of the Media in the Dynamics of Cultural Diversity

Speech by Sylvain Lafrance, Vice-President, Radio de Radio-Canada, Guest Speaker at the "Radio Development Forum 2004 - The Conference of Global Chinese Language Broadcasting Cooperation", China National Radio, Beijing.

I would like to begin by thanking you for your invitation to speak at the Radio Development Forum 2004. The topics that will be explored at this forum-from management practices to the influence of new technologies on the evolution of radio to the future of the industry-all speak to issues that are also of concern to us at CBC/Radio-Canada, and that I regularly discuss with my counterparts among other public broadcasters, for example in Europe and Africa.

Today, I've decided to share with you my thoughts on a subject that's very important to me: the role of the media in the dynamics of cultural diversity. For I believe that the issue of diversity-that is, the struggle to ensure the respect of distinct cultures and identities in an increasingly globalized world-will be a determining factor in the evolution of public radio in the years and decades to come. for example, within the radio service that I manage, which includes Radio Canada International (RCI) as well as the national networks of the French-language Radio de Radio-Canada, the principles of diversity have a major influence on the orientations of our programming. for example, this fall we unveiled a brand new radio network built around maximum diversity in its all-music programming, an experience that I will be describing in more detail later. Moreover, I am convinced that any public radio service that is concerned about its future-as all of you here today are, I'm sure-has a duty to fully appreciate the complex issue that is diversity and the central role that the media can and should play in this new dynamics of cultural diversity.

But let me first, if I may, provide a brief introduction to radio de Radio-Canada, which I have had the privilege of running for nearly seven years now, as vice-president. Inspired largely by European models, CBC/Radio-Canada has broadcast in our country's two official languages, English and French, since its inception In 1936. Its founding at that time was in keeping with a necessary shift toward cultural protectionism. In view of the proximity of the united states, a powerful country with whom we share one of the longest borders in the world, Canadians felt the need to create a strong radio broadcasting industry capable of describing and defending the distinct character of our country.

Today CBC/Radio-Canada continues to serve Canadians with multiple radio and television services, as well as an extremely successful presence on the World Wide Web. We also provide an array of specialty TV channels, A continuous satellite radio music network, and services specially tailored for listeners in Canada's Northern Native communities.

As for the French-language radio service of which I am head, we operate two major national networks: La Première chaîne, a decentralized, general-interest service, and Espace musique, an all-music radio network whose programming hallmark is diversity. Two years ago we launched bande-à-part, a multimedia project aimed at promoting new music genres, and aimed at the youth market. Lastly, we are responsible for Radio Canada International, or RCI, which broadcasts to the world in nine languages, including Mandarin and Cantonese, and which over the years has built up VARIOUS types of partnerships with Chinese radio services, including Radio Beijing, Radio Shanghai, and of course China National Radio. RCI, which will celebrate its sixtieth birthday in 2005, implemented a programming repositioning earlier this year with a view to offering a unique North American perspective that embraces the world, and to continue to keep pace with the expectations of overseas audiences.

These new directions in RCI's programming are also very much influenced by the dynamics of cultural diversity that I spoke of earlier, and which obviously have a huge impact on the changing international situation. Indeed, two or three years ago, CBC/Radio-Canada was prompted to reflect on the role it should play on the world scene, particularly as expressed in the mandate of RCI, given the new international context wrought by the terrorist attacks of September 11, 2001. A dominant idea emerged very clearly from our observations: that there is a greater thirst for diversity on the part of international audiences. The consultations we held made it clear to us that audiences wanted to watch and listen to programs - especially news and information programs - produced by media sources other than the usual dominant ones, like CNN or the BBC. People wanted to get a different point of view on current events, yet one that lived up to the same standards of quality and credibility. This is where RCI's new mission comes in.

This new international environment has also had an impact on the programming of our national networks. Even before the events of September 11, 2001, we had begun to feel very clearly Canadians' growing interest in international affairs. Our radio services therefore adopted an action plan organized around three major thrusts. the first of these is openness to the world, seen as a way of describing to Canadians the big issues at stake in the world in an age when ignorance and misapprehensions among peoples can lead to great upheaval. This objective is all the more important in light of the changes to Canada's social fabric wrought by, among other things, strong immigration forces. For example, close to half of the residents of Toronto, our largest city, were born outside Canada's borders.

The second major thrust has to do with regional roots, an important consideration in an immense country such as Canada, with such strong regional identities. Our challenge is twofold: reflect regional realities within distinct territories, but retain the fundamental role of acting as a "link" between fellow citizens of this great country-a challenge also faced, I suspect, by radio in China.

The third and final major thrust of our action plan, development and promotion of talent, refers among other things to the role of Canada's public broadcaster in supporting and giving exposure to musical talent. Earlier I mentioned Espace musique, the new all-music radio network launched this past September. As I am sure you are aware, the music industry is in the midst of change, facing new challenges; for example, the advent of new distribution channels and growing concentration of ownership among record companies and media. In Canada, as elsewhere, private radio stations limit the number of songs In their playlists and stick to a narrow range of musical styles, which considerably reduces the musical diversity available to audiences. Radio-Canada wanted to completely rethink its place in this industry context, and in response, developed an original offering, a fresh approach, by launching a new radio network fully dedicated to musical diversity-a network that will allow Canada's public broadcaster to play a role in maintaining a strong, diverse pool of creative talent. That, I'm sure you'll agree, is an admirable public service project.

The three action plan thrusts I have just described are closely inter-related, and have played a large part in the success of our radio service. Canadian public radio today continues to enjoy record listenership figures and, because of its distinctive character, enjoys a high level of legitimacy in the eyes of Canadians. The action plan has allowed Radio de Radio-Canada to develop a unique public service informed by a diversity of cultures and a diversity of viewpoints.

This brings me to explain why I believe it is vital that any public radio service take a keen interest in the issue of cultural diversity, and why it should contemplate building broad alliances to enhance its actions and influence on the international stage.

First, what do we mean exactly by cultural diversity? The notion of cultural diversity as it concerns us here is closely linked to the trend toward globalization and the advent of the so-called information society-a society whose emergence depends on ever more rapid, high-performance technologies that enable near instantaneous communication and greater accessibility to an impressive array of information of all kinds.

With globalization, of course, has come a paradox: the past few years have seen the rise of identity claims, whereby individuals, communities or entire nations voice the not unwarranted fear that they will be forced to stand by and watch as their local cultures are swept away. Cultural diversity is thus to be seen as a counterweight to globalization. In fact, it informs all spheres of international, economic, political and social activity. Recently, UNESCO began work on a draft international convention, which is currently being debated in Paris, on the Protection of the Diversity of Cultural Contents and Artistic Expressions. Canada is closely linked to this initiative. As well, the United Nations Development Programme (UNDP) recently touched upon the issue for the first time, subtitling its 2004 annual report on human development "Cultural Liberty in Today's Diverse World."

The World Summit on the Information Society was another occasion for radio broadcasters to affirm their role in this area, adopting a declaration during the World Electronic Media Forum-a December 2003 gathering in Geneva that I had the pleasure of attending. The broadcasters' declaration states among other things that "freedom of expression, access to information, media pluralism [and] cultural diversity" are "fundamental values" to be respected and promoted.

The issue is thus more than topical, and a direct call to broadcasters, who must play an active role in developing the information society and promoting cultural diversity.

As public broadcasters, it behooves us all the more to heed that call, because of the unique responsibility and mandate we have toward our citizens. In this regard, incidentally, the Canadian example strikes me as a particularly interesting one.

Whether, for example, you take the case of Quebecers defending their French identity in a North American sea of English, or that of defending the values inherent to Canadian culture in the face of our imposing neighbour to the south, Canadians are well aware of what is at stake in protecting culture and heritage against hegemonic cultural forces.

In fact, the very existence of an institution such as CBC/Radio-Canada illustrates perfectly the kinds of actions that Canadians have pioneered in the area of culture and broadcasting. No other public broadcaster in North America can claim to be comparable, in both its structure and programming, to major broadcasters like the Australian Broadcasting Corporation or Japan's NHK. CBC/Radio-Canada is a public corporation, funded in large part by subsidies granted by the Canadian government, but which maintains an arm's-length relationship to it. This principle of full independence from political and government action is profoundly rooted in our culture; in Canada any suggestion of state interference in our public broadcaster's activities is sure to be vehemently and roundly criticized. Our news and information service must fully respect the Corporation's Journalistic Standards and Practices-which, by the way, will soon be translated into mandarin-a set of rules that provide a policy framework for journalists and whose ultimate goal is to ensure that CBC/Radio-Canada provides Canadians with credible news and information, which they can trust to be free of outside influence. Similar principles must be hewed to by our managers and every one of our employees.

CBC/Radio-Canada's radio service, including its English and French networks as well as RCI, are an even more marked exception in the North American context, in that none of our radio stations AIRS any advertising. Funding for CBC/Radio-Canada's radio networks, including those for which I am responsible, is provided entirely by the Canadian government. However, there is no government interference whatsoever in either the programming or administration of our radio service, except of course when it comes to the regulatory requirements to which all Canadian broadcasters, both public and private, are subject, under the authority of the CRTC, the Canadian Radio-television Telecommunications Commission.

Because its budgets do not depend on the advertising dollar, Canada's public radio enjoys a unique freedom and flexibility that private radio cannot.

I would like to return to the topic of diversity and the media's role. Earlier I mentioned how Canada's public broadcaster has begun a realignment based on the three major thrusts: openness to the world, regional roots and talent development. Concurrently with the application of our action plan, we have lately observed a marked change in the world of radio, which has led us to reflect today on our conception of regional roots.

It's often been said that radio is first and foremost a tool for bringing people closer together. And that is still true. But the notion of "closer" has evolved a great deal. Today, thanks to advances in communications tools and the advent of the information society, we can be closer to a fellow citizen through a common religion, ideals or interests-and technology affords us the wonderful ability to communicate instantaneously with that person. This fragmenting of the notion of closeness and the redefinition of people's sense of belonging-no longer based solely on shared territory-will be fundamental to our understanding of radio in the century that has just begun.

Citizens waking up in the morning and turning on the radio in Montreal, in Bangkok or in Shanghai probably want to hear a voice from home telling them about things that will have an impact on their daily lives, but also the things that constitute a threat in today's world, and those that are a source of happiness. These realities are not just local-they are at once local, national and international. The radio must be a window for citizens onto their streets, their cities and their countries, and from there to an entire planet that seems to shrink a bit more every day. Our challenge at CBC/Radio-Canada is defining how radio can bring people closer and be open to the world, given today's new realities.

Radio is a technically simple and flexible medium, which arguably makes it better equipped than any other to respond to the new challenges that come with a commitment to cultural diversity. Radio talks about everyday things, gives meaning to the world, and takes an interest in the "ordinary" lives of our fellow citizens. Radio creates a private relationship with listeners, and that private relationship is the crucible in which public opinion and cultural identity-two elements essential to the moulding of tomorrow's citizens of the world-are forged.

It is important that we fully grasp the breadth of the issues at stake in cultural diversity. Dominique Wolton, in his book L'autre mondialisation ("The Other Globalization") explores the concept of cultural cohabitation. He states, and I quote: "information and communication have become the major political stakes in this other globalization, the value of which is incalculable." unquote.

There is therefore an urgent need for us to rethink communication by stimulating diversity and by opening new windows onto Other realities. Here is a territory where radio, that formidable tool for the creation of identity, can play a fundamental role. This is especially true of public service radio, whose job it is to defend the interests of citizens in the face of the economic and commercial interests omnipresent in a globalizing world.

As you can see, the challenges facing public broadcasters are huge. On this complex playing field, I believe, it is only by working in concert, by forging vast strategic alliances, that public broadcasters will succeed in presiding over the development of an international environment that is sustained by sufficient diversity, and that promotes the safeguarding of distinct cultures.

Because they often share the same values and similar objectives, public broadcasters can nurture a privileged relationship whereby they transcend the geographic borders separating them and create opportunities for sharing, which must in turn be enriched. The strength of public service is that it exists first and foremost to serve citizens, and strength is what we need to build on.

The American culture and information industry is a pervasive and powerful one, and Europe's is influential as well. We need to counter those influences with alternative visions of the world, alternative ways of seeing, of thinking, of creating. And to do that, we have to create new balances, in media, among regional, national and international roles. We have to build bridges among national broadcasters and promote dialogue and exchanges of ideas that extend well beyond those merely geographic borders I spoke of.

For example, for fifty years now, Radio de Radio-Canada has been associated with French-language public radio services in France, Switzerland and Belgium, a relationship that has evolved into what is now known as the Communauté des Radios francophones publiques, an international organization that aims to stimulate creation, exchanges, and exporting of broadcast content among member radio services, and to promote the reach and influence of French language and culture throughout the world. A range of shared productions-including major series on current events, music and culture, for instance-enable the public broadcasters in each country to enrich their programming with content that reflects the many-faceted cultures of La Francophonie.

Over the years, only radio services that share the same public-service values and goals have been able to develop a longstanding relationship of dialogue and exchange such as the one that exists among the Communauté des Radios francophones publiques. Today, we plan to go even further, increasing the number of exchanges, opening up to the southern hemisphere, building bridges, and allowing regional and national cultures to come together and share while maintaining their own identities.

TV5, the international French-language television network, is another example of fruitful cooperation whereby public broadcasters work together to provide world audiences with the best television programs produced in French in their respective countries.

It is these kinds of actions, and others that we have yet to invent, that I am thinking of when I say how important it is that we have these large-scale strategic alliances among public broadcasters.

Culture is not an immutable set of values and practices. It is constantly renewed by the effect of individuals' questioning and redefining their values and practices in response to changing realities and the flow of ideas. This is also true of us, of public broadcasters: we must acknowledge the new environment in which we find ourselves, and adopt means of action that are distinctively our own, and that will help us achieve our goals.

One of the great challenges of globalization for individual citizens is to learn to cohabit the world with a multitude of values that differ from one's own. It is also about making one's own values heard. The best way of promoting these exchanges, from the public radio point of view, is to forge even greater numbers of alliances and partnerships that enable citizens to communicate, engage in dialogue, understand the world, and to participate in the cohesion of the world. Our public radio services can and should be that open window onto the world for all of our citizens. Radio can be an unbelievable tool for the defence of specific identities and cultures, and a formidable weapon against cultural domination.

Canadians know a little something about the energy it takes to defend cultural identity. We are well placed to understand what is at stake-to understand that the struggle to safeguard cultural identity is a daily one, which must rely on every tool at its disposal, on all its alliances, and on all the goodwill it can muster.

The new world that is taking shape before our eyes, the global villages that know no borders, the new communications tools available to us, and the pervasive American presence in the world of culture and information are sparking a new, dynamic process of reflection. It is the role of the media to firmly lay the foundations for a new culture of communication, between people and between peoples.

Now More than ever, in an irrevocably globalized world, the role of public broadcasters on the international stage is vital. The values that undergird public service, both yesterday and today, have always been precisely those that nurture the need for diversity that is being expressed by so many voices all across the planet.

As public broadcasters, we are duty-bound to ensure a strong presence on the world scene so that we may better foster cultural diversity-which, it hardly bears repeating, is a necessary counterweight to globalization. And it is by working together, within strategic alliances, that we will achieve our objectives. Radio is and will remain a powerful tool for communication, dialogue and influence. Because we offer a public service, we cannot afford to ignore our duty toward our fellow citizens. Together, I know that we will succeed in creating a rich and diversified global space that encourages understanding and harmony among cultures.