Introduction
It is pretty significant that media in South Africa is one of the most accessible and growing platforms for children’s participation in the public sphere. South Africa has the most sophisticated and well resourced media infrastructure on the African continent with an effective policy and regulatory mechanism such as the Independent Communications Authority in place - a regulatory body that also speaks specifically to the quantity and quality of programming for children by the media. Media research produced locally and internationally tells us that media often plays a critical role in shaping our perceptions of the world and specifically in shaping the way we see ourselves. How children see themselves has particular relevance to their development in general and of their self image in particular. How children and young people are perceived by the adult world is of equal importance. These are some of the reasons UNICEF works with the South African Broadcasting Corporation (public broadcaster), producers of children’s media, media monitoring and training institutions to develop quality programming and reporting for, with and by children. To achieve deeper engagements with the media UNICEF facilitates ongoing forums of consultation in which children, child rights organizations, legislators, journalists and media producers have an opportunity to engage in dialogue in non-threatening and constructive ways. This continues to happen with representatives from organizations such as the South African National Editor’s Forum (SANEF), SABC, legislators, media institutions and media managers to advocate for more quality children’s programming and the ethical representation of children in the media. We also participate in platforms such as the Sithengi Film and Video Market in Cape Town, the global summits on Children and the Media, the Commonwealth Children’s Summit to bring producers, broadcasters, decision makers, child rights NGOs and children to engage in dialogue and promote children’s rights in the media and media as an effective platform for children’s participation - a platform that in real terms not only gives children a voice but also provides a channel for their voices and stories to be heard by thousands of children and adults from the most urban to deep rural communities. UNICEF South Africa’s approach to working with children and the media is linked to both advocacy and capacity development through three areas of activity:
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