Informed_Citizens-_Resilient_Society_AAD.docx

Informed Citizens - Resilient Society[footnoteRef:1] [1: Working title: upon award, the organization that will implement the activities will be able to propose a short name for USAID consideration ]

Draft Activity Design Document

1. Introduction

Following national elections and a change of administration in 2017, the Government of Macedonia (GoM) initiated a series of public debates and legislative initiatives to reduce direct influence over private broadcasters by eliminating public advertising and subsidies for content production, although the amendments to the law are neither agreed upon by all stakeholders, nor adopted yet since public debate on the subsidies for content production - a common practice throughout Europe - continues. However, as a result of these and other changes, the climate of fear and repression noted by Freedom House’s 2015 “Freedom in the World”[footnoteRef:2] report has lifted and both the media and the public feel freer to discuss topics hitherto considered off-limits and to air views not espoused by the ruling party, according to civil society and media organizations.[footnoteRef:3] Yet some stakeholders have expressed a serious concern with the swift change in the voice of journalism reporting following the change of government that may indicate that the majority of journalists lack a basic understanding of what professional and ethical reporting is and/or that there seems to be a lack of written editorial policies in most media that needs to be addressed by professional associations and self-regulating mechanisms. [2: Available at https://freedomhouse.org/sites/default/files/01152015_FIW_2015_final.pdf ] [3: Macedonia Support Initiative Media Cluster Evaluation, Office of Transition Initiatives, Oren Murphy and Brendan Wilson-Barthes, September 2017]

In addition, Macedonia has experienced an uptick in disinformation campaigns in recent years. Modeled on other efforts promoted by undemocratic regimes in the region, and believed to be supported by Russia, these campaigns had become common under Macedonia’s previous government and resulted in devastating public divisions, widespread confusion, and disillusionment with democratic processes and values generally. The spread of disinformation on the June 2018 name agreement with Greece shows that such tactics are still being used by malign actors to stir instability.

Despite aforementioned advancements in freedom of expression, Macedonia has been ranked by the Open Society Institute in 2018 as the country that is the least resilient to malign influence from disinformation campaigns among 35 countries in Europe with a Media Literacy Index of 10, even below Turkey which has a Media Literacy Index of 16.[footnoteRef:4] Although the Agency for Audio and Audio-Visual Media Services has a mandate to “promote and strengthen media literacy” and it has so far commissioned two assessments of media literacy which were based on consumer self-reporting, as a regulatory body it is more focused on issues of media ownership, licensing, monitoring bias in elections coverage, and the like. Since media literacy is mentioned only in passing in the country’s Law on Audio and Audio-Visual Media Services, neither the Ministry of Education and Science, nor the Bureau for Development of Education have been proactive in increasing media literacy for future generations. Macedonia Institute for Media’s (MIM) analysis[footnoteRef:5] indicates that there is a significant lack of curricular materials to help youth learn how to assess, critically analyze, evaluate, or create media content. This presumed low degree of media literacy of Macedonia’s citizens could limit their ability to discern legitimate information from disinformation, and in the long run may hamper citizens’ ability to make fact-based decisions about the future of the country. [4: Available at http://osi.bg/downloads/File/2018/MediaLiteracyIndex2018_publishENG.pdf ] [5: MIM, Media Literacy and Education Needs of Journalists and the Public in Macedonia, December 2016]

In summary, three well-documented problem areas conspire to undermine Macedonian citizens’ ability to participate effectively in a democratic society:

1. On the demand side, citizens are increasingly vulnerable to misinformation and disinformation generated by both domestic and foreign sources, as suggested by both the Center for European Policy Analysis[footnoteRef:6], and the European Council on Foreign Relations (ECFR). ECFR anticipates “the launch of a renewed Russian campaign in the Balkans” in 2018.[footnoteRef:7] Moreover, citizens are not sufficiently prepared to distinguish factual information from false.[footnoteRef:8] [6: Center for European Policy Analysis, https://cepa.ecms.pl/EuropesEdge/Russias_new_Macedonia_offensive ] [7: European Council on Foreign Relations, http://www.ecfr.eu/publications/summary/do_the_western_balkans_face_a_coming_russian_storm ] [8: Open Society Institute, http://www.balkaninsight.com/en/article/report-balkan-countries-most-vulnerable-to-adverse-effects-of-fake-news-03-29-2018 ]

2. On the supply side, with a few exceptions, the quality of journalistic output continues to be relatively low and professional ethics are not always honored or even fully understood. Journalists working in established media outlets are underpaid and have little job security, greatly reducing their independence and ability to report objectively and reducing their level of agency, as well as fiscal solvency.[footnoteRef:9] Moreover, there is evidence of continued self-censorship by journalists and media outlets, a legacy of the recent past. Finally, the media field is overcrowded and financially unsustainable. [9: “Traffic Lights” Monitoring Report of the EU "Guidelines for Media Freedom and Media Integrity 2014-2020" for Macedonia, Technical Assistance for Civil Society Organizations (TASCO), Skopje, February 2018 available at https://ec.europa.eu/neighbourhood-enlargement/sites/near/files/monitoring_of_the_eu_media_guidelines_2017_overview.pdf ]

3. Thirdly, the capacity of civil society organizations and professional associations to monitor, report, and prevent abuses is relatively low, which hampers effective oversight in the production and consumption of public interest information.

These problems are not new and the U.S. Government has been addressing some of them in a variety of ways since the early 2000s (see Annex 1). New approaches are needed, not only to reflect the new openness ushered in by the new government that came to power in 2016, but also to take advantage of new priorities, paradigms, and digital technologies that have spread globally.

2. Scope of Work

2.1. Strategic Foundation and Development Hypothesis

The activity will be implemented under the Improved Democratic Participation and Processes Project,[footnoteRef:10] Sub-IR 1.2.1, “Unconstrained Media and Freedom of Information” and support Intermediate Result 1.0 of USAID/Macedonia’s Strategic Framework for FY 2018-2020 – “Enhanced Participation by Macedonian Citizens” – as well as U.S. foreign policy goals of accelerating progress toward EU accession and NATO membership. The overall goal is to increase citizen awareness so Macedonian society is more resilient to political manipulation and pressure. This will be achieved by increasing the quality of public information, enhancing media literacy, fostering media entrepreneurship, and reinforcing protections for free speech. [10: Approved in June 2015, the $26 million Improved Democratic Participation and Processes project hypothesizes that, “If citizen engagement is strengthened and made more inclusive, and checks on executive authority are functioning, then democratic participation and processes will better connect state and society and create a more responsive, accountable, and resilient political system.”]

The Theory of Change is that if the quality and reliability of public interest information is increased and citizens are able to discern fair and accurate information on issues of public interest, then they should be able to make more informed decisions and participate more effectively in a democratic society.

The activity has four complementary and inter-linked objectives, as presented in the results framework and described in more detail in the accompanying narrative.

Results Framework

Informed Citizens – Resilient Society

Media Literacy Enhanced

Improve ability of citizens to discern fair and accurate reporting from that which is biased, poorly-researched, false, or malign

Information Quality Enhanced

Increase quality and reliability of public interest information available to citizens

Culture of Media Entrepreneurship Fostered

Increase competition, commercial viability, and sustainability of new voices in the media sector

Free Speech Protected

Strengthen media sector governance and reinforce ability of professional associations and civil society to protect free speech, conduct fact- checking, monitor disinformation, and keep media fair and accurate

2.2. Objectives

1. Enhance Media Literacy

The purpose of this objective is both to raise the level of media literacy in the population broadly - particularly for youth - and to give citizens the tools and awareness they need to be able to discern high-quality and accurate news and reporting from that which is biased, poorly-researched, false, or malign, and subsequently be able to make better informed decisions. This may be achieved through various types of formal, non-formal, or informal awareness, education, and training programs. Indicators may include increased media literacy and enhanced ability of ordinary citizens to spot and discount disinformation.

2. Improve Information Quality

The project will work to improve the quality of journalistic output in Macedonia through various activities that aim to increase collaboration between independent media outlets, freelance journalists and citizen contributors from around the country on content-sharing and crowd reporting projects; expand local outreach and coverage (including in accessible formats) of media outlets through increased number of links with local outlets, locally dispatched correspondents, freelance stringers and citizen contributors; and in general contribute for professional standards and ethical norms to be institutionalized in the editorial policies of media outlets.

Indicators may include consumer satisfaction with the quality of information received across the various media platforms, including television, radio, newspapers, and the internet, or increased number of media outlets that promote professional training of journalists (including in ethics).

3. Foster a culture of media entrepreneurship

This objective seeks to improve the quality of journalism in Macedonia through increased competition in the information marketplace while decreasing donor dependence of professional web-portals and freelance journalists. It is rooted in the fact that journalists employed by established media outlets have a platform, but lack editorial independence, whereas freelance journalists are less likely to self-censor, but lack the financial resources to support in-depth research and reporting. Thus, the project will help independent journalists capitalize on the character of the digital media environment to develop their own fiscally sustainable media platforms and outlets. This may require interfacing with the media advertising sector to ensure advertising in the online sphere is based on more accurate consumer information.

Indicators might include the number of existing and new information platforms that are commercially viable and adhere to internationally accepted journalistic standards and possibly the introduction of media entrepreneurship modules in Macedonian journalism training schools.

4. Protect Free Speech

Media-related civil society and professional associations played a crucial role pushing back on the media suppression efforts of the previous Macedonian administration. The media space has opened up considerably under the new administration, but it is critically important that these organizations continue to monitor and govern the sector so it can serve its purpose in Macedonian society. This can be achieved by increasing the use of self-regulation mechanisms by multiple stakeholders that ensure journalists adhere to professional standards and ethical norms (as documented in third-party assessments) and improving the effectiveness of media and civil society organizations that monitor the media sector.

Indicators may include strengthened media governance institutions that have increased interaction with citizens, and enhanced use of interactive platforms promoting greater citizen participation and interaction with audiences across the country.

2.3. Implementation Principles

1. The project does not aim to strengthen the media sector as a goal, but may work on the “supply” side of information while working to increase the quality of journalistic output. The main goal is to improve the “demand” side of information with citizens becoming more savvy media consumers, and ultimately, more active participants in a modern democratic society.

2. The project will seek to build self-reliance in the Macedonian media sector as a whole rather than the financial sustainability of individual outlets. It will not develop the capacity of any specific existing media outlets and/or NGOs, although their participation in project activities will be encouraged.

3. The project should support positive youth development[footnoteRef:11] by helping youth develop competencies and behaviors that support pro-social attitudes, a clear and positive personal identity, and positive belief in the future, and ensuring that participating media organizations address youth issues and target youth. [11: For more information on PYD, please visit http://www.youthpower.org/positive-youth-development.

4. To the extent possible, the project should promote the emergence of independent new voices in the media while ensuring their viability and sustainability. Media entrepreneurship may be piloted.

5. The project may contribute to the media sector widening the spectrum of available mechanisms for public debate that will enable more inclusive deliberation within Macedonian society.

6. The project may help media organizations, individual journalists, and CSOs engage the central government on media reform issues, but will not seek to engage the public policy making apparatus directly.

7. The project will coordinate activities, find synergies with, and draw sector specific expertise from other USAID implementing partners and international organizations, including the European Union, the Organization for Security and Cooperation in Europe, various agencies of the United Nations, and other bilateral assistance agencies operating in the public information space in the country and in the region.

8. The project will ensure equal participation of women and men in all activities. It will include gender sensitive reporting in trainings and in coverage, aiming at equal representation.

9. The project will not continue current USAID programming by funding the production of TV content.

10. The project will not undertake significant procurements of equipment under this award.

11. USAID anticipates undertaking a mid-term performance evaluation to review implementation, successes, and provide data for course corrections, if/as appropriate.

Annex 1: Past and Current U.S. Government Support to the Macedonian Media Sector

I. USAID Bilateral Program

USAID implemented a media development project through IREX from 2001-2005 with a budget of $3.8 million. The goal of the project was to help the media provide the citizens of Macedonia with accurate, objective, and in-depth information. It provided training programs to enhance the professionalism of journalism and the media in general, and its objectives were to develop effective media associations to represent the professional interests of the media sector; strengthen the media market and the managerial skills of the media to allow it to be more financially independent; and develop a legal and regulatory environment that supports an independent media. The project laid the basis for future reforms in this sector as some of its achievements include the establishment of the Macedonian Institute for Media (MIM)--jointly with the Danish School of Journalism--and the launching of MIM’s One Year Journalism Diploma Course, which introduced the first modern and practical journalism program in the country. A new code of journalistic ethics was introduced through the Association of Journalists of Macedonia (AJM). In partnership with the Stability Pact and other donors, the project helped with the preparation of the new Broadcast Law. All results were sustainable and the media sector seemed to be thriving. In addition, through the Human Institutional Development Project (HIDP), institutional strengthening assistance was provided to the Association of Journalists of Macedonia (AJM).

In 2012, with the rise of authoritarianism in the country, USAID initiated a complex project to strengthen the independent media in Macedonia to increase the legitimacy of the media and strengthen freedom of expression by empowering journalists to reduce their vulnerability to political, economic and legal intimidation. Under this program, USAID Macedonia awarded three cooperative agreements to domestic organizations to implement the following media projects:

· The Media Fact Checking Service (October 10, 2012 – December, 2016) with a budget of $485,504, implemented by Metamorphosis Foundation;

· Investigative Journalism and Cooperation between Media and Civil Society Organizations project (December 17, 2012 – December 30, 2016) budgeted at $778,977, implemented by the Balkan Investigative Report Network (BIRN); and

· Legal Media Reform Project (November 19, 2012 – November 19, 2015) with $488,268, implemented by the Media Development Center.

In 2016, USAID/Macedonia began designing a new activity called the Macedonia Media (“M-Media”) activity, with four components: Media Content Production, Support Investigative Journalism, Promote Media Literacy and Freedom of Speech, and Protect Journalists Rights. Only the first component was realized, as a result of which the following three programs were launched:

· 360 Degrees provides fact-based, professional and objective news content to help citizens engage with and learn more about issues of public concern via two weekly TV magazine shows: debates on Mondays and "in-depth" investigative reporting on Fridays. The shows are aired on the bilingual national television AlSat-M, with 150 shows aired so far.

· Now completed, Family Markovski highlighted current political, social, educational, and cultural issues as experienced by a fictional Macedonian family. The project produced eight, 40-minute episodes that were presented on the national TV Kanal 5 as well as on social media.

· Top Theme–On Your Side has aired over 200 shows so far in its regular terms on Monday, Wednesday and Friday after prime news on Telma TV. They include investigative journalism, in-depth, fact-based analyses, and thematically focused journalistic stories as the basis for the studio debates and interviews with specific stakeholders responsible for and/or affected by the specific issues. Topics and issues to be covered will be identified through regular public opinion surveys: so far, ten telephone surveys have been carried out. Over 80 representatives of CSOs have been trained in citizen journalism, and 10 town-hall debates have been organized and aired from outside the studio in the towns of Veles, Stip, Tetovo, Bitola, Prilep, Ohrid, Strumica and three in Skopje to enable civic organizations, local journalists, and citizens to raise local issues of concern with local authorities. The program also features "hot chair" debates with government officials so journalists can question policies and actions.

II. Office of Transition Initiatives

Since early 2016, OTI has worked with a wide variety of media partners to produce fact-based and thought-provoking media content to create a more balanced, diversified, and professional media landscape. Starting in 2018 OTI has leveraged the relationships built during the initial two years of its program to encourage Macedonia's media entities to make more institutional and structural changes affecting content production, distribution, and editorial policies. To assist this process, OTI has deployed more than 15 TV experts to three television channels to deliver on-the-job coaching, structured training and operational support to incorporate best practices for newscast production, editorial decision making, program formatting and broadcast delivery. This hands-on technical assistance has served as a model for all Macedonian media outlets to embrace professional editorial and management practices consistent with a balanced, audience-drive media sector.

III. U.S. Embassy Public Affairs Section

The Public Affairs Section of U.S. Embassy Skopje works with Macedonian media professionals to strengthen their media competencies and professionalism as journalists, develop leadership skills, and build professional networks in the media sphere through hands-on learning opportunities. From 2013 to 2017, the program was implemented by IREX and provided four-month internship opportunities in the United States for a total 10 Macedonian journalists. In 2018, under a new partnership with Alfred Friendly Press Partners, five journalists and one journalism professor will travel to the United States for three weeks of practical training and the journalists will continue on to internships at media outlets across the U.S. The annual cost of the program is approximately $100,000.