This chapter provides an overview of the "Diversity and Equal Opportunities in the Media" (DICUM) evaluation tool, which Prof. Christine Horz (TH Cologne) developed based on scientific literature and applied research. The tool enables a systematic and practical evaluation of diversity management in the media using concrete questionnaires and instructions. It can be adapted according to each media company’s specific requirements.
By Prof. Dr. Christine Horz-Ishak.
Participative top-down process
As a rule, diversity strategies are decided at management level (top-down) and should be based on analyses of the existing situation and the specific needs of the company. A sustainable diversity strategy encompasses the entire company with all its divisions and departments.
It is advisable to involve employees and all stakeholders in the change processes at the early stock-taking stage. This allows the creative innovation potential of employees to be activated (activity level) and ensures that the necessary support for the implementation of diversity measures can be achieved "from below" (bottom-up). In this way, all employees of the company can support diversity and are involved in the learning and reflection processes (Stuber 2004).
Potentially important stakeholders in the change process:
- Management/Directorate
- Committees(if any)
- Editors-in-chief
- Editors and journalists (especially those who are potentially disadvantaged, such as PoC, journalists with a migration background, etc.)
- Works council members/staff representatives
- Equality/Diversity/CSR Officer
- Human Resources/Organizational Development
- Internal and external critics of diversity and equal opportunities
Selbstkritik statt nur Diversity-PR
Der Erfolg des Diversity-Konzepts hängt von einer objektiven und damit auch selbstkritischen Analyse bisheriger Maßnahmen und Integrationsberichte ab, sofern es sie gibt. Integrationsberichte wie sie beispielsweise öffentlich-rechtliche Sender derzeit für ihre Geschäftsleitungen im Rahmen von Geschäftsberichten veröffentlichen, erreichen dieses Ziel häufig nicht. Sie binden zwar viele Ressourcen, gehen aber letztlich unsystematisch vor und sind auf punktuelle Medieninhalte verengt.
Die Personalebene klammern sie meist aus. Zudem erinnern sie mitunter an PR-Maßnahmen, die lediglich bestrebt sind, die Anstrengungen des Unternehmens hinsichtlich Vielfalt in ein positives Licht zu rücken.
Für eine nachhaltige Diversity-Strategie sollten stattdessen Aufwand, Zeit und Geld in systematische und nachvollziehbare Evaluierungen investiert werden. Erst dann lässt sich tatsächlich messen und nachvollziehen, inwiefern die Maßnahmen für die Zielgruppe, das Unternehmen sowie die Mediennutzenden lohnenswert sind.
Why diversity is not a cross-cutting issue
It is particularly important that all internal levels as well as external contacts of a media company are included in such an evaluation process because more diverse staff leads to more diversity in reporting (Napoli 1999). The fact that journalists and editors-in-chief with immigrant backgrounds have been severely underrepresented for decades shows that special efforts must be made to include and promote them.
But diversity should not be seen as a "cross-cutting issue”. With cross-cutting issues, responsibility is decentralized to all or as many areas (in this case, departments) as possible. But to implement a sustainable diversity strategy, it is important that a separate unit is designated and given the responsibility and the concrete instruments it needs to implement and monitor the strategy. And this unit must be supported by the chief editors and coordinated by one office. The strategy itself naturally affects everyone in the company.