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Round Table Discussion | Worst Case and Best Practice 222 Kenneth Starck The media, I think, have to be very pro-active in terms of identifying as many segments of the community as possible and making sure that extra steps are taken to provide them with a voice. And the extra steps may be in terms of hiring people who have special language abilities or special intercultural abilities to be able to reflect a story. These groups often do not know how the system operates. Language could be a problem, cultural barriers are a problem, and as a result, I think, the media have to go this extra mile if they are really discharging their responsibility to their communities. Having said that, I’ve worked as a journalist. I know the real world out there, and unfortunately the kind of idealism that my comments reflect and that some of the other comments are pretty far from reality. Because of some factors that already have been mentioned: the competition, the profit factors, the advertising. If a group of people doesn’t have the economic ability to respond to advertising, then it’s all likely that this group is not going to get very serious coverage in the media. I despair a little bit, insofar as the US commercial media are concerned. It seems to me that we have to find some other model that bridges the public, the populist if you will, with – let’s say – some aspects of the commercial. This may mean some kind of special government subsidy, or something that makes it at least viable financially for the media to go this extra mile. Heinz Bonfadelli Another point is to have more journalists with a migrant background. For instance, we just finished a representative journalists survey. In the private broadcast media in Switzerland there is a share of five per cent of journalists with a migrant background. And in the United States, about 15 per cent of the journalists seem to have a migrant background in a way. When we talk about journalism in general, I think, what we try in Switzerland is to build partnerships with institutions in Switzerland that are educating journalists. And until now there is no module or educational unit dealing with intercultural communication or, for instance, discussing the examples that you're presenting with the new journalists. So I think education in journalism and more journalists – these are two important points to the question of what can be done.