ASEAN’s Communication Efforts: Bridging the Gap between Citizens and Regional Integration
The Need for Enhanced Communication Strategies
Vientiane, Laos, November 25, 2022 – While the Association of Southeast Asian Nations (ASEAN) has made significant progress in its communication efforts, many citizens across the region are still unaware of how the regional bloc’s initiatives directly impact their daily lives.
Fostering a Sense of Belonging
Highlighting the lack of awareness and the gap in public awareness, ASEAN Secretary-General Dr. Kao Kim Hourn emphasized the need for a more proactive approach and enhanced communication strategies to communicate ASEAN’s efforts and their tangible benefits. "Many citizens are still unaware of how ASEAN directly affects their lives and communities. This highlights the urgent need for enhanced communication strategies to bridge this gap," he said in a recorded opening statement addressing the 8th ASEAN Media Forum (AMF) in Vientiane.
Enhancing Connectivity and Resilience
This year’s AMF, organized by the ASEAN Secretariat with support from the German Federal Government through the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), focused on enhancing connectivity and resilience, two critical elements for ASEAN’s continued progress and prosperity amid rapidly changing global politics and the economy. "By strengthening connections within our region and beyond, we can unlock new opportunities for growth, innovation, and cultural exchange. Additionally, building resilience will equip ASEAN to navigate uncertainties and challenges more effectively and in a timely manner," Dr. Kao said.
The Role of the Media in Bridging the Gap
Dr. Kao highlighted the significance of this year’s AMF, which brought together media leaders and editors-in-chief from major English newspapers across the region to engage with ASEAN policymakers, officials, academics, opinion leaders, and business leaders. "We must do more to inform and engage our people about the benefits of regional integration and cooperation, fostering a sense of ownership and pride in our ASEAN identity," he said. He encouraged the media to play a crucial role in bridging the gap between ASEAN’s efforts and the public, adding, "Clear communication about what regional integration means — and what it doesn’t — is essential to accurately inform our stakeholders."
Challenges in the Media Landscape
Dr. Kao noted that the media landscape has changed significantly, with social media increasingly serving as the primary information source for many, especially younger generations. "In this context, ensuring the effectiveness and integrity of the media has become increasingly vital, yet ever more challenging. Traditional media outlets face growing difficulty in reaching audiences effectively, as social media increasingly serves as the primary information source for many, especially younger generations," he said. He emphasized the need for collaboration between the ASEAN Secretariat and the media to raise awareness, promote understanding, and address misconceptions about the ASEAN integration agenda.
Conclusion
In conclusion, ASEAN’s communication efforts must be enhanced to bridge the gap between citizens and regional integration. By fostering a sense of belonging, promoting understanding, and addressing misconceptions, ASEAN can build a stronger, more resilient community. As the region navigates the complexities of globalization, it is crucial to adapt to the changing media landscape and prioritize the integrity and independence of journalism.
FAQs
Q: What is the purpose of the ASEAN Media Forum?
A: The ASEAN Media Forum is an annual flagship forum that brings together media leaders and editors-in-chief from major English newspapers across the region to engage with ASEAN policymakers, officials, academics, opinion leaders, and business leaders.
Q: What is the focus of this year’s ASEAN Media Forum?
A: This year’s AMF focuses on enhancing connectivity and resilience, two critical elements for ASEAN’s continued progress and prosperity amid rapidly changing global politics and the economy.
Q: What are the challenges facing the media landscape in ASEAN?
A: The media landscape has changed significantly, with social media increasingly serving as the primary information source for many, especially younger generations. Traditional media outlets face growing difficulty in reaching audiences effectively, and there is a need for collaboration between the ASEAN Secretariat and the media to raise awareness, promote understanding, and address misconceptions about the ASEAN integration agenda.