What measures still need to be taken by media organisations to adapt to Europe’s multi-cultural environment?
On the organisational level, this involves the training of staff with inter-cultural capability courses – or including this as an element in the selection of new staff. But generally media organisations are comprised of people who, by nature, have a certain degree of multi-cultural understanding and sensitivity. It is in the nature of the media landscape. There needs to be greater adaptation in the forms and different outlets of the media. At the moment, the media is experimenting with different ways to deal with the changing environment and landscape, and I believe it will be a long process of trial and error before a dominant paradigm surfaces to serve as an example.
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