The Digital Shift: What It Means for Indigenous Peoples and the Media

Among many issues, this Brief highlights both the challenges and opportunities Indigenous Peoples and the media face in navigating the digital age. Complementing to this Brief, a new video release features testimonies from Indigenous media practitioners, offering firsthand insights into their experiences and aspirations. 

As Artificial Intelligence (AI) becomes increasingly embedded in our daily lives, the media can influence how these technologies engage with Indigenous Peoples, with far-reaching implications for their rights, identities, cultural and linguistic continuity. However, according to UNESCO Issue Brief Indigenous Peoples and the Media, 30% of 308 Indigenous media respondents from 74 countries and 26% of 128 non-Indigenous from 41 countries reported facing significant barriers to fully taking part in the digital media landscape.

The data, collected through a global survey, reveals other challenging trends. While AI offers promising opportunities such as language preservation, content production and improved accessibility of their content, 77% of Indigenous media respondents identified a lack of financial resources as a major obstacle to expanding their digital reach. Additionally, 50% pointed to the high cost of digital production equipment, and 31% emphasized that they lack media professionals with the technical skills needed to use these tools while maintaining editorial independence and control over Indigenous data.

The International Day of the World’s Indigenous Peoples is an annual commemoration held on 9 August. The theme for this year is “Indigenous Peoples and AI: Defending Rights, Shaping Futures”. To observe this day, UNESCO is launching the French and Spanish versions of the Issue Brief Indigenous Peoples and the Media. The Brief offers valuable insights into the evolving relationship between Indigenous Peoples and media, including the digital transition and use of digital solutions in media monitoring practices. It also presents a wide range of other findings in relation to pluralism, diversity, management and other media development-related aspects.

Access Annex A for all statists and Annex B for references

By advocating for AI systems that respect the distinct identities of Indigenous Peoples—rooted in traditional knowledge and cultural practices—the media can also increase the audience’s awareness on the fact that technological advancement does not have to come at the expense of human rights. On the contrary, it is a useful tool to increase efficiency, creativity and innovation. It is therefore vital to ensure that reporting is equitable, relevant and accurate for all audiences, and firmly grounded in professional journalistic standards—particularly those related to AI development—as this is essential for promoting freedom of expression and ensuring access to information for all communities.

Indigenous media is increasingly using AI. Empowering Indigenous voices in the media and taking advantage of technological development are crucial for fostering pluralism and diversity, which are essential elements of a vibrant society. - Tawfik JelassiAssistant Director-General for Communication and Information, UNESCO

Alongside the Issue Brief, UNESCO is launching a video featuring testimonies from Indigenous and non-Indigenous media professionals around the world.

Founder of Hit Radio in Morocco, Younes Ben Boumehdi highlights the challenges faced by Indigenous in mainstream media, namely “The risk of standardization and hegemony, somehow erasing diversity”.

For Francine Compton, Associate Director of the Indigenous Journalist Association, Canada, the media is key to preserve their identities. “There’s so much room on those airwaves for us to take all the news that we’re doing in English and translating it into languages.”

Owner of Radio Yandê in Brazil, Anápuàka Tubinambá Hãhãhãe brings forth fundamental ways to foster Indigenous media. “UNESCO role’s in strengthening Indigenous cultures in communication lies in providing support, creating tools, grants, and research.”

“There’s so many stories and there’s so many things that the Indigenous media and Indigenous reporters can do”, states Victor Juma, who is the Station Manager at Bus Radio Kajiado, Kenya.

“Indigenous realities are not made visible by mass media. They never talk about our peoples”, said Dora Munoz, coordinator at We’jxia Kaa’senxi Network in Colombia.

Kelly Williams is ABC Australia’s Director for First Nations Strategy. According to her, there is a “Inequity in funding models for public broadcasters funded by the state to Indigenous media organizations, who are running their own radio stations with volunteers”.

Explore the Issue Brief and watch the video to learn more about how Indigenous media professionals are engaging with AI and shaping the digital future.