Objectives and Projects

The objectives of Media Watch can be realized through six projects, which emphasize: (1) Media Monitoring and Professional Promotion; (2) Civic Broadcasting Rights and Media Literary; (3) Structural Reform on Taiwan's Media System.

The implementing criteria for the project objectives in 2012-2014 are: 1. Emphasizing watching and monitoring function. 2. Choosing objectives and specific work plans for long-term cultivation. 3. Prioritizing by importance, feasibility, and effectiveness. 4. Integrating external social mechanisms.
The objectives of the six projects and the preliminary work details are:

I. Promoting the mass media and employee professional performance

The professional literary of media employees will affect the product results of news and programs. Such professional literary includes the journalistic ethics, professional knowledge of media workers, and professional performance in news and program production. To enhance the quality of mass media and professional performance of employees, we have five work objectives:

  1. Enhancing media workers' ethical standards and professional performance.
  2. Watching (or monitoring) mass media programs, trends, and tastes in the news.
  3. Monitoring news and program placement marketing as well as advertising journalism.
  4. Recommending high quality programs/media, and reporting poor ones.
  5. Encouraging media employees to learn and grow.


II. Maintaining the basic rights and the professional, independent work environment of the mass media employees

Journalists and media employees are often those who send the frontline news to the public. Hence, regardless of disaster or incident site, their life and safety are often under different types of uncertainty. Moreover, media workers inevitably will confront the personal interests of the reported in order to report the truth. It is so common to hear about news suppress and bribery, and therefore it is of foremost importance to protect the safety and interests of media workers. We also have the following three work objectives:

  1. Analyzing intrinsic and extrinsic interference factors of the media environment / media employees.
  2. Promoting media self-regulation
  3. Maintaining labor rights of media workers.


III. Protecting basic human rights and broadcasting rights of the public

To protect the reported or the disadvantaged from any tangible or intangible (psychological) forms of harm that violate basic human rights, and to avoid Taiwan's society from taking negative impact from improper news reports/programs, we have two work objectives:

  1. Providing the public with convenient complaint mechanism.
  2. Assisting the media in establishing appropriate response mechanism.


IV. Promoting national media literary education

Since the media are closely related to the public life, how to help the general public wisely interpret the media message or comprehend the implications of the message are also our objectives. We employ three paths:

  1. Media literary education through the educational path (i.e. Middle and elementary school media literacy education program).
  2. Media literary education through the community path (i.e. community college program).
  3. Media literary education through the media path (i.e. media literacy education program produced by the media)


V. Assisting in building a diverse, democratic, and public media system

Taiwan's media market is heavily profit-driven at the expense of the media's diversity and publicness. In contrast, a few independent or local media truly exhibit the public media spirit, speaking for the disadvantaged and reflecting the diverse culture of the society. We set two work objectives:

  1. Promoting the development of local, independent media.
  2. Accelerating and monitoring public media related policies and regulations.


VI. Integrating civil and social forces to promote media reform

Media issues today usually relate to gender, teenagers, ethnicity, religion, environmental protection, and various industries. Therefore, the media reform could not be achieved simply by any individual or by one single organization but would require the integration of different social resources and the collaboration of various civil groups. We hereby uphold the following objectives:

  1. Integrating media volunteers (including schools and community colleges).
  2. Developing media watch organizations rooted in communities.