Asset-Building Ideas for the Media

Television, radio, movies, newspapers, the internet, and other media have a major role in shaping people's attitudes towards and perceptions of young people. For some adults, it is their only exposure to children and teenagers. For children and teenagers, it gives messages about how adults perceive them and how they are "supposed" to act. Thus, those who work in the media have great potential and responsibility for sharing the message about the power of developmental assets.

Here are a few tips on how the media can promote asset building:

• Post the list of developmental assets at your desk or in your work space.
• Recognize your role and responsibility in creating a community climate in which children and youth are valued, cared for, and supported.
• Balance negative hard news stories about youth with positive coverage of young people and their contributions. For example, when developing local angles for national stories about children and teenagers (which often focus kidsí problems), find ways to highlight local solutions that focus on strengths.
• Pay attention to the sometimes hidden stories of people giving their time, energy, and creativity to improve the lives of children and youth.
• When covering stories that involve youth, make sure you interview young people. You may get interesting information and opinions, and you build assets in the process.
• Give young people their own voice through newspaper sections or articles, television channels or shows, or radio stations or programs staffed and run by young people.
• Cover the 4-H competitions at county or state fairs. 
• Develop a "youth poll." Survey young people on community issues such as curfew, adult attitudes towards youth, or alcohol and other drug use. Base a story or a series on the results.
• Focus a public service campaign on assets or ways the community is meeting the needs of children and youth.
• In analyzing trends, policies, and legislation, emphasize their potential long-term impact on young people.
• Pair up with the local library during the summer to sponsor and highlight a summer reading program.
• Develop an internship or mentoring program for students interested in media careers. Or volunteer at a local high school to teach students skills that you use on the job.
• Make sure your colleagues understand the asset-building model and act on it. Place asset-building material and posters in common areas. Be an advocate for positive attitudes about young people, both personally and professionally.
• Sponsor a youth sports team. Host a season-end party for players and their families.
• Provide a strong editorial voice on behalf of issues that relate to children, families, and asset-building. 

From Pass It On! Ready-to-Use Handouts for Asset Builders, copyright © 1998 by Search Institute, 700 S. Third St., Suite 210, Minneapolis, MN 55415; 612-376-8955; 800-888-7828; www.search-institute.org. This handout may be reproduced for educational, noncommercial uses only (with this copyright line). All rights reserved.