Diversity and Localism : A Policy Analysis Perspective

Diversity and localism long have been two of the central non-economic objectives of communications policymaking. The purpose of this presentation is to articulate the specific policy goals inherent in these principles, in an effort to facilitate effective policymaking and – most important – rigorous and relevant policy analysis. To this end, this presentation will explore the underlying rationales for diversity and localism policies, in an effort to draw clearer linkages between intention and outcome that will facilitate the Commission's efforts to both justify – and assess the effectiveness of – diversity-and localism-motivated policies. This paper also will break these principles down into clearly defined, discrete components, which can then be used in the design of assessments of the effectiveness of diversity-and localism-motivated policies. Along the way, I will also present preliminary results of some work in progress that bears upon these issues, and that I believe represents the type of research initiatives the Commission should be undertaking in an effort to develop a more comprehensive empirical foundation for its decision making pertaining to diversity-and localism-motivated policies. Diversity In addressing the issue of if and how diversity policies should be pursued, it is important to address the underlying rationales of the diversity principle. Diversity as a policy objective grows directly out of the marketplace of ideas metaphor's advocacy of the "widest possible dissemination of information from diverse and antagonistic sources" (Associated Press v. United 2 States, 1945, p. 1424) in an effort to promote goals such as informed decision making, cultural pluralism, citizen welfare, and a well-functioning democracy. Regardless of whether one takes a purely democratic theory approach or purely economic theory approach to the marketplace of ideas, the concept still emphasizes maximizing both the number of participants in the marketplace and the range of ideas, viewpoints, and cultural perspectives available to citizens/consumers. In theory and in policy practice, I believe the diversity principle is most comprehensively represented as follows (see Figure 1). þ Content Diversity þ Exposure Diversity 1. Ownership 1. Format/Program Type 1. Horizontal a. Programming 2. Demographic 2. Vertical b. Outlet 3. Idea/Viewpoint 2. Workforce