This 2-page paper provides background for the fourth session of a conference that was held on March 22 2007 at the London School of Economics (LSE) in the United Kingdom (UK) to explore current international development strategies and thinking related to the role the media play in development and in meeting the Millennium Development Goals (MDGs). The conference - hosted by POLIS, a joint initiative of LSE and the London College of Communication - was designed to spark a more structured dialogue between those in the media for development community and a broader set of actors in the non-governmental, bilateral, academic and other development-related communities.

The title of the paper poses a question, and the article proceeds by outlining one view indicating that the answer is "no". The author explores the idea that media development need not be abandoned in the nearly 50 states worldwide classified as "fragile" by the Department for International Development (DFID). From this perspective, even where governments are "unwilling or unable to carry out their basic functions", activities such as building media councils and journalists' associations and providing training for journalists in new technologies can (and should) continue.

As a starting point, the paper indicates that fragile states have radically diverse characteristics and contexts; thus, there is no universally applicable media development "formula". Urging that an appropriate, targeted media strategy must be contextualised and customised, the author nonetheless offers here some broad reflections. For instance, to achieve the greatest change, a media development intervention works at all 4 of the following levels:

1. systems (policy, legislation)
2. organisations (media owners/managers, individual ministries)
3. practitioners (journalists, media workers)
4. populations (audiences)

In fragile states, working at the first 2 levels can be complicated. For example, at the systems level, the adoption and enforcement of legislative protections for media become problematic where state mechanisms are lacking. (Yet, possible second-best alternatives include adopting and implementing international and continental freedom of information principles and standards). At the organisations level, media development players in fragile states may face challenges, as well. When making decisions about whom to collaborate with, they may need to assess which authorities are legitimate/appropriate in the sense of supporting reporting that is neutral and effective. (Yet, some media development players in the field could decide, at times, to self-censor, avoiding important but contentious political issues in order to be able to continue transmitting programming which addresses vital development issues.)

However, according to the paper, there is an alternative to focusing exclusively on systems and organisations; tailored interventions at practitioner and population levels can deliver significant results even in a fragile state. For instance, the BBC World Service Trust has crafted a media development strategy that emphasises developing local, in-depth project partnerships with selected talented practitioners and, where possible, their organisations. The components of this approach include: "selectively identifying people and organisations who will respond positively to capacity building, cultivating a kernel of talent among local journalists, and tackling projects of a realistic scale..." She explains that, on this approach, training is conducted in-depth and in context, and is designed to result in concrete media outputs within the time frame of the intervention.

In addition to these types of efforts to involve practitioners, this alternative approach is characterised by media outputs and complementary outreach activities that are designed to enable maximum involvement of the audience. Formative and impact research is used to tailor and assess programming, for example. At the same time, working to give political actors communication skills and facilitate networking between politicians and media "deepens understanding of the role of the media and promotes peaceful discussion in lieu of conflict." The ultimate goal is "to change the society's understanding of the role of media itself, not to transplant, out of context, systems vulnerable to being manipulated or ignored."