VIENTIANE: There is an urgent need for improved communication strategies to better inform and engage the public on the benefits of regional integration and cooperation, the Asean secretary-general said.
In his keynote address at the Asean Media Forum, Dr Kao Kim Hourn acknowledged the bloc's progress in public communication but highlighted that awareness of its initiatives and impact remains low across many member states.
"While Asean has made significant strides in its public communication over the years, awareness of its initiatives and impact among the general public remains relatively low in many member states," he said.
"Many citizens are still unaware of how Asean directly affects their lives and communities. This highlights the urgent need for enhanced communication strategies to bridge this gap," he added.
Kao said Asean must do more to inform and engage its peoples about the benefits of regional integration and cooperation, fostering a sense of ownership and pride in our Asean identity.
"In this respect, I am encouraged that several newspapers in the region now have a regular Asean column," he said, here, at the opening ceremony today.
Kao said as Asean advances its community-building process, it is crucial to foster a sense of belonging among the people.
"This underscores the importance of collaboration between the Asean Secretariat and the media in raising awareness, promoting understanding, and addressing misconceptions about the Asean integration agenda," he said.
This year's annual Asean Media Forum held under the chairmanship of Laos, is particularly significant as it focuses on enhancing connectivity and resilience, he said, adding that these elements were critical for Asean's continued prosperity.
"By strengthening connections within our region and beyond, we can unlock new opportunities for growth, innovation, and cultural exchange.
"Additionally, building resilience will equip Asean to navigate uncertainties and challenges more effectively and in a timely manner.
"A crucial part of this resilience involves adapting to the present era of information overload and polarised narratives, where conflicting perspectives and misinformation often dominate public spaces," he said.
Kao said it is becoming even more challenging to ensure the effectiveness and integrity of the media as traditional media outlets face growing difficulty in reaching audiences effectively with the rise of social media increasingly serving as the primary information source for many, especially younger generations.
With this shift, he said, there is a proliferation of misinformation, declining trust in traditional media, and economic pressures that threaten the integrity and independence of journalism.
"Social media has, indeed, democratised access to information, but it has also become a powerful vector for spreading false narratives, complicating the media landscape across the Asean region and beyond," he said. Also in attendance at the opening ceremony was Laos deputy Minister of Information, Culture and Tourism, Phosy Keomanivong.
Established in 2017 by the Asean Secretariat, the Asean Media Forum has become a flagship annual event, bringing together media leaders and editors-in-chief from prominent English-language newspapers across the region. The forum facilitates engagement with Asean policymakers, officials, academics, opinion leaders, and business leaders.
The forum is supported by the German Federal Foreign Office through GIZ, Germany's international development agency.
Meanwhile, Chargé d'affaires of the German Embassy to Laos Nicole Stechmann concurred with Kao adding that quality journalism is the best weapon against the danger of misinformation.
"Citizens of Asean need to be informed about the benefits of regional integration and what the cooperation offers them."