The EMEK also sees potential for journalistic services in the future

All available empirical studies indicate that further serious disruptions are to be expected in the Swiss media market. The EMEK has drawn up three scenarios for this. In the negative scenario, journalism withers away. In the positive scenario, journalism becomes more differentiated and gains diversity. The commission advises politicians and the industry to deal with the possible changes at an early stage and to give greater weight to changes in media consumption that are already visible. Furthermore, the EMEK advises that any measures in the media and communications market should be based as much as possible on principles and should avoid overly rigid detailed regulations. The EMEK considers high-quality journalism that meets the requirements of democratic politics to be of central importance for Switzerland.

Three possible scenarios

In its new report, the EMEK takes a forward-looking look at the key developments in the Swiss media landscape for the industry and media policy. It chooses a horizon of ten to 15 years and focuses on the users of media. In three scenarios, the commission outlines what a future Swiss media and communications landscape might look like: The successful "evolution" of journalistic services, the partial "substitution" of journalism by Internet platforms and media-like offerings, and "impoverishment" as a third, pessimistic scenario in which journalism loses its social significance. The Commission considers this scenario to be very problematic, both in terms of democratic policy and society.

The commission based its analysis on empirical studies, some of which were commissioned by the EMEK itself, as well as on existing papers. The findings were evaluated, discussed and condensed into theses. The theses express that media change not only brings risks for the public and democracy, but also offers opportunities.

The reach of the mass media is dwindling

Due to changes in usage behavior, especially among younger people, traditional mass media with their bundled and integrally or linearly provided offerings have lost relevance. More and more use is being made of smartphones. Access via websites or search engines leads to highly selective use. New providers of information are emerging that are successful with partial audiences and are causing the reach of mass media in the audience and advertising markets to dwindle. The globally active communication and distribution platforms on the Internet are becoming increasingly important for the distribution of journalistic content as well. They base the distribution of their offerings on the usage profiles (algorithms) available to them. In EMEK's trend analysis, media use appears as a process that is increasingly detached from time and space, mechanized, individualized and interactive.

Funding is intended to sharpen journalistic profiles

Based on its analyses, the EMEK concludes that the media and communications landscape should be viewed as a digital media and communications system. It recommends that the media industry sharpen its journalistic profile vis-à-vis blogs, corporate publishing, content marketing, native advertising and other offerings. The media industry needs to defend its journalistic services and the associated codes of professional ethics more effectively than is the case with current forms of self-regulation. The EMEK repeats its earlier recommendation that support measures for important journalistic infrastructures should be taken on a legal basis. This should be done by bodies independent of the state. The Commission also continues to regard the direct promotion of media services relevant to democracy as necessary. It recommends that this be designed to be technology- and channel-neutral and at the same time accessible to various media organizations.

Equal rules for all publishing providers

For globally active platforms and media-like offerings on the Internet, guidelines should apply - in coordination with international bodies. For example, it must be ensured that European and Swiss legal standards are adhered to (especially with regard to data protection). The same regulations must apply to all journalistic providers, also to enable fair competition. It is necessary to strengthen the position of users in the digital media and communications space. In addition, measures to improve user skills must be significantly expanded. To avoid legalization of free communication, the EMEK recommends giving guidelines and practical recommendations priority over legal standards.

EMEK advises on a "communications council

In view of a dynamic and open development of the media and communication system, the EMEK advises professional observation and reflection of media development. In addition, a "communications council" should be institutionalized, which would serve in particular to discuss communication rules (communication ethics; user responsibility). In addition, the Commission again advocates institutionalizing a regulatory authority at the federal level which is independent of the state and which combines legislation and regulation of performance tasks in the entire media and communications sector by the public sector. (pd/hae)