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Even though the media industry continues to struggle with job losses, cutbacks and closures, a hopeful future where media workers and journalists continue to fight for their industry prevailed at the 30th annual Unifor Media Council from Sept. 13 to 15 in Port Elgin, Ont.
“Despite these very challenging times, we continue to fight,” said Unifor Media Council Chair Julie Kotsis.
“A little more encouraging news is Postmedia has been hiring reporters at its newspapers after years of staff cuts. Organizing in our sector remains a priority and we’ve had some successes. And retired workers asked how they can help us and are a valuable resource.”
In her address, Unifor National President Lana Payne’s tone was empathetic to media workers for the tumultuous state of their industry and at the same time, tinged with anger with the rise of misinformation and disinformation.
“Truth in Canada is under threat,” she said.
“These attacks on journalistic integrity fuel even more distrust in the very institution of journalism – and at a time when we need truth so much. At no time have we needed the powerful challenged more. At no time have we needed politicians to be held accountable more.”
“And yet here we are – at risk of losing in a serious way, the capacity to tell the stories that need telling in our country and across the world, including workers’ stories, but at the same time there is an incredible resiliency in the media landscape,” she added.
Payne said the union will counter the attacks on media integrity and trust with Unifor’s own campaigns. She announced that Unifor is launching a special advisory committee to prioritize the many issues media workers and the sector are facing in a way that is effective for the members.
“This committee will include the many campaigns we have been working on so far –
journalism, anti-harassment, to build broad support for the sector and of course, to do the most important thing of all, to save local news in all communities,” she said.
“It’s these very moments of great challenge when transformation can happen, when real change can be built.”
Ontario Regional Director Samia Hashi highlighted that Unifor will continue to support its media sector members as they move through emerging AI technology and as they confront power each day by telling stories that move Canadians from coast-to-coast.
“Each of you play a crucial part in keeping Canadians informed and connected. You are the storytellers, the truth-seekers and non-partial voice that we need now more than ever. We just saw the presidential debate down south. Quality, trustworthy and local journalism isn’t something we can let die,” she said.
"We know AI can't replace quality, integrity and dedication of professional journalists...we're going to continue to fight for a sustainable future for Canadian media and well-being of every media worker."
Ontario Regional Council Chair Shinade Allder told media workers “that with all the challenges you’re facing, ORC stands with you. We’re all going through it – myself, as Bell Canada employee – we’re going to have to really fight and it’s going to be at the bargaining table.”
Randy Kitt, Unifor Media Director, gave a heartfelt speech about his journey of leaving his dream job of a television editor to shift into union roles, at the time, not knowing the importance of that decision to lead him to the path he’s on now.
“What I learned is the union is all about the people and relationships,” he said. “Some of my best friends are in this room. These are the people I’ve taken to take a very long journey with over the last 20 years.”
Kitt emphasized the union’s work to protect journalists and media workers from harassment and hate is ongoing, continuing to lobby governments to keep funding local news and making online streamers and big tech to pay their fair share for Canadian content, addressing AI in workplaces, and to prepare for a potential battle if Trump or Poilievre comes into power.
“It all started here, Port Elgin is a special place, and you can see how it brings us together,” he said. “I hope you see all see the work we put forth to make this council something that’s beneficial for you and for you to bring back to your members, to inspire you to be leaders in your locals.”
In his keynote address, former Unifor Media Director Howard Law said the root of big tech’s disruption of local news is because of having global monopolies on content distribution, which are difficult to break up.
“They have a chokehold over content distribution,” he said. “If there were 10 Googles in the world and 10 Facebooks, I think the dynamics would be a lot different.”
Mix in the potential of a Conservative government, who have made public threats of defunding public broadcasting if elected, and the media sector has a strong brew of challenges ahead of them, he added.
“Ultimately, for governments to win this struggle with platforms, they’re either going to have to be the place where Facebook and Google live and have to obey the law, or they’re going to have to call Google or Facebook’s bluff and say, ‘You’re not going to set our citizens against us if you block news.’”
Delegates listened intently to award-winning journalist, author and documentary filmmaker Brandi Morin convey her journey from generational trauma to healing through storytelling to her path to covering Indigenous community issues.
Morin was arrested in January while covering people living in an encampment as the Edmonton police cleared the under-housed people out. The charges were eventually dropped after journalists lobbied.
"The mental and spiritual toll it took on me...I remember the flood of relief the day my lawyer texted me it was over," she said.
Morin said the arrest is a "stark reminder" of what journalists face when "shining a light on truth that [those in power] want to have hidden."
Newsrooms and media companies have to educate their reporters about their legal rights because more of these protests will happen, she noted. She asked the journalists in the room to approach their work with courage, responsibility, and compassion.
“Every report I file, I uplift those who cry for justice, living and lost,” she said.
More than 60 delegates attended the council and participated in workshops on artificial intelligence (AI) in media and building workers’ power. They also heard presentations from Media Action Plan and Organizing among others.
The 2024 Unifor Media Organizing Award at Media Council was presented to Local 723-M, after 67 Bell Media members in Agincourt, Ont. joined the union in July and are on their way to bargaining their first collective agreement.
"It wouldn't have happened without those people on the floor who knew what they wanted, and they made it happen," said Sandy Carroll, a retired worker at City-TV Toronto from Local 723-M.
Media Council keynote speaker Nora Loreto, president of the Canadian Freelance Union, said it’s up to progressive Canadians to make a stand for the coverage they want to see and not rely on politicians to champion social justice causes.
“In Canada today, a politician cares about a dollar more than a life,” she said.
“Committing ourselves to doing real life organizing work is really important. [We need to take our] vision of what Canada should be forward because the government won’t. Otherwise, we’re handing it over to Pierre Poilievre.”
Despite the challenges, Media Council vows to continue championing media workers and journalists in whatever strife they may face.
