> For the complete documentation index, see [llms.txt](https://oecd-media-support-principles.gfmd.info/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://oecd-media-support-principles.gfmd.info/toolkit/principle/3-adopt-a-whole-of-system-approach.md).

# 3️⃣ Adopt a whole-of-system approach

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### How to use this section

* For a quick self-assessment, see [**Checklist: Adopt a whole-of-System approach**](/toolkit/principle/3-adopt-a-whole-of-system-approach/checklist-adopt-a-whole-of-system-approach.md)
* For practical examples and applications, see [**Case studies and field insights**](/toolkit/case-studies-and-field-insights.md)
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### **In brief**

Principle 3 focuses on understanding and supporting the **media and information environment as an interconnected system**, rather than a collection of individual projects or isolated interventions.

In practice, this means recognising that media organisations and media development actors operate within a broader ecosystem shaped by **laws, markets, technologies, governance structures, and social dynamics**. Funding, regulation, and policy decisions interact - and can either reinforce or undermine each other.

When interventions are designed in isolation, they risk **fragmentation, duplication, and limited impact**. A whole-of-system approach helps ensure that different actions - financial, regulatory, and programmatic - are aligned and mutually reinforcing.
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### Why this principle matters

Independent media do not function in isolation. Their viability and independence depend on **market conditions, regulatory frameworks, digital infrastructure, and audience trust**.

Interventions that focus narrowly on content production or individual organisations may overlook structural constraints such as **platform dominance, weak advertising markets, legal restrictions, or limited access to infrastructure** ([*see case study 4: governance risk and the role of media oversight in infrastructure investments*](/toolkit/case-studies-and-field-insights/case-study-4-governance-risk-and-the-role-of-media-oversight-in-infrastructure-investments.md)). Similarly, policy or regulatory reforms may fail if they are not matched with **financial and institutional support**.

This is reflected in practice, where stakeholders report that support often remains fragmented, with limited coordination and insufficient alignment across interventions, reducing overall effectiveness.

Applying a whole-of-system approach helps ensure that support contributes to **resilient, pluralistic, and economically viable media ecosystems**, rather than addressing symptoms in isolation. It also reduces the risk that well-intentioned interventions create **gaps, overlaps, or unintended consequences across the system**.

### Where this shows up in practice

This principle is most visible in how different parts of the media and information ecosystem are addressed in combination:

* **Alignment between funding, policy, and regulation** may be limited, leading to situations where strategic priorities are not reflected in funding decisions or regulatory frameworks
* **Coordination across institutions, donors, and implementing actors** may be uneven, resulting in parallel or overlapping interventions rather than coherent approaches
* **Integration of media support with digital, governance, and economic programmes** may be partial, limiting the ability to address structural factors affecting media viability
* **Engagement with local ecosystems** - including civil society, regulators, and private sector actors - may not reflect the full range of actors shaping the information environment
* **Use of data and evidence to understand system dynamics** may be insufficient, reducing the ability to identify interdependencies and emerging risks

These challenges often arise when different actors **operate in parallel rather than in coordination**, when interventions **address individual components without considering system effects**, or when incentives are **misaligned across funding, policy, and implementation**. These dynamics are illustrated in [case study 7: coordination challenges and joint responses in crisis contexts](/toolkit/case-studies-and-field-insights/case-study-7-coordination-challenges-and-joint-responses-in-crisis-contexts.md).

### What this looks like in practice

**Do**

* Design interventions that consider the **interdependence between media organisations, media development actors, regulators, platforms, and markets**
* Align funding with **relevant policy, regulatory, and digital frameworks** where possible
* Coordinate with other donors and stakeholders to improve **coherence and coverage across the ecosystem**
* Support both **institutional capacity and enabling environments**, including legal and market conditions
* Use data and analysis to understand **how different parts of the system interact and evolve over time**

**Avoid**

* Treating media support as a **standalone sector disconnected from governance, digital, or economic policies**
* Designing interventions in isolation without considering **existing initiatives or system-wide effects**
* Focusing exclusively on **short-term outputs without addressing structural constraints**
* Creating parallel structures that **duplicate or compete with existing local systems**
* Overlooking how interventions may **shift incentives or create imbalances within the ecosystem**

**Consider**

* How different interventions - funding, policy, regulation - interact within the **same ecosystem**
* Whether coordination mechanisms are sufficient to **avoid duplication and fragmentation**
* How to balance support for **individual organisations with broader system-level reforms**
* What role different actors (public, private, civil society) play in shaping the **information environment**
* How system dynamics may evolve over time, including **technological and market changes**

> **Field insight**
>
> “The whole-system approach means engaging governments, agencies, civil society, and media together. Without that dialogue, we just fund isolated projects.”
>
> *- Development agency representative*

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### Key takeaway

Supporting independent media requires more than isolated interventions. It requires **alignment across funding, policy, regulation, and market dynamics** within the broader information ecosystem.

A whole-of-system approach helps ensure that interventions are **coherent, complementary, and capable of producing sustained impact**, rather than fragmented or short-lived results.
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**For practical examples of how system-level dynamics affect media support, see:**

* [Case study 4: governance risk and the role of media oversight in infrastructure investments](/toolkit/case-studies-and-field-insights/case-study-4-governance-risk-and-the-role-of-media-oversight-in-infrastructure-investments.md)
* [Case study 7: coordination challenges and joint responses in crisis contexts](/toolkit/case-studies-and-field-insights/case-study-7-coordination-challenges-and-joint-responses-in-crisis-contexts.md)

**Further reading:**

* **Media Viability Manifesto initiative (2024)**, [*The Media Viability Manifesto: A Common Framework for Joint Action*](https://mediaviabilitymanifesto.org/wp-content/uploads/MV_Manifesto-EN-WEB-20240904-1.pdf)
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### How this links to other principles

* [**Principle 1 (Do no harm):**](/toolkit/principle/1-do-no-harm.md) System interactions can create unintended consequences if risks are not assessed across the ecosystem
* [**Principle 2 (Increase funding):**](/toolkit/principle/2-increase-the-amount-and-effectiveness-of-funding.md) Funding decisions influence market dynamics and must align with broader system conditions
* [**Principle 4 (Local ownership):**](/toolkit/principle/4-support-local-leadership-and-ownership.md) Local actors are essential to understanding and shaping system dynamics in context
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