Thank you, Madam Chair.
Thank you for the invitation today.
I'll start by saying a few words about my background, as well as why I'm speaking to you today. I was an analyst and communications manager at the Quebec Press Council for seven years. The Quebec Press Council is the informal tribunal for the press in Quebec, so it's a media self-regulatory body. At the council, I focused on the media's professional and ethical framework. For the past 12 or so years, I have been a communications and public information professor at the Université de Sherbrooke. My research focuses on journalistic practices, media ethics, the impact of media in society and disinformation.
Today, I wanted to talk to you about the media not only as a public good, but also as a public good with significant responsibility.
It's important for the media to be considered a public good, since they're unlike any other businesses, given their essential role in democracy and in serving the public, that is, Canadians. Everyone can benefit from them. For that reason, public intervention is necessary to fund them.
With that in mind, it's necessary to maintain and strengthen the financial sustainability measures that the Canadian government has already adopted because, as you know, traditional advertising revenue for media is continuing to decline. There has been a $6 billion drop since 2008, in favour of major American digital platforms.
Measures such as the Online News Act are essential to the survival of these media outlets and must be strengthened. Countries would benefit from coordinating their efforts to adopt stronger common measures and work together to perhaps carry more weight in the face of these web giants.
The Canadian journalism labour tax credit also needs to be maintained and strengthened, in my opinion.
It's important to fund journalism, which has significant added value for the public, particularly fact-based journalism, investigative journalism and science journalism.
Measures must be taken to promote local media because of their importance. There is cause for concern about certain news deserts where local news and municipal political coverage are entirely non-existent. There are certain regions, particularly in Quebec, that are covered by a single media outlet and sometimes by a single journalist. These are sometimes vast areas that are very difficult to cover.
As an example of the importance of local news, our research on the Lac‑Mégantic rail tragedy enabled us to demonstrate the crucial role of local media in a crisis. In the context of that crisis, local radio was truly an essential driver in making it possible for the public to know the appropriate public health measures to take. Those measures weren't reported in the national media, so the only place the public could learn how to act was in local media, including local radio. That makes it necessary to fund these media outlets, which are essential in crises, and to include measures for these media in tax programs.
In another report that our team submitted to Quebec's department of culture and communications in 2023, we also demonstrated the essential role of indigenous media in serving these communities. These communities feel under-represented by the national media. Indigenous media face pressing issues in terms of human and material resources and training for professional journalists. They need recurrent funding. Project-based funding is particularly restrictive and ill-suited to their situation. They also need a better structure for collecting advertising revenue, including government advertising. In fact, a number of the stakeholders we interviewed during this study explained to us how much government advertising had helped save their media outlets during the COVID‑19 pandemic. It was essential for them, and many of them would have shut down.
A public good like the media obviously also entails a significant social responsibility. We're facing rising disinformation in a world where the Canadian public is still heavily relying on social media for information. Despite the fact that Meta blocked news sharing, various data, including from the Digital News Report 2025, actually still show that a large number of Canadians, one in four or five, continue to get their news from Facebook. That's extremely concerning. It's important to provide the public with diverse sources of information so that people can deal with this rise in online disinformation.
The results of another survey we conducted during the pandemic enabled us to demonstrate that the public sometimes had emotional expectations of the media during crises. The media is accused of being too critical at times, of not being critical enough at other times, or, when fatigue sets in, of over-reporting a crisis, such as the ice storm. In fact, every party involved views the crisis as their crisis, and people sometimes get an impression of media bias when it may also be a subjective perception of the impacts of the crisis and uncertainty. In any case, the blurring of journalistic genres—between information and opinion—fuels a certain public distrust of the news.
In another study that my colleague Marc‑François Bernier and I conducted in 2023, we were able to demonstrate that while the majority of respondents believed that events unfolded as reported by the media, many had doubts about the independence of journalists and news businesses when it came to politics and the economy, in particular.
That's why media accountability is so important. If media outlets are public goods, they have to put structures in place to demonstrate that they're meeting ethical standards and ensure that they're accountable to the public. The public needs transparency and more awareness of journalistic practices. Media literacy is key to understanding news sources and choosing them wisely, especially in the context of the rise of artificial intelligence and deepfakes.
Investing in training for journalists, particularly those who work in community media, and providing them with the resources to develop the technological and digital tools necessary for their discoverability is essential to their survival. Pooling those resources would be a good opportunity for those media outlets.
In short, in a world in crisis, and given the rise of disinformation and biased sources, it's important to present the media as a public good that must be funded accordingly, but which must also be accountable for its actions because of its social responsibility.
Thank you.