DEDA for Media: A New Ethical Decision Aid for Data and AI in the Media Sector

On September 29 in Amsterdam, Data School, in collaboration with DPG Media, will launch a new decision aid for the media sector. (Register here.) As AI radically transforms workflows in the media sector, DEDA for Media (D4M) offers a framework to help organizations keep the sector’s values in view.

The method consists of an A0 poster resembling a board game, along with accompanying materials. It invites a small group of diverse stakeholders to critically reflect, at the start of an AI or data project, on how the project can be carried out in an ethical, values-driven manner. D4M is not a checklist, but an invitation to engage in intensive, constructive, and even playful discussions that lead to concrete action items.

“The ethical risks of data and AI systems are particularly high in the media sector, precisely because trust plays a crucial role there. DEDA for Media helps identify and address these risks early on, before they cause harm,” explains Karin van Es, associate professor at Utrecht University and Humanities lead at Data School. “A DEDA for Media session makes decisions regarding data and AI applications more transparent and increases ethical awareness within the organization.”

How the method was developed

DEDA for Media, developed in collaboration with DPG Media, is inspired by our earlier DEDA (Data Ethics Decision Aid) method, which has been used by municipalities, ministries, and other government organizations for over ten years. For the media sector, we had to thoroughly rethink the framework: the media sector’s challenges and goals differ from those of the public sector.

In a D4M workshop, participants discuss how their project relates to the issues at stake in the media sector: topics such as media diversity, employment, and the editorial biases of AI models.

Because every media organization and every team has a different culture, D4M makes no prescriptions. Participants determine for themselves which values and considerations lead the way. However, D4M does bring social, cultural, and governance issues to the forefront, rather than just focusing on technical questions.

Accessible for free, with guidance available

We will make DEDA for Media available free of charge on our website. However, many organizations prefer to receive training and guidance with a method like D4M. For this type of support—ranging from train-the-trainer sessions to the moderation of D4M sessions—you can contact Data School at dataschool@uu.nl.