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Media access in terms of participation and representation are central issues for underrepresented groups, particularly in media systems that are dominated by a homogenous elite. This article sets out to understand media activism in Ireland, especially by those who are campaigning for greater participation and better representation in the Irish media industry. While tools, measures and policies have been developed at varying levels within the media industry to improve Equality, Diversity and Inclusion (EDI), often these engagements with EDI issues do not directly speak to communities themselves. To that end, this article seeks to address this gap, setting out to understand media activism in Ireland through semi-structured interviews with 17 media activists from varying minoritized groups. The article is structured around four central themes: (i) problems identified, (ii) representation versus participation, (iii) possible changes and improvements and (iv) positioning for changes in the future. From these findings, the article makes two central recommendations: on the one hand, the development of policies regarding EDI must include the voices of the communities directly affected and on the other hand, media activists from minority or disenfranchised groups need to be considered as voices of authority on matters pertaining to them.

From grassroots to dissent: media activism and campaigning for equality, diversity and inclusion in media industries