Multi-cultural Switzerland – multicultural public service media?

Abstract

In this article a special attention is paid to the to the role of public service broadcaster in cultural diversity societies. The main aims of the author was answering the following questions: how cultural pluralism is implemented by the public service broadcaster in Switzerland? How the Swiss PSB implements the principle of cultural pluralism, particularly in the context of the access of national, language communities and the migrants minorities to the media? Are all groups recognized by the public broadcaster in the same way? The second goal of the author was delivering answer to a question about the manner of how public broadcaster has adopted to the new situation and how the new ethnic groups are recognized by SGR SSR. The considerations are related to a cultural pluralism, which assumes that the media provide a guarantee of cultural diversity in a society. This article is a case study of Swiss public service broadcaster – SGR SSR idee suisse.