Telling the ASEAN Story Better

"We don't see ASEAN stories on the front page. We don't see the media ASEAN giving priority," said Jakarta Post senior editor Endy Bayuni.

IPS Asia-Pacific director Johanna Son pointed out that while the recall of ASEAN was high because coverage is dominated by stories about its summits, there are not enough stories that dig into what changes the community will start to bring about in 2015.

Unlike foreign journalists, for South-east Asian journalists the ASEAN story relates to their daily lives as citizens too and are not just another story they can report on and then leave the country or region later.

Thepchai Yong, until recently head of the Thai Public Broadcasting System said ASEAN citizens needed to get to know each other better, and that part of the challenge in reporting ASEAN is that the word 'ASEAN' is identified with the organization and not wider issues.

Comparing the ASEAN community to 27-member state European Union, Bayuni pointed out that ASEAN journalists should help people realise their new identity.

He added, "Before journalists can sell the identity to locals, they must believe in it." He explained that for journalists to think and report critically, they should understand and know the history and values of the ASEAN charter with its flaws and shortcomings.