The Misinformation Challenge
Misinformation is more than just an abstract threat; it is a tangible challenge that affects every aspect of modern life in the UK. Whether it spreads through well-meaning individuals sharing unverified rumours or more deliberate campaigns of disinformation designed to deceive, the impact on society is profound and far-reaching. For UK citizens, the consequences manifest in eroded trust, weakened democratic processes, and growing divisions within communities.
The distinction between misinformation and disinformation is critical. While misinformation stems from inaccuracies shared without intent to harm, disinformation is intentionally crafted to mislead. Both forms exploit the rapid dissemination of information via digital platforms, exacerbating their reach and influence. Social media algorithms amplify sensational content, often without regard for its veracity, creating fertile ground for misinformation to thrive. This environment undermines our collective ability to separate fact from fiction, leaving many people unsure of who or what to trust.
The effects of misinformation are particularly stark in moments of crisis. During the COVID-19 pandemic, for example, false claims about vaccines and treatments spread rapidly, undermining public health campaigns and creating uncertainty about life-saving measures. Beyond public health, misinformation can distort public perception during elections, skewing debates and disempowering voters. Misleading narratives about the economy, environmental challenges, or immigration policies sow confusion, preventing constructive dialogue and informed decision-making. These examples demonstrate how misinformation corrodes the very foundations of an informed and engaged citizenry.
Misinformation does not only affect individuals; it reshapes society itself. At its core, misinformation drives wedges between communities, exploiting existing divisions and creating new ones. Polarisation increases as people retreat into echo chambers, surrounded by information that reinforces their existing beliefs while vilifying opposing views. This dynamic makes consensus-building more difficult, weakening the democratic process and fostering distrust in public institutions. When citizens lose faith in the reliability of information, their confidence in government, healthcare systems, and other societal pillars diminishes.
International actors and external influences further complicate the challenge. Foreign disinformation campaigns have targeted the UK, seeking to destabilise democratic processes and influence public opinion. These efforts often exploit vulnerabilities in the media ecosystem, spreading divisive narratives designed to weaken social cohesion and national security. For UK citizens, these campaigns highlight the urgent need for robust protections against the weaponisation of information.
While the government and regulators like Ofcom have acknowledged the problem, their responses have often been criticised as reactive rather than transformative. Current approaches focus on regulation and oversight, but have not yet fully addressed the systemic issues enabling misinformation to flourish. Citizens are increasingly left to navigate a fragmented and unreliable information landscape without adequate tools or support, further emphasising the need for proactive measures.
For UK citizens, the challenge of misinformation is not just a theoretical concern; it directly impacts their daily lives, from the decisions they make at the ballot box to the trust they place in their healthcare providers. Addressing this issue requires more than regulatory oversight; it demands a collective effort to rebuild trust, foster critical thinking, and empower communities. Only by recognising the scale and urgency of the problem can we begin to develop a media ecosystem that prioritises truth, accountability, and the public good.
Understanding Misinformation and Its Impact
Misinformation has become one of the defining challenges of our digital age, with implications that ripple across public trust, democratic participation, social cohesion, and individual well-being. For UK citizens, its impact is pervasive, influencing how we perceive the world, engage with institutions, and interact with one another. The ubiquity of misinformation is reshaping our collective decision-making processes, eroding confidence in critical systems, and deepening societal divisions.
At its core, misinformation is the spread of false or misleading information shared without the intent to deceive. While often the result of ignorance or a lack of verification, its effects are no less damaging. For example, during the COVID-19 pandemic, misinformation surrounding vaccines, treatments, and the virus itself led to confusion, fear, and in some cases, avoidable loss of life. When misinformation enters public discourse, it undermines trust in reliable sources, making it harder for citizens to discern fact from fiction. In healthcare, this can result in lower vaccine uptake, reduced adherence to medical advice, and increased vulnerability to preventable illnesses.
The issue extends beyond public health into the fabric of UK democracy. Elections, for instance, are particularly vulnerable to the disruptive influence of misinformation. Misleading narratives about candidates, parties, or electoral processes can distort public opinion, undermine confidence in the electoral system, and disempower voters. When citizens cast their votes based on incomplete or false information, the integrity of the democratic process is compromised. Over time, repeated exposure to misinformation erodes trust not just in individual institutions, but in democracy itself, fostering cynicism and disengagement.
Perhaps the most insidious impact of misinformation is its ability to divide communities. By exploiting existing social, cultural, and political fault lines, misinformation amplifies polarisation and hostility. Social media platforms, driven by algorithms that prioritise engagement over accuracy, often exacerbate this problem. Echo chambers and filter bubbles reinforce existing beliefs while marginalising dissenting views, creating an environment where compromise and dialogue become increasingly rare. For UK citizens, this deepening division weakens the sense of shared identity and purpose that underpins cohesive communities.
Foreign actors and malign influences add another layer of complexity. The UK has been targeted by disinformation campaigns aimed at destabilising society and sowing discord. These campaigns leverage misinformation to erode trust in institutions, manipulate public sentiment, and weaken national security. For example, during key political events, such as elections or referenda, external agents have amplified divisive narratives to influence outcomes and undermine public confidence. The increasing interconnectedness of the global information landscape means that UK citizens are not just passive consumers, but active participants in a battleground where misinformation is weaponised.
The cumulative effect of misinformation is a growing sense of uncertainty and fatigue among the public. Constant exposure to conflicting claims makes it difficult for individuals to feel confident in their knowledge or decisions. Over time, this confusion can lead to disengagement from important civic processes, such as voting or public consultations, further weakening democratic accountability. For citizens, this creates a vicious cycle: as misinformation undermines trust, participation diminishes, and institutions lose their capacity to respond effectively to public needs.
Addressing the impact of misinformation requires a multi-pronged approach. Regulatory oversight is essential but insufficient on its own. Education and media literacy must play a central role in equipping citizens with the tools to critically assess the information they encounter. Community-driven media initiatives can also serve as a vital counterbalance, fostering local trust and amplifying accurate, relevant information. For UK citizens, the battle against misinformation is not merely an abstract policy debate; it is a fight for the integrity of public discourse, the vitality of democratic processes, and the cohesion of the society we share.
The Role of Regulation: Balancing Freedom and Protection
In a democratic society like the UK, the regulation of misinformation is a delicate balancing act. The right to freedom of expression is a cornerstone of democracy, enshrined in law through instruments like the Human Rights Act 1998. However, this right is not absolute. When false information threatens public safety, democratic stability, or individual well-being, regulatory intervention becomes essential. Striking the right balance between protecting these rights and addressing the harms caused by misinformation is critical to ensuring both liberty and security for UK citizens.
Regulation in the UK has evolved to address the unique challenges posed by misinformation in a digital era. Ofcom, the UK’s communications regulator, plays a pivotal role in overseeing broadcast and online content. Through the Broadcasting Code, it requires that news is accurate, impartial, and free from material likely to mislead. With the introduction of the Online Safety Act 2023, Ofcom’s remit has expanded to include oversight of digital platforms, demanding greater accountability from tech companies. These regulations are designed to address harmful misinformation while preserving legitimate freedom of expression, a balance that is vital in maintaining trust in media and safeguarding democratic discourse.
One of the key principles guiding regulation in the UK is proportionality. Restrictions on expression are applied selectively and with context, ensuring that legitimate speech is not stifled. For instance, satire, parody, and opinion—important elements of free expression—are exempt from strict regulatory measures, provided they do not cause significant harm. This approach reflects the need to distinguish between content that is simply controversial and that which is actively harmful. For UK citizens, this distinction safeguards their ability to engage in open, critical debate without fear of censorship, while still providing protection from the worst consequences of deliberate misinformation.
Ofcom’s regulatory framework also emphasises transparency and accountability, particularly for online platforms. Social media companies are now required to publish clear content moderation policies, detailing how they identify and address harmful content. Platforms must also assess the risks posed by their algorithms, especially those that amplify sensationalist or misleading material. By holding platforms accountable for the information they distribute, regulation aims to reduce the prevalence of harmful misinformation and ensure a safer digital environment. For citizens, this transparency is vital in understanding how information is curated and presented, enabling more informed engagement with media.
The government has also sought to address misinformation through legal safeguards. Laws such as the Defamation Act protect individuals and organisations from reputational harm caused by false claims, while the Malicious Communications Act 1988 criminalises the deliberate transmission of harmful, offensive, or false information intended to cause distress. These laws ensure that there are consequences for those who spread damaging misinformation, creating a legal deterrent against harmful behaviour. For citizens, these measures offer recourse and protection when misinformation crosses the line into defamation or targeted harm.
While these regulations are necessary, they are not without challenges. Critics argue that the scope of regulation, particularly in the digital space, risks overreach. There is a fine line between addressing harmful misinformation and inadvertently stifling legitimate expression or dissenting voices. Some worry that increased oversight of social media platforms could lead to over-moderation or a chilling effect on free speech. For citizens, these concerns highlight the importance of regulatory frameworks that are clearly defined, consistently applied, and subject to ongoing public scrutiny.
Another key aspect of regulation is its role in fostering media literacy. Ofcom and other stakeholders recognise that empowering citizens to critically evaluate the information they encounter is as important as curbing harmful content. Media literacy programmes are being integrated into schools and community initiatives, helping individuals to identify credible sources, challenge misinformation, and engage responsibly with media. For UK citizens, these initiatives provide the tools needed to navigate a complex and often overwhelming information landscape.
Ultimately, regulation alone cannot solve the problem of misinformation. It must be complemented by a broader cultural shift that values transparency, accountability, and critical thinking. Citizens have a crucial role to play in holding both media outlets and regulatory bodies to account, ensuring that measures to combat misinformation are fair, effective, and reflective of public interest. For the UK to thrive in a digital age, the balance between freedom and protection must be continually reassessed, with citizens actively engaged in shaping the future of their media environment.
Community Media’s Accountability and Social Value
Community media holds a unique position within the UK’s media ecosystem, standing apart from commercial and state-funded outlets through its focus on local relevance, participatory governance, and social purpose. At its core, community media is driven by the principles of inclusivity, transparency, and responsiveness to the specific needs of the people it serves. This distinct approach not only enhances its accountability but also ensures its social value as a vital tool for fostering community cohesion, combating misinformation, and empowering citizens.
One of the defining features of community media is its embeddedness within local communities. Unlike transnational or centralised media organisations, community radio stations, newspapers, and online platforms operate at the grassroots level. This proximity allows them to address issues that are directly relevant to their audiences, from local governance and public services to cultural events and social concerns. By being physically and socially present in the communities they serve, community media outlets are uniquely positioned to build trust and facilitate dialogue, offering citizens a platform to engage with and influence the media content that shapes their lives.
Community media’s accountability is underpinned by participatory governance. Many community media organisations are structured as cooperatives, charities, or social enterprises, with boards or committees that include representatives from the local community. This ensures that decision-making is not only transparent but also aligned with the needs and priorities of the audience. Citizens are not passive consumers in this model; they are active stakeholders with a say in how their media is run. This participatory approach fosters a sense of ownership and responsibility, strengthening the bond between media organisations and their communities.
Another critical aspect of community media’s accountability is its focus on delivering social gain, a requirement enshrined in the licensing conditions for Ofcom-regulated community radio stations. Social gain includes promoting education and training, reducing social exclusion, and encouraging intercultural understanding. These objectives go beyond traditional notions of media as merely a source of information or entertainment, positioning community media as a driver of social development. For UK citizens, this means access to media that not only informs but also empowers, providing opportunities for personal growth, skill development, and active participation in civic life.
Community media also plays a crucial role in countering misinformation. By engaging directly with local audiences, it can address rumours, provide accurate information, and foster critical media literacy. Many community media organisations actively train their volunteers and contributors to adhere to journalistic standards, ensuring the accuracy and integrity of the content they produce. This localised, participatory approach to combating misinformation is particularly effective because it is grounded in trust and direct communication. For citizens, this creates a media environment where their concerns are heard, and their need for reliable information is prioritised.
The social value of community media extends beyond its content to the relationships it fosters within communities. By providing a platform for diverse voices, community media helps to bridge divides, promote understanding, and celebrate local identities. This inclusivity is particularly important in a multicultural society like the UK, where fostering dialogue and cohesion is essential for social harmony. Community media’s commitment to representing underrepresented groups ensures that all citizens have a voice, contributing to a more equitable and inclusive public sphere.
However, the sustainability of community media is often challenged by funding constraints and the dominance of commercial platforms. Many community media organisations operate on limited budgets, relying on a mix of grants, donations, and volunteer labour. Despite these challenges, their commitment to accountability and social value remains unwavering, underscoring their importance as a counterbalance to profit-driven media models. For UK citizens, supporting community media—whether through participation, advocacy, or financial contributions—is an investment in a media landscape that prioritises public interest over commercial gain.
Ultimately, community media offers a model of media that is accountable, participatory, and socially beneficial. By aligning its operations with the needs and priorities of local communities, it provides a powerful antidote to the homogenisation and centralisation of mainstream media. For UK citizens, community media represents not just a source of information but a foundation for stronger, more resilient communities. Its emphasis on inclusivity, transparency, and local engagement ensures that media remains a tool for empowerment and social connection, rather than simply a conduit for content. This commitment to accountability and social value is what makes community media an indispensable part of the UK’s media landscape.
The Decline of Local Media and Its Consequences
The UK’s local media landscape has undergone a profound transformation over the past few decades, with significant repercussions for citizens and communities. Once a cornerstone of democratic participation and social cohesion, local media has been increasingly undermined by structural changes, economic pressures, and the rise of global platforms. This decline has far-reaching consequences, eroding the fabric of civic engagement, limiting access to reliable local information, and weakening the shared identity that local media once fostered.
At the heart of this transformation lies the centralisation of media ownership. Local newspapers and radio stations, once independently operated and deeply embedded in their communities, have been consolidated into large transnational corporations. Editorial decisions, resource allocation, and content production are now often managed far from the communities they aim to serve. This shift has diluted the local relevance of media, replacing in-depth coverage of community issues with generic, templated content. For UK citizens, this means fewer opportunities to engage with news that directly affects their lives, from local council decisions to school funding and neighbourhood developments.
This centralisation has also led to the homogenisation of content. As media organisations prioritise efficiency and cost-cutting, unique local voices are replaced with uniform narratives designed for broader, national audiences. Stories are repeated across multiple outlets, leaving little room for the nuanced, place-based storytelling that reflects the diversity of UK communities. For citizens, this loss of meaningful choice undermines their ability to engage with media that resonates with their lived experiences and local priorities.
The rise of global platforms has further exacerbated the decline of local media. Digital giants like Facebook, Google, and YouTube dominate the media ecosystem, siphoning advertising revenue away from local outlets while offering little in return to the communities they operate within. These platforms prioritise content that maximises engagement—often sensationalist or polarising—over locally relevant or constructive narratives. For UK citizens, this globalisation of content offers a paradox: increased access to diverse media options but diminished opportunities for media that prioritises their place-based identities and civic needs.
One of the most troubling consequences of this decline is its impact on democratic participation. Local media has traditionally played a crucial role in holding power to account, reporting on local councils, scrutinising public spending, and amplifying community voices. As local outlets disappear or are weakened, these watchdog functions are diminished, leaving a vacuum in accountability. Citizens lose a vital source of information needed to make informed decisions about their communities, from voting in local elections to advocating for public services.
The decline of local media also contributes to the erosion of social cohesion. Local newspapers, radio stations, and community platforms once served as hubs of shared identity, connecting individuals through stories, events, and public discussions. Their reduction or disappearance leaves communities fragmented, with fewer spaces for dialogue and collective action. For UK citizens, this loss goes beyond information; it represents a weakening of the social ties that build resilient and inclusive communities.
Compounding these challenges is the role of opaque and unaccountable algorithms in shaping the media landscape. Social media platforms, driven by profit motives, use algorithms that prioritise sensationalism, often amplifying divisive or misleading content. Local stories and issues struggle to gain traction in this environment, further marginalising community-focused media. For citizens, this means navigating an information landscape where their attention is drawn away from local concerns toward content designed to provoke emotional reactions rather than informed engagement.
The downgrading of media literacy and production skills has further exacerbated the issue. As schools and civic education programmes deprioritise media literacy, citizens are less equipped to critically engage with the information they consume. The decline in opportunities for individuals to participate in media production—whether through community reporting, community radio, or DIY and grassroots community media initiatives—also reduces their capacity to shape and challenge the narratives that dominate their media environment. For UK citizens, this disempowerment limits their ability to hold media and power structures to account.
The consequences of this decline are stark. Without robust local media, communities become vulnerable to misinformation, disengagement, and external manipulation. Public trust in media institutions erodes, and the democratic process suffers as citizens are left without the tools to participate meaningfully in their communities. For UK citizens, this is not just a loss of information but a fundamental weakening of the systems that enable collective action and social cohesion.
Members of the public have demonstrated remarkable creativity and innovation by producing media content and sharing it online through their social networks. This includes photography, podcasts, video blogs, and various other forms of meaningful media. Individuals, or groups within their social networks, can now easily create and disseminate content that showcases their talents and perspectives. However, these individual efforts often lack the sense of belonging to a community where concerns and expressions are shared for the benefit of the wider social group or community.
Addressing the decline of local media requires a comprehensive response. Support for community-driven media initiatives, reinvestment in local journalism, and policies that ensure fair competition with global platforms are critical. Citizens must also be empowered to demand and support media that reflects their values and priorities. Ultimately, the decline of local media is not an inevitable outcome; it is a challenge that can be met with collective action, policy innovation, and a renewed commitment to the public good. For UK citizens, rebuilding local media represents an opportunity to reclaim their voices, strengthen their communities, and ensure a more inclusive and accountable media landscape.
A Call to Action: Reclaiming Media for Communities
The decline of local media, coupled with the pervasive threat of misinformation, represents a critical juncture for the UK. The existing media ecosystem, shaped by centralisation, globalisation, and profit-driven algorithms, has left many communities disconnected, disempowered, and underrepresented. While regulators and policymakers acknowledge these issues, their efforts alone cannot address the scale of the challenge. It is up to citizens to lead the way, reclaiming media as a tool for empowerment, accountability, and connection. Rebuilding media for communities requires collective action, a commitment to inclusion, and a focus on fostering meaningful engagement.
At its core, the effort to reclaim media must prioritise community-driven models that emphasise participation, representation, and accountability. Unlike commercial or centralised media, community media is grounded in the specific needs and identities of the people it serves. It provides a platform for diverse voices, fosters dialogue across social divides, and addresses local concerns that are often overlooked by larger outlets. For UK citizens, this means having a direct stake in the media they consume, with opportunities to contribute their perspectives, stories, and expertise.
To achieve this, it is essential to move beyond viewing media solely as a vehicle for news and information. Community media must encompass a broad spectrum of content and activities, including cultural programming, educational resources, and forums for civic engagement. By doing so, it can reflect the full richness of community life and support the development of place-based identities. For UK citizens, this approach ensures that media is not just about reporting events but about shaping the social, cultural, and economic vitality of their communities.
Media literacy must also be a central pillar of this movement. Empowering individuals to critically evaluate information and challenge misinformation is crucial in an age of algorithmic manipulation and digital noise. Media literacy is not just a skill but a form of civic education, equipping citizens to participate actively in democratic processes and hold power to account. For UK citizens, this means learning to discern credible sources, identify biases, and navigate the complexities of the modern media landscape. Community media organisations are uniquely positioned to lead this effort, integrating media literacy into their programming and outreach.
Equally important is the need to amplify grassroots innovation. Community media initiatives often thrive on creativity, adaptability, and local knowledge. However, these efforts are frequently constrained by structural barriers, including limited funding, regulatory hurdles, and a lack of institutional support. Addressing these challenges requires policies and practices that prioritise community-led solutions. For UK citizens, this means advocating for fair funding models, simplified licensing processes, and partnerships that enable grassroots projects to flourish. Supporting local talent, whether through training programmes, grants, or mentorship, is essential to sustaining a vibrant community media sector.
Transparency and accountability are also vital in rebuilding trust between media organisations and their audiences. Citizens must demand openness in how media platforms operate, particularly when it comes to content moderation, funding sources, and algorithmic design. This includes holding global tech platforms accountable for their impact on local media ecosystems. For UK citizens, pushing for regulatory frameworks that promote transparency, and fairness can help level the playing field and ensure that community media is not sidelined in favour of profit-driven interests.
Perhaps most importantly, the effort to reclaim media must be inclusive and collaborative. It cannot be confined to a single sector or demographic, but must encompass diverse voices, perspectives, and experiences. This requires building coalitions across public services, civic society organisations, and local communities, aligning efforts to create a media landscape that serves the public good. For UK citizens, this means recognising that media is not just a tool for individual consumption but a shared resource that shapes collective identities and aspirations.
The stakes are high. The erosion of local media and the unchecked spread of misinformation threaten to undermine the very foundations of democratic society. However, this challenge also presents an opportunity: to reimagine media as a force for empowerment, connection, and resilience. For UK citizens, reclaiming media for communities is not just an abstract ideal but a tangible pathway to stronger, more inclusive, and more accountable communities.
The path forward requires bold action, sustained advocacy, and active participation. Citizens must champion media that reflects their values, challenges harmful narratives, and prioritises community needs. By supporting community-driven initiatives, fostering media literacy, and demanding transparency and accountability, UK citizens can help build a media landscape that is genuinely democratic, inclusive, and responsive to their lives. The future of media is not something to wait for; it is something to create. Together, we can reclaim media for the benefit of all.
Building a Media Landscape for the Future
The challenges facing the UK’s media landscape—ranging from the unchecked spread of misinformation to the decline of local media—demand urgent and concerted action. These issues are not just technical or regulatory concerns; they strike at the heart of how citizens engage with their communities, participate in democracy, and make sense of the world. Addressing these challenges requires reimagining the role of media, not as a passive conveyor of information, but as an active force for empowerment, accountability, and social cohesion. For UK citizens, this is both an opportunity and a responsibility to shape a media environment that serves the public good.
A sustainable and inclusive media landscape must prioritise trust and transparency. Citizens have grown increasingly sceptical of mainstream and digital media due to opaque practices, algorithmic manipulation, and the prioritisation of profit over public interest. Rebuilding trust requires media organisations to embrace openness in how they operate, from editorial decision-making to content moderation policies. For UK citizens, this transparency is crucial for restoring confidence and ensuring that media platforms are accountable to their audiences rather than external stakeholders or advertisers.
Equally important is the reinforcement of local and community media as a cornerstone of the future media landscape. These outlets play a vital role in amplifying diverse voices, addressing place-based concerns, and fostering civic participation. However, they cannot thrive without structural support. Policymakers must ensure that community media initiatives have access to sustainable funding, fair regulatory frameworks, and opportunities to innovate. Citizens, too, must engage with and advocate for these outlets, recognising their importance in countering misinformation, representing local interests, and promoting social cohesion. For UK citizens, a robust community media sector means access to media that reflects their values and priorities rather than distant corporate agendas.
The future of media also hinges on media literacy as a foundational skill for all citizens. In a world of information overload, the ability to critically evaluate sources, identify biases, and navigate digital platforms is essential. Media literacy must become a lifelong learning priority, integrated into school curricula, workplace training, and community programmes. Empowering citizens to be informed consumers and active contributors to media is key to countering misinformation and fostering democratic participation. For UK citizens, these skills offer the tools to engage confidently and meaningfully in an increasingly complex information environment.
While local and community efforts are crucial, they must be complemented by systemic change at the national and global levels. Regulation has a role to play in ensuring that global tech platforms operate responsibly, treating information as a public good rather than a commodity. Policymakers and regulators must hold these platforms accountable for their role in amplifying misinformation, undermining local media, and manipulating public discourse. For UK citizens, pushing for fairer digital ecosystems means demanding that tech giants prioritise truth, fairness, and accountability over profit margins.
At its core, building a future-ready media landscape requires a collective commitment to inclusion and diversity. Media must reflect the full spectrum of voices and experiences that make up the UK’s population. This means amplifying underrepresented groups, ensuring equitable access to media resources, and fostering a culture of mutual understanding and respect. For citizens, this inclusivity strengthens the shared identities and connections that underpin vibrant, resilient communities.
The future of media is not predetermined; it will be shaped by the choices and actions we take today. UK citizens have a pivotal role to play in this process. By supporting community-driven initiatives, advocating for media literacy, and holding platforms and policymakers accountable, citizens can help build a media environment that is equitable, participatory, and reflective of their needs. This is not just about addressing current challenges but about laying the foundation for a media system that empowers future generations.
Reimagining the media landscape is a bold and necessary endeavour, but it cannot succeed without widespread engagement and collaboration. Citizens, media professionals, educators, policymakers, and community leaders must work together to ensure that media serves as a force for good. For UK citizens, this is a chance to reclaim their voices, rebuild trust, and strengthen the connections that bind society. The future of media is not just about technology or content; it is about fostering a culture of accountability, inclusion, and shared responsibility. Together, we can build a media landscape that reflects the best of who we are and supports the kind of society we aspire to be.