Tuiloma Sina Retzlaff is one example where the Samoa Observer worked closely with her to tell her story. At the same time they made sure not to revictimise her by engaging in the type of victim shaming or blaming tactics that have also been highlighted by the Inquiry so far. The result of this approach was increased public awareness and a platform for further discussion on family violence. However, it brings into the spotlight the power of the media not only to have a positive influence but also a negative one, if the reporting is carried out in a different manner to that of Tuiloma’s case. Reporting on family violence is a sensitive matter that requires care and in depth understanding of how victims should be treated to prevent further harm. The Inquiry spoke to a number of media figures who readily admitted that expertise and understanding in this area could and should be improved. “There needs to be more push done on the ethics on the report writers and more training for the report writers on how to report. Some of the reporters are just kids who have no training and you cannot expect them to know how to write on such important issues and try to create social change.” Faleafa Falaniko Taefu, Matai, Inquiry public hearings The Inquiry therefore finds that journalism has already played an important role in bringing family violence into the public domain and continues to be of critical importance. To ensure that their considerable influence is consistently positive consideration must be given to how professional standards can be raised throughout the media. INQUIRY FINDING 26: Journalists are a key partner in the fight against violence and the industry requires training in how to report and advertise in a manner which does not promote attitudes which lead to family violence or pose further risk to victims. A specific concern raised throughout the Inquiry was of the broader role of media in the prevalence of family violence. This was perceived in two ways – the first being through reinforcing gender stereotypes through advertising, films and TV, and the second being the proliferation of sexual violence on TV/films and increasing access to pornography. The Report has already detailed how the Inquiry heard how “popular modern representations of the masculine ideal appear on T-shirt designs showing heavily muscled and tattooed men in belligerent poses”69 and the same is true on television programmes, and on adverts. One person speaking to the Inquiry even raised the issue of a popular local beer using violence to promote its drink. The Inquiry was unable to verify this claim but it reflects a broader concern that the media industry is buying into the harmful attitudes detailed earlier in this Report, which contribute to the prevalence of violence, rather than helping to address them. 69 Ramona Boodoosingh and Penelope Schoeffel. (2015). “Addressing Violence against Women in Developing Countries: The Case of Samoa.” Document 82 Inquiry anthology.