Part II National human rights institutions’ domestic activities and functions 3.4. MEDIA The media is a dominant force in the formation and expression of ideas and opinions. The extent to which traditional forms of media can be leveraged as partners in advocating for indigenous peoples’ human rights will depend greatly on the social and political structures operating within the jurisdiction of each NHRI. Nevertheless, where possible, NHRIs should seek to work constructively with the media. The media can play an important role to educate the public about human rights standards, raise public conscience about human rights issues and violations and draw attention to the activities of the NHRI.201 The Jordan National Centre for Human Rights has an active social media presence. It has Twitter, Facebook and YouTube accounts, as well as an online newsletter. It uses these various forms of media as a mechanism to distribute reports, press releases and other news and information about the institution to a broad audience.201 Marking the International Day of the World’s Indigenous Peoples 2012, is a panel discussion with representatives of indigenous media organizations from across the world, following the theme “Indigenous Media, Empowering Indigenous Voices.” On the screen are Secretary-General Ban Ki-moon (left) and Grand Chief Edward John, Chairperson of the UN Permanent Forum on Indigenous Issues. UN Photo/Devra Berkowitz. 201 More information is available at www.nchr.org.jo/english/home.aspx. Chapter 7: Awareness raising and education 67